中国数字文化出海与软实力构建

Internationalization of China's Digital Culture and Construction of Soft Power

数字文化出海已构成我国国际传播“拓体系”的重要方向。从系统性、过程性与多样性视角出发,本文对游戏电竞、在线影视、网络文学、网络动漫、网络音乐、短视频这六大领域的出海态势与能力构型作出比较分析。本文认为,在数字文化的产业化生产与流通仍然受美国媒体巨头引导的全球语境下,中国互联网产业以沉浸式、虚拟化媒介技术的新发展为契机,积极锻造新的传播空间与媒介业态,并在内容产制、平台制播一体化、在地可沟通性等维度上实现国际传播能力的立体化拓展,初步实现了多元竞争性的数字文化软实力。

As the internet has re-organized the scope and strength of the state's authority and capacity in international communication,digital cultural industries are increasingly expected to support China's soft power campaign.In light of the efforts,this paper adopts a systematic and process-oriented perspective to comparatively examine the outbound trends and capability configurations in six major areas,that is,gaming and e-sports,online streaming,network literature,online animation,online music,and short videos.While western transnational media conglomerates continue to lead on the production and circulation of digital cultural products,the Chinese internet industry has succeeded in forging new communicative and cultural thickenings by leveraging immersive and virtual media technologies and,thereby,creates a nascent competitive digital cultural power.This paper concludes with a three-dimensional measurement for internationalizing digital cultural industries,that is,in-house content creation,platform-driven integration,and glocalization.