SHS Web Conf.
Volume 148, 2022The 2nd International Conference on Public Relations and Social Sciences (ICPRSS 2022)
|Number of page(s)||4|
|Section||Research on Public Education and Cultural and Sports Undertakings|
|Published online||31 October 2022|
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
College of Foreign Studies, Minnan Normal University, Zhangzhou, China
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.
© The Authors, published by EDP Sciences, 2022
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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