Author(s)

Jinhui Jin

Corresponding Author

Jinhui Jin

ABSTRACT

A country's comprehensive national strength includes not only the “hard power” expressed by economy, science and technology, military strength, but also the “soft power” expressed by cultural and ideological attraction, all of which should be reflected through mass media. As one of the important ways to enhance the “soft power”, film and television is carrying the spread of the national mainstream culture, which forms an interaction and undertakes the promotion of the cultural soft power and the spread of the mainstream culture together. Film and television art has both commercial and entertainment functions, and has a wide audience and consumer market. The systematic analysis and collation of the theory of cultural soft power can provide scientific and effective theoretical guidance for the construction of cultural soft power. Based on the perspective of cultural creativity, this paper analyzes the problems faced by the development of film and Television Cultural Industry from the perspective of cultural soft power, and puts forward the development path of promoting the soft power of Chinese film and television culture.

KEYWORDS

Soft power, Film and television culture, Cultural creativity