Study On Social Media Communication Mechanism Of IP Play

With the development of networks and the awareness of IP enhanced, high-quality content has become the focus of the current film and television industry to compete, particularly purchasing of network novel copyright became intense competition. TV series, adapted from the network novel, namely IP series, gradually occupy the public screen. The presence of social media promotes the wider dissemination of IP series, how to use social media to develop a communication strategy of IP series became an important selection for TV drama industry currently. This article will analyze the social media communication elements and interaction mechanisms of IP series, build IP series general propagation models in the social media and explore the typical mode of transmission, obtain guide, infection, interaction and trust mechanism in the communication process of social media on the foundation of social media communication theory. And use “Nirvana in Fire” as a case for empirical analysis to verify the dissemination model and mechanisms through various aspects of the communication process. On the basis of the social media communications problems about IP series and the inadequate of using social media to spread “Nirvana in Fire”, communication strategies were put up from the dissemination of the contents, channels, and eco.