Research on Communication Pathways of Digital Games in Social Media Environments

Abstract

Against the backdrop of the rapid development of artificial intelligence technology, the deep integration of global social media platforms, and the enhanced autonomous expression of users, the dissemination form and operational logic of digital games are undergoing systematic changes. The rapid expansion of emerging media forms such as short videos, live streaming, AIGC, virtual hosts, and cross-cultural communication has enabled games to no longer rely solely on traditional channels for dissemination but to be deeply embedded in algorithmic recommendation mechanisms and creator-driven content ecosystems. Based on this, this study combines content analysis, multimodal discourse analysis, social network analysis, and public opinion ecology research to reconstruct the game dissemination model and reveal how games can maintain their vitality in the algorithmic era, the creator era, and the era of cultural integration. The research finds that digital games are transforming from entertainment products into a composite form of "cultural carrier, emotional space, and social platform." Meanwhile, the new form of dissemination through AIGC has ushered in a new era of human-machine coordination in communication. This paper contributes to a deeper understanding of the evolution of digital game dissemination mechanisms and provides a reference for cultural studies in the context of new media.