Research On The Transmedia Storytelling Of Game’s Fan

In the era of media convergence,in order to meet people’s growing beautiful needs in the field of entertainment and culture,the diversified collaborative layout with IP as the core has gradually become the development trend of China’s cultural industry,presenting a "pan-entertainment" industrial ecology based on multi-field symbiosis,integration and innovation development of the Internet and mobile Internet.As an important business model in the field of culture,the"pan-entertainment" strategy is a boost for cultural development.It breaks the boundary between creators and consumers and gives birth to the era of national great creativity.IP producers,represented by game IP,begin to deeply explore the core meaning of the concept of "consumer participation".The creative idea of"transmedia storytelling" proposed by Henry Jenkins in 2003 has gained an important opportunity of practical application in the rapid development of Chinese entertainment culture industry.With the game industry entering the era of inventory competition,it has become the inevitable choice of game companies to meet the diversified needs of game users and win over the active consumers of game players.Excellent fan creators who can realize media transformation and generate different narrative forms are of great significance to build game IP and enrich the value system of game IP.Operating fan culture has become an important way to promote games.The Onmyoji launched in September 2016 even makes its fan culture spread to the whole people.The relationship between fan culture and game IP is becoming closer and closer,and the significance of building a fan culture ecosystem for game IP is becoming more and more significant.By combining the method of participant observation,in-depth interview and case analysis,this paper selects Onmyoji,which is a representative game IP in the field of game fan culture.Through daily observation and immersive participation in communication and interaction with relevant groups on multiple highly active QQ groups and social media platforms such as Bilibili,LOFTER and Sina Weibo.Seven Onmyoji’s fan-made creators and five Onmyoji gamers were selected for in-depth interviews.This paper mainly uses the theory of transmedia storytelling to study game’s fan-made.Game IP under the background of multi-platform human-machine interaction choose transmedia storytelling.Electronic Games with interaction since their birth continue to optimize the interactive experience of game players with the iterative update of media technology.In the era of media convergence,consumers’ interactive experience needs to make transmedia storytelling become the inevitable choice for game IP construction.Cultural change and commercial value are the main motivations for the cross-media narration of game IP.The integration of cultural context has brought cross-media narration with mutual enabling of cultural value and economic benefits for game IP.Meanwhile,game IP has realized from the long-term practice of "transforming games into movies" that simple cross-media adaptation has unavoidable value defects.In the fierce market competition,only transmedia storytelling is in the long-term interest of game IP.The focus of transmedia storytelling of game IP lies in the participation of fans.Fans explore the story world constructed by game IP through collective wisdom,and also play a substitute function for the temporary absence in the construction of game IP story world through their personal text reproduction behavior.The game’s fan-made generated in the process of fan engagement makes a unique contribution to the transmedia storytelling of game IP.In the environment of cognitive surplus and mutual feeding,the creation of game’s fan-made has"in-one-world" and "expansion",which are the internal elements of the transmedia storytelling of game IP that game’s fan-made can participate in,that is,to broaden the media boundary,narrative boundary and world view of the transmedia storytelling of game IP on the premise of pointing to the same story world.At the same time,the co-creation of the text of the game’s fan group contains the coded communication of the fans’ words and the multi-text interaction of the production,which means that the creative behavior process itself also contains the logic of transmedia storytelling.At the communication level,the social touch of the game’s fan-made is an important condition for the transmission of its transmedia storytelling text.The communication paths of game’s fan-made include sharing habits of gift economy,fan community constructed by fun social connection and official fan incorporation of games,covering diversified communication subjects,diversified communication carriers and interactive communication process.The main reason why game’s fan-made are accepted is that it provides transmedia storytelling experience compensation of media,information and emotion for the communication objects.In addition,the creative freedom of game’s fan-made is in a dilemma due to the double threat of infringement and infringed,as well as uncontrollable dissemination,and fan narrative is also in a communication misunderstanding due to the misinterpretation of the original text of the game and the homogeneity of the game’s fan-made text.To this end,externally,game companies need to clarify the degree of copyright openness,collaborate to explore potential channels for game promotion,and the communication platform needs to improve safeguards and build a benign bridge of interaction.Internally,the group of game fans should strengthen collective norms and create a harmonious and progressive cultural atmosphere.In general,game’s fan-made is a transmedia storytelling attempt independently carried out by consumers.This kind of root-style creation deeply demonstrates consumers’ imagination and creativity,shows the public’s strong pursuit for free expression in the environment of media evolution and social and cultural changes,and highly reflects the expansion of public communication ability.In the practice process of transmedia storytelling of game IP,game’s fan-made with cultural potential have become an important part of deepening the entertainment cultural experience of consumers.For this purpose,game companies incorporate the fan culture into their transmedia storytelling logic and strive to establish a more harmonious and effective dialogue mechanism with consumers.Media content flows in various forms through the deep participation of consumers.It can be said that it is the epitome of the global cultural development trend in the context of convergence culture.