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July 2, 2025Journal of Multilingual and Multicultural Development

A netnographic study of translanguaging in multilingual game localisation

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Authors

RZRui ZhangYZYining Zhang

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Overview

Netnographic study analyzes how translanguaging aids game localisation, highlighting cultural challenges.

Key Points

  • The aim is to explore how translanguaging theory informs game localisation and cultural representation.
  • Conducted a netnographic study using corpora from online communities focused on 'Genshin Impact'.
  • Analyzed multilingual data sets from Chinese, English, and Japanese languages to assess translanguaging techniques.
  • Investigated how these techniques influence the incorporation of Chinese cultural elements into the game text.
  • Translanguaging techniques enhanced information transfer and cultural representation through hypertextual characteristics.
  • Found that cultural contexts present significant challenges during domestic game localisation.
  • Provided empirical support for the global dissemination of Chinese culture via games.

Cite This Study

Zhang et al. (2025) studied this question.

synapsesocial.com/papers/6a66ffa02fa2cfd56bd438adhttps://doi.org/10.1080/01434632.2025.2525385
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