Virtual Communication and Social Networks Virtual Communication and Social Networks Виртуальная коммуникация и социальные сети 2782-4799 2782-4802 81939 10.21603/2782-4799-2024-3-2-89-101 Медиакоммуникации и журналистика Media Communications and Journalism Медиакоммуникации и журналистика Virtual Reality and Cultural Interaction: Digital Virtual Technologies in Promoting Chinese Culture Abroad Виртуальная реальность и культурное взаимодействие: виртуальные цифровые технологии в продвижении китайской культуры за рубежом Оян Жогу Ouyang Ruogu jasmine.oyrg@gmail.com Санкт-Петербургский государственный университет St. Petersburg Россия saint petersburg state university St. Petersburg Russian Federation 08 08 2024 08 08 2024 3 2 89 101 15 04 2024 03 06 2024 https://vestnik-pses.kemsu.ru/en/nauka/article/81939/view

Статья посвящена исследованию виртуальных цифровых персонажей как новых средств коммуникации и их роли в продвижении китайской культуры за рубежом в глобальной медиасреде. Виртуальные цифровые персонажи как новое средство коммуникации, благодаря своей способности к исполнению различных ролей, выполняют функции и задачи по связыванию индивидуумов со сценариями и предоставлению обратной связи о различных сценариях, помогая людям завершить новый процесс обучения и социализации в ходе опыта. На основе коммуникативных свойств виртуальных цифровых персонажей в данной статье исследуются их механизмы связи и средство коммуникации в процессе применения и практики. Проведен анализ коммуникативных характеристик виртуальных персонажей и конкретных случаев применения виртуальных персонажей для представления китайской культуры в разных сценариях. В результате было выявлено, что виртуальные персонажи могут эффективно представлять и распространять китайскую культуру, улучшая ее восприятие за рубежом, подчеркивая важность виртуальных цифровых технологий для культурной коммуникации и ее потенциал в продвижении культурных ценностей во всем мире. Соответственно, виртуальные цифровые персонажи играют ключевую роль в цифровизации культурной коммуникации, обеспечивая новые пути для распространения и сохранения культурного наследия Китая в глобальном масштабе.

The article describes virtual digital personages as new means of communication and promoting Chinese culture in the global media environment. Virtual digital personages are a new communication tool. They perform various roles, functions, and tasks by connecting individuals with various scenarios and providing feedback on these scenarios. Their experience helps people complete new learning and socialization processes. The author used communicative properties of virtual digital personages to examine their communication tools in practice. The article introduces some cases when virtual personages represented Chinese culture in different scenarios. Virtual personages proved an effective representation and promotion tool that improves the image of Chinese culture abroad. They show that virtual digital technologies are important for cultural communication and possess great potential in promoting cultural values globally. Virtual digital personages play a key role in the digitalization of cultural communication, thus providing new options for the dissemination and preservation of China’s cultural heritage on a global scale.

 виртуальная реальность виртуальный цифровой человек продвижение китайской культуры цифровые технологии культурная коммуникация virtual reality virtual digital person promotion of Chinese culture digital technologies cultural communication

Болл М. Мета Вселенная. Как она меняет наш мир. М.: Альпина Паблишер, 2023. 362 с. Ball M. The metaverse: And how it will revolutionize everything. Moscow: Alpina Publisher, 2023, 362. (In Russ.) Катречко С. Л. Интернет и сознание: к концепции виртуального человека. Влияние Интернета на сознание и структуру знания, отв. ред. В. М. Розин. М.: Институт философии РАН, 2004. С. 57–72. Katrechko S. L. Internet and consciousness: Towards the concept of a virtual person. Influence of the Internet on the consciousness and structure of knowledge, ed. Rozin V. M. Moscow: RAS Institute of Philosophy, 2004, 57–72. (In Russ.) Кириллова Н. Б. «Виртуальная реальность» и «виртуализация культуры» как концепты современной культурологии. Обсерватория культуры. 2017. Т. 14. № 5. С. 524–531. https://doi.org/10.25281/2072-3156-2017-14-5-524-531 Kirillova N. B. "Virtual reality" and "virtualization of culture" as concepts of modern cultural studies. Observatory of Culture, 2017, 14(5): 524–531. (In Russ.) https://doi.org/10.25281/2072-3156-2017-14-5-524-531 Пивоваров Д. В. Основные категории онтологии. Екатеринбург: УрГУ, 2003. 268 с. https://elibrary.ru/qwhyzz Pivovarov D. V. Main categories of ontology. Ekaterinburg: USU, 2003, 268. (In Russ.) https://elibrary.ru/qwhyzz Тоффлер Э. Метаморфозы власти: знание, богатство и сила на пороге XXI века. М.: АСТ, 2003. 669 с. https://elibrary.ru/qoccfp Toffler E. Powershift: Knowledge, wealth, and violence at the edge of the 21st century. Moscow: AST, 2003, 669. (In Russ.) https://elibrary.ru/qoccfp Уайт Л. Избранное: Наука о культуре. М.: РОССПЭН, 2004. 960 с. https://elibrary.ru/qodhwh White L. Favorites: The Science of Culture. Moscow: ROSSPEN, 2004, 960. (In Russ.) https://elibrary.ru/qodhwh Abbate S., Centobelli P., Cerchione R., Oropallo E., Riccio E. A first bibliometric literature review on Metaverse. 2022 IEEE Technology and Engineering Management Conference (TEMSCON EUROPE). Turkey: Izmir, 2022, 254–260. http://dx.doi.org/10.1109/TEMSCONEUROPE54743.2022.9802015 Abbate S., Centobelli P., Cerchione R., Oropallo E., Riccio E. A first bibliometric literature review on Metaverse. 2022 IEEE Technology and Engineering Management Conference (TEMSCON EUROPE). Turkey: Izmir, 2022, 254–260. http://dx.doi.org/10.1109/TEMSCONEUROPE54743.2022.9802015 Asp K. News media logic in a new institutional perspective. Journalism Studies, 2014, 15(3): 256–270. http://dx.doi.org/10.1080/1461670X.2014.889456 Asp K. News media logic in a new institutional perspective. Journalism Studies, 2014, 15(3): 256–270. http://dx.doi.org/10.1080/1461670X.2014.889456 Bailenson J. N., Beall A. C., Loomis J., Blascovich J., Turk M. Transformed social interaction: Decoupling representation from behavior and form in collaborative virtual environments. Presence: Teleoperators and Virtual Environments, 2004, 13(4): 428–441. https://doi.org/10.1162/1054746041944803 Bailenson J. N., Beall A. C., Loomis J., Blascovich J., Turk M. Transformed social interaction: Decoupling representation from behavior and form in collaborative virtual environments. Presence: Teleoperators and Virtual Environments, 2004, 13(4): 428–441. https://doi.org/10.1162/1054746041944803 Bawaya M. Virtual archaeologists recreate parts of ancient worlds. Science, 2010, 327(5962): 140–141. http://dx.doi.org/10.1126/science.327.5962.140 Bawaya M. Virtual archaeologists recreate parts of ancient worlds. Science, 2010, 327(5962): 140–141. http://dx.doi.org/10.1126/science.327.5962.140 Bian Y., Leng J., Zhao J. L. Demystifying metaverse as a new paradigm of enterprise digitization. BigData – BigData 2021: Proc. 10th Intern. Conf., 10–14 Dec 2021. Springer, Cham., 2021, vol. 12988, 109–119. http://dx.doi.org/10.1007/978-3-030-96282-1_8 Bian Y., Leng J., Zhao J. L. Demystifying metaverse as a new paradigm of enterprise digitization. BigData – BigData 2021: Proc. 10th Intern. Conf., 10–14 Dec 2021. Springer, Cham., 2021, vol. 12988, 109–119. http://dx.doi.org/10.1007/978-3-030-96282-1_8 Bogdanovych A., Rodriguez J. A., Simoff S., Cohen A. Virtual agents and 3D virtual worlds for preserving and simulating cultures. Intelligent Virtual Agents. IVA 2009, eds. Ruttkay Z., Kipp M., Nijholt A., Vilhjálmsson H. H. Berlin-Heidelberg: Springer, 2009, 257–271. https://doi.org/10.1007/978-3-642-04380-2_29 Bogdanovych A., Rodriguez J. A., Simoff S., Cohen A. Virtual agents and 3D virtual worlds for preserving and simulating cultures. Intelligent Virtual Agents. IVA 2009, eds. Ruttkay Z., Kipp M., Nijholt A., Vilhjálmsson H. H. Berlin-Heidelberg: Springer, 2009, 257–271. https://doi.org/10.1007/978-3-642-04380-2_29 Carrozzino M., Scucces A., Leonardi R., Evangelista C., Bergamasco M. Virtually preserving the intangible heritage of artistic handicraft. Journal of Cultural Heritage, 2011, 12(1): 82–87. https://doi.org/10.1016/j.culher.2010.10.002 Carrozzino M., Scucces A., Leonardi R., Evangelista C., Bergamasco M. Virtually preserving the intangible heritage of artistic handicraft. Journal of Cultural Heritage, 2011, 12(1): 82–87. https://doi.org/10.1016/j.culher.2010.10.002 Castells M. The rise of the network society: The information age: Economy, society, and culture. Wiley, 2010, 597. Castells M. The rise of the network society: The information age: Economy, society, and culture. Wiley, 2010, 597. Couldry N. Mediatization or mediation? Alternative understandings of the emergent space of digital storytelling. New Media & Society, 2008, 10(3): 373–391. http://dx.doi.org/10.1177/1461444808089414 Couldry N. Mediatization or mediation? Alternative understandings of the emergent space of digital storytelling. New Media & Society, 2008, 10(3): 373–391. http://dx.doi.org/10.1177/1461444808089414 Gammage C. Exploring oculus rift: A historical analysis of the ‘virtual reality’ paradigm. ART 108: Introduction to Games Studies. 2017. URL: https://scholarworks.sjsu.edu/art108/9/ (accessed 9 Apr 2024). Gammage C. Exploring oculus rift: A historical analysis of the ‘virtual reality’ paradigm. ART 108: Introduction to Games Studies. 2017. URL: https://scholarworks.sjsu.edu/art108/9/ (accessed 9 Apr 2024). Grau O. Virtual art: From illusion to immersion. MIT Press: Cambridge, MA, USA, 2003, 430. https://doi.org/10.7551/mitpress/7104.001.0001 Grau O. Virtual art: From illusion to immersion. MIT Press: Cambridge, MA, USA, 2003, 430. https://doi.org/10.7551/mitpress/7104.001.0001 Gutiérrez M. A., Vexo F., Thalmann D. Stepping into virtual reality. L.: Springer, 2008, 214. http://dx.doi.org/10.1007/978-1-84800-117-6 Gutiérrez M. A., Vexo F., Thalmann D. Stepping into virtual reality. L.: Springer, 2008, 214. http://dx.doi.org/10.1007/978-1-84800-117-6 Hills K. Digital sensations: Space, identity, and embodiment in virtual reality. Minneapolis: University of Minnesota Press, 1999, 316. Hills K. Digital sensations: Space, identity, and embodiment in virtual reality. Minneapolis: University of Minnesota Press, 1999, 316. Kim U., Shin K. Content concept for VR-based Interactive Korean Traditional Dance ExperienZone (IKTDEZ). 2017 International Conference on Culture and Computing, 10–12 Sep 2017, 118–122. http://dx.doi.org/10.1109/Culture.and.Computing.2017.31 Kim U., Shin K. Content concept for VR-based Interactive Korean Traditional Dance ExperienZone (IKTDEZ). 2017 International Conference on Culture and Computing, 10–12 Sep 2017, 118–122. http://dx.doi.org/10.1109/Culture.and.Computing.2017.31 LaValle S. M. Virtual reality. Cambridge: Cambridge University Press, 2023, 430. https://doi.org/10.1017/9781108182874 LaValle S. M. Virtual reality. Cambridge: Cambridge University Press, 2023, 430. https://doi.org/10.1017/9781108182874 Levoy M. The digital Michelangelo project. Exploring David: Diagnostic tests and state of conservation, eds. Bracci S., Falletti F., Matteini M., Scopigno R. Florence: Giunti Editore, 2004, 31–37. Levoy M. The digital Michelangelo project. Exploring David: Diagnostic tests and state of conservation, eds. Bracci S., Falletti F., Matteini M., Scopigno R. Florence: Giunti Editore, 2004, 31–37. Magnenat-Thalmann N., Thalmann D. Virtual humans: Thirty years of research, what next? The Visual Computer, 2005, 21(12): 997–1015. http://dx.doi.org/10.1007/s00371-005-0363-6 Magnenat-Thalmann N., Thalmann D. Virtual humans: Thirty years of research, what next? The Visual Computer, 2005, 21(12): 997–1015. http://dx.doi.org/10.1007/s00371-005-0363-6 Mansour S., El-Said M., Rude-Parkins C., Nandigam J. The interactive effect of avatar visual fidelity and behavioral fidelity in the collaborative virtual reality environment on the perception of social interaction. Proceedings of the 10th WSEAS International Conference on Communications, Athens, 2006, 375–383. Mansour S., El-Said M., Rude-Parkins C., Nandigam J. The interactive effect of avatar visual fidelity and behavioral fidelity in the collaborative virtual reality environment on the perception of social interaction. Proceedings of the 10th WSEAS International Conference on Communications, Athens, 2006, 375–383. Noh Z., Sunar M. S., Pan Z. A review on augmented reality for virtual heritage system. Learning by playing. Game-based education system design and development: Proc. 4th Intern. Conf. on E-learning. Edutainment 2009, Banff, Canada, 9–11 Aug 2009. Berlin: Springer Science & Business Media, 2009, vol. 5670, 50–61. https://doi.org/10.1007/978-3-642-03364-3_7 Noh Z., Sunar M. S., Pan Z. A review on augmented reality for virtual heritage system. Learning by playing. Game-based education system design and development: Proc. 4th Intern. Conf. on E-learning. Edutainment 2009, Banff, Canada, 9–11 Aug 2009. Berlin: Springer Science & Business Media, 2009, vol. 5670, 50–61. https://doi.org/10.1007/978-3-642-03364-3_7 Owen T., Pitt F., Aronson-Rath R., Milward J. Virtual Reality Journalism: Research Project by the Tow Center for Digital Journalism at Columbia University, 2015. URL: https://www.cjr.org/tow_center_reports/virtual_reality_journalism.php (accessed 9 Apr 2024). Owen T., Pitt F., Aronson-Rath R., Milward J. Virtual Reality Journalism: Research Project by the Tow Center for Digital Journalism at Columbia University, 2015. URL: https://www.cjr.org/tow_center_reports/virtual_reality_journalism.php (accessed 9 Apr 2024). Park S., Kim S. P., Whang M. Individual’s social perception of virtual avatars embodied with their habitual facial expressions and facial appearance. Sensors, 2021, 21. https://doi.org/10.3390/s21175986 Park S., Kim S. P., Whang M. Individual’s social perception of virtual avatars embodied with their habitual facial expressions and facial appearance. Sensors, 2021, 21. https://doi.org/10.3390/s21175986 Steuer J. Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 1992, 42(4): 73–93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x Steuer J. Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 1992, 42(4): 73–93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x Sullivan A. Me. Cultural heritage & new media: A future for the past. The John Marshall Review of Intellectual Property Law, 2016, 15: 604–646. Sullivan A. Me. Cultural heritage & new media: A future for the past. The John Marshall Review of Intellectual Property Law, 2016, 15: 604–646. Vosinakis S., Avradinis N., Koutsabasis P. Dissemination of a intangible cultural heritage using multi-agent virtual world. Advances in Digital Cultural Heritage, eds. Ioannides M., Martins J., Žarnić R., Lim V. Berlin: Springer, 2018, 197–207. http://dx.doi.org/10.1007/978-3-319-75789-6_14 Vosinakis S., Avradinis N., Koutsabasis P. Dissemination of a intangible cultural heritage using multi-agent virtual world. Advances in Digital Cultural Heritage, eds. Ioannides M., Martins J., Žarnić R., Lim V. Berlin: Springer, 2018, 197–207. http://dx.doi.org/10.1007/978-3-319-75789-6_14 程思琪, 喻国明, 杨嘉仪, 陈雪娇. 虚拟数字人: 一种体验性媒介——试析虚拟数字人的连接机制与媒介属性. 新闻界, 2022, 12–23. URL: https://mp.weixin.qq.com/s?__biz=MzA4NDgzNTcyNw==&mid=2650001209&idx=1&sn=3b9a69ce1a39d405e270aae1831d683f&chksm=87e643d9b091cacfacf692d002f5481a1a5e0b8135e9e309efc828509512a7e5eb7b39c4730e (accessed 9 Apr 2024). Cheng Sici, You Goming, Yang Jiayi, Xu jiao. Virtual digital human: An experimental environment – analysis of communication mechanism and media properties of virtual digital human. News, 2022, 12–23. (In Chin.) URL: https://mp.weixin.qq.com/s?__biz=MzA4NDgzNTcyNw==&mid=2650001209&idx=1&sn=3b9a69ce1a39d405e270aae1831d683f&chksm=87e643d9b091cacfacf692d002f5481a1a5e0b8135e9e309efc828509512a7e5eb7b39c4730e (accessed 9 Apr 2024). 孔丹羽. 数字媒介下的沉浸式传播初探. 新闻研究导刊, 2018, 9(19): 75–77. URL: https://kns.cnki.net/KCMS/detail/detail.aspx?dbcode=CJFD&filename=XWDK201819041 (accessed 9 Apr 2024). Kong Danyu. Preliminary study of immersive communication in digital media. Journalism Research Guide, 2018, 9(19): 75–77. (In Chin.) URL: https://kns.cnki.net/KCMS/detail/detail.aspx?dbcode=CJFD&filename=XWDK201819041 (accessed 9 Apr 2024). 李江静, 黎晓琳. 国风文化的思想政治教育价值与运用. 思想教育研究, 2022, 2: 92–96. URL: https://mp.weixin.qq.com/s?__biz=MzUzMDg1MzQ2Ng==&mid=2247494088&idx=2&sn=d6421911d457a555e00104a7e8f19369&chksm=fa49d2fdcd3e5beb8fc95a8f36aa033621394ed14bc52ad221b4dd089feb523b33d9ef0867e8&scene=27 (accessed 9 Apr 2024). Li Jiangjing, Li Xiaolin. The significance and application of ideological and political education of national culture style. Ideological Education Research, 2022, 2: 92–96. (In Chin.) URL: https://mp.weixin.qq.com/s?__biz=MzUzMDg1MzQ2Ng==&mid=2247494088&idx=2&sn=d6421911d457a555e00104a7e8f19369&chksm=fa49d2fdcd3e5beb8fc95a8f36aa033621394ed14bc52ad221b4dd089feb523b33d9ef0867e8&scene=27 (accessed 9 Apr 2024). 刘宏宇, 张怡然. 虚拟媒介观开启的媒介人类学研究进路. 当代传播, 2021, 4. Liu Hunyu, Zhang Yiran. Research Approach in the Field of Media Anthropology, Opening with the Concept of Virtual Media. Modern Communication, 2021, 4. (In Chin.) 罗敏. 用虚拟现实技术捕捉"非遗"——以重庆市的川剧保护为例. 四川戏剧, 2016, (11). Lo Min. Using virtual reality technology to preserve "Intangible Cultural Heritage" exemplified by Chongqing Sichuan Opera. Sichuan Drama, 2016, (11). (In Chin.) 马方楠、 朱明健. 沉浸的诗意空间: 查尔·戴维斯的VR虚拟艺术研究. 当代动画, 2019, 1: 93–96. Ma Fangnan, Zhu Minjian. Immersive poetic space: A study of Char Davis’ virtual art. Contemporary painting, 2019, 1: 93–96. (In Chin.) 彭立, 彭泺. 新媒介技术正改变与增强新闻传媒——基于VR技术、AR技术及MR技术的考察. 西南民族大学学报(人文社科版), 2016, 37(10): 153–157. Peng Li, Peng Lu. The new media technologies change and improve the media – research based on VR, AR, and MR technologies. Journal of Southwest University for Nationalities (Natural Science Edition), 2016, 37(10): 153–157. (In Chin.) 孙振虎、 李玉荻. "VR 新闻" 的沉浸模式及未来发展趋势. 新闻与写作，2016, (9): 4–5. Sun Zhenhu, Li Youdi. The model of immersion and future development trends of VR News. News and Write, 2016, (9): 4–5. (In Chin.) 魏雅莉, 杜博炀. 元宇宙视域下的 "虚拟数字人" 形象构建研究. 艺术与设计(理论), 2023, 2(10): 69–71. Wei Yali, Du Boyang. Study of the designing of the image of the virtual digital human in the context of the metaverse. Art and design (Theory), 2023, 2(10): 69–71. (In Chin.) 向子旭. 国风虚拟数字人赋能中华传统文化创新传播的路径研究. 北京文化创意, 2024, (1): 20–25. Xiang Zixu. Exploring the path of national-style virtual digital people, empowering the innovative communication ability of traditional Chinese culture. Beijing Culture Creativity, 2024, (1): 20–25. (In Chin.) 易显飞, 胡景谱 人工情感技术的不确定性及引导机制构建. 吉首大学学报 （社会科学版), 2023, 1: 124–133. Yi Xianfei, Hu Jingpu. Uncertainty and mechanism of control for artificial emotion technology. Jishou Univerity Journal (Social Science Edition), 2023, 1: 124–133. (In Chin.) 张爱凤. 原创文化类节目对中国 "文化记忆" 的媒介重构与价值传播. 现代传播, 2017, 5: 85–90. Zhang Aifeng. Reconstructing the media and spreading the value of China's cultural memory through original cultural programs. Contemporary Communications, 2017, 5: 85–90. (In Chin.) 周笑. VR影视作品中镜头语言及叙事逻辑的创新研究. 环球首映, 2021, 12: 20–22. Zhou Xiao. Innovative research of camera language and narrative logic in VR films and television productions. Global Premiere, 2021, 12: 20–22. (In Chin.)