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Comment by 文創 庫 1 hour ago

(續上)二、BL與中華軟實力：吸引力與張力

然而，如果將BL的國際流行直接等同於「中華軟實力」的提升，就過於簡單化了。

潛在的正面效果

BL 劇提供了一種柔性的文化輸出語言。愛情與情感故事比歷史劇或現實主義題材更容易跨越文化邊界。海外觀眾因為追劇，接觸到中文語言、華人面孔與中國的現代城市景觀，這在潛移默化中增加了中國文化的能見度。
某種程度上，它可以作為一種「潤物細無聲」的文化輸出方式，比直接的宣傳更具吸引力。

內部的爭議與限制

然而，BL 在中國國內一直是敏感題材。為了符合審查要求，許多作品被迫「降維處理」，將愛情化為「兄弟情」「戰友情」。這種含糊策略雖能在國內上映，但在海外卻常被批評「不真誠」「偷工減料」。觀眾常常需要在官方文本與粉絲二創之間尋找「真實情感」。這種張力不僅影響作品的完整性，也會削弱文化輸出的說服力。

宗教與文化壁壘

在宗教氛圍保守的國度，如中東、南亞的部分穆斯林國家，BL 劇可能因違背當地價值觀而遭到抵制或下架。這意味著 BL 題材雖能在東南亞或拉美獲得流量，但難以覆蓋更廣闊的市場。若將 BL 作為出海的唯一路徑，顯然存在區域性侷限。

總結來看，BL 的文化吸引力停留在「娛樂消費」層面，難以轉化為「價值共鳴」——而後者才是 Joseph Nye 所定義的「軟實力」核心。

三、國際比較：他山之石

若要理解中國出海策略的侷限，可以參考韓國與泰國的經驗。

韓流的全方位布局

韓國的成功在於形成完整的文化生態鏈：K-pop、韓劇、電影、綜藝相互支撐，再延伸至美妝、飲食、觀光。韓流的核心吸引力不僅在於娛樂，而是展示了韓國的現代性、時尚感與社會活力。

泰國 BL 的局限

泰國 BL 劇的確風靡亞洲與拉美，但其影響多停留在小眾圈層，並未帶動整體「泰國文化」的國際形象。對許多海外觀眾而言，泰國等於「BL 生產國」，卻難以上升為更廣泛的文化認同。

中國若重複這條道路，可能會落入相似陷阱：獲得短期粉絲，卻無法形塑長遠的文化吸引力。 

四、更好的出海選擇

那麼，若 BL 不是唯一出路，中國長視頻應該如何制定更具普世性、可持續的策略？

懸疑推理與科幻題材

這是最容易跨越文化邊界的類型。中國已有《隱秘的角落》《開端》等口碑佳作，敘事張力能吸引不同文化的觀眾。這類作品凸顯中國編劇在敘事結構上的創新，既能出海，也能提升文化話語力。

青春校園與家庭題材

校園生活、家庭矛盾、代際衝突是全球共通的主題。中國特有的教育制度（如高考壓力）、親子關係也能成為引人入勝的文化元素。這種「普世情感+中國特色」的結合，更容易被不同國家接受。

古裝奇幻與東方美學

中國古裝劇的視覺奇觀與東方美學在全球具有獨特吸引力。若能在歷史題材基礎上加入奇幻冒險或普世的正邪對立敘事，將更容易為國際觀眾理解與接受。例如動畫《哪吒之魔童降世》已在國際市場獲得好評。

動畫與兒童內容

動畫比真人劇更容易跨越宗教與性別的禁忌，能夠針對年輕觀眾形成長期的文化影響。這是中國目前相對不足，但最具潛力的方向。

國際合拍與本地化改編

在穆斯林國度或其他保守市場，可以透過合拍或本地化合作調整劇情，推出「國際版剪輯」。這種策略雖增加成本，但能有效規避文化摩擦，建立品牌形象。

五、從戰術到戰略：軟實力的長遠布局

長視頻出海的最終目標，不僅是商業流量，而是軟實力的建構。這需要從「戰術突破」上升為「戰略布局」。

戰術層面：吸引觀眾

BL 劇、懸疑劇、青春劇都可以作為流量入口，幫助平台在不同市場打開知名度。

戰略層面：文化共鳴

長遠而言，需要更多能體現中國現代性、青年生活、家庭價值觀的作品，讓海外觀眾在情感之外，對中國文化產生理解與認同。

生態層面：產業鏈延伸

參考韓流經驗，長視頻應與音樂、動漫、文創、旅遊等形成聯動，將影視的流量轉化為更全面的文化影響力。

六、結語

愛優騰選擇 BL/耽美題材作為出海先鋒，從產業角度看，是一個聰明且務實的戰術：它成本低、粉絲效應強、社交傳播快，能幫助中國影視快速「破冰」。但若將其視為「彰顯中華軟實力」的核心路徑，則過於理想化。BL 劇的影響多停留在娛樂消費層面，且在宗教保守國度面臨天然阻力。

真正的軟實力建構，需要更普世的題材、更真實的文化表達，以及更長遠的產業生態布局。懸疑、校園、家庭、動畫與東方奇幻，可能比 BL 更具廣泛市場與文化潛力。

換言之，BL 可以是中國長視頻出海的「破冰船」，卻不是「航母艦隊」。要想真正形成「中國故事」的全球吸引力，中國影視產業需要的不僅是戰術上的敏銳，更是戰略上的格局

Comment by 文創 庫 yesterday

金太永《于在地語境中的Netflix文化政治：以韓國媒體產業為例》

討論與結論

多年來，Netflix 一直致力於透過與在地製作人共同製作本土內容來推動其片庫的國際化，以擴展市場並確保原創內容。回顧當初，當 Netflix 首次宣布計劃開發原創韓國內容時，串流平台相較於地面電視和有線電視仍被視為小眾市場（Kim 等，2016）。然而，當這家訂閱制影音巨頭將韓國製作人視為進軍亞洲市場的據點後，便大舉投資韓國 Netflix 原創影集的製作（Ju，2020）。除了透過平台技術重組媒體發行體系，他們對內容製作的投資也吸引了更多一線演員、導演與編劇與 Netflix 及其他海外串流平台合作。

隨著串流影音（SVoD）平台在媒體產業中的地位日益重要，韓國政府開始深入參與本土串流平台的開發。2018 年，政府宣布計劃攜手所有地面電視頻道及電信業者（包括 SK Telecom、KT 和 LG U+）建立「大型 OTT 平台」。自此之後，政府在 Wavve 與 Tving 的合作計劃發展與落實過程中扮演中介角色，甚至施壓促成 Wavve 與 Tving 的合併（Kim，2020）。一位任職於公共機構的政府官員（受訪者 H）指出：「政府制定了建立本土串流平台的宏觀規劃，並要求市場參與者依據該規劃的方向行動。」同樣地，新上任的尹錫悅政府（2022–2027）也宣布將採取更具干預性的措施，包括透過海外設立推廣機構、引入公私合資基金來製作串流內容，以及投資基礎建設，打造「韓版 Netflix」（Lee，2022）。結合其對串流產業主要利害關係人的強大影響力，政府在串流領域的角色延續了其長期以來在媒體與電信產業發展上的國家干預傳統（Jin，2011；Lee，2018）。

在這樣的脈絡下，與文化工作者及文化官僚的訪談顯示，SVoD 平台對韓國媒體產業而言是一把雙面刃。一方面，它們讓許多電視製作公司、電影公司及電視台能夠出口內容並回收製作成本。由於低製作費一直是文化創作者嘗試新類型的主要障礙，也造成製作領域一連串的結構性問題，許多受訪者預期 Netflix 與 Disney+ 的投資將有助於拓展韓國電視與電影的類型多樣性並改善製作環境。具體來說，地面電視頻道播出的電視劇單集製作成本約為 4.5 億韓元（約 40 萬美元），遠低於 Netflix 原創劇集單集最高可達 176 萬美元的水準（Yoo，2021）。有幾位受訪者解釋，《王國》（Kingdom）這部描寫中世紀喪屍題材的驚悚影集，只有因為 Netflix 提供資金支持才能實現。此外，也有受訪者指出，Netflix 與其他串流服務為創作者提供了嘗試主流媒體中不被允許的新類型的機會。例如，《人性課外課》（Extracurricular, 2020），一部關於青少年副業犯罪的電視劇，若沒有 Netflix 的投資與發行便不可能問世。同時，韓國新興的電視產業巨頭，如 JTBC 與 TVN（隸屬於 CJ ENM），也透過將全球發行權出售給 Netflix 來回收製作成本。

另一方面，也有部分受訪者對外國串流平台進入本土媒體製作領域表示憂慮，認為這將使製作商與發行商淪為全球資本的外包商。考慮到主要廣播公司本身也擁有 Wavve 與 Tving 等串流平台，且在國內與亞洲市場與 Netflix 競爭，他們同時又與 Netflix 合作，顯得矛盾。雖然這是廣播公司因廣告收入有限、面臨財務困境而採取的無奈對策，但他們為了提高製作成本而將全球發行權出售給 Netflix 的做法，可能會進一步削弱其在市場中的發行影響力（Kim，2019）。由於 Wavve 與 Tving 都計劃以韓國內容經營亞洲市場，他們的決定意味著將 Netflix 投資的重磅內容排除在片庫之外。結合 Netflix 的技術優勢與龐大內容供給，這將削弱韓國平台在國際市場的競爭地位。此外，「Netflix 化」的問題也逐漸浮現，創作者可能傾向於迎合 Netflix 的需求來製作內容，導致媒體製作的進一步標準化。

綜合以上分析，Netflix 與其他串流平台的進入及其在韓國媒體製作上的投資，確實值得深入檢視。雖然部分人認為本土製作人、廣播公司與外國串流平台的合作能夠回收不斷上升的製作成本，並將韓國媒體產品推向全球，但潛在威脅也可能動搖韓國媒體產業的根基。由於全球串流巨頭與本土業者在技術差距、企業規模、資金實力上存在既有的不平衡，再加上串流平台主導的媒體發行體系重組，以及其對韓國媒體製作的投資，都可能使韓國製作人與廣播公司淪為全球 SVoD 巨頭的下游外包商。

考量到世界各地在地製作人與全球串流平台的合製專案不斷增加，這既反映了各國為了確保原創內容、吸引本地觀眾而採取的國家策略，也顯示韓國媒體產業利害關係人如何理解並回應串流平台的方式，可以為全球不同媒體產業提供借鑑。

（譯自：Cultural politics of Netflix in local contexts: A case of the Korean media industries by Taeyoung Kim, Simon Fraser University, Canada；金太永《于在地語境中的 Netflix 文化政治：以韓國媒體產業為例》，2022 年，刊於 Media, Culture & Society）

Comment by 文創 庫 on Saturday

愛墾學術：Nteflix與在地文化再現～～透過挖掘並重新包裝在地文化，Netflix為全球觀眾建構出「文化真實性」的敘事，同時也提升其國際品牌價值。

挑戰與疑慮

智慧財產權控制：本地製作者可能需將重要的智慧財產權讓渡給串流平台，從而限制他們從作品中獲取額外收益的能力。

依賴與市場動態：對外國平台日益增長的依賴，可能在長期內削弱本地的製作環境，因為內容將被塑造成迎合全球偏好的方向，進而導致本地媒體受制於全球串流巨頭（SVoD）。

投機性的真實性：為全球觀眾呈現本地文化的過程，有時會涉及例如「投機的韓國性」（speculative Koreanness）或是展演實踐偏向迎合想像中的非韓國觀眾，而非真實反映在地生活。(愛墾網根據網絡材料整理)

Comment by 文創 庫 on August 15, 2025 at 12:31pm

Train PhD students to be  thinkers not just specialists

Many doctoral curricula aim to produce narrowly focused researchers rather than critical thinkers. That can and must change, says Gundula Bosch.

Under pressure to turn out productive lab members quickly, many PhD programmes in the biomedical sciences have shortened their courses, squeezing out opportunities for putting research into its wider context. Consequently, most PhD curricula are unlikely to nurture the big thinkers and creative problem-solvers that society needs.

That means students are taught every detail of a microbe’s life cycle but little about the life scientific. They need to be taught to recognize how errors can occur. Trainees should evaluate case studies derived from flawed real research, or use interdisciplinary detective games to find logical fallacies in the literature. Above all, students must be shown the scientific process as it is — with its limitations and potential pitfalls as well as its fun side, such as serendipitous discoveries and hilarious blunders.

 This is exactly the gap that I am trying to fill at Johns Hopkins University in Baltimore, Maryland, where a new graduate science programme is entering its second year. Microbiologist ArturoCasadevall and I began pushing for reform in early 2015, citing the need to put the philosophy back into the doctorate of philosophy: that is, the ‘Ph’ back into the PhD. We call our programme R3, which means that our students learn to apply rigour to their design and conduct of experiments; view their work through the lens of social responsibility; and to think critically, communicate better, and thus improve reproducibility. Although we are aware of many innovative individual courses developed along these lines, we are striving for more-comprehensive reform.

Our offerings are different from others at the graduate level. We have critical-thinking assignments in which students analyse errors in reasoning in a New York Times opinion piece about ‘big sugar’, and the ethical implications of the arguments made in a New Yorker piece by surgeon Atul Gawande entitled ‘The Mistrust of Science’. Our courses on rigorous research, scientific integrity, logic, and mathematical and programming skills are integrated into students’ laboratory and fieldwork. Those studying the influenza virus, for example, work with real life patient data sets and wrestle with the challenges of applied statistics.

Comment by 文創 庫 on June 29, 2025 at 3:56pm

（Con't）A new curriculum starts by winning allies. Both students and faculty members must see value in moving off the standard track. We used informal interviews and focus groups to identify areas in which students and faculty members saw gaps in their training. Recurring themes included the inability to apply theoretical knowledge in statistical tests in the laboratory, frequent mistakes in choosing an appropriate set of experimental controls, and significant difficulty in explaining work to non-experts.

Introducing our programme to colleagues in the Johns Hopkins life-sciences departments was even more sensitive. I was startled by the oft-expressed opinion that scientific productivity depended more on rote knowledge than on competence in critical thinking. Several principal investigators were uneasy about students committing more time to less conventional forms of education. The best way to gain their support was coffee: we repeatedly met lab heads to understand their concerns.

With the pilot so new, we could not provide data on students’ performance, but we could address faculty members’ scepticism. Some colleagues were apprehensive that students would take fewer courses in specialized content to make room for interdisciplinary courses on ethics, epistemology and quantitative skills. In particular, they worried that the R3 programme could lengthen the time required for students to complete their degree, leave them insufficiently knowledgeable in their subject areas and make them less productive in the lab.

We made the case that better critical thinking and fewer mandatory discipline-specific classes ductive. We convinced several professors to try the new system and participate in structured evaluations on whether R3 courses contributed to students’ performance.

So far, we have built 5 new courses from scratch and have enrolled 85 students from nearly a dozen departments and divisions. The courses cover the anatomy of errors and misconduct in scientific practice and teach students how to dissect the scientific literature. An interdisciplinary discussion series encourages broad and critical thinking about science. Our students learn to consider societal consequences of research advances, such as the ability to genetically alter sperm and eggs.

 Discussions about the bigger-picture problems of the scientific enterprise get students to reflect on the limits of science, and where science’s ability to do something competes with what scientists should do from a moral point of view. In addition, we have seminars and workshops on professional skills, particularly leadership skills through effective communication, teaching and mentoring.

It is still early days for assessment. So far, however, trainees have repeatedly emphasized that gaining a broader perspective has been helpful. In future, we will collect information about the impact that the R3 approach has on graduates’ career choices and achievements.

We believe that researchers who are educated more broadly will do science more thoughtfully, with the result that other scientists, and society at large, will be able to rely on this work for a better, more rational world. Science should strive to be self-improving, not just self-correcting.

（Title: Train PhD students to be thinkers not just specialists；15 February 2018 Nature 554(7692): 277-277 ；DOI:10.1038/d41586-018-01853-1; by Authors: Gundula Bosch, Johns Hopkins Bloomberg School of Public Health）

中文版：訓練博士生成為思考者，而非僅僅是專家

Comment by 文創 庫 on April 13, 2025 at 6:24pm

FMT Reporters：Academic slams varsities over misplaced priorities

Sharifah Munirah Alatas says public universities should heed ‘real problems’ like academic fraud, useless research, and unemployable graduates instead of focusing on ‘silly’ dress codes.

Former assistant professor Sharifah Munirah Alatas said new guidelines on attire and make-up in Sarawak show that universities treat their students like ‘soulless walking sheets of cardboard’.

PETALING JAYA: A former assistant professor has criticised public universities over their misplaced priorities when it comes to dress codes for students, saying there are other pressing issues that these institutions should address.

Sharifah Munirah Alatas said public universities often come up with rules and regulations “about everything else under the sun” except discussions on what university education is really about, namely critical thinking, producing new knowledge, and learning to apply innovative thoughts.

“How and why do university managements come up with such silly regulations on dressing? Don’t faculties and university managements have better things to do?” she asked in a Facebook post.

The Malaysian Academic Movement (Gerak) chair said public universities have “loads of real problems” that require immediate attention, such as addressing rampant academic fraud, useless research, and unemployable graduates.
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“Why not clean up the corruption among the university’s board of directors, or reprimand non-performing lecturers rather than promoting them just because they ‘apple polish’ their superiors or have political connections?” she said.

Her remarks were in response to a dress code for students at a university in Sarawak, which advised them against wearing sandals and slippers, as well as prohibiting male students from wearing female attire or accessories.

The students were also advised to wear make-up or use perfume modestly.

Munirah said such guidelines show that universities treat their students as if they are “soulless walking sheets of cardboard”.

“Even our pets are treated more like thinking and feeling human beings, with freedom and a sense of independence and self-respect,” she said.

When contacted, Munirah also said while she adamantly opposes the global ranking system, Malaysian universities hold it in high regard.

Therefore, these institutions should prioritise substance over form to climb up the rankings, she said.

For example, placing greater emphasis on philosophy, the arts, music and poetry could help project a higher global ranking in the long run, besides building reputation.

“When students and university lecturers show more interdisciplinary skills, the likelihood of them producing articles and other publications that are widely cited is higher,” she said, referring to one of the requirements that would influence the rankings.

She also said universities need more citations for a higher standing in the rankings.（10.4.2025 https://www.freemalaysiatoday.com）

Iconada's Remark:

👍“placing greater emphasis on philosophy, the arts, music and poetry could help project a higher global ranking in the long run, besides building reputation.”

👆This stands out as the article’s most compelling assertion — a point with which I am in complete and enthusiastic agreement

Comment by 文創 庫 on April 8, 2025 at 3:12pm

陳明發：「黑色星期一」，顫栗中盤算族運

世界，又病了？

今年，照例以愚人節開始的四月，真的應了諾貝爾文學獎得主艾略特的詩所說的：「四月是最殘酷的月份」。四月三，美國總統宣布征收「平等關稅」，四日，新加坡總理黃循財即警告其國人：

「美國的最新舉措標志著全球秩序發生重大變化，基於規則的全球化和自由貿易時代已經結束，如今進入一個更專斷、更顯保護主義，以及更危險的階段。」

七日，全球鬧股災。

老夫搞文創研究，站在鄉土上，背靠文史哲。有緣者，請來回顧1997年東亞金融風暴時，馬來西亞民心如何？國情如何？想想我們的文創事業，這回要怎樣玩下去。

陳明發：我們是誰？找尋大馬人的主體性

陳明發博士《文創技能系列56》： 我的一九九七

陳明發：中華創意人的歷史機遇

Comment by 文創 庫 on March 22, 2025 at 11:59pm

APP-Iconada:The Size of Global Narrative Market～The global books market, encompassing various narrative formats, was valued at approximately $150.99 billion in 2024 and is projected to reach $156.57 billion in 2025, with a forecast to reach $169.57 billion by 2032.

here's a more detailed breakdown:

Global Books Market Size:
2024: Estimated at USD 150.99 billion.

2025: Expected to reach USD 156.57 billion.
2032: Projected to reach USD 169.57 billion.

Growth:

CAGR (2025-2032): 1.8%.

CAGR (2024-2030): 4.2%.

Fiction Book Sales:

2024: Fictional book sales accounted for 59.99% of the global books market.

Digital Storytelling Courses Market:

2023: Valued at approximately $2.5 billion.

Projected Growth: 15% over the next five years.

AI Novel Writing Market:

2023: Valued at USD 250 million.

2033: Expected to reach USD 1515.3 million.
CAGR (2024-2033): 20.3%.

Key Trends:

Digital Storytelling:Increased demand for digital storytelling courses.

AI in Writing: Growing use of AI tools for novel writing.

E-books and Audiobooks:Increased penetration of e-books and audiobooks.

Global Reach: Increased global reach in the publishing industry.

Focus on Diversity and Inclusivity: Growing emphasis on diversity and inclusivity in fiction.