The Research On IP Operating Mode In The Perspective Of Transmedia Storytelling

In the era of multiple media,the flow of content across multiple media platforms,the cooperation between multiple media industries,and the migratory behavior of media audiences constitute the convergence culture.Transmedia storytelling,aesthetic and product of this convergence culture,is the systematic dispersal of narrative elements across multitude of media for the purpose of creating a unified and coordinated consumer experience.Accordingly in our country,the IP(Intellectual Property)operations mode as the core of "Distributed entertainment" industry chain shows a huge commercial value in recent years,an adaptation of a popular online literature or other forms,film and television works are expanding the market,IP operations become the "new normal" of cultural industry in China.However,when the IP operation has gradually become an influential and transmedia cultural phenomenon,on the other hand,IP products are poorly made,overexploitation,overdraw consumption point,such practice of blindly following causes that IP operations appear to be on the wane before their potential has been reasonable development,IP operations mode is facing the challenge of innovation.Through in-depth analysis and observation for IP operations across media practice,it will be useful to discuss the implications and path of IP operations mode innovation within the perspective of transmedia storytelling.First of all,in "the development of the transmedia storytelling and the rise of IP operations mode" research,this dissertation by combine background of media convergence era context,analyses and introduces the historical environments of "IP operations mode" from three aspects : the technical integration,transmedia audience and media industry.And through the analysis of several significant IP project in2014-2016,sums up the status and problems of IP operations mode.Finally pointed out three conceptual labels of transmedia storytelling : intertextuality,extension and participation.Laying a foundation to analyze and solve problems for the next three chapters,and be used as a basis for discussion with pertinence.Secondly,in the study "the IP generated mode under transmedia storytelling as intertextuality",we try to explore the features of "storyworld" in transmedia storytelling and the mechanisms of intertextuality narrative mechanism.By analyzing the case about "The Graver Robbers’ Chronicles",and the development process of this IP,through this lens,reflects the IP generated mode,on this basis,emphasis the key to generate some quality IP is to highlight the essence value of the IP,focusing on construction the storyworld cross multiple media,and analyzing the value structure of IP.And then put forward three kinds of transmedia storyworld construction mode,a tree mode,satellite mode,and radiation mode,respectively.On this account we cangain some useful innovative tools for IP generated mode.Thirdly,to "IP development mode under transmedia storytelling as extension" research,we still use the super IP "The Graver Robbers’ Chronicles" as a case study,especially its novel,net series and video game of transmedia storytelling.Making a deep analysis of its IP development mode and the process of development.Particularly introduces "actor network theory"(ANT),try to use another kind of methodology to go further into the depths of the transmedia process of extension,more clearly show the innovation path of IP development mode.Furthermore,in the research "IP consumption mode under transmedia storytelling as participation",we delve into the concept of "transmedia consumption",which as the link between transmedia storytelling and IP consumption.By collecting and analyzing users of "The Graver Robbers’ Chronicles",using interviews data under the participatory culture theory.This dissertation explores the type and connotation of transmedia consumption.This dissertation identifies migration of consumers’ navigation behavior across media platforms as one of the salient processes oftransmedia consumption and explores patterns,motivators,and barriers of transmedial migration.And then we use the "Lost" successful experience for reference,put forward innovation strategies for IP transmedia consumption mode.Finally,the thesis summarizes the value of the IP model reconstruction under the transmedia storytelling perspective,concludes that IP is an important source of media convergence,as a attractor and activator.transmedia storytelling is an important strategy to improve and innovate the IP operation mode,it can promote the author and the reader,producers and audience,the creator and consumer blend mutually,to reach a benign interaction and symbiosis.This dissertation is problem oriented,and mainly adopts qualitative research method,starting from the realistic contradictions and conflicts,and then finding theory point to illustrate.Based on the current troubles and problems of IP operations mode,in the vision of transmedia storytelling,through transmedia building storyworld,construction unified collaboration network of actors and promotion of transmedia consumption,to explore the direction and strategy of innovation of IP operations mode.