Hybridizing Tradition and Technology: Global Reception of “Black Myth: Wukong” as a Vehicle for Chinese Cultural Identity and International Media Flows

Abstract

This study investigates how Black Myth: Wukong negotiates cultural hybridity within global digital game flows, drawing on Bhabha’s theory of “third space”. Through a dual-method approach—Critical Discourse Analysis (CDA) of in-game and paratextual content, and Computer-Assisted Content Analysis (CACA) of player discourses on Weibo, Reddit, and Steam—we reveal asymmetric audience reception. Chinese players emphasize cultural authenticity, symbolism, and narrative depth, reinforcing national identity and pride, while international audiences prioritize gameplay, technical innovation, and accessibility, often misinterpreting or overlooking Chinese cultural nuances. This divergence highlights both the possibilities and limitations of cultural translation in the global circulation of games, embodying the dynamic negotiations central to Bhabha’s hybridity. The research advances glocalization theory by demonstrating how games act as both instruments of soft power and sites for emerging intercultural identities. Methodologically, it exemplifies the value of integrating CDA and computational analysis to capture multi-layered audience responses. The findings underscore that while hybridized game narratives can foster cross-cultural engagement, enduring asymmetries persist—suggesting that genuine intercultural understanding in digital games will require ongoing negotiation, localization, and dialogic participation.