| It has been over thirty years since the concept of "Media Convergence" was proposed in 1980s."Media Convergence" is not static, but in a state of constant expansion and deepening. It helped promoting the change of media technology,and also took effect on the fields of social, economic and cultural. The concept of "Convergence Culture" proposed by Henry Jenkins is to describe the cultural phenomenon of media convergence, which is the influence of media convergence on the cultural patterns and cultural production of the whole society. The media integration is not only a top-down technology process, but also an evolution process from bottom-up culture promoted by the audience. But in our country, the research on media convergence appears to be limited in the integration of media ownership and technology of media, such as the integration of newspapers and network, the integration of TV station and network,some TV manufacturers try to produce Internet TV,and social TV, but the effect is not ideal. We are now in the era of "media convergence", but content still comes first. Although the environment of media has changed, how to adapt to these changes to seek better development could be a huge problem, which should be taken serious by those media producers.I took Marvel movies as the research object in this paper,including Marvel comics, Marvel movies, Marvel TV series, Marvel game, Marvel one-short, to summarize its transmedia storytelling strategy by analyzing the interactive behavior between the different texts and interactive media producers and audience. The study found that first Marvel has built a unified story world, to ensure that all of its products have a unified view of the world.After a film was released,some people may want to know more about the role,maybe even a supporting role.Considering the reasonable demands, the production team would like to create a series of stories for the role, and put it on the right media to spread. To make all the audience can clearly understand every story they saw,stories on different media are designed to be independent of each other; on the other hand, in order to make Marvel’s loyal fans to obtain a more complete experience, production team will shoot some clips to introduce background information or throw new clues, those fans can get satisfied during the research,or they can discuss with other people for more details. And they may even form a knowledge community, to exchange information with each other, they can solve a mystery together; they can also make posters, video or even short stories according to their own hobbies, you can also share with everyone in the knowledge community. In order to meet the enthusiasm of a part of the audience, marvel also designed a lot of games, so that they can be immersed in which to enjoy the glory of fighting with the super heroes. In order to get more audience, the production team of Marvel also made a lot of efforts. They tried to find suitable partners from all over the world, whether it is the musician of the movie producer, animator, cartoonist or game makers,everyone of them is famous, and they have their own followers. So Marvel choose to work with them is a win-win.On the one hand, they will help expand the audience, on the other hand they will also enriches the meaning of the work, to create art that belongs to the world. As positive consumers, the audience can not only be satisfied the process of interaction with the media, but also get empowerment; during the interaction, media producers have promoted their products,they also made a good economic benefits.According to above analysis, it can be concluded that internal logic of transmedia storytelling concluding these conditions, a unified story world as the logical starting point, the passion of audience as the driving force, and the media play their own specialty as the key nodes of transmedia storytelling.Such a virtuous cycle of content production and consumption mechanism is to be established urgently at present in our country. In Media convergence Era, the TV media has been greatly affected by new media, they have been trying different ways to get the attention of the audience, like buying foreign show rights and Internet IP, cooperating with Internet media, which changes the way of TV content production. So, it may be more appropriate to discuss the referential significance of TV content production, Through the analysis of Marvel transmedia storytelling strategy, this paper argues that domestic TV content production can from the following three aspects reference:pay more attention and stimulate the audience’s participation behavior, create an immersive experience through multiplatform, strengthen content management and protection of intellectual property rights. This article embarks from the Convergence Culture, analyze the transmedia storytelling strategy of Marvel movies, I wish it can help more people understand what is transmedia storytelling, and find a new path to research TV content production. |
PDF Full Text Request