Research On The Development Of Intellectual Property From The Perspective Of Audience

From the first year IP appeared in 2014 to the popular style of IP's development in 2017,the Intellectual Property(IP)boom has continued to this day,and the IP economy has become a new form of development of the Chinese entertainment industry.With the continuous development of new media,the form of IP development has become more and more diverse.However,the state of the cultural industry has not been presented as expected.With the exposure of negative news,the entire industry chain has begun to fall.The whole industry chain also began to burst out.Based on the audience theory of communication,this paper first analyzes the important position and value of the audience in IP development by using John Fiske's positive audience view.Secondly,it uses the theory of cultural industry and Boozman's entertainment audience theory from demand,production and communication.The link combs the current production status of the content in the IP development process due to the lack of audience awareness and the audience position inversion,and the reasons for the lack of audience awareness based on the analysis of consumerism theory accompanying the cultural industry.Finally,the author develops according to the current IP.The basic problems that exist in the process are based on an audience-based IP development strategy.Through the analysis of the audience value and the current situation of the IP development of the cultural industry market,the author believes that the current audience of the new cultural consumer market is no longer a passive recipient,but has the autonomy to actively choose and receive information.The audience is still creative,and can be used as a content producer and adaptor to construct new textual meanings in its own way,not only to promote the output of high-quality IP content,but also to create multiple values for IP.