Multiple Consumption And Multiple Pleasures: The Spread And Realization Of Marvel IP And The Interactive Experience Of Consumers

In the era of rapid development of self-media and media integration,there are many new trends,such as IP cross-media communication and multiple media consumption,which in the mass consumption culture.It brings more communication and realization possibilities of cross-media communication and multiple media narrative for communicators or brands.Literary adaptations and IP communication marketing have become market dividends and research booms in cross-media fields.Among the many phenomena of IP media monetization,Marvel IP is one of the best examples in media communication and consumer monetization of the cross-media monetization field.In the cross-media integration application,Marvel IP has grasped the development trend of mass communication and the needs of consumers,made good use of multiple media channels and media methods for communication and guidance,realize the cross-media multiple realization of IP derivatives.Then,“what media communication laws and communication techniques have been used by Marvel IP? What psychology is aimed at the audience? What kind of media communication and development laws can be seen from it? ” in the process of cross-media communication and multiple media realization.Based on the above questions,this research attempts to analyze the communication theory and audience psychological motivations involved in this successful IP monetization case of Marvel from the dual perspectives of media communication methods and consumer psychology.The first chapter is the introduction,including research background,literature discussion,research ideas and research significance.Starting from the Chapter 2,this article attempts to explore the communication method and media realization process of Marvel Super IP from the perspective of media communication.In Chapter 3,by interpreting the consumer behavior of the audience,analyzing the consumption motivation and multiple consumption experience behind Marvel's multi-media consumption behavior,we can get the psychological motivation of consumers for multi-media consumption in the world of Marvel's story.In Chapter 4,researching from the consumption experience,it analyzes the emotional sources of consumers' “multiple pleasure”,the interaction between the media and the audience,and explores the relationship between multiple consumption and pleasure.In Chapter 5,this research combines practice with the perspectives of communication studies and media communication theories,discusses issues such as IP cross-media communication strategies,changes in the media and audience's right to speak,and puts forward the author's opinions.This research is based on the theories of text adaptation,cross-media narrative and intermediary,and focuses on the analysis of the intermediary nature of Marvel IP's conversion between different media and interaction with the audience,and discussed the consumer motivation and analyzed the psychological changes of multiple pleasant consumer experiences.It also discussed issues such as the relationship between the media and the audience and changes in the right to speak based on the communication framework.