ISSN: 2222-6990
Open access
In recent years, Chinese webnovels have achieved remarkable success in overseas markets, which not only drives the international dissemination of Chinese culture but also provides a new research paradigm for the cross-cultural dissemination of digital literature. This paper adopts the literature analysis method and case study method to systematically sort out the development history of Chinese webnovels going overseas, the current characteristics and the challenges they face. It is found that the overseas dissemination of Chinese webnovels presents the following characteristics: first, the mode of going overseas is becoming more and more diversified, which has developed from the early spontaneous translation by the private sector to the current systematic operation led by enterprises and parallel operation through multiple channels; second, in terms of the content characteristics, the subjects with Chinese cultural characteristics such as immoralism and metaphysical fantasies are the most popular, but at the same time they also face the challenge of cultural discounts; and third, in terms of the dissemination effect, it has formed a stable overseas fan base, which promotes the international recognition of Chinese culture. This study concludes that to promote Chinese webnovels to go better to the world, we need to make continuous efforts in improving translation quality, strengthening copyright protection, and innovating marketing models. This is not only of great significance for promoting the internationalization of Chinese cultural industry but also provides a new theoretical perspective for exploring the cross-cultural communication of literary works in the digital era.
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