International Communication Effects of Marginal Cultural Products: Analysis of the Global Reports on Black Myth: Wukong

The case study analyzes 37 global media reports on the Chinese game Black Myth: Wukong, exploring its global communication characteristics and the socio-cultural factors behind it. The study finds that although Black Myth exhibits overall positive, multi-faceted and complex characteristics, its significance for cultural exchange and promotion of the global game industry outweighs that of cultural propaganda with political connotations. Although Chinese officials view it as an important manifestation of the country's soft power, its role in improving the government's image abroad is limited. Black Myth exemplifies how marginal cultural products achieve global resonance, but their acceptance remains contingent on navigating complex ideological landscapes and media frames, underscoring the evolving role of gaming as hybrid cultural-political artifacts in shaping international perceptions of emerging cultural regions.