出版科学 ›› 2026, Vol. 34 ›› Issue (3): 82-93.

• 数智时代出版融合发展专栏 • 上一篇    下一篇

迈向“文化亲和性”：数智时代中国网络小说出海的实践与发展策略

  

  1. （清华大学新闻与传播学院，北京，100084）（对外经济贸易大学英语学院，北京，100105）（中央民族大学理学院，北京，100081）
  • 收稿日期:2025-09-17 修回日期:2026-04-03 出版日期:2026-07-13 发布日期:2026-07-14
  • 作者简介:张琪云，清华大学新闻与传播学院2024级博士生；戴润韬，文学博士，对外经济贸易大学英语学院讲师；黄可馨，中央民族大学理学院2023级本科生。
  • 基金资助:
    本文系2024年清华大学计算社会科学研究奖励计划培育项目“中国非遗文化视频的新媒体传播效果与叙事策略：基于多模态计算研究方法”（202501020018）；清华大学新闻与传播学院博士研究生学术创新项目“中国动画电影的全球传播：实践与策略”（TSJCLAB2026002）的阶段性研究成果。

Towards “Cultural Affinity”: Practies and Development Strategies of Chinese Web Novels Going Global in the Digital Intelligence Era

  1. （School of Journalism and Communication, Tsinghua University, Beijing, 100084）（School of English Studies, University of International Business and Economics, Beijing, 100105）（School of Science, Minzu University of China, Beijing, 100081）
  • Received:2025-09-17 Revised:2026-04-03 Online:2026-07-13 Published:2026-07-14

PDF

7

摘要：

基于四个代表性平台（Webnovel、Wuxiaworld、Novel Updates、YouTube）的用户评论及其对应的网络小说两种文本，运用文本分析为主、参与式观察为辅的方法，探讨以网络小说为代表的中国网文在跨文化接受中海外网络用户的感知与反馈，中国网文从“文化接近性”迈向“文化亲和性”的实践路径，并为提升中国网文国际传播力和影响力提出方向性建议。在语言层面，激发海外网络用户从“可读”到“粉丝自发协作”的翻译实践；在文化层面，用户的文化体验与感知实现从“熟悉文本”到“异域感 + 传统元素”的转变；在叙事层面，中国网络小说的内容制作从“共通结构”延伸至能够唤起用户“情感共鸣”的故事内容；在跨媒介层面，中国网络小说从“文本媒介”到“IP生态共创”的路径延展，引导用户从文本审美拓展至衍生品的社群共创与消费行为。未来，应从语言、文化、叙事、跨媒介四个层面协同发力，促进基于中国网络文学趣缘的“跨文化粉丝共同体”和“跨文化情感共同体”的形成，从而探索出以网络小说为代表的中国网络文学出海的“数智华流”新模式。

Abstract:

Based on user-generated comments from four representative platforms（Webnovel, Wuxiaworld, Novel Updates, and YouTube）and the corresponding online novels, this article adopts text analysis as the primary method, complemented by participant observation, to examine overseas users’ perceptions and feedback in the intercultural reception of Chinese online fiction represented by web novels. It further investigates the practical pathway through which Chinese online literature shifts from “cultural proximity” to “cultural affinity”, and proposes strategic implications for enhancing its international communication capacity and global influence. The findings suggest that at the linguistic level, translation practices facilitate overseas users’ transition from mere “readability” to “fan-driven collaborative participation”. At the cultural level, users’ cultural experience and perception shift from “familiar textual references” to a hybrid experience of “foreignness and traditional cultural elements”. At the narrative level, the production of Chinese online fiction evolves from “shared narrative structures” toward storytelling capable of eliciting users’ “emotional resonance”. At the transmedia level, Chinese online novels extend from “text-based media” to “IP ecosystem co-creation”, enabling users to move from textual aesthetic consumption to participatory co-creation and consumption of derivative cultural products within fan communities. In the future, coordinated development across the four dimensions of “language–culture–narrative–transmedia” should be strengthened to foster the formation of both “intercultural fandom communities” and “intercultural affective communities” grounded in affinity-based engagement with Chinese online literature, thereby exploring a new model of the “Digital-Intelligent Chinese Wave” for the global circulation of Chinese web fiction.

中图分类号: 

版权所有 © 2019 《出版科学》     鄂ICP备05003330号-1
本系统由北京玛格泰克科技发展有限公司设计开发