Participatory Promotion of Ethnic Culture: Research on Traditional Game Brand Creation

Abstract

From the perspective of value co-creation, this paper discusses the motives andbehavioral effects of netizens participating in digital culture communication. Value co-creationtheory refers to the interaction between enterprises and netizens to create value. For example,publicity videos stimulate netizens” thinking and feedback, which promotes the improvement ofthe game, and the communication among netizens also helps the spread of the game. From the perspective of innovation and diffusion, the impact of early adopters on “breaking the circle” is significant, and KOL’s second creation video attracts people to participate in the dissemination.The participation behavior of netizens makes the symbols related to “Black myth Wukong” become “memes”. The video of second creation, the social communication text of forwarding comments and nationalist feelings promote its spread through different ways respectively.Through the method of questionnaire survey and in-depth interview, this paper analyzes the participants of “Black Myth:WuKong”. This paper studies netizens involved in the digital dissemination of Wukong and analyzes their reactions and related behaviors after watching the promotional video with a view to revealing the reasons behind the rising popularity of the game, and further thinking about the challenges and difficulties faced by domestic games in helping the spread of traditional Chinese culture and breaking down the cultural barrier, so as to provide useful reference and inspiration for promoting the development of domestic games and cultural dissemination. 36-44 Participatory Promotion of Ethnic Culture Research on Traditional Game Brand Creation 下载 Pages: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Share this: Share on X (Opens in new window) X Share on Facebook (Opens in new window) Facebook