国风游戏中传统文化符号的柔性传播机制研究——以《桃园深处有人家》为例
Research on the Soft Communication Mechanisms of Traditional Cultural Symbols in Chinese-Style Games—A Case Study of “A House in the Deep Peach Blossoms”

在全球化与数字化的双重语境下，传统文化的活化亟需创新传播路径以突破“静态传承”的困境，当今时代网络游戏尤其是国风游戏凭借其特有的文化柔性传播价值与市场潜力成为传统文化传播的新场域。本文以国风游戏典型样本《桃源深处有人家》为例，通过文本分析、案例研究等方法，系统剖析游戏如何通过情感化叙事、符号轻量化转化及多模态交互技术构建柔性传播机制。研究揭示了柔性传播“符号筛选–情感驱动–双向循环”的逻辑链条，既要求通过玩家共创与跨界联动激活传统文化的现代生命力，也需平衡娱乐化与深度传承的张力。该研究为数字时代的文化活化提供了“轻传播–深认同”的解决方案，既拓展了游戏研究的理论边界，也为非遗保护与传统文化传播的实践创新提供了方法论启示。
Under the dual contexts of globalization and digitalization, the revitalization of traditional culture urgently demands innovative communication pathways to transcend the dilemma of “static preservation”. In the contemporary era, online games, particularly Chinese-style games, have emerged as a new frontier for traditional cultural transmission by leveraging their unique capacity for gentle cultural communication and market potential. This study employs “A House in the Deep Peach Blossoms”, a quintessential Chinese-style game, as a case study. Through textual analysis and case study methodologies, it systematically examines how the game constructs a soft communication mechanism via emotional storytelling, lightweight semiotic transformation, and multimodal interactive technologies. The analysis reveals a tripartite logic of gentle transmission: “semiotic selection-emotion-driven engagement-bidirectional feedback loops”. This framework necessitates both activating traditional culture’s contemporary vitality through player co-creation and cross-industry collaborations, while balancing the tension between entertainment-oriented adaptation and profound cultural continuity. This research provides a solution of “lightweight dissemination-deep identification” for cultural revitalization in the digital era. It not only expands the theoretical boundaries of game studies, but also offers methodological insights into intangible cultural heritage preservation and innovative practices in traditional culture transmission.