A Study On The Transmedia Storytelling In The Media Convergence

Media convergence has brought together various media platforms and has promoted changes in media ownership and production methods.The development of participant culture has brought about a change in the role of the audience,which in turn has promoted changes in audience media habits and methods.In the convergence culture,the audience gradually The shift from a simple media consumer to an important role in the dual identity of both media consumers and media producers is playing an increasingly important role in the collective intelligence environment.All of the above led to the emergence of a new type of media partnership,which brought a new media content production method,namely,transmedia storytelling.Transmedia storytelling has a very different representation and logic from traditional narratives.In the era of new media,the participation of audiences in the context of transmedia storytelling is diversified and complex.At present,the cultivation and development of IP still face many problems.This paper adopts a combination of qualitative and quantitative research methods,places the cross-media narrative under the framework of mass communication and fusion culture theory,and uses a questionnaire survey method,a text analysis method based on narratological theory,and a case study method to visualize the media consensus.Transmedia storytelling begins the discussion.In the new media era,both the theory application and the research object of transmedia storytelling are innovative.First of all,to explore the causes of transmedia storytelling,to carry out a systematic theory of thinking and analysis on the level of communication,and to use the symbol interaction and convergence culture theory to deeply analyze the convergence culture situation created by the current new media era.The author believes that there is a profound relationship between media development and cultural change,and the interaction and influence between media and culture,and this influence has a two-sided nature,which has produced a considerable era of participatory culture,collective intelligence,transmedia storytelling,and fan culture.The characteristic cultural landscape has also produced such negative phenomena as network carnival and group polarization.Among them,transmedia storytelling is a new text production method that caters to the development of the media and is based on the context of culture.It demonstrates the transformation of media producers and media consumers under the current cultural context and the audience's need for wide participation.Then,based on this,text analysis was used to explore the series of The Adventures of The Brave.Based on the seven principles of transmedia storytelling put forward by Henry Jenkins,the process and characteristics of transmedia storytelling system construction were summarized.After that,it discusses the influence of transmedia storytelling from the perspective of communication strategy and audience,and summarizes the communication strategy of storytelling in The Adventures of The Brave.It includes content modeling,media integration,and audience guidance.Then combined with the questionnaire survey method,from the perspective of the audience to understand the impact of the content production mode of transmedia storytelling on audience participation behavior and attitude.By collecting and analyzing the audience's basic situation,audience's participation in narrative behavior and related attitudes to participating in narration,audience's demand for IP content production and related data on three dimensions of feedback,it is found that the current audience participation in narrative presents higher participation enthusiasm and participation degree.The characteristics of the shallow and wide participation channels;audiences generally believe that the main problems existing in the current IP are concentrated in the content modeling,including the contents of shoddy,lack of innovation,copy the original,etc.;the audience's potential appeal for the transmedia storytelling is strong,and the potential acceptance is high;Storytelling This new content production method has a positive guiding role and influence on audience participation in narrative.This further corroborates the arguments for audience participation from the previous theoretical analysis,and provides corresponding data support for subsequent chapters and the localization of transmedia storytelling.Finally,we analyze the inspiration of transmedia storytelling to the creation and industry,combine the current phenomenon of IP adaptation in the network,and summarize it.From the perspective of media convergence in the era of new media,from the aspects of text production methods,development of the network community,and carnival consumption,etc.For related thinking,the author believes that transmedia storytelling has unique charm and superiority compared to traditional narratives,and the pan-entertainment IP creation model is a rather inspirational attempt for transmedia storytelling in the new media era.In terms of the production and creation of texts,we can focus on the following points: the story structure strengthens text intertextuality,collaborative narratives create an IP-independent ecology,encourages audiences to participate in creation,and the pan-entertainment model breaks franchise restrictions.In the development and operation of the network community,the community should fully grasp the characteristics of self-organizing and fissionability,fully pay attention to its important role in the current social and cultural context,and improve organization and management.In the face of the current phenomenon of craze for adapting network IP and carnival consumption,we should appeal to rationality and re-examine the value of art and the deeper real needs of our hearts.