Cross-Cultural Cinematic Analysis: Investigating Cultural Discounts in Chinese Audiences’ Reception of Korean Science Fiction Film the Host

Abstract

Cultural discount denotes the diminished worth of foreign films in the context of cross-cultural communication, stemming from incongruities in the cognitive frameworks, values, and ideologies of local audiences. This phenomenon is significant for prolific film-producing nations like Korea. Over the last three decades, Korea has established itself as a cinematic powerhouse, offering a diverse range of film genres, including science fiction. Despite achieving domestic recognition and international acclaim, the Korean science fiction film The Host (2006) encountered cultural discount in China. A qualitative survey of 36 Chinese viewers were conducted to explore the cultural discount imposed by The Host. The study covered various content elements, revealing that while some aspects had limited impact on the cultural discount perceived by Chinese audiences, the most significant lack of understanding was observed in the areas of plot, theme, and ending. This paper suggests that Chinese viewers’ cultural discount experience stems from two key dimensions: unfamiliarity with the authentic Korean society, especially regarding society’s anti-Americanism and government mistrust, and the film’s fundamental role as a political satire, a genre rarely found in China. This scarcity hinders their ability to comprehend the film’s satirical elements, resulting in cultural discount.