how does digital content go global? "three new things" from perspective culture overseas: online articles, online dramas, and online games
2024-09-29
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the suspense drama "the long season", about ordinary people's past in northeast china, has been widely praised in china. why did it also become a hit and win awards in overseas countries such as south korea? "journey to the west", which is a household name in china and has been performed countless times, was transformed into the aaa game masterpiece "black myth: wukong". why did it trigger the craze of "foreign netizens asking about a chinese monkey"? many online writers discovered that overseas there are also more than 410,000 fellow-minded people who keep writing at qidian international...
"online articles, online dramas, online games, and the 'new three things' of cultural exports overseas are essentially cultural trade. it is a digital form of cultural trade. it is integrated into cultural products through digital technology, turning it into a form of digital economy."
hu qimu, deputy director of the strategic emerging industries research center of tsinghua university, and a number of industry experts and scholars, held a sharing session on "digital content and digital lifestyle going global: new carriers for people-to-people exchanges and cultural communication" hosted by asia pacific daily on september 27. think about the reasons, impacts and prospects behind the spread of digital content abroad and across circles.
hu qimu believes that the advantages of the platform should be used. the platform economy can have better scale advantages, better cross-border service advantages, build a better business ecosystem, and help reduce industrial transaction costs. if a single cultural product production company or a single creator goes overseas, the risks it faces are very high, and many of these risks are hidden.
as a malaysian, xu qingqi, chairman of the malaysian new asia strategic research center, has personally experienced the digital cultural exchanges between china and southeast asian countries. for example, iqiyi, tencent video, youku, mango tv and other platforms have launched overseas versions. today, only the international version of tencent video wetv has more than 70 million social media fans in southeast asia, accounting for more than 10% of the southeast asian population, and its content covers 30 countries in southeast asia. about % of young people.
the success of digital content overseas also benefits from localized creation and cooperation. wetv produced nearly 60 overseas localized audiovisual works in 2022 alone. through cooperation with local film producers, actors and scripts in southeast asia, wetv has created popular tv series in southeast asia such as thailand's "the warm little time" and indonesia's "the broken kite".
fang ying, a professor at the school of economics and management at communication university of china, said that an important feature of online articles going overseas is global co-creation. platforms such as qidian international have opened their creative functions to overseas users. now overseas readers, authors and fans are involved in the creation of online works. come in. in the future, because of the creations of overseas fans, the cultural outlook and values of these ips will become global and international.
she believes that for the further development of online literature in the future, it is necessary to achieve industrial integration and create a global ip ecosystem.
chen duan, director of the digital economy integrated innovation and development center of the central university of finance and economics, took "honor of kings" as an example to explain how traditional culture can be digitally translated and disseminated to the outside world.
in chen duan's view, "glory of the king" uses a grand cosmology to combine ancient chinese culture, historical traditions and science fiction elements. the plot of the story is full of imaginative tension, and a large number of historical figures in it inject new story lines to bring freshness to people. it combines historical figures with cultural symbols, such as chang'e's guanghan palace; in the scene design, natural landscapes and festival celebrations are combined to enhance ancient culture and historical stories by forming an interactive narrative structure through mysteries, treasure hunts, etc. experiential.
in addition to traditional culture, china has the most convenient digital lifestyle in the world today. digital technologies such as mobile payments, live broadcasts, and mini programs that have been integrated into chinese people's daily lives are also going overseas. xu qingqi said that the live streaming economy has introduced the content-based shopping model into the southeast asian market. platforms such as lazada and shopee invested by chinese companies have extensively used content marketing and live streaming to bring goods, forming a model that combines content and e-commerce.
wang chao, founder of wenyuan think tank, pointed out that many private enterprises are active on the front line of expanding international markets. when going overseas, they must follow market rules and business logic, use profits as a baton, cultivate their own markets and users, and form a large and stable industrial chain. the "three new things" for cultural exports are to look for market signals, reduce transaction costs, and do a good job in markets, users, and scale. these are exactly what private enterprises are good at.
the export of the "three new things" of culture has also allowed china to cultivate industry standards and business models in related industries. fang ying took the e-sports industry in games as an example. in addition to holding e-sports events, chinese companies have more advanced ways to go global. for example, tencent and the asian electronic sports federation have developed a set of operating systems such as technical manuals, competition rules, and refereeing laws to set a professional benchmark for the event and will promote it globally in the future.
online articles, online dramas, and online games have become the "three new things" for cultural exports. as typical representatives of digital content going global, they are using business logic and the power of the market to tell chinese stories.
