IP And Audience Interaction Based On Innovation Diffusion Theory Study

IP is the abbreviation of English phrase "Intellectual Property",which mainly refers to the copyright of various cultural contents,such as novels,animation,music,film,television and games.In recent years,IP has become a hot topic in the field of Chinese cultural industry.It is an advanced and component of the new business model,and has become an Internet-based connection method for different industries.On the Road IP is the first online self-made outdoor reality show that was born in the Internet in 2013.The program records the outdoor adventures of the couples Zhang Xinyu and Liang Hong in documentary style.At present,this phenomenon has set a phenomenon-level program that has exceeded 100 million playbacks in three months.Now it has become a brand IP with a wide audience base,unique content capabilities,self-contained topic influence,continuous personality interpretation and realizing traffic realization.This essay takes On the Road IP as the research object and uses the innovation diffusion theory as the framework to analyze the diffusion process between it and the fan audience.Aiming to investigate how the core value of IP spreads and affects its audience,and how the audience's adoption and feedback on IP are presented in the interactive diffusion mode.This essay explores the diffusion process of the On the Road IP of the "Buddhist" and its fan audience from the perspective of audience research.In terms of research methods,the qualitative research method in network anthropology,the network field research method,and the quantitative research method are used to investigate the group of friends and relatives in the IP fan group.First of all,a deeper description of the fans base of the On the Road IP fan audience by the combination of network field investigation and questionnaire survey.From the research,it showed that the group of friends and relatives showed gender-based gender characteristics,the overall age structure is younger,the education level is higher,and more common from the firstand second-tier cities.Secondly,under the category of innovation diffusion theory,this research discusses the On the Road IP of "community" is a kind of innovation,and analysis its innovative attributes in detail.From the research,“LvYou” shows different characteristics from the Rogers innovation-decision process in the innovation-decision process of the On the Road IP.First of all,the network communication channel plays an important role in the cognitive stage,replacing the previous The mass media channel mainly acts on the cognitive stage.Secondly,the cognitive phase,the persuasion phase and the decision-making phase occur almost simultaneously,the process is short and rapid.Because the testability and observability of the IP Sexuality and other advantages of innovation will affect the audience's acceptance of the problem in these three stages.Thirdly,the evaluation of IP's own innovative attributes and media celebrity and other opinion leaders will be in the persuasion stage of the friend-innovation-decision process.The main influence is played.Fourthly,the characteristics of Lv You's behavior in the implementation stage is consistent with their innovative attitudes during the persuasion and decision-making stages.Fifth,in the confirmation stage,the IP has positive impacts on LvYou's life in five aspects,personal concept,lifestyle,occupation,marriage and socialism.By investigating the interactive feedback of the Lv You who adopted the On the Road IP,and combining the study on the diffusion of On the Road IP among Lv You,this research proposed the interactive diffusion model between the On the Road IP and Lv You.This research believes that the innovation diffusion between IP and Lv You is a diffusion model of two-way interaction.Innovation itself is not the only source of diffusion.Lv You will become the second On the Road IP of "information source" after accepting innovation.Lv You will spontaneously spread the IP of the On the Road to the surrounding.Finally,based on a detailed analysis of the IP of On the Road,which as a case,to provide strategic advice to the brand's IP innovative diffusion.