The Creation and Operation Strategy of Disney’s Mulan: Cultural Appropriation and Cultural Discount
نویسندگان
چکیده
The purpose of this paper is to explore Disney Mulan’s cultural appropriation strategy and the discount phenomenon formed in Chinese market from perspective users discuss creation operation film. In 2020, released a new film that originated China, Mulan, but received negative reviews consumer market. Taking as an example, uses NVivo ROSTCM conduct content-coding text analysis on creators’ interview records comments seeks for differences understanding between audiences creative teams. results show effective creation, based misinterpretation will lead discounts films. Therefore, corresponding strategies during should be adopted better realize sustainable development culture.
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ژورنال
عنوان ژورنال: Sustainability
سال: 2021
ISSN: ['2071-1050']
DOI: https://doi.org/10.3390/su13052751