magazinelogo

Journal of Humanities, Arts and Social Science

ISSN Online: 2576-0548 Downloads: 612172 Total View: 4432879
Frequency: monthly ISSN Print: 2576-0556 CODEN: JHASAY
Email: jhass@hillpublisher.com
Article Open Access http://dx.doi.org/10.26855/jhass.2025.03.038

Storyliving in Immersive VR Theater: Transmedia Strategies for Oriental Aesthetics and Chinese Intangible Cultural Heritage

Baiheng Liu1,*, Xin Sun2, Ke Meng3, Zhinuo Rao1

1School of Art, Nanjing University of Information Science and Technology, Nanjing 210044, Jiangsu, China.

2College of Fashion and Design, Donghua University, Shanghai 200051, China.

3School of Arts and Communication, Beijing Normal University, Beijing 100875, China.

*Corresponding author: Baiheng Liu

Published: April 21,2025

Abstract

This study investigates transmedia narrative strategies for integrating Eastern aesthetic principles and Chinese Intangible Cultural Heritage (ICH) into immersive VR theatre productions. Through comparative analysis of three commercially successful case studies—Love Between Fairy and Devil, Luoyang, and Strange Tales of Tang Dynasty II—the research identifies methodological frameworks addressing persistent challenges in cultural fidelity, technological innovation, and sustainable IP development. Theoretically anchored in Oriental Aesthetics (e.g., liúbái [negative space], tiānrén héyī [harmony between humankind and nature]), UNESCO’s ICH safeguarding protocols, and Jenkins’ transmedia storytelling paradigms, the study employs a hybrid methodology combining content analysis with dimensional deconstruction of narrative architectures, technological implementations, and audience engagement mechanisms. Through the construction of the Narrative Integration, Technological Synergy, and Transmedia Sustainability triaxial analytical framework, this study provides methodological solutions and operational paradigms for Immersive VR Theatres centered on presenting cinematic works of Oriental aesthetics, along with their transmedia storytelling and developmental dimensions.

References

Andersson, L. (2024). “The work of art in the age of mechanical reproduction.” In S. Bengtsson, S. Ericson, & F. Stiernstedt (Eds.), Classics in media theory (pp. 9-23). New York, NY: Routledge.

Bamakan, S. M. H., Nezhadsistani, N., Bodaghi, O., & Qu, Q. (2021). A decentralized framework for patents and intellectual property as NFT in blockchain networks. Research Square, 1-5. https://doi.org/10.21203/rs.3.rs-951089/v1

CGTN. (2024, March 25). Luoyang VR project lets drama enthusiasts become protagonists. CGTN.

https://news.cgtn.com/news/2024-03-25/-Luoyang-VR-Project-lets-drama-enthusiasts-become-protagonists-1sg3jVZKQfe/p.html

Chen, K., & Cho, S.-W. (2023). Analysis of transmedia storytelling in Chinese IP films focusing on “Detective Chinatown” IP. Asia-Pacific Journal of Convergent Research Interchange, 9(12), 501-510.

https://doi.org/10.47116/apjcri.2023.12.41

Chen, R., & Chen, Z.-Y. (2021). Transmedia narration as IP operation strategy: Mechanism and application. Journal of Xihua University (Philosophy & Social Sciences), 40(2), 51-59.

https://doi.org/10.12189/j.issn.1672-8505.2021.02.007

Ferreira, M., Nunes, N., & Nisi, V. (2021). Interacting with climate change: A survey of HCI and design projects and their use of trans-media storytelling. Interactive Storytelling, 338-348. https://doi.org/10.1007/978-3-030-92300-6_33

Hodent, C., Blumberg, F., & Deterding, S. (2024). Ethical games: Toward evidence-based guidance for safeguarding players and developers. Games Research and Practice, 2(2), 1-11. https://doi.org/10.1145/3685207

Hoskins, C., McFadyen, S., & Finn, A. (1994). The environment in which cultural industries operate and some implications. Canadian Journal of Communication, 19(3).
https://doi.org/10.22230/cjc.1994v19n3a824

iQIYI. (2024, March 6). iQIYI expands offline VR immersive theater into the historic city of Xi'an, merging IP, technology, and cultural tourism. PR Newswire.
https://www.prnewswire.com/in/news-releases/iqiyi-expands-offline-vr-immersive-theater-into-the-historic-city-of-xian-merging-ip-technology-and-cultural-tourism-302081222.html

Jenkins, H. (2014). Transmedia storytelling and entertainment: An annotated syllabus. In Entertainment industries: Entertainment as a cultural system (p. 145). New York, NY: Routledge.

Li, C., Ma, J., & Gao, X. (2024). Spatial silhouette: A study on the creation strategy of strong bamboo architecture with “negative space” as the main feature—A case study of Phu Quoc Island Visitor Centre, Vietnam. Buildings, 14(4), 1172.
https://doi.org/10.3390/buildings14041172

Men, Y., & Chen, R. (2023). An evaluation model for creating immersive experiences based on intangible cultural heritage. Lecture Notes in Computer Science, 44-57.
https://doi.org/10.1007/978-3-031-34732-0_4

Murray, J. (2006). From game-story to cyberdrama. In First person: New media as story, performance, and game (pp. 1-11). Cambridge, MA: MIT Press.
http://ereserve.library.utah.edu/Annual/FA/3600/Hayes/cyberdrama.pdf

Nyyssönen, T., & Smed, J. (2021). Exploring virtual reality mechanics in puzzle design. The Computer Games Journal.

https://doi.org/10.1007/s40869-020-00120-6

Pistola, T., Diplaris, S., Stentoumis, C., Stathopoulos, E. A., Loupas, G., Mandilaras, T., Kalantzis, G., Kalisperakis, I., Tellios, A., Zavraka, D., Koulali, P., Kriezi, V., Vraka, V., Venieri, F., Bacalis, S., Vrochidis, S., & Kompatsiaris, I. (2021). Creating immersive experiences based on intangible cultural heritage. 2021 IEEE International Conference on Intelligent Reality (ICIR). https://doi.org/10.1109/icir51845.2021.00012

Punpeng, G., & Yodnane, P. (2023). The route to immersion: A conceptual framework for cross-disciplinary immersive theatre and experiences. Humanities and Social Sciences Communications, 10(1), 1-9. 

https://doi.org/10.1057/s41599-023-02485-1

Ren, F., Wang, J., & Lv, W. (2022). Confucian harmony and the idea of sustainable development in modern society. Trans/Form/Ação, 45(spe2), 37-58. https://doi.org/10.1590/0101-3173.2022.v45esp2.p37

Shen, Y. (2024). Cross-media digital form design and comparative measurement of intangible cultural heritage in Zhuhai: Promoting cultural exchange and global communication. Lecture Notes in Computer Science, 90-104.

https://doi.org/10.1007/978-3-031-60904-6_7

Team, E. A. (2024, August 9). The “Love Between Fairy and Devil” VR immersive experience center officially opens at Galaxy Macau. European Business Magazine.
https://europeanbusinessmagazine.com/media-outreach/the-love-between-fairy-and-devil-vr-immersive-experience-center-officially-opens-at-galaxy-macau/

UNESCO. (2003). Text of the Convention for the Safeguarding of the Intangible Cultural Heritage.

https://ich.unesco.org/en/convention

UNESCO. (2023, December 21). UNESCO announces winners of 2023 Asia-Pacific Awards for Cultural Heritage Conservation. UNESCO.
https://www.unesco.org/en/articles/unesco-announces-winners-2023-asia-pacific-awards-cultural-heritage-conservat

How to cite this paper

Storyliving in Immersive VR Theater: Transmedia Strategies for Oriental Aesthetics and Chinese Intangible Cultural Heritage

How to cite this paper: Baiheng Liu, Xin Sun, Ke Meng, Zhinuo Rao. (2025) Storyliving in Immersive VR Theater: Transmedia Strategies for Oriental Aesthetics and Chinese Intangible Cultural Heritage. Journal of Humanities, Arts and Social Science9(3), 660-669.

DOI: http://dx.doi.org/10.26855/jhass.2025.03.038