AUDIENCE RECEPTION AND CULTURAL COMMUNICATION OF CHINESE ANIMATION CHARACTERS IN THE ERA OF NEW MEDIA
DOI:
https://doi.org/10.55197/qjssh.v6i6.965Keywords:
Chinese animation, audience reception, cultural communication, new mediaAbstract
In the era of new media, Chinese animation characters have become increasingly visible in global cultural communication. This study examines how audiences perceive and interpret iconic Chinese animation characters drawn from representative works: Ne Zha in 2019, White Snake in 2020, The Legend of Hei in 2019, and New Gods: Yang Jian in 2022; which collectively embody contemporary Chinese aesthetic styles, mythological narratives, and digital storytelling. The research adopts a mixed-methods design combining content analysis, online surveys, and semi-structured interviews. Specifically, the study analyzes 1,200 online audience comments. Results show that international audiences express strong emotional resonance toward visually distinctive and narratively compelling characters such as Nezha, Bai Suzhen, and the Monkey King. Meanwhile, new media environments enable viewers to become active cultural participants through commenting, remixing, fan art, and narrative reinterpretation. These characters function as cultural symbols that communicate Chinese mythology, values, and identity; however, challenges such as cultural distance, symbolic complexity, and uneven global exposure persist. The study concludes that character design, mythological reinterpretation, and transmedia dissemination play central roles in strengthening the global influence of Chinese animation. Enhancing audience engagement and refining digital communication strategies are essential for expanding the international reach of Chinese animated culture.
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