以马来西亚受众谈中国古装耽改剧 《陈情令》和《山河令》在海外华人群体的传播

Diffusion and Influence of Chinese Ancient Costume Series (The Untamed and Word of Honor) in Overseas Chinese Community: An Audience Analysis in Malaysia

Abstract

上个世纪 80、90 年代，马来西亚华人普遍上收看台湾和香港的电视剧。到了 21世纪 10 年代，中国大陆的电视剧或网剧则更受马来西亚华人的青睐。这是一项 基于研究调查的成果。这项研究基于涵化理论，采用 5W 转播框架，来探讨中国 耽改古装剧——《陈情令》和《山河令》在马来西亚华人群体的转播与影响。这是 一项以问卷量性为主，访谈质性为辅的研究。研究团队在拉曼大学向全校约 2 万余 名师生和员工发出问卷电邮，在 783份有效问卷中，约有 44%的人看过至少其中一 部剧。填写问卷者来自全马各地，故这份研究具代表性。本文将这两部剧热播现 象归结为两个原因，其一是中国大陆电视剧在马来西亚的流行，其二是其电视传 递的文化符号明确。另外，双男主的微妙感情也是古装耽改剧受欢迎的原因之一。

关键词：耽改剧，古装剧，马来西亚华人，文化传播，受众研究

In the 80s and 90s of the 20th century, Malaysian Chinese generally watched Taiwanese and Hong Kong TV dramas. However, entering the 21st century, Chinese mainland TV dramas or online dramas are increasingly popular with Malaysian Chinese. The results of this study have also demonstrated this general perception of popularity. Based on the cultivation theory, this study adopts the 5W Framework of Communication to investigate the diffusion and influence of the Chinese ancient costume dramas, “Chen Qing Ling” (The Untamed) and “Shan He Ling” (Word of Honor) in the Malaysian Chinese community. This study is mainly based on the quantitative data from a questionnaire survey, but supplemented with a series of qualitative interviews. The questionnaire was emailed to about 20,000 faculties, students, and other staff at Universiti Tunku Abdul Rahman (UTAR), and out of 783 valid returns, about 44% of them had viewed at least one of the two dramas. The questionnaire was filled out by respondents from all over Malaysia, strengthening the sample’s representativeness. This study attributes the popularity of these two dramas to two reasons: i) the popularity of Chinese mainland TV dramas in Malaysia and ii) the clear cultural symbols transmitted by their television. In addition, the delicate feelings of the two male protagonists are also one of the reasons.

Keywords: TV drama adapted from a BL novel, costume drama, Malaysia Chinese, cultural dissemination, audience study