A semiotic analysis of Chinese export online TV dramas based on the Fiske’s TV culture theory

Zhang Yujie; Megat Al Imran Yasin; Syed Agil Bin Shekh Alsagoff; Ang Lay Hoon

doi:10.21744/lingcure.v6nS2.2198

Authors

Zhang Yujie Faculty of Modern Languages and communication, Universiti Putra Malaysia, Malaysia
Megat Al Imran Yasin Department of Communication, FBMK Universiti Putra Malaysia, Malaysia
Syed Agil Bin Shekh Alsagoff Department of Communication, FBMK Universiti Putra Malaysia, Malaysia
Ang Lay Hoon Department of Foreign Languages, FBMK Universiti Putra Malaysia, Malaysia

Keywords:

a semiotic analysis, Chinese online TV drama, Fiske's TV culture theory

Abstract

The Belt and Road have changed the Chinese TV drama export industry. The export volume has climbed significantly, but China's TV series trade gap is still considerable due to external solid competition in the global cultural products market. The barbarous development under the capital has caused China's TV drama output surplus, and the domestic market cannot absorb it. Internal and external forces force Chinese TV dramas worldwide, and to travel overseas, the material must be optimized to attract foreign audiences. China's TV drama industry is growing online. Its versatility in making and transmitting has made it the leading exporter of Chinese TV programs. This study employs Fiske's TV culture theory and semiotic methodologies to analyze Chinese internet dramas transferred to Malaysia. Chinese web plays' narrative structure. This study uses semiotic analysis and Fiske's TV culture theory to describe Chinese online TV dramas. Export TV dramas must improve their quality and attract new fans to boost their market position in Malaysia. The Chinese export TV business must consider public sentiment to improve its market position and competitiveness. Fiske's TV Culture theory boosts China's film industry's competitiveness. Evaluating the findings in the conclusion and recommendation chapters helped meet the objective.

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