Modern Media Studies

MMS, Vol. 1, No. 2, 2025, pp.182-192.

Print ISSN: 3078-3151; Online ISSN: 3104-5049

Journal homepage: https://www.mmsjournal.com

DOI: Https://doi.org/10.64058/MMS.25.2.02

“影游融合”视阈下的角色塑造与偶像文化研究

陈    珍（Chen Zhen），魏月萍（Ngoi Guat Peng）

摘要：在影游融合的产业趋势下，影视与游戏的跨媒介互动正在重构角色生产与偶像消费的逻辑关系，本研究基于跨媒介叙事理论探讨其在影游融合中的应用路径，即角色如何在多媒介环境下塑造统一的身份叙事，同时借助技术、文化与消费机制完成从角色到偶像的转型。本研究采用案例分析法与文本分析法，选取《赛博朋克2077》《原神》《巫师》等影游融合案例揭示角色与偶像的双向互动机制。研究发现在技术层面虚拟拍摄与AI驱动使角色突破媒介边界，形成“数据化身体”。在文化层面粉丝通过同人创作（Lofter二创图文）和数据劳动（B站角色打投）反哺角色设定，进而推动游戏角色向虚拟偶像演变。在消费层面影游联动促成“为角色氪金”到“为偶像付费”的升级（如《原神》雷电将军角色池流水达1.3亿美元）。但由于AIGC版权争议、跨媒介叙事断裂（《巫师》剧集简化游戏哲学命题）及政策限制成为主要挑战。研究最终提出“角色数据库－用户行为分析－跨媒介开发”的协同路径为影游融合生态的优化提供理论支持与实践启示。

关键词：影游融合；跨媒介叙事；角色偶像化；参与式文化；虚拟偶像

作者简介：陈珍，中国南昌理工学院传媒学院副教授，研究方向：影视美学。电邮：27824942@qq.com。魏月萍（通讯作者），马来西亚苏丹依德理斯教育大学语言与传播学院副教授，研究方向：中国思想史、马华文学。电邮：gpngoi@fbk.upsi.edu.my。

Title: Research on Character Shaping and Idol Culture from the Perspective of “Integration of Film and Game”

Abstract: In the trend of the integration of film and gaming, cross media interaction between film, television, and games is reconstructing the logical relationship between character production and idol consumption. This study explores the application path of cross media narrative theory in the integration of film and gaming, that is, how characters shape a unified identity narrative in a multimedia environment, and at the same time, use technology, culture, and consumption mechanisms to complete the transformation from characters to idols. This study uses case analysis and text analysis to reveal the two-way interaction mechanism between characters and idols by selecting the film and game integration cases such as Cyberpunk 2077, Genshin Impact and Wizard. Research has found that at the technical level, virtual filming and AI driven technology enable characters to break through media boundaries and form a 'digitized body'. At the cultural level, fans contribute to character design through fan creations (Lofter's secondary creative graphics and text) and data labor (Bilibili character casting), thereby promoting the evolution of game characters into virtual idols. At the consumption level, the interaction between film and travel has promoted the upgrading from “gold for characters” to “paying for idols” (for example, the role of General Thunder in Genshin Impact has reached 130 million dollars). However, due to AIGC copyright disputes, cross media narrative fragmentation (simplified game philosophy propositions in The Witcher series), and policy restrictions, these have become the main challenges. The research ultimately proposes a collaborative path of “role database user behavior analysis cross media development” to provide theoretical support and practical inspiration for optimizing the integration ecology of film and gaming.

Keywords: Integration of film and gaming; Cross media narrative; Idolization of characters; Participatory culture; Virtual Idol

Author Biography: Chen Zhen, Associate Professor, School of Media and Communication, Nanchang Institute of Technology (China). Research Interests: Film and Television Aesthetics. E-mail: 27824942@qq.com．Ngoi Guat Peng (Corresponding Author), Associate Professor, Faculty of Languages and Communication, Sultan Idris University of Education (Malaysia).

Research Interests: Chinese Intellectual History, Malaysian Chinese Literature. E-mail: gpngoi@fbk.upsi.edu.my．

Received: 13 Oct 2025 / Revised: 01 Nov 2025 / Accepted: 09 Nov 2025 / Published online: 30 Nov 2025 / Print published: 30 Dec 2025