The Research On The Media Image Shaping Mode Of IP Products In The Context Of Fusion Culture

Fusion culture is a concept proposed by Henry Jenkins,a prominent American media analyst.The word "Fusion" in the fusion culture refers to the combination of media technology,economy and media power.The growth of the IP industry is one of the most important manifestations of the fusion culture,and the development of the IP and the production of intermedia relies on its core content and the "charismatic personality" which has been shaped by the shape of media image.The fans of the IP and its products are not only embracing the media image,but also shaping the image of the medium.In order to better understand the process of the media image formation of IP products,and to clarifying the relationship between the followings and the production of the IP product,the fan culture and the IP brand transmediating medium.,it is necessary to study the image media image shaping mode of the IP products.In this mode,the feedback mechanism is the main framework,and the paths are nested with two different media image modeling paths directly,thereby forming a stable system.At the same time,influenced by the fusion cultural environment,feedback mechanism has also developed the new characteristics and functions.In the context of fusion culture,the media image of IP products has more complex and changeable connotations and features.However,the model of IP product media image is not only influenced by the complex media environment,but also influenced by the active activities of fans.As the basis of the intermedia production of IP,the fan base and the fan culture that created it has been used to develop the characteristics of the media's openness and the ability to be interactive,to influence the quality of the identity of the IP product and its brand,and directly or indirectly affect the media image of the IP product.In this process,the fan base also plays an important role in the way and communication effect of the media image of IP products.