Reframing Traditional Embodiment in the Digital Realm: The Gamified Transduction and Postmodern Expression of Cultural Symbols from an Affect Theory Perspective

Haoyuan Zheng

Journal of Media, Journalism & Communication Studies, 2025, vol. 1, issue 1, 152-158

Abstract: Originating in Spinoza's philosophy and further developed by scholars such as Deleuze and Massumi, Affect Theory provides a novel analytical lens that transcends the traditional semiotic paradigm in cultural studies. By emphasizing pre-conscious, bodily, and relational intensities, Affect Theory allows for a deeper understanding of how cultural meanings are experienced and transformed beyond static signs. In the contemporary media landscape, digital games have emerged as dynamic platforms for cultural dissemination, distinguished by features such as multisensory embodied experiences, real-time interactive affective flows, and the deconstruction and reconstruction of postmodern symbols. These characteristics render digital games particularly well-suited for the generation, modulation, and transduction of affect, creating immersive experiences that engage players on both cognitive and corporeal levels. Despite this potential, there exists a notable gap in scholarly research regarding the gamified transduction and expressive mechanisms of traditional cultural symbols within digital games, especially when examined through the lens of Affect Theory. Addressing this gap, the present study analyzes representative Chinese game cases to uncover the deep mechanisms through which traditional cultural elements are effectively integrated into gameplay. The research emphasizes how postmodern expressive techniques, such as non-linear narratives, interactive symbolism, and embodied feedback loops, can mediate the integration of traditional culture into the player's operational and experiential engagement, thereby evoking bodily affect, enhancing immersion, and reshaping dynamic processes of "digital embodiment." Ultimately, this study demonstrates that the affective integration of traditional cultural symbols in games can achieve cultural communication effects that go far beyond mere visual reproduction or symbolic representation. By foregrounding affective experience and embodied interaction, the research provides critical theoretical insights into innovative pathways for cultural heritage transmission in the digital age, offering a framework for understanding how games can serve as transformative media for preserving, activating, and reinterpreting cultural traditions in contemporary society.

Keywords: affect theory; traditional culture; gamified transduction; digital embodiment (search for similar items in EconPapers)
Date: 2025
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