基于行动者网络理论的国产游戏国际传播策略研究——以《黑神话:悟空》为例  

Research on the Overseas Strategy of Domestic Games Based on Actor Network Theory:A Case Study of Black Myth:Wukong

作　　者：丁佳仪 唐嘉骏 Jiayi Ding;Jiajun Tang(School of Information Management,Nanjing University,Nanjing 210023,China)

机构地区：[1]南京大学信息管理学院,南京210023

出　　处：《中国数字出版》2025年第1期86-97,共12页CHINA DIGITAL PUBLISHING

摘　　要：研究基于行动者网络理论,以国产3A游戏《黑神话:悟空》成功的国际传播为例,深入探讨国产游戏海外推广的策略。在全球化背景下,中国国产游戏在国际传播过程中面临文化差异、市场准入和技术壁垒等多重挑战。通过行动者网络理论的分析框架,文章揭示政府、行业组织、研发和发行企业、出版方、游戏平台、媒体及玩家等多元行动者在游戏海外传播过程中所扮演的角色及其互动机制。特别是中华优秀传统文化和游戏技术,作为异质性行动者,在游戏文化叙事的重塑过程中发挥关键作用,推动游戏的国际化和中华优秀传统文化的深度传播。通过《黑神话:悟空》的案例,文章总结其在技术创新、文化传播和国际市场拓展方面的成功经验,以期为其他国产游戏提供可借鉴的策略和启示。构建多元化的行动者网络,优化转译机制,推动中华优秀传统文化通过游戏进行跨文化传播,这是推动中国国产游戏国际传播成功的重要途径。Based on the actor network theory, this study takes the successful overseas launch of the domestic triple-A game Black Myth Wukong as an example, and discusses the strategy of overseas promotion of domestic games. In the context of globalization, China's domestic games face multiple challenges such as cultural differences, market access, and technical barriers. Through the analytical framework of actor network theory, the roles and interaction mechanisms of multiple actors such as governments, R&D enterprises, publishers, game platforms, media and players in the process of game going overseas are revealed. In particular, traditional Chinese culture and game technology, as heterogeneous actors, have played a key role in the reshaping of game culture narratives, promoting the internationalization of games and the in-depth dissemination of Chinese culture. Through the case of Black Myth : Wukong, this paper summarizes its successful experience in technological innovation,cultural communication and international market expansion, and provides strategies and inspiration for other domestic games. Building a diversified network of actors, optimizing the translation mechanism,and promoting the cross-cultural dissemination of Chinese culture through games are important ways to promote the export of Chinese domestic games.

关 键 词：行动者网络理论(ANT) 数字出版“走出去” 《黑神话:悟空》 3A游戏 中华优秀传统文化 文化传播 

分 类 号：G899[文化科学—体育学] G206