Research on immersive communication and acceptance of Chinese interactive web dramas Research on immersive communication and acceptance of Chinese interactive web dramas

• Published in: International communication of Chinese culture Vol. 12; no. 3; pp. 481 - 503
• Main Authors: Zhihua, Zhang, Ruibin, Wang
• Format: Journal Article
• Language: English
• Published: Berlin/Heidelberg Springer Berlin Heidelberg 01.09.2025
• Subjects: Communication Studies; Social Sciences; Experience; Immersion; Grounded theory; Interactive web drama; Communication
• ISSN: 2197-4233; 2197-4241
• DOI: 10.1007/s40636-025-00323-4

Interactive web dramas are an emerging concept born from the wave of technological empowerment and represent a new form of art arising from the evolution of web dramas. Interactive web dramas can integrate emerging technologies such as artificial intelligence and multi-perspective approaches, and when combined with wearable devices, they can engage viewers' sensory experiences and enable immersive interaction. Currently, research on interactive web dramas across various fields mostly revolves around their interactivity and narrative characteristics, with few people paying attention to the issue of immersive communication in interactive web dramas. Based on previous studies of Chinese interactive dramas, this paper further clarifies the attributes of interactive web dramas as "dramas" and distinguishes them from video games. The subject of this study is Chinese interactive web dramas, but rather than approaching it from the traditional perspectives of interactive construction and cinematic aesthetics, it focuses on the concept of immersive communication, conducting a combined study of the immersive experience, dissemination, and audience reception of Chinese interactive web dramas. Interactive web dramas are a comprehensive form of new media art, and the core of studying their immersive interaction mechanisms lies in examining the variable relationships between authors and audiences, as well as between texts and audiences. This study was guided by the Grounded theory, and selected subjects were interviewed in a semi-structured manner. And the interview data were analyzed by word frequency analysis, open coding, and spindle coding using NVivo software to form relevant categories. Finally, selective coding was carried out so as to establish a model of the influencing factors on the immersive communication and acceptance of Chinese interactive web dramas.