中国网络文学国际传播3.0时代:机遇、变革与挑战

The 3.0 Era of International Communication of Chinese Online Literature Opportunities Changes and Challenges

近年来,中国网络文学的海外影响力不断扩大,网文出海已然构成了中华文化海外传播的新生力量。中国网络文学国际传播经历了从1.0时代的“版权出海”到2.0时代的“内容出海”,再到3.0时代的“生态出海”三个主要阶段。在“生态出海”的3.0时代,中国网络文学国际传播正面临复杂多变的发展机遇、生态变革与行业挑战。基于持续的行业观察和较新的行业数据,本文首先从政治法律、社会文化和科技进步三方面分析了网文出海3.0时代的多重有利环境,其次从内容生产、内容产品和内容消费三方面呈现了网文出海3.0时代的产业生态变革,最后从全球市场竞争、商业模式和网文平台—海外原创作者关系三方面指出了网文出海3.0时代的全球行业挑战。

In recent years the overseas influence of Chinese online literature has been expanding and“online literature going abroad”has already constituted a new force for the overseas dissemination of Chinese culture.The international communication of Chinese online literature has experienced three major stages from exporting copyrights in the 1.0 era to exporting content in the 2.0 era and to exporting industrial ecosystem in the 3.0 era.In the 3.0 era the international communication of Chinese online literature is facing complex and changeable opportunities changes and challenges.Based on continuous industry observation and relatively new data this paper firstly analyzes the multiple favorable environment for Chinese online literature going abroad from three aspects of politics&legislation social&cultural factors and technological progress.Then the paper presents the industrial changes of Chinese online literature going abroad from three aspects of content production content products and content consumption.Finally the paper points out the global challenges for Chinese online literature going abroad from three aspects global market competition the business model and the relationship between web novel platforms and overseas authors.