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<p>Online games are emerging as powerful channels of transnational cultural exchange, yet how embedded symbols shape player responses remains underexplored. Guided by cross-cultural adaptation theory, this study examines how three types of cultural elements—core, pan-, and exogenous—influence emotional attitude and subsequent recommendation. We analyze 109,101 multilingual Steam reviews (27 languages, Aug 2024–Jan 2025), processed via machine translation and sentiment analysis with DeepSeek-V3 (92% accuracy). A TF-IDF–based lexicon produced the cultural element composite index (CECI), weighted with entropy methods. Logistic regressions and bootstrap tests indicate that higher CECI scores significantly enhance positive emotion (β = 5.15, <i>p</i> &lt; 0.001), which partially mediates effects on recommendation (95%CI [2.51, 31.68]). Linguistic distance does not alter the CECI → emotion path but strengthens the emotion → recommendation link (β = 3.76, <i>p</i> = 0.028). At the civilizational level, only the Western circle exhibits this amplification, consistent with cultural psychology findings on emotion-driven individualism. No synergy appears between core and exogenous symbols, while quadratic terms confirm diminishing returns of cultural density (linear β = 38.70; quadratic β = −&#xa0;195.56; both <i>p</i> &lt; 0.001). These findings refine cross-cultural adaptation theory by specifying the emotional and structural conditions under which cultural symbols diffuse globally and offer actionable insights for optimizing cultural embedding in game design.</p>

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From myth to markets: cultural elements, emotion, and recommendation in the global diffusion of Black Myth: Wukong

  • 期刊论文

  • 发表日期：

    2025年10月25日

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  • Hongli Wang,
  • Jiaxin Li,
  • Jiaqi Yan,
  • Shen Jiang

摘要

Online games are emerging as powerful channels of transnational cultural exchange, yet how embedded symbols shape player responses remains underexplored. Guided by cross-cultural adaptation theory, this study examines how three types of cultural elements—core, pan-, and exogenous—influence emotional attitude and subsequent recommendation. We analyze 109,101 multilingual Steam reviews (27 languages, Aug 2024–Jan 2025), processed via machine translation and sentiment analysis with DeepSeek-V3 (92% accuracy). A TF-IDF–based lexicon produced the cultural element composite index (CECI), weighted with entropy methods. Logistic regressions and bootstrap tests indicate that higher CECI scores significantly enhance positive emotion (β = 5.15, p < 0.001), which partially mediates effects on recommendation (95%CI [2.51, 31.68]). Linguistic distance does not alter the CECI → emotion path but strengthens the emotion → recommendation link (β = 3.76, p = 0.028). At the civilizational level, only the Western circle exhibits this amplification, consistent with cultural psychology findings on emotion-driven individualism. No synergy appears between core and exogenous symbols, while quadratic terms confirm diminishing returns of cultural density (linear β = 38.70; quadratic β = − 195.56; both p < 0.001). These findings refine cross-cultural adaptation theory by specifying the emotional and structural conditions under which cultural symbols diffuse globally and offer actionable insights for optimizing cultural embedding in game design.