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Academic Journal of Humanities & Social Sciences, 2025, 8(6); doi: 10.25236/AJHSS.2025.080608.

Efficacy Reconstruction of Cultural Intermediaries in the Digital Era: Examining Industrial Upgrading and Overseas Dissemination Paths of the Animation Film Industry through "NeZha2"

Author(s)

Wang Mei1,2

Corresponding Author:
Wang Mei
Affiliation(s)

1Cultural Industry Research, Faculty of Humanities and Social Sciences, City University of Macau, Macau, China

2Cultural Industry Research, Communication University of China Nanjing, Nanjing, China

Abstract

This paper examines the role of cultural intermediaries in technological empowerment and cultural feedback within the digital era, using the Chinese animated film "NeZha2" as a case study. The film achieves global adaptation of cultural values through a three-tiered cultural translation model, while leveraging self-developed technical tools such as the "Fuxi" AI animation system to enhance production efficiency and visual quality, thereby unifying visual artistry with humanistic values. Its marketing strategy combines cultural geography-informed practices---including data mining, emotional modeling, contextual embedding, social dissemination, and hybrid theatrical-streaming distribution---with the construction of a cross-sphere ecological matrix, resulting in record-breaking box office conversion and facilitating cultural value export. The success of "NeZha2" demonstrates the industrial upgrading trajectory of China's animation film industry through technological innovation, supply chain collaboration, and policy support. It further reveals structural fissures in the digital era between technological instrumentality and humanistic agency in animated film production, as well as the tension between technological output and cultural interpretative authority. The study provides a practical paradigm for the overseas dissemination of Chinese animated cinema.

Keywords

Digital Era; Cultural Intermediaries; Animation Film Industry

Cite This Paper

Wang Mei. Efficacy Reconstruction of Cultural Intermediaries in the Digital Era: Examining Industrial Upgrading and Overseas Dissemination Paths of the Animation Film Industry through "NeZha2". Academic Journal of Humanities & Social Sciences (2025), Vol. 8, Issue 6: 57-63. https://doi.org/10.25236/AJHSS.2025.080608.

References

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[3] Guangming Online. Traditional Culture's Modern Expression Seen from "Ne Zha Topping the Charts". May 9, 2025. https://baijiahao.baidu.com/s?id=1831606405198746854&wfr=spider&for=pc

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