A Study On The Intercultural Communication Strategy Of Halo In China

In the 21 st century,with the rapid upgrading of the Internet and digital technology,the world game industry has ushered in a vigorous development.In 2021,while the sales of the world game industry and games in Europe and the United States have repeatedly reached new highs,China’s game industry is also developing with a rapid momentum.Domestic games have performed well in terms of sales and reputation,but a number of domestic games that have broken sales records in China have encountered a cold situation among overseas game players.At the same time,the Microsoft company with its abundant funds for $68.7 billion to buy Activision Blizzard,the game acquisition caused the entire game industry earthquake,its brand series game "halo" is with the latest sales of more than 2000 sets of crazy harvest the world game market,and in Chinese players a Sparta super warrior heat wave,formed a unique "Halo" popular culture phenomenon.Hofstad believes that values are the core part of culture,deeply rooted in people’s minds and normative to human behavior,and are the decisive factor of social behavior.Hofstad’s cultural dimension theory has effectively analyzed the cultural differences in the world,and guided the targeted resolution of cultural conflicts and using cultural advantages,which has become an internationally recognized standard and has been widely used.This paper is based on the cultural dimension theory,the decade of Microsoft seven halo series games from the power distance,individualism and collectivism,masculinity and feminine temperament,uncertainty,long-term guidance and short-term orientation and indulgence and restraint of six dimensions of text analysis,and combined with the depth of participatory observation,aims to find out the "Halo" series game contained in the cultural values can break the barriers between China and the United States culture,analysis the cultural communication strategy of halo series games in China.After research found that the "Halo" series of cross-cultural communication strategy set the reasonable integration of different cultural dimensions,and based on multicultural plot creation and character design,etc.,successfully across the Chinese and American cultural barrier,inspired the Chinese players,worldwide for the effective cross-cultural communication.Microsoft also used the means of cross media narrative,through comics,American drama and other derivative form together build a grand aura legendary universe,actively promote the development of "halo" IP game,combined with Microsoft perfect mature game production to issue the game industry chain,created a global halo Sparta super warrior pop culture.Through the "Halo" series of games in China’s cross-cultural communication strategy research,contrast found that domestic games in output still have insufficient,from the Chinese culture brand,creative materials to internationalization,create multiple communication channels,improve the domestic game laws and regulations system four angles put forward our game output can draw lessons from countermeasures,hope the research results can contribute to Chinese game of overseas output.