1 Introduction

As the main melody TV drama, "Shan Hai Qing" has achieved significant success in international dissemination and has become a representative of telling the story of poverty alleviation in China. The drama has been broadcasted in over 100 countries and regions, with over 13 million views on foreign video platforms and a high like rate of 98%. However, the drama also encountered the phenomenon of "cultural discount" during its dissemination, which affected its international dissemination effect. This article aims to analyze the causes and underlying factors of "cultural discounts" in order to enhance the international dissemination capability of domestic film and television dramas and shape a positive image of China.

2 Successful factors for the international dissemination of "Shanhaiqing"

"Mountain and Sea Sentiment" truly reflects the story of China's poverty alleviation, shows the poverty alleviation system led by the government, led by party members and cadres, and regional mutual assistance, as well as the collectivism spirit and industrious and simple quality of the Chinese people. The regional characteristics of the scenes and lines, as well as the vivid portrayal of grassroots characters in the drama, enhance the infectiousness and authenticity of the story. The drama focuses on poverty issues, shares China's experience in poverty alleviation, spreads Chinese wisdom, and has reference significance for developing countries. At the same time, by arousing audience resonance through real character stories, emotional resonance and spreading empathy can be achieved, attracting people to understand the development and progress of Chinese society.

The phenomenon of "cultural discount" in the international dissemination of "Shan Hai Qing"

The phenomenon of "cultural discount" encountered in the international dissemination of "Shanhaiqing" is mainly reflected in three aspects: coding loss, transmission loss, and "cognitive processing" loss. Encoding loss mainly occurs in the audio-visual translation process, where cultural loaded words and dialect lines in the original play can easily cause information value loss when translated into foreign languages. For example, the dialect song "Love to spell wins" did not retain its original meaning in the English subtitle version, and Chinese characteristic vocabulary can also cause cultural value loss in translation. The transmission loss is limited due to the reliance on mainstream foreign film and television platforms, resulting in restricted access to information. For example, "Shanhaiqing" has not been integrated into platforms such as Netflix, reflecting the need to strengthen the construction of independent network platforms for international dissemination of film and television dramas in China. The cognitive processing loss is due to the limited understanding of Chinese cultural characteristics by overseas audiences, resulting in difficulties and deviations in the decoding process. However, audiences from countries and regions with similar cultural backgrounds to China have a higher acceptance of "Shanhaiqing", while audiences with significant differences from Chinese social backgrounds find it difficult to understand the Chinese characteristics in the play.

Reflection on the phenomenon of "cultural discount" in the international dissemination of four main melody plays

Western cultural hegemony poses obstacles to the international dissemination of Chinese cultural products, making it difficult for Chinese mainstream dramas to gain the same level of popularity in overseas markets as in China. China needs to have a clear understanding of the global information dissemination pattern, promote the construction of a new international cultural exchange system, and promote cross-cultural exchanges with the concept of a community with a shared future for mankind. The construction of Chinese cultural discourse should be achieved through positive interactions with cultures from around the world, reducing cultural discounts and telling Chinese stories well. As an important carrier of Chinese cultural discourse, the main melody drama should convey positive social energy and shape positive values through authentic and emotional international discourse expressions, break cultural barriers through emotional resonance, and achieve international dissemination of culture and values.

5 inspirations for the international dissemination of domestic main melody dramas

Domestic main melody dramas should adhere to Chinese characteristics in international dissemination, avoiding catering to Western culture and losing their essence. The success of 'Shanhaiqing' demonstrates the importance of ethnic and regional characteristics. In terms of translation, professional institutions or experts should be selected for high-quality localization translation, and translators should have the correct political stance and sensitivity. Increasing communication channels, such as utilizing social media and online platforms, launching derivative activities, and collaborating with overseas video websites, are effective ways to expand international cooperation space. Learning the Netflix model and collaborating with overseas production teams to produce TV dramas tailored to the preferences of audiences in different countries can help achieve "people to people connectivity".

6 Conclusion

Shanhaiqing has received positive feedback in international dissemination, accumulating experience for domestic main melody dramas to "go global". Despite facing challenges in geopolitics, cultural differences, and communication channels, mainstream dramas centered on common values, Chinese stories, and international expression are popular in the international market. In the context of a community with a shared future for mankind, Chinese mainstream film and television works that integrate national and global spirit are expected to further expand the international market, promote cross-cultural exchange, and international film and television dissemination.