Research On The Operation Of The Secondary World Of The Fantasy IP “Harry Potter”

“Harry Potter” is the world-renowned super fantasy IP,involving publishing,film,music,games,peripheral products,cultural tourism and other fields,truly realize the development of the entire industrial chain,complete the perfect conversion of literature works to Super IP.An overview of IP operations of “Harry Potter” reveals a striking feature centred on the Secondary World.The Secondary World refers to the fantasy world created by writers in their fantasy work,which is supernatural and different from the real world.This concept originates from J.R.R.Tolkien's theory of the Secondary World.This paper takes the operation of the Secondary World of “Harry Potter” as the research object,and takes the theory of Secondary World as well as Henry Jenkins' s theory of fan culture as the guidance.It combines the knowledge of publishing,literature,culturology and other disciplines.Through using the methods of text analysis,case analysis,survey and statistics,this paper attempts to analyze and explore the operation of the Secondary World of the fantasy IP “Harry Potter”.This paper consists of an introduction,four chapters and conclusion.The introduction presents the research background,purpose and significance of this paper,defines the related concepts,makes a literature review of the existing research,and explains the research contents,methods and innovations of this paper.The first chapter analyses Tolkien's theory of the Secondary World and the development of the Secondary World by scholars like Zahorski and Boyer.The second chapter,combining the theory of the Secondary World and the content of the works,analyzes the construction mode and values of the Secondary World of “Harry Potter”.The Secondary World of “Harry Potter” belongs to“the Secondary World contained in the Pecondary World”,and its values based on the universal values of human society in order to bring out audience's Secondary Belief.The second chapter,combining the content of the works and related data of IP products,analyses the cause of the operation of the Secondary World of “Harry Potter”.This chapter points out that the operation of the Secondary World of “Harry Potter” is formed because this IP has complete Secondary World and its positive effect on IP operation in two aspect—promoting the value realization of IP and guiding the development of the whole industry chain of IP.The third chapter,based on the theory of fan culture and related data of various platforms,indicates that two important basis of “Harry Potter” operating the Secondary World are fan and fan fiction.The fourth chapter,using many cases of IP products,analyses the diversified operation mode of “Harry Potter” operating the Secondary World from the aspects of content production,product development and product marketing.The conclusion summarizes the main points of this paper,as well as concludes the successful experience of the operation of the Secondary World of “Harry Potter”,and then points out its implications for the IP operation of domestic network fantasy novel.