【摘要】 在推动中华文化“走出去”的国际传播框架下，网络游戏作为一种新兴的文化传播载体形式，有助于突破我国在对外传播中面临的话语权困境，在改善海外受众对华认知、态度与行为方面具有重要作用。文章基于中华文化“走出去”的总体目标，从受众角度切入，建立起一套由价值引导力、文化传播力、产品竞争力、经济收益4个维度构成的效果评估指标体系。该体系将有助于找准关键问题与薄弱环节，进而推动网络游戏“走出去”，实现质量与效益的双重提升。更多还原

【Abstract】 Online games are one of the most influential forms of digital products globally and represent one of the most dynamic sectors in the international expansion of China’s publishing industry.Within the framework of promoting Chinese culture globally,online games serve as an innovative medium for cultural transmission,playing a vital role in addressing China’s discourse power challenges in international communication.Furthermore,online games contribute significantly to improving overseas audiences’ perceptions,attitudes,and behaviors toward China.This study,anchored in the overarching goal of promoting Chinese culture globally,employs an audience-focused perspective.Through expert surveys and the analytic hierarchy process (AHP),the research establishes an evaluation framework comprising four primary indicators:value guidance capacity,cultural dissemination effectiveness,product competitiveness,and economic revenue.The value guidance capacity of online games indicates their role in agenda-setting for overseas users from an international communication perspective.It evaluates how effectively Chinese cultural dissemination enhances the emotional and behavioral responses of international audiences,assessed through emotional resonance and behavioral response.Cultural dissemination effectiveness of online games refers to the capacity to propagate Chinese culture to target audiences through gaming platforms,enhancing overseas awareness of Chinese culture.It evaluates the content value of internationally distributed online games.This capacity,aiming for comprehensive cultural dissemination,is measured across three dimensions:cultural expression,cultural diffusion,and cultural cognition.Product competitiveness describes the games’ capability to consistently meet users’ demands,expand user base,and achieve commercial objectives within competitive markets.It reflects audience engagement effectiveness through user engagement and user experience components.Economic revenue refers to the income generated by online games in overseas markets through sales revenue,advertising revenue,and derivative revenue.These four primary indicators’ weights are 22.7%,24.3%,34.6%,and 18.4%,respectively.Among them,the product competitiveness carries the highest weight,exceeding 30%.The cultural dissemination effectiveness ranks second at approximately one-fourth,followed closely by value guidance capacity.While economic revenue ranks last,they maintain significance at nearly one-fifth of the total weight.From a strategic perspective,economic benefits remain crucial in incentivizing game companies’ engagement in international markets.This evaluation system enables assessment of Chinese online games’ effectiveness in international markets,facilitating the identification of key issues and areas for improvement in global dissemination,ultimately enhancing the quality and efficiency of the international communication of online games.更多还原