多模态话语分析视角下国产游戏《恋与深空》的传统文化输出研究——以宣传片《贝与海的传说》为例

Study on Traditional Culture Dissemination in the Domestic Game “Love and Deepspace” from the Perspective of Multimodal Discourse Analysis—A Case Study of the Promotional Video “Legend of the Sea and Shell”

摘要: 本研究旨在探讨国产游戏《恋与深空》在跨文化传播中对中国传统文化的输出策略与效果。以其宣传片《贝与海的传说》为研究对象，本文基于克瑞斯(Kress)与范洛文(van Leeuwen)的视觉语法理论，从再现意义、互动意义和构图意义三个维度对宣传片进行多模态话语分析。研究结果表明，宣传片通过视觉、语言与听觉模态的协同作用，将非物质文化遗产“贝雕”巧妙融入现代游戏叙事与视觉表达之中，实现了传统文化与当代审美的融合。同时，视频中的色彩、镜头构图和音效设计强化了文化意象的传递，使海外观众在沉浸式体验中理解并认同中国文化的审美价值。研究结论指出，多模态话语分析不仅为游戏文化传播提供了新的研究视角，也为国产游戏在全球化语境下开展文化传播提供了可行路径，彰显了文化自信与审美创新的融合价值。

Abstract: This study aims to examine the strategies and effectiveness of traditional Chinese culture dissemination in the domestic game “Love and Deepspace” within the context of cross-cultural communication. Focusing on its promotional video “Legend of the Sea and Shell”, the analysis is grounded in Kress and van Leeuwen’s visual grammar theory and explores the video from three dimensions: representational meaning, interactive meaning, and compositional meaning, using the framework of multimodal discourse analysis. The findings reveal that the promotional video, through the interplay of visual, linguistic, and auditory modalities, skillfully integrates the intangible cultural heritage of “shell carving” into contemporary game narration and visual expression, thereby achieving a fusion of traditional culture with modern aesthetics. Meanwhile, the video’s color palette, camera composition, and sound design further reinforce the transmission of cultural imagery, enabling overseas audiences to appreciate and identify with the aesthetic value of Chinese culture through an immersive viewing experience. The study concludes that multimodal discourse analysis not only provides a new analytical lens for examining cultural communication in games, but also offers a feasible pathway for domestic games to engage in cultural dissemination within a globalized context. It highlights the integrated value of cultural confidence and aesthetic innovation.