A Cross-media Study Of Jin Yong's Martial Arts Novels

For the study of popular literature,Jin Yong's martial arts novels are an important field.Jin Yong's martial arts novels have been popular in Hong Kong for more than half a century.Through the development of cross-media,they radiate different faces such as movies,comics and toys,thus forming a unique “Jin Yong Cultural Circle”.Hong Kong can be regarded as the place orgin of cross-media expansion of Jin Yong's martial arts novels.Marketing has the so-called "marketing needs".Products that can meet the needs of the market are products that can be popular.Original novels are aimed at the need for text reading,while film and TV adaptation is a re-creation of visual art.Jin Yong's martial arts novels first satisfy the public's reading pleasure with words,and then adapt the film and TV series to meet the entertainment needs of the public.The emergence of Jin Yong's martial arts novels and the subsequent hot sales are both a commercial behavior and a popular culture,and are popular in Hong Kong in the form of a popular cultural commodity.Therefore,the author takes popular culture as the longitude,market and consumption as the latitude,based on Hong Kong,and explores the cross-media phenomenon of Jin Yong's martial arts novels from the perspective of Hong Kong people.The film adaptation of Jin Yong's martial arts novels in Hong Kong is the object of in-depth discussion,providing a new perspective for existing research.Taking the popular culture and market and consumption as the starting point,this paper explores the cross-media expansion of Jin Yong's martial arts novels in Hong Kong.In addition to the "Introduction",this thesis is divided into three chapters,discussing the adaptation of Jin Yong's martial arts film from the 1950 s to the 1990 s,the upsurge of TVB's Jin Yong martial arts drama,and the cross-media expansion of Jin Yong's martial arts novels outside the film and television,thereby explore the unique and complex "Jin Yong Cultural Circle".Although the film adaptation of Jin Yong's martial arts novels has already existed,it is far inferior to the adaptation of TV dramas in terms of its development and influence.On the other hand,popular culture must focus on market and profitability in order to keep “culture” “popular”.For half a century,Jin Yong's martial arts novels have been built into a culture with the development of cross-media.They also become an invisible "brand" and offer countless business opportunities.This Circle,is not the one that Jin Yong established,but the readers,the audience,the consumers,the painters,the film and television producers,the product manufacturers,the game developers,etc.,established together.