A study of cross-cultural communication strategies of American TV series in China from the perspective of encoding and decoding —illustrated by the example of Modern Family
This paper analyzes the American drama “Modern Family” by using Stuart Hall’s “encoding/decoding” theory. Modern Family uses universal themes and a “modern” plot to attract Chinese viewers, and uses diverse characters to bring a sense of psychology and identity to decoders. The American values embod...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2022-01-01
|
| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2022/18/shsconf_icprss2022_01007.pdf |
| Summary: | This paper analyzes the American drama “Modern Family” by using Stuart Hall’s “encoding/decoding” theory. Modern Family uses universal themes and a “modern” plot to attract Chinese viewers, and uses diverse characters to bring a sense of psychology and identity to decoders. The American values embodied in the show mainly focus on values related to diversity and confident low-context culture. The decoders mainly show a hegemonic position on episodes such as the way of education between parents and children, a negotiated position on episodes that go against traditional concepts, and an antagonistic position on the ideological, political, and economic levels of the episodes. |
|---|---|
| ISSN: | 2261-2424 |