奇正之辨:沉浸、共情与共识下的受众涵化模型——以“黑神话:悟空”国际传播为例被引量：1

Distinction Between QI and ZHENG:Audience Acculturation Model of Immersion,Empathy and Consensus——Case Study of"Black Myth:Wukong"

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摘要以中国首款3A游戏“黑神话:悟空”在国际市场取得现象级成功为例,通过田野调查和NLP内容分析法交叉验证,探讨中国国际传播的规律和策略。“奇正之辨”,即本质与变化的对立统一。“黑神话:悟空”国际传播的“正”指内在规律,即以顺应人类文明发展为宗旨,以受众为核心,以科技为支撑;“奇”指变化应对,即根据内外环境变动而发生的策略(开发游戏这个非主流国际传播路径)、理念(以超额满足受众“身体”为切入口)和技术(表现形式基于国际口径的中华优秀传统文化展演)创新;“奇正相济”指形式创新必然反映内在规律,否则它一定失败。在此基础上,尝试构建大众媒介视域下国际传播受众涵化模型:国际(跨文化)传播涵化受众的进路依次为生理层、心理层、文化层,一般情况下,受众会经历“满足——宽容、喜爱、信任——合作”的生理和心理过程,涵化机制基本结构为“沉浸式体验——跨文化共情——跨文化价值共识——建设性国际传播”。 This study takes China's first AAA game,"Black Myth:Wukong"as a case study to demonstrate phenomenal success in the international market.Through field research and NLP content analysis,it explores the"contradiction and unity of essence and change"in China's international communication.The"essence"in international communication refers to the inherent laws:aligning with the development of human civilization,focusing on the audience,and being supported by technology.The"change"in the international communication strategy of"Black Myth:Wukong"refers to strategic,conceptual,and technological innovations in response to environmental changes.These include developing the game as a non-traditional path for international communication,using the strategy of exceeding audience expectations as an entry point,and presenting Chinese traditional culture in the form that meets international standards.The“unity of essence and change”means that innovative forms must reflect inherent laws.Otherwise,they will fail.Finally,this study attempts to construct an audience cultivation model from the perspective of mass media technology.The process for international communication to cultivate audiences progresses through physiological,psychological,and cultural levels.Generally,the audiences experience a physiological and psychological process of"satisfactiontolerance,affection,trust-cooperation."The basic structure of the cultivation mechanism is"immersive experience-cross cultural empathy-cross cultural value consensus-constructive international communication."

作者李娟 LI Juan(School of Journalism and Communication,Institute of Central Asian Studies,Lanzhou University,Lanzhou,Gansu,730000,PRC)

机构地区兰州大学新闻与传播学院/中亚研究所

出处《西北师大学报(社会科学版)》北大核心 2025年第3期64-80,共17页 Journal of Northwest Normal University(Social Sciences)

基金国家社会科学基金重点项目“铸牢中华民族共同体意识视域下讲好中华民族故事研究”(24AXW005)。

关键词国际传播黑神话:悟空沉浸式体验共情受众涵化 international communication Black Myth Wukong immersive experience empathy audience acculturation

分类号 G206 [文化科学—传播学]

作者简介李娟(1981-),女,甘肃平凉人,法学博士,兰州大学教授,博士生导师,从事国际传播、跨文化传播、媒体人类学研究。