Exploring diverse communication pathways of traditional Chinese culture based on grounded theory
基于扎根理论的中国传统文化多元传播途径探索

摘要

数字媒介的兴起为中国传统文化的跨文化传播提供了新空间。本研究以李子柒短视频、网络游戏《黑神话：悟空》及电影《哪吒2》为成功案例，基于YouTube平台海外受众评论，运用程序化扎根理论的三级编码法，系统分析其传播效果与成功要素。研究发现，三类媒介在传播中共享若干关键成功要素：独特的文化特色、精良的制作水准、引人入胜的叙事手法、共享的普世价值以及受众的沉浸感与情感共鸣。同时，传播过程仍面临语言障碍与文化符号误读等挑战。电影凭借叙事与视听呈现引发情感认同，网络游戏通过互动性增强文化参与感，短视频以真实生活场景展现日常文化魅力。研究据此提出与媒介特性相匹配的跨文化传播策略，为民族文化对外传播提供实践参考。

Abstract

The rise of digital media has created new avenues for the cross-cultural dissemination of traditional Chinese culture. Drawing on overseas audience comments from YouTube, this study employs procedural grounded theory and a three-level coding approach to systematically analyze the communication effects and key success factors of Li Ziqi’s short videos, the video game Black Myth: Wukong, and the film Nezha 2. The findings reveal several shared success factors: distinctive cultural characteristics, high production quality, engaging narratives, shared universal values, and audience immersion and emotional resonance. However, challenges such as language barriers and cultural misinterpretations persist. Films evoke emotional resonance through narrative and visual impact; video games foster cultural participation through interactivity; short videos showcase the everyday appeal of traditional culture through authentic scenes. Based on these findings, the study proposes cross-cultural communication strategies tailored to the specific characteristics of each medium.