关键词: 网络文学出海, 跨文化传播, 读者凝视, 权力重构, 东南亚地区

Abstract: The going global of online literature is fundamentally a dual going-global in both content and form as a cultural transmission. The dissemination of Chinese web literature in Southeast Asia has achieved notable success, yet it is still faced multiple challenges, including cultural discount, localization adaptation, and ideological conflicts. this analyzes The power dynamics and meaning-reproduction mechanisms in the process of Chinese web literature’s dissemination in Southeast Asia are studied systematically from three dimensions—cultural power, discursive power, and ideological contestation—by adopting the theoretical framework of “reader’s gaze-power restructuring.” Optimized strategies for cross-cultural communication are proposed, aiming to facilitate cultural power negotiation and meaning-sharing through narrative adjustments, innovative dissemination pathways, and discourse system reconstruction. Ultimately, the goal is to enhance cultural identity and sustainable development of Chinese web literature in Southeast Asia.

Key words: globalization of Chinese Web fiction, cross-cultural communication, gaze of the reader, power restructuring, Southeast Asia