本研究聚焦于全球化背景下中国电视剧的国际传播，以中国电视剧在越南的传播为研究对象，以文化接近性、文化折扣、文化克里欧化为理论及方法论指导，综合运用了焦点小组、深度访谈和内容分析三种研究方法，旨在通过梳理中国电视剧从中国到越南电视台，再从越南电视台到观众这一“二次传播”过程中的相关影响因素来探讨以下问题：中国电视剧在越南的传播经历了怎样的发展历程，什么样语境促进了这一传播得以形成？越南观众观看中国电视剧的心理以及他们如何消费中国电视剧，除了观看中国电视剧之外，他们是否还将中国电视剧挪作它用？中国电视剧在越南的传播过程中有什么问题？ 本研究发现，中国电视剧填补了越南快速发展的电视台与多频道导致的电视节目空缺。中国电视剧在越南的传播至今经历了三个时期：局域传播与市场培养期、市场占有巅峰期、渐弱期。中越之间紧密的历史与现代文化联系使得越南观众更加容易消费中国古装剧和都市情感剧，而中越之间的政治文化接近是中国电视剧前期在越南传播的政治基础。在上世纪末，因为受苏东解体影响，越南政府加强了对外部信息特别以美国为首的电视剧流入越南，以防被“和平演变”，为中国电视剧在越南的播放腾出了空间，但随着越南进一步融入全球化以及中越领土争端和越南政府国家文化安全意识的提高，中国电视剧在越南的播放量急剧下降。本研究还发现，越南电视剧整体质量差，存在内部文化折扣问题，不能满足越南人对于电视剧消费的需求；越南人对中国怀有一种仰望心理，中国经典的古装剧满足了越南观众对中国传统文化的审美需求，从而获得巅峰体验的愉悦；中国的都市情感剧满足了越南观众情感挪移的需求，使得他们能够从中寻找自我、获得认同；有一部分观众观看中国电视剧是为了学习汉语，熟练掌握汉语能够让他们在就业中获得更多的工作机会和经济回报。中国的电视剧在越南存在克里欧化，越南一些观众使用了中国一些电视剧元素拍摄短视频，目的除了娱乐之外可分为三类：批判社会、实现自我和商业推广。最后本研究发现至少五大问题影响了中国电视剧在越南的传播：语言差异引起的文化折扣、中越领土争端的政治影响、越南意识形态的变化以及越南官方与民间对中国电视剧对越南文化影响意识的提高、中国电视剧本身因为消费文化的影响而导致的失去“中国性”等。

This paper focuses on international communication of Chinese TV dramas under the background of cultural globalization. According to theories and methodologies of cultural proximity, discount and creolization, it studies the communication of Chinese TV dramas in Vietnam with the comprehensive application of three research methods, including focus group, in-depth interview and content analysis, in order to discuss following questions by summarizing factors that influence the “secondary communication” of Chinese TV dramas from China through Vietnamese TV stations to audiences. What development process Chinese TV dramas have gone through during their communication in Vietnam? What are major subject matters of these TV dramas? What political, economic and cultural backgrounds have contributed to such communication? How about the mentality of Vietnamese audiences in watching Chinese TV dramas and how do they consume these dramas? Which factors have promoted Vietnamese audiences’ consumption of Chinese TV dramas? Apart from appreciation, are Chinese TV dramas used for any other purpose by Vietnamese audience? What problems have been encountered in communicating Chinese TV dramas in Vietnam?It is discovered in this study that Chinese TV dramas have filled the gaps in TV programs resulting from the rapid development of TV stations and multiple channels in Vietnam. So far, three stages have been experienced in communicating Chinese TV dramas in Vietnam, including the stage of local communication and market cultivation, the peak of market development and the declining stage. There are so close connections between China and Vietnam in histories and modern cultures that it is easier for Vietnamese audiences to consume ancient Chinese costume dramas and urban affection teleplays. Chinese and Vietnamese political cultures are similar, which has politically underpinned early communication of Chinese TV dramas in Vietnam. At the end of the last century, Vietnamese governments strengthened inflow of external information, particularly TV dramas of the United States owing to the impact of the disintegration between the Soviet Union and Eastern Europe, in order to protect itself from “peaceful evolution”, and thus spare space for the broadcast of Chinese TV dramas in Vietnam. However, the number of Chinese TV dramas has declined drastically in Vietnam with the further globalization of Vietnam, the emergence of territorial disputes between China and Vietnam as well as increase in Vietnamese governments’ awareness of national cultural security.Furthermore, the overall quality of Vietnamese TV dramas is found in this study to be poor and have problems concerning internal cultural discount that they can’t satisfy Vietnamese consumer needs for TV dramas. Vietnamese look up to China, and classical ancient Chinese costume TV dramas just accommodate Vietnamese audience’s aesthetic needs for traditional Chinese cultures, so that they can get pleasure from their peak experiences. Chinese urban affection teleplays meet Vietnamese audiences’ needs for emotional transfer, in order that they can seek the true self and win recognition through their appreciation of these dramas. Some audiences watch Chinese TV dramas for learning Chinese. Once they are proficient with Chinese, they will get more job opportunities and economic returns from their employment. Likewise, Chinese TV dramas are also creolized in Vietnam, where some audience creatively utilizes some elements of Chinese TV dramas for shooting short videos. Apart from entertainment, the major purposes may be generally classified into three categories, including criticizing the society, self-actualization and commercial promotion.At last, this study discovers that at least five problems have impacted the communication of Chinese TV dramas in Vietnam, namely cultural discount caused by linguistic differences, political impacts of territorial disputes between China and Vietnam, changes to Vietnamese ideologies, increase in Vietnamese governments’ and citizens’ awareness of the effects of Chinese TV dramas on Vietnamese cultures, and loss of “Chinese characteristics” in Chinese TV dramas arising from the impacts of their own consumer cultures.