Research On Transmedia Storytelling Of "Tang Tan" IP

After the introduction of transmedia storytelling theory into China,there is a certain phenomenon of "Misreading" in theoretical research and industrial practice.The root cause is that the domestic film market has always regarded "transmedia storytelling" as an effective marketing means in the short term,which leads to the long-term lack of transmedia storytelling works operated by IP with the concept of systematic content creation and industrial collaboration like "Marvel" IP.As a content creative concept in the context of media integration,transmedia storytelling has a great connection with the industrial process of domestic commercial films in the practice and exploration of China’s film industry.Especially after the advent of the new media era,the industrial layout of China’s commercial films has been expanding the publicity and brand influence of films with cross-media communication and marketing strategies.An overview of the industrialization process of commercial films in China shows that the transmedia storytelling practice of domestic films is mostly carried out for the multi-platform industrial layout coveting the marketing ability of "cross-media".At present,in the domestic film industry,only "Tang Tan Universe" constructed in the series of works of "Tang Tan" IP is the case that truly conforms to the industrial layout concept of transmedia storytelling theory and constructs the story world with the narrative concept of "universalization".Therefore,this paper makes a systematic analysis of the transmedia storytelling practice of "Tang Tan" IP.On the one hand,it provides an analysis case of domestic film IP for the further development of the theory in China,and on the other hand,it also expects to provide new ideas for the transmedia storytelling practice of domestic film industry in the future.This paper takes the works with narrative ability in the creation of "Tangtan" IP cross-media content as the main research object,including its films,online dramas,comics and also games with the same narrative possibility.By combing the transmedia storytelling system of "Tangtan" IP and refining its cross-media content production strategy,this paper analyzes the contribution of different media texts of the IP to the establishment of "Tangtan Universe" and the calling mechanism of different media platforms for audience participation.It is expected to explore the internal logic of the realization of the transmedia storytelling layout of the domestic film industry through the transmedia storytelling research of "Tang Tan" IP.The article consists of four chapters.The first chapter is mainly about the theoretical interpretation of cross-media narration and the current situation analysis of the practice exploration of cross-media narration in China’s film industry.The second one analyzes the establishment of "Tangtan" IP transmedia storytelling system by analyzing the narrative process of "universalization" of "Tangtan" IP,the preliminary construction of story world and the creative concept of cooperative narrative.The third one analyzes the transmedia storytelling strategy of "Tang Tan" IP from the text content and media characteristics of cross-media production of "Tang Tan" IP series.The fourth chapter analyzes the value and significance as well as the creative dilemma of "Tang Tan" IP transmedia storytelling,in order to provide new ideas for the transmedia storytelling practice of China’s film industry.