The effects of "cultural proximity" in promotion Chinese TV dramas in Vietnam

Abstract

In conjunction with the development of the Internet system and globalization trends, promoting culture through TV dramas has become an important part of each country's communication strategy. In China, the TV drama industry develops relatively early than other countries in Asia. With the characteristic of “Cultural Proximity”, Chinese TV dramas easily receive warm responses from Asian audiences, including Vietnam. This article will analyze the influence of “Cultural Proximity” on the promotion of Chinese TV dramas in Vietnam in the following three aspects: Confucian ideology, the education system and young people's preferences.