2023, Vol. 14, No. 1. - go to content...
Permanent address of this page - https://sfk-mn.ru/en/11flsk123.html
Full article in PDF format (file size: 376 KB)
Zhu Yu. [Emotivity as a means of popularizing the Russian feature film «He is a Dragon» among the Chinese public] World of Science. Series: Sociology, Philology, Cultural Studies, 2023, Vol. 14, No. 1. Available at: https://sfk-mn.ru/PDF/11FLSK123.pdf (in Russian).
Emotivity as a means of popularizing the Russian feature film «He is a Dragon» among the Chinese public
Saint Petersburg State University, Saint Petersburg, Russia
Abstract. The aim of the study is to show the active stimulating role of category of emotivity in the process of popularizing contemporary Russian cinema among Chinese audiences. The material of our study is the romantic film «He is the Dragon», which was purchased 60.15 million times in China and rated 7.6 out of 10 and collected about 76 thousand comments on the Chinese film website «douban». The scientific novelty consists in revealing the peculiarities of implementation category of emotivity in the Russian feature film «He is a Dragon» and Chinese version of its poster from the perspective of Chinese audience perception, as well as in revealing compliance of emotive components affecting the audience with national and cultural norms and rules. The main research methods are emotive analysis, contextual analysis, method of interpretation, descriptive method. In order to achieve the goal the author identifies and characterizes the verbal, visual and linguocognitive emotive means in the film poster and in the film itself. The author also explains the reason for the specific Chinese audience’s emotions when watching the film, which are caused by the specific Chinese socio-cultural background. It is proved, that the reason of popularization of the Russian film «He is a Dragon» lies in the effective promotion before the film distribution through posters, in the formation of its Chinese version, taking into account the apperceptive background of the Chinese audience and involving of the emotion-generating image of the dragon. The results of our research can be used in selecting specific works of film art for their popularization abroad, and in particular, in China.
Keywords: emotivity; emotema; Russian cinema; «He is a dragon»; perception of foreign art in China
This work is licensed under a Creative Commons Attribution 4.0 License.
ISSN 2542-0577 (Online)
Dear readers! Comments on articles are accepted in Russian and English.
Comments are moderated and appear on the site after verification by the editor.
Comments not related to the subject of the article are not published.