出版科学 ›› 2025, Vol. 33 ›› Issue (3): 96-107.

• 青年学者论坛 • 上一篇    

花下刺:中国网络文学跨文化传播效果研究—基于 Reddit 评论区文本的分析

  

  1. 北京大学新媒体研究院 / 北京大学互联网发展研究中心
  • 收稿日期:2024-09-14 修回日期:2025-03-11 出版日期:2025-05-28 发布日期:2025-05-28
  • 作者简介:田丽,北京大学新媒体研究院 / 北京大学互联网发展研究中心研究员、长聘副教授、博士生导师; 满运玖,北京大学新媒体研究院 2022 级硕士生。

Thorns Under the Rose: A Study on the Cross-Cultural Communication Effect of Chinese Online Literature: Analysis Based on the Texts in the Comment Section of Reddit

  1. School of New Media / Internet Development Research Institution, Peking University
  • Received:2024-09-14 Revised:2025-03-11 Online:2025-05-28 Published:2025-05-28

摘要: 采用定性与定量相结合的研究方法深入分析中国网络文学跨文化传播的效果。研究发现,翻译困扰和认知层次是影响海外读者接受中国网络文学的重要影响因素,海外读者往往被网文中的外在文化符号吸引但对其中大众文化的草根特性深刻拒斥,对深层文化价值则视而不见, 即中国网络文学在跨文化传播中存在“形”与“质”的割裂。建议提升网络文学翻译的质量,注重文化适应性,提升创作者的跨文化传播自觉性,展现中国文化的多元面貌。

关键词: 数字出版 网络文学  跨文化传播 出海 传播效果

Abstract: This study employs a mixed-method approach, combining qualitative and quantitative research, to conduct an in-depth analysis of the effects of cross-cultural communication of Chinese online literature. The findings indicate that translation challenges and cognitive levels are significant factors influencing overseas readers’ acceptance of Chinese web novels. Overseas readers are often attracted to the external cultural symbols presented in online texts, yet they display a profound rejection of the grassroots characteristics of popular culture contained within. Furthermore, they tend to overlook the deeper cultural values, leading to a disconnect between the“ form” and “quality” of Chinese online literature in cross-cultural dissemination. This study recommends enhancing the quality of online literature translation, emphasizing cultural adaptability, and raising creators’ awareness in cross-cultural communication to showcase the diverse aspects of Chinese culture. 

Key words: Digital publishing Online literature Cross-cultural communication Going global   Communication effect

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