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学术期刊
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学术著作
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精品图书
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投稿须知
International Education and Social Science Exploration (IESSE) June 2026, Vol.2, No.3
The Functional Mode of Regional Symbols: A Typological Comparison of the Commercial Efficacy in Chinese Cross-border Films and TV Exports
Xuefei Luo
School of Economics and Foreign Languages, Chengdu Technological University, Yibin, Sichuan 644000, China
Abstract: In this paper, three works—Ne Zha 2, Dear You, and Pursuit of Jade—are compared and looked at, and the idea of functional mode for regional symbols is put forward. This idea is sorted into three types: explicit lever, narrative core, and implicit residue. The study finds that the business effectiveness of regional symbols in cross-cultural exchange is not decided by their cultural depth or promotional push, but rather by where they sit functionally inside a work’s value structure. These three modes show clear differences in anchoring strength, cultural discount, and commercial value. Furthermore, this paper adds to the cultural discount theory, extends the concept of “anchoring” from image-text links to film-and-marketing contexts, and supplements the typology of film tourism, providing a new way to study the international spread of regional cultures through film and television.
Keywords: cultural discount, film-induced tourism, anchorage, regional cultural symbols
