1672-8505

CN 51-1675/C

陈睿,陈之奕. 作为IP运营策略的跨媒介叙事:机理与应用[J]. 西华大学学报(哲学社会科学版),2021,40(2):51 − 59 . DOI: 10.12189/j.issn.1672-8505.2021.02.007
引用本文: 陈睿,陈之奕. 作为IP运营策略的跨媒介叙事:机理与应用[J]. 西华大学学报(哲学社会科学版),2021,40(2):51 − 59 . DOI: 10.12189/j.issn.1672-8505.2021.02.007
CHEN Rui, CHEN Zhi-yi. Transmedia Narration as IP Operation Strategy: Mechanism and Application[J]. Journal of Xihua University (Philosophy & Social Sciences) , 2021, 40(2): 51-59. DOI: 10.12189/j.issn.1672-8505.2021.02.007
Citation: CHEN Rui, CHEN Zhi-yi. Transmedia Narration as IP Operation Strategy: Mechanism and Application[J]. Journal of Xihua University (Philosophy & Social Sciences) , 2021, 40(2): 51-59. DOI: 10.12189/j.issn.1672-8505.2021.02.007

作为IP运营策略的跨媒介叙事:机理与应用

Transmedia Narration as IP Operation Strategy: Mechanism and Application

  • 摘要: 近年来,我国数字经济高速发展。在文化内容的创作、生产、传播、消费领域,跨媒介叙事逐步成为一种重要的现象和趋势,对跨媒介叙事的内在机理和策略进行研究具有重要意义。跨媒介叙事在内外两方面因素的推动下逐步兴起,其内涵有一个动态演变的过程。研究显示,跨媒介叙事的内在机理主要涉及文本创作和产业运营两个层面,分别对应故事世界和IP运营。在策略与应用方面,文本创作须着力于实现故事世界的完善和扩张,在尊重原始文本基础上不断创新,为产业链衍生提供不竭的文化源动力;产业运营须立足于IP的开发而进行,实现商业品牌联动和用户市场开发。

     

    Abstract: In recent years, China's digital economy has developed rapidly. In the fields of creation, production, dissemination and consumption of cultural content, transmedia narration has gradually become an important phenomenon and trend, so it is of great significance to study the internal mechanism and strategy of transmedia narration. Transmedia narration is gradually rising under the impetus of internal and external factors, and its connotation experiences a dynamic evolution process. The research shows that the internal mechanism of transmedia narration mainly involves two aspects: text creation and industrial operation, which correspond to story world construction and IP operation respectively. In terms of strategy and application, text creation should focus on the perfection and expansion of the story world, and constantly innovate on the basis of respecting the original text to provide inexhaustible cultural source power for the derivation of the industrial chain. Industrial operation should keep pace to the development of IP, so as to realize the linkage of commercial brands and the development of user market.

     

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