Mapping globalised Chinese webnovels: Genre blending, cultural hybridity, and the complexity of transcultural storytelling

Recent years have seen a significant surge in the global popularity of Chinese webnovels as an emerging form of participatory transcultural storytelling. This research combines computational and interpretive textual analysis to map the cultural features embedded in webnovel content, aiming to identify the genre elements, common lexicon, and story themes of 4040 translated Chinese webnovels on global platforms. The analysis shows the hybridisation of Chinese cultures, digital cultures, and genre fiction elements in webnovel storytelling, contributing to the growing spectrum of diverse voices in international self-publishing. Simultaneously, webnovels depict a varied mosaic of imagined China, based on both cultural sharing and nonsharing within today's complex Chinese society and beyond the notion of ‘Chineseness’ rooted in common heritage or official values, amplifying diverse perspectives like subcultures and resistances in transcultural storytelling. While webnovels bear witness to China's cultural outreach and digital prowess converging in a new storytelling form, this research posits that their cultural production remains bound within a material process where borderless digital cultures collide with the imposed boundaries of platformed publishing and government control.