Cyberspace And Cross Media Narration Of E-commerce Party

Tmall’s double 11 shopping party,which began in 2015,as the "emerging species" of the TV industry in that year,kicked off the live broadcast party of e-commerce.After seven years of development,it gradually became a grand national party.Major e-commerce platforms have joined the new track of the e-commerce party to create various consumption festivals with names similar to "double 11" and "June 18".In recent years,the number of e-commerce parties has been increasing,and dozens of e-commerce parties with different styles and themes have taken turns to occupy TV media platforms and major social media.The e-commerce evening party is not only the "exclusive configuration" of the double 11,but also it has become e-commerce platforms throughout the year to promote online shopping without interruption.Moreover,it has become a new folk custom and a new habit of national consumption.Different from the traditional festival party,the e-commerce party has been empowered by the Internet since its birth.The e-commerce party with network tonality embodies the tendency of cyberspace.The creative ideas and effects of some parties coincide with the recently popular concept of "meta universe".The word "cyberpunk" which derived from cyberspace,as a cultural phenomenon,has had a profound impact on film and television creation.A large number of cyberpunk aesthetic films and games are widely popular among teenagers.The stage art of e-commerce parties caters to the aesthetics of young people and actively draws on cyberpunk elements.Previous researches on e-commerce parties has focused on borrowing the theory of communication to "dismantle" the connection between the e-commerce party and external things.If we start with relevant cutting-edge academic concepts such as cyber,combined with the theory of film and television,we can well deconstruct the audio-visual expression of e-commerce parties.In this way,we can explore its internal logic to make up for the shortcomings of previous researches."Cross media narration" is subordinate to postmodern narratology.It has been gradually known and used by the academic circles with the emergence of relevant translated works since 2007.In recent years,the great significance space included in this theory has been continuously explained.Different from the classic narrative mode,"cross media narrative" is an innovative narrative mode that carries out story circulation,meaning production and consumption among various media and constructs a grand story world.It meets the multi-dimensional cultural needs of the public in the current media consumption society.The e-commerce party makes full use of media resources and uses a variety of emerging technologies and playing methods to promote narration.The rich theoretical meaning of cross media narration is helpful to understand the interactive design and content arrangement of e-commerce party.It provides beneficial enlightenment for artistic creation and form innovation in other fields.At the same time,the future development orientation and form of e-commerce party are also worth reflecting.