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

Abstract

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.

CLC Number:

G239

Zhang Qiyun Dai Runtao Huang Kexin. Towards “Cultural Affinity”: Practies and Development Strategies of Chinese Web Novels Going Global in the Digital Intelligence Era[J]. Publishing Journal, 2026, 34(3): 82-93.

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

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