多模态传播视域下中国网络文学对外传播的影响因素与提升路径

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[中图分类号] G239 [文献标识码]A [文章编号] 1009-5853（2025）04-0094-12

Influencing Factors and Promotion Paths for External Communication of Chinese Internet Literature from the Perspective ofMultimodal Communication

Zang Lan Zhang Yao

（School of Chinese Language and Literature，Hubei University，Wuhan，430062）（School of Journalismand NewMedia，Xi'an Jiaotong University，Xi'an，710049）

[Abstract]Based on the grounded theory，this papercoded the news data and semi-structured interview data related to multimodal external communication of Internet literature，and systematically revealed its influencing factors and promotion paths.Multimodal narrative ecology，multimodal IP development and multimodal translationare the core influencing factors of multimodal external communication of Internet literature.Among them，multimodal narrative ecology provides the basic conditions for communication，IP multimodal development is the main driving force for communication，and multimodal translation is the key support for external communication. Furthermore，this paper proposes specific paths to optimize the multimodal narrative ecosystem， build a global IP development and management mechanism，and improve the multimodal translation framework，so as to help enhance the external communication and influence of Internet literature.

[Keywords] Chinese internet literature External communication Grounded theory MultimodedrivenInterculturaladaptation

在中华文化“走出去”战略的推动下，中国网络文学作为数字出版新兴业态的重要组成部分，已迅速崛起为国际出版市场的重要力量之一，并成为全球读者“读懂中国”的全新窗口。（剩余12670字）