Proceedings of the 2023 9th International Conference on Humanities and Social Science Research (ICHSSR 2023)

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Research on the Gamification Communication of Chinese Style Culture

———Take the 2021 TikTok “National Style Partner” Event as an Example

Authors
Yannan Wang1, *
1Zhengzhou University, Zhengzhou, 410500, China
*Corresponding author. Email: surui97269@163.com
Corresponding Author
Yannan Wang
Available Online 9 September 2023.
DOI
10.2991/978-2-38476-092-3_101How to use a DOI?
Keywords
gamification communication; Chinese style culture; Guofeng Partners; Generation Z
Abstract

Chinese style is the theme of self-expression and consumption preferences of young people in the new century, and short videos are an effective way to approach Generation Z in the liquid society. The 2021 Douyin “Chinese Style Partners” event applies game elements and game mechanisms to the Chinese style culture communication scene, updating and strengthening the realistic communication power of the Chinese style culture. This study analyzes the gamification communication thinking embodied in this activity, and puts forward the gamification communication model of Chinese style culture combined with the theory of communication games, that is, emphasizing gamification settings in “interesting content, immersive social interaction, reward feedback” and other links, and respecting and motivating the audience to experience freely in terms of “self” in non-game scenarios.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 9th International Conference on Humanities and Social Science Research (ICHSSR 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
9 September 2023
ISBN
10.2991/978-2-38476-092-3_101
ISSN
2352-5398
DOI
10.2991/978-2-38476-092-3_101How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yannan Wang
PY  - 2023
DA  - 2023/09/09
TI  - Research on the Gamification Communication of Chinese Style Culture
BT  - Proceedings of the 2023 9th International Conference on Humanities and Social Science Research (ICHSSR 2023)
PB  - Atlantis Press
SP  - 827
EP  - 833
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-092-3_101
DO  - 10.2991/978-2-38476-092-3_101
ID  - Wang2023
ER  -