"Based on media globalization, this research finds that the annual growth of the Chinese game market presents a homogenous structure, as only two different types of game: Chinese topic games and Asian-style epic ones, have become mainstream in the Chinese online gaming market. Chinese gamers, who are embedded in a distinctly Oriental cultural background or who have a lower economic status, have difficulty in accepting genuine Western-style digital entertainment which is based on sophisticated technical design. At the same time, most successful foreign games, mainly those that are Korean-produced, must be adapted to a highly localized form. This means that the formation of a national market is shaped not only by the factor of political control but also by economic and cultural influences, at least in the case of the Chinese online gaming market. Genre studies are used to explain why certain types of game playing are adopted by Chinese gamers as the Chinese socio-cultural connotations hidden and embedded within them can assist gamers in finding their social identities."
中文關鍵詞
英文關鍵詞
"Key words: online game, Wuxia game, medieval fantasy game, genre, glocalization and national market"