Character Image Construction in Nezha 2: Nezha Troubling the Sea from the Perspective of Costume Design

Abstract

This study examines Ne Zha 2: The Demon Child of the Sea from the perspective of costume design, situated within the broader context of the “Guoman 2.0” era of Chinese animation. It addresses three central research questions: how costumes balance tradition and modernity, how costume variables contribute to character arcs, and how short-video platforms reshape costume symbols through algorithmic amplification and user re-creation. The research aims to construct a “feature film–short video” dual-track costume narrative model, revealing how costumes function in character construction, emotional triggering, and cross-media diffusion. Methodologically, the study combines semiotic and multimodal textual analysis, frame-by-frame quantitative measurement, and platform data modeling, supplemented by Bilibili danmaku semantic coding, Douyin/Weibo user reproduction sampling, eye-tracking experiments, and Delphi expert review for triangulation. Findings demonstrate: (1) traditional elements are primarily translated through “structural simplification” and “imagery reconstruction,” with techno-aesthetic materials and dynamic presentation enhancing international visibility; (2) costume variables such as color purity, motif density, and material hardness/softness closely align with character development, serving as a narrative index; (3) dynamic costumes like the Huntian Ling exhibit strong correlations with emotional intensity, acting as a bridge between music, editing, and movement; (4) cross-platform diffusion follows an “algorithm–audience–symbol” triadic mechanism, where first-screen visibility and sharing weight determine dissemination efficiency, while cosplay reproduction exerts logarithmic amplification effects. By proposing three new analytical variables—costumenarrative coupling, cross-media visibility, and cultural re-creation intensity—this study develops a framework of “dynamic costume semiotics.” It further offers practical strategies for designers (3-second salience and quantitative control indices), distributors (open-source costume sketches and micro-documentaries), platforms (interpretable template libraries), and secondary creators (low-cost, high-fidelity reproduction guides). The research enriches the intersection of film costume studies and animation communication, providing methodological and empirical contributions for the internationalization and industrial application of Chinese animation.