数智时代中华文化跨文化传播的多维审视——以《哪吒之魔童闹海》为例

Multidimensional Examination of the Cross-cultural Communication of Chinese Culture in the Digital and Intelligence Era: A Case Study of Ne Zha 2

The cross-cultural communication of Chinese culture is an important way to showcase the charm of Chinese culture, shape the national image, and gain the initiative in international discourse. Ne Zha 2 serves as a successful case of the cross-cultural communication of Chinese culture, and it is a vivid practice of applying digital and intelligent technologies to cultural export. The national cultural digitization strategy provides strategic support for it, digital technologies offer technical guarantees, and media intelligence provides a new path for its dissemination, enabling the cross-cultural communication of Chinese culture at an opportune time. However, during the process of “going global”, Ne Zha 2 also faces the issue of “cultural discount” caused by factors such as information access barriers, differences in cultural cognitive perspectives, and the transformation between high and low context cultures. Therefore, it is necessary to make full use of digital and intelligent technologies to empower the approaches of “building a ship to go global”, “borrowing a ship to go global”, “media convergence”, and “safeguarding copyright security”, so as to enhance the influence of Chinese culture in the world.

中华文化跨文化传播是展现中华文化魅力、塑造国家形象、获得国际话语主动权的重要途径。《哪吒之魔童闹海》作为中华文化跨文化传播的成功案例，是数智技术应用于文化输出的一次生动实践。国家文化数字化战略为其提供战略支撑，数字化技术为其提供技术保障，媒介智能化为其提供传播新路径，赋能中华文化跨文化传播“适逢其会”。但《哪吒之魔童闹海》在“出海”的过程中也面临信息接触壁垒、文化认知视图差异、高低语境转化等因素造成的“文化折扣”问题。因此，要充分利用数智技术赋能中华文化“造船出海”“借船出海”“媒介融合”“维护版权安全”，从而提升中华文化在世界的影响力。