国产网络游戏跨文化传播的实现机制、实践特征与效能提升路径  

作　　者：蒋多[1] 尹航 

机构地区：[1]中国传媒大学文化产业管理学院 [2]南京大学新闻传播学院

出　　处：《北京文化创意》2024年第4期70-75,共6页Beijing Culture Creativity

基　　金：2022年度北京市游戏理论研究中心研究课题之中国游戏产品的国际传播效能国别比较研究。

摘　　要：网络游戏的跨文化传播得以实现源于由文本叙事构建的虚拟符号体系。基于沉浸式媒介的技术交互体验,以及社群共创逻辑下的文化再生产,国产网络游戏跨文化传播在主体层面形成了一核多支点交融并进的格局,传播内容日益走向类型化、精细化和本土化,传播受众则出现向“Z世代”群体为主的玩家、粉丝、二次元文化爱好者迁移的趋势。未来可以通过由载体转向主体、由内容扩容为IP、由社群深入用户等路径,拓展网络游戏国际传播认知,提升游戏工业化水平,实现差异化精准传播,最终达到提升网络游戏跨文化传播效能的目的。The cross-cultural communication of online games can be realized from the virtual symbol system constructed by text narration,the technical interaction experience based on immersive media,and the cultural reproduction under the logic of co-creation of communitie's.The cross-cultural communication of domestic online games has formed a pattern of integration of one core and multiple fulcrum at the main level,and the communication content has become increasingly typed,refined and localized.The communication audience has a trend of migration to the"generation Z"group of players,fans,and lovers of two-dimensional culture.In the future,we can expand the cognition of international communication of online games,improve the level of game industrialization,achieve differentiated and accurate communication,and finally achieve the goal of improving the cross-cultural communication efficiency of online games by changing from carrier to main body,expanding from content to IP,and penetrating users from community.

关 键 词：网络游戏 跨文化传播 沉浸式媒介 社群共创 IP 

分 类 号：F49[经济管理—产业经济]