Structural-memetic synergy: a model taxonomy of Dongba deities for cross-cultural character design

Abstract This study aims to promote the digital development of Dongba culture and establish a set of theoretical models for character designers to analyze Dongba deities. The number of characters in the Dongba mythology is huge. Based on the needs of character design, this article refers to the categorization basis of several deity systems and then extracts the “cultural genes” of the three types of Dongba deities by using the memetics theory. Combined with the structuralist myth theory, this article organizes: three types of mythological elements, six classifications of Dongba deities, and analytical path diagrams. Finally, six classifications, an analytical path map, and three “cultural genes” are used to summarize and position the image of the Dongba deity, and designers are invited to practice. This design practice confirms that this study’s classification and analysis path diagram of Dongba deities successfully bridges the logic and visual expression of Dongba mythology. This study confirms that (1) structuralist categorization can avoid fragmented appropriation of cultural symbols. (2) Modal rules can stimulate re-creation that fits contemporary contexts. This article proposes a theoretical model in which non-experts can participate in the re-creation of cultural heritage, which can extend the development of Dongba culture in the new media field, promote its living heritage, and enhance the cultural diversity in games and film works. The theoretical model can also help other cultural researchers in their study of the Dongba myth.