The Dissemination and Reception of Asian Cinema in Western Countries from a Cross-Cultural Communication Perspective

Abstract

Against the backdrop of globalisation and the rapid advancement of digital media, Asian cinema has emerged as a dynamic component within the global cinematic landscape. This study adopts a cross-cultural communication theoretical framework to examine the dissemination trajectory and contemporary landscape of Asian films in Western nations. It analyses key aspects including textual encoding, dissemination pathways, and audience reception to elucidate the intrinsic logic of Asian cinema's cross-cultural transmission. Presently, the dissemination of Asian cinema in the West has shifted from the early, festival-dominated artistic circulation to a mass-market model driven by streaming platforms. Distinct dissemination patterns have emerged for Japanese and Korean cinema, Chinese cinema, and Indian cinema. At the reception level, Asian films gain recognition through both cultural distinctiveness and universal values, yet simultaneously confront issues such as cultural discounting, stereotyping, and imbalances in discursive power. Research indicates that the reception of Asian cinema in the West depends both on the international translatability of its textual narratives and cultural symbols, and is constrained by dissemination channels, cultural contexts, and aesthetic differences.