Strategic Communication in Glocalized Esports – Zhao et al. (ERNC25) скачать в хорошем качестве

Strategic Communication in Glocalized Esports – Zhao et al. (ERNC25)

This presentation by Yupei Zhao and Qingwen Zhu from Zhejiang University and Yue Meng Lewis from The Open University examines strategic communication in international esports through the lenses of cultural syncretism, cultural diplomacy, and glocalization. As esports continues to expand as a global cultural and political platform, major international events increasingly operate at the intersection of commercial ambition, cultural negotiation, and geopolitical signalling. The study explores how esports stakeholders navigate these global local dynamics to engage audiences, manage cultural sensitivity, and pursue diplomatic or market driven objectives. Using a qualitative research design, the study draws on non participatory observations and 30 expert interviews conducted across three major international tournaments: the 2023 Asian Games, the 2024 Future Games, and the 2024 Esports World Cup. Fieldwork across multiple host cities generated a large qualitative dataset that was analysed thematically using the Blue Ocean Strategy ERRC framework. The findings show how stakeholders strategically eliminate, reduce, raise, and create communicative elements to balance cultural relevance and global reach. Practices include adapting visual designs and language to local norms, lowering accessibility barriers for diverse audiences, and partnering with local media to build regional legitimacy. Cultural diplomacy efforts focus on shaping national image, reducing perceived bias, and leveraging esports as a soft power instrument. The presentation highlights an iterative relationship between cultural syncretism and diplomacy, where cultural adaptation enhances diplomatic impact and diplomatic positioning further accelerates cultural blending. These processes are shaped by glocalization, although tensions remain between state narratives, commercial strategies, and fan driven subcultures. The study contributes to understanding esports as a site of transcultural communication and strategic value creation, offering insights for policymakers, event organisers, and industry actors seeking to operate effectively in complex global environments. Keywords: esports, strategic communication, cultural syncretism, cultural diplomacy, glocalization, soft power About the ERN Conference 2025: The Esports Research Network Conference 2025 took place online from November 12–14, 2025 as a continuous, 72-hour global livestream. Guided by the theme “Future Realities: Esports as a Global Lab,” the event explored how esports serves as a living laboratory for understanding digital transformation across education, media, technology, and society. This innovative digital-first format followed the sun across three regional hubs, Slippery Rock University of Pennsylvania & Michigan State University (Americas), Staffordshire University (EMEA), and UNSW Sydney (Asia-Pacific), creating a nonstop, interconnected academic experience available to participants worldwide. This ambitious production was made possible through the support of Corsair for Business, whose Elgato technology powered high-quality broadcasting and seamless livestreaming across all three hubs. ERNC25 continues the network’s mission to unite scholars, practitioners, and students while fostering open, global collaboration in esports research. Full abstracts for all presentations can be viewed in the official Book of Abstracts at: https://book.esportsresearch.net Website: https://esportsresearch.net