Research On The Value Generation Of Chinese Animation Film I

In recent years,animated films based on Chinese traditional character myths have emerged endlessly,and have been sought after by many parties."Nezha" has become the IP with great success after "Monkey King".As a national cultural symbol,"Nezha" is a meaningful space that carries the past,present,and future.This paper has taken the IP of "Nezha" as the research object,combined the relevant knowledge of semiology and value theory,and adopted the research methods of literature analysis,text analysis,and in-depth interview.This paper has focused on the internal law of the generation of the IP value of animated films.Animation IP forms value in the creation stage and realizes the value in the transmission and acceptance of consumption.The dynamic generation process of value was taken as the logic of this paper.The first part,starting from the value creation and the meaning subject of the animated film IP,has analyzed the changes in the social and cultural context and finds that its narrative structure has changed from binary opposition to intertextuality and pluralism,from grand meaning presupposition to nuance,paying more attention to the present and each individual.Then,it has traced the history of Nezha,analyzed the "Nezha" in different periods from the language level,the myth level,and the ideology level with the help of Roland Barthes’ semiotic theory,explains the evolution of its role symbols,and summarized the core components of value creation.The second part has analyzed the "process" and "significance" of value transmission from the perspective of audience acceptance.Due to the change in the communication environment,the communication mode has changed from single to multiple and interactive;The communication subject has changed to the popularization;The process of audience’s meaning interpretation can be divided into text interpretation and re-creation.The third part has further discussed the composition and generating elements of value and summarized the first two parts.The significance was formed in the audience’s shallow emotional perception,middle-level rational thinking,and deep self-identity.The cultural value,symbolic value,and economic value of animated film IP were generated in the continuous cycle of transformation.