数字文化产业海外传播体系建构:数字平台下的跨境“突围”与文化调适  

The Construction of the Overseas Communication System of the Digital Cultural Industry:Cross-border“Breakthroughs”and Cultural Adaptation under Digital Platforms

作　　者：杜智涛 张新俏 DU Zhitao;ZHANG Xinqiao(School of Joumalism and Communication,Media and Development Center,University of Chinese Academy of Social Sciences,Beijing 102488,China)

机构地区：[1]中国社会科学院大学新闻传播学院,媒介与发展中心,北京102488

出　　处：《吉林师范大学学报(人文社会科学版)》2025年第2期34-42,F0002,F0003,共11页Journal Of Jilin Normal University:Humanities & Social Science Edition

基　　金：2021年度国家社会科学基金重大项目(21&ZD322);中国社会科学院大学新文科学术研究项目(2011903820238)。

摘　　要：数字文化产业的蓬勃发展,使其迅速成为国际文化贸易的重要力量与文化出海的重要支柱。从版权出海到借船出海再到平台出海、资本出海,历经了以数字化转型为基础的内容输出阶段、以全球化视野为导向的品牌传播阶段、以协同创新为核心的深度互融阶段,数字文化产业海外传播体系初见雏形。基于数字文化的参与性、修复性和拼贴性特征,数字化内容生产的转型、自主可控平台的建设、技术外溢机制的整合,以及文化调适与本土化,已成为我国数字文化产业出海传播体系的关键要素。在文化强国的战略机遇下,数字文化产业仍需不断提升优质内容供给,增强技术领先优势,积极应对文化产业出海地缘政治风险。The flourishing development of the digital cultural industry has rapidly made it an important force in international cultural trade and a crucial pillar for cultural globalization.From copyright export to borrowing ships for export,then to platform export and capital export,it has gone through the stages of content output based on digital transformation,brand communication guided by a global perspective,and deep integration centered on collaborative innovation.The overseas communication system of the digital cultural industry has begun to take shape.Based on the participatory,restorative,and collage characteristics of digital culture,the transformation of digital content production,the construction of independent and controllable platforms,the integration of technology spillover mechanisms,as well as cultural adaptation and localization,have become key elements of China’s digital cultural industry’s overseas dissemination system.Under the strategic opportunity of becoming a cultural powerhouse,the digital cultural industry still needs to continuously improve the supply of high-quality content,enhance its technological leadership advantages,and actively respond to the geopolitical risks of cultural industry going global.

关 键 词：数字文化产业 文化出海 海外传播体系 数字文化贸易 数字平台 

分 类 号：G206[文化科学—传播学] G124