Cross-media Adaptation Research Of Nezha IP

Transmedia narrative theory integrates post-classical narrative,communication,art and other theories,and transmedia adaptation combines the theory to complete the adaptation creation,around the core text of the story,integrating multiple media products,"each individual episode must be accessed in its own way,and it make own contribution to the overall narrative system" Intertextualizing each other to build storyworlds.The 14 th Five-Year Plan for Cultural Development emphasizes that "we must adhere to the Chinese cultural position,insist on creative transformation,innovative development and continue the Chinese cultural lineage.Promote science to empower the cultural industry,advanced technology as a strategic support for the development of cultural industries,and establish a sound system of cultural and scientific innovation." Nezha is a mythological IP with a popular base in China and has been fully exploited by cultural resources,and its IP resources have been transformed in different social contexts.The development of media technology in the new era has brought about abundant cross-media adaptations of works,a digital opportunity to develop Nezha’s IP and bring the myth to life in a new era.The article combs Nezha’s cross-media adaptation works,focusing on animation,music,games,dance,and theater.Firstly,the historical flow of Nezha IP in cross-media adaptations is analyzed to summarize the reasons for the adaptations,the history of the adaptations,and the characteristics of the adaptations.The second chapter analyzes the adaptation of Nezha’s IP animation works,sorting out the adaptation practices in three aspects: characterization,plot rewriting,and stylistic presentation.As a classic mythological character,cross-media adaptations offer the possibility of innovative transformations of Nezha,from a divine hero to a rebellious magical child to a new Nezha in the modern city.The aesthetic orientations of the new styles of creation are varied,offering aesthetic value and thematic expansion in the context of the new era.Thirdly,analyzes cross-media adaptations in the performing arts medium,including rock,popular and folk in the music medium;street dance and classical dance in the dance medium;and Beijing opera,Kunqu and dance drama in the theater medium.THE next,analyzes the cross-media adaptations of games,script-killing,online game.Similarly,film and video games development trend can be emphasized in this aspect.The chapter 5 summarizes the key points of cross-media adaptations of Nezha IP,the cross-border IP development model,the intertextual content system construction,and the participatory adaptation awareness.It reflects on the current problems and prospects for how to tell Chinese mythological stories in the new era under the guidance of cross-media theory!Through cross-media adaptation,Nezha is changed from the context of mythology to history and everyday life,enriching the storytelling form with the advantages of media,reconstructing the story and characters,and modernizing the production,promoting the modernization of content production and communication means,reshaping the cultural development model.