The subject of the study is the process of cross-cultural communication and adaptation of the mythological Chinese archetype of the White Snake in foreign screen adaptations (movies, television series, anime, opera). The authors of the article analyze philosophical and cultural meanings, the issue of preserving the demonic nature of the character and the loss of human nature through the prism of various media and civilizational interpretations. The intercultural adaptation of myth is presented in the article as a high-level form of cultural reception, an important research model of intercultural communication (using the example of the Western, Japanese and Thai models). The purpose of this study is to propose effective strategic solutions to overcome the problems associated with the passive perception of media interpretations by audiences in different countries, thereby contributing to the development of a more efficient and autonomous system for exporting Chinese culture to the international level. The research methodology is comprehensive: the article compares and analyzes the adaptation options of the image of the White Snake, a traditional Chinese mythological archetype, in other civilizations of the East and West. The authors of the article carry out an attribution analysis and clarify the structural boundaries of intercultural understanding and the problem of passive perception at the strategic level. The relevance of the presented research lies in the cultural strategy and sovereignty of the export of Chinese culture (the form of cultural conflict and dialogue as a process of cross-cultural adaptation is analyzed). The study is relevant for China and other countries seeking to effectively and equitably represent their cultural heritage on the world stage, bypassing exoticism and orientalism. The article also explores the way in which mythological archetypes are perceived through audiovisual media, and the transformation of the modern media landscape. The scientific novelty of the study is to identify more of the negative aspects of the issue under consideration than the positive ones. This approach reveals the semantic barriers of intercultural communication contained in the fundamental difference between cultural code and ontology. The mythological archetype is considered in the article as a communicative cultural strategy, a comparative and semiotic analysis of the visual image of various civilizational areas is carried out. The authors draw conclusions about the need for inter-civilizational dialogue through the strengthening of cultural symbols, empathy of narrative, localization of archetypes.
Bulgarova et al. (Thu,) studied this question.