Cross-Culture Communication of Japanese Animated Films in China Within the New Media Context
Abstract
Compared to traditional media, new media is characterized by openness, personalization, segmentation, and cost-effective global communication. It provides a wider platform for films and enables individuals to explore cultural identity within a vast digital community. This paper focuses on cross-cultural communication of Japanese animated films in China, specifically analyzing Sezume directed by Makoto Shinkai. By examining distribution channels, promotional strategies, and narrative elements, the study first illustrates how new media offers opportunities and challenges for cross-cultural film communication. Furthermore, it explores how Sezume skillfully utilizes cultural context to reduce cultural misunderstanding, then apply linguistic symbols and non-linguistic symbols to integrate the ‘world series’ narrative framework with universal thematic expression. Finally, the paper presents recommendations for the cross-cultural communication of animated films: adopt all-age positioning and harmonize global appeal with Japanese tradition and feature; value fans and make long-term commitments with them; collaborate with local agencies in target audience countries; maintain distinctive artistic style and convey universal themes.
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