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<p>Taking Black Myth: Wukong as an example, this paper observes and analyses the data samples from China’s Bilibili and the global platform YouTube through the lens of transcultural communication theory, using a combination of cyber ethnography, computational communication methodology and textual analysis. The study found that overseas audiences showed positive emotional attitudes towards Black Myth: Wukong and behavioural willingness to learn Chinese culture and travel to China. The study reveals how Black Myth: Wukong successfully crosses cultural boundaries and achieves global transcultural communication and exchange using the game as a medium, showing its commonalities and differences in communication across different platforms. At the same time, this paper also summarizes the revelations of digital media games in the process of transcultural communication: respect for multiculturalism, innovative interpretation of symbols; kernel cultural hybridity, cultural intermingling and dialogue; platform empowerment and empowerment, technology prompts global cultural communication; and crossing language barriers, enhancing cultural localization.</p>

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Game as a medium strategies and implications of the international communication of ‘Black Myth Wukong’ in the perspective of transcultural communication

  • 期刊论文

  • 发表日期：

    2025年4月7日

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  • Ming Hu,
  • Xin Zhao

摘要

Taking Black Myth: Wukong as an example, this paper observes and analyses the data samples from China’s Bilibili and the global platform YouTube through the lens of transcultural communication theory, using a combination of cyber ethnography, computational communication methodology and textual analysis. The study found that overseas audiences showed positive emotional attitudes towards Black Myth: Wukong and behavioural willingness to learn Chinese culture and travel to China. The study reveals how Black Myth: Wukong successfully crosses cultural boundaries and achieves global transcultural communication and exchange using the game as a medium, showing its commonalities and differences in communication across different platforms. At the same time, this paper also summarizes the revelations of digital media games in the process of transcultural communication: respect for multiculturalism, innovative interpretation of symbols; kernel cultural hybridity, cultural intermingling and dialogue; platform empowerment and empowerment, technology prompts global cultural communication; and crossing language barriers, enhancing cultural localization.