Cultural strategies and national expression in overseas dissemination of Chinese and Thai films

This paper discusses the cultural strategies and national expression of Thai and Chinese films in overseas communication. Utilizing the “Four-Body Evolution” theory as an analytical framework and employing semiotic analysis method, the study examines the intricate evolution of cinematic narratives, revealing the subtle shifts in cultural strategies and expressions of national identity in the film industries of both nations. Thai films initially manifest national ethos through epic films, subtly challenge Western cultural dominance via Muay Thai films, then showcase indigenous cultural elements through ghost films, and ultimately obscure national traits to project an image of “global citizenship” in youth films. Chinese films, on the other hand, uses folklore films to metaphorically represent the nation’s history and cultural traditions, employ new wuxia films to articulate the national spirit and philosophical thoughts, emphasize national pride and confrontational aspects through military-themed films, and finally explore the integration of national identity with global culture through diverse film production methods. Both countries’ genre films have gone through a rhetorical progression from metaphor, metonymy, synecdoche, to irony. In this progression, Thai films have transitioned from macroscopic to microscopic narratives, gradually weakened the confrontational nature of nationalist discourses. In contrast, Chinese films have intensified the nationalistic expression, exhibiting a more confrontational stance in the first three phases, before pivoting to a conflict-averse approach that highlights humanitarian concerns in the irony phase. The shared challenges faced by the film industries of both countries in their overseas dissemination require film producers to have a deep understanding of local culture and the capabilities of cross-cultural communication. Research concludes with strategic recommendations for the Chinese film industry to deepen its cultural resonance, enhance cross-cultural dialogue, innovate international communication paradigms, and actively engage with international market feedback to increase global influence.