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Yao Xiao, North China Electric Power University, ChinaAbstract
With the prevalence of digital media and the rise of fan translators, the mode of media consumption and translation has evolved into interventional and cooperative despite AI’s increasingly influence for human translation. Inspired by Henry Jenkins’ “participatory culture” and Mark Deuze’s “media love,” this study aims to explore how fans’ new translation pattern on China’s new media platforms such as bilibili affect the interrelationships among audiovisual media, public emotions and popular culture. Focusing on fan translation of the Marvel TV series Wanda Vision, this article starts from quantitative analysis of fan activities and their revenue by chart. Based on it, the paper concentrates on qualitative content analysis around works by a sample fan translator to discuss how he influences artistic design and emotional theme of the media text as well as its value for social issues and cultural phenomena in China. Through three dimensions including the cultural image of “magic” and its philosophical implication, design of five main characters and their connections with the text’s emotional theme, artistic tension by the tragic life experience of superhero, this article clarifies the decisive role of fan translators in emotional resonance, cultural transmission and aesthetic value of the media text, demonstrating innovation in intervention intensity, dominant power, and cultural status of the emerging translator group. Finally, this study intends to explore strategies for human translator’s sustainable development under the background of AI and digital technologies.
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Conference: MediAsia2025Stream: Films and Digital Distribution (use of the internet and video sharing)
This paper is part of the MediAsia2025 Conference Proceedings (View)
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To cite this article:
Xiao Y. (2026) Fan’s Intervention in Affective Transmission of Media Texts: A Case Study of Wanda Vision ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2025: Official Conference Proceedings (pp. 273-289) https://doi.org/10.22492/issn.2186-5906.2025.22
To link to this article: https://doi.org/10.22492/issn.2186-5906.2025.22
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