游戏产业文化符号的全球化传播:以《原神》为例探讨如何减少文化折扣  

Cultural Symbols in Global Communication:A Case Study of Genshin Impact on How Gaming Industry Reduces Cultural Discount

作　　者：陕朔 Shuo Shan(School of Journalism and Information Communication,Huazhong University of Science and Technology,Wuhan Hubei)

机构地区：[1]华中科技大学新闻与信息传播学院,武汉

出　　处：《新闻传播科学》2025年第3期345-352,共8页Journalism and Communications

摘　　要：随着游戏产业的全球化发展,如何有效减少文化折扣成为亟待解决的问题。本研究以《原神》为例,从符号学视角探讨游戏产业减少文化折扣的策略。研究发现,《原神》通过创新性的视觉、听觉和叙事符号设计,构建了一套兼具文化特色与全球认同的符号体系。在传播路径上,通过本地化、全球化和互动策略的有机结合,实现了文化符号的有效传播。研究认为,游戏产业应在文化符号的巧妙运用、叙事策略的优化和传播路径的拓展等方面进行创新,构建多元化的传播矩阵。这些发现为数字文化产品的跨文化传播提供了新的理论视角和实践启示。With the globalization of the gaming industry,effectively reducing cultural discount has become an urgent issue to address.This study takes Genshin Impact as a case and explores strategies for the gaming industry to mitigate cultural discount from a semiotic perspective.The research finds that Genshin Impact has constructed a symbolic system that integrates cultural distinctiveness with global recognition through innovative visual,auditory,and narrative symbol designs.In terms of communication pathways,the effective dissemination of cultural symbols is achieved by combining localization,globalization,and interactive strategies.The study suggests that the gaming industry should innovate in the skillful use of cultural symbols,the optimization of narrative strategies,and the expansion of communication pathways to build a diversified communication matrix.These findings provide new theoretical perspectives and practical insights for the cross-cultural communication of digital cultural products.

关 键 词：文化符号 文化折扣 游戏产业 全球化传播 《原神》 

分 类 号：G206[文化科学—传播学]