数字虚拟社区党建工作的多维嵌入路径研究——基于网游社区的实证分析

Research on the Multidimensional Embedding Pathways for Party Building in Digital Virtual Communities—An Empirical Analysis Based on Online Gaming Communities

摘要: 数字时代，网络社区逐渐成为Z世代大学生社交与价值塑造的重要场域。文章以18~25岁Z世代大学生网游玩家为研究对象，基于扎根理论等质性研究方法，着重探讨网游社区党建工作的嵌入实践路径和效果评价。研究发现，Z世代大学生玩家普遍认为相对传统较为单一的线下属地化党建方式，将党建嵌入网络游戏这一形式具有创新性、生动性等特点，其嵌入路径主要有内容嵌入、活动嵌入和情感嵌入。但目前多数游戏在衔接设计方面存在生硬化、形式化等问题。研究认为，网游社区党建工作的多维嵌入有效对接Ｚ世代群体特征，有利于推进青年群体党建工作，如何接续推进二者的有效联动，是今后持续推进数字党建工作的重点所在。

Abstract: In the digital era, online communities have gradually become an important arena for social interaction and value formation among Generation Z university students. This study focuses on university student gamers aged 18–25 from Generation Z, employing qualitative research methods such as grounded theory to explore the embedded practice pathways and effectiveness evaluation of Party building work within online gaming communities. The findings reveal that Generation Z university student players generally consider embedding Party building into online games—compared with the relatively singular, offline, geographically based Party building approaches of the past—to be innovative and vivid in nature. Its embedding pathways mainly include content embedding, activity embedding, and emotional embedding. However, most games currently exhibit problems such as rigid and formalized design in terms of integration. The study argues that the multi-dimensional embedding of Party building in online gaming communities effectively aligns with the characteristics of Generation Z, which helps advance Party building among young people. How to sustain and promote effective linkage between the two will be a key focus for continuously advancing digital Party building efforts in the future.