Transmedia Storytelling Research On IP Publishing Of Chinese Network Literature

In recent years,"IP publishing of network literature" has always been a field attracting the attention of various industries.Not only the publishing industry has been committed to expanding and developing the IP industry chain of network literature.It has also attracted the attention of the film and television industry,especially after the State Administration of Radio,Film and Television(SARFT)released the policy of "two stars for one drama" in 2015,film and television production companies have become very cautious in choosing scripts.At present,there is a lack of good scripts and a single subject in the domestic film and television industry.Therefore,network literature has begun to be favored by major film and television production companies.Due to a surge in IP network literature,increasingly fierce competition in the market,although there are similar to The Joy of Life,Serenade of Peaceful Joy,Nirvana in Fire etc High quality IP,but there are also more dream,even led to a group of mockery.As the source and top of THE IP publishing industry chain,network literature,because of its abundant reserve of content resources,delivers content and stories to the whole Chinese network literature IP publishing industry chain.However,only the network literature IP adaptation for film and television drama publishing,can not meet the needs of the vast number of audiences for good works.Therefore,the full use of Transmedia Storytelling theory through the characteristics of different media platforms,for the same "story world" to create text content of Transmedia Storytelling text strategy and the use of multiple media platforms to operate in concert with the operation of Transmedia Storytelling strategy,for the current network literature IP publishing development and operation provides a theoretical basis and core logic,but also for publishing operators to break the traditional publishing dilemma,the full use of Transmedia Storytelling theory advantages point out the way.The Transmedia Storytelling of Chinese network literature IP publishing mentioned in the article is not only a narrative study of the content of story text,but also considered as the product of the era of media fusion,and Transmedia Storytelling can promote the innovative development of the practice of the production of IP publishing content of network literature.From the perspective of Transmedia Storytelling,through combing through the successful high-quality IP publishing cases at home and abroad,analyzing the advantages of the use of cross-media content resources in China's network literature IP publishing and the existence of "story world" construction is not appropriate,the industry's internal norms are not enough,and the IP publishing industry chain linkage is poor,and so on,to explore the development of China's network literature into high-quality IP resources by building a complete IP publishing industry standard system and promoting the development of talents and content innovation within the industry.Promote the healthy development of domestic network literature IP publishing industry.First of all,it is mainly about the research on "the development of IP publishing in network literature and the application of Transmedia Storytelling theory",combining the background of current IP publishing with the context of media fusion.Through the method of literature analysis,a large number of domestic and foreign papers on network literature IP,IP publishing and Transmedia Storytelling theory research,as well as network literature IP,Transmedia Storytelling theory.As the theoretical framework of the article,it provides the basis for the analysis of the current situation and the feasibility proposal in the opening chapter.The first part is to study "Transmedia Storytelling text strategy in IP publishing of network literature" and to explore the horizontal narrative of expanding the story world and the vertical narrative of multiple media.Among them,horizontal narrative mainly analyzes the text content of "story world" from the aspects of text characteristics and narrative logic.The vertical narrative part takes the process of IP publication of "The Journey of Flower" as a case study,analyzes the previous network literature,the medium-term paper books and film and television dramas,and the later hand tour and other different media platforms to work together to create a world of "The Journey of Flower" story.Both as Transmedia Storytelling text strategy,showing the current domestic network literature IP publishing development direction.Second,Transmedia Storytelling theory is not only focused on text strategy,but also reflected in operational strategy analysis.This part is mainly on the "network literature IP publishing Transmedia Storytelling operation strategy" research,through the selection of domestic and foreign high-quality specific cases,from the creator,publishing operators,fan audience three main body analysis.Creators create rich text content for the operation of Transmedia Storytellings,and publishing operators use the ip industry chain to pool resources,while fan audiences are not only consumers of works,but also producers of content.Through the research of this chapter,we aim to show the development path of domestic IP publishing more clearly.Third,based on the first two parts of the text strategy of Transmedia Storytelling and Transmedia Storytelling operation strategy of in-depth analysis.This chapter summarizes the existing problems in the Transmedia Storytelling application of IP publishing in network literature,such as improper construction of "story world",insufficient standardization within the industry and poor linkage of IP publishing industry chain.Then,through the selection of typical cases at home and abroad,this paper puts forward feasible suggestions for the breakthrough development of IP publishing industry of domestic network literature.In this chapter,the concluding that across the media,as a kind of narrative content innovation production practice,combining the text strategy and operating strategy fully apply,able to solve the current domestic IP network literature began in the publishing industry,the content of variable quality,promote complete the construction of "the story of the world",promote the benign development of the IP ecosystem.