互动仪式链视角下国产游戏国际传播的困境突破与策略构建

Breakthroughs in Predicaments and Construction of Strategies for the International Communication of Domestic Games from the Perspective of Interaction Ritual Chain

摘要: 在全球化的大背景之下，数字娱乐产品已然成为跨文化传播中的重要载体。游戏科学公司研发的A游戏作为一款现象级的文化产品，在全球范围内掀起阵阵热潮，为中国游戏的国际传播提供了优质范本和宝贵经验。本文以柯林斯的互动仪式链理论为基础，将A游戏作为主要研究对象，深入分析其在数字化语境下如何构建“虚拟在场”以替代传统“身体共在”，并探究游戏内非语言交互机制如何塑造跨越文化壁垒的“共同关注焦点”。研究发现，A游戏把握住了传播机遇，利用互动仪式链核心要素，通过线上线下营造共同在场，设置共同关注焦点来增强群体粘性，进而激发和传递情感，实现群体文化共享和强化。在未来，中国游戏的国际传播将面对诸多挑战，需要在数字技术创新、文化符号挖掘、互动体验设计和传播渠道优化四个方面去努力，通过构建更具仪式感的互动场域、设计官方引导的社区仪式活动(如全球同步挑战)通过构建互动仪式场域、打造特色文化符号来增强用户情感连接，进而提升国际传播效果。

Abstract: Against the backdrop of globalization, digital entertainment products have become crucial carriers in cross-cultural communication. As a phenomenal cultural product developed by Game Science, Game A has sparked a global craze, providing an excellent model and valuable experience for the international communication of Chinese games. Based on Collins’ Interaction Ritual Chain Theory, this paper takes Game A as the primary research object, deeply analyzing how it constructs “virtual presence” to replace traditional “physical copresence” in the digital context, and exploring how non-verbal interaction mechanisms within the game shape a “shared focus of attention” that transcends cultural barriers. The research finds that Game A has seized communication opportunities, utilized the core elements of interaction ritual chains, built copresence both online and offline, set a shared focus of attention to enhance group cohesion, further stimulated and conveyed emotions, and ultimately realized group cultural sharing and reinforcement. In the future, the international communication of Chinese games will face numerous challenges, which require efforts in four aspects: digital technology innovation, cultural symbol excavation, interactive experience design, and communication channel optimization. By constructing more ritualistic interactive fields, designing officially guided community ritual activities (such as global synchronous challenges), building interactive ritual arenas and forging distinctive cultural symbols, it can strengthen emotional connections with users and thus improve the effect of international communication.