The Propagation Of The Network Novel Of The Cross-media Cooperation Of The Chinese Mainland

Since the reform and opening up in the1980s， China entered the era of massconsumption with the rapid development of economy and the transition of social structure.Influenced by the trend of Western consumerism and the evolution of China’s actual situation,the instinct of entertainment for people and desire for consumption in commercial materialismtorrent are strengthening gradually.Network novel itself in the context of consumerism has obvious limitations. In theprocess of cultural transmission, both the author and the audiences are immersed in a desirecatharsis process. The ultimate meaning of culture and spiritual value is often ignored. Whilethe network as a processing factory for novel culture, virtual characteristics of networktechnology, and the illusion about network communication environment, all those making theaudiences indulge in unreal feeling and life experience, weakening the people for the realityof judgment and the ability of practice. These internal characteristics and externalenvironment constitute the communication situation and the communication characteristics ofnetwork novel.Network novel as a special mass culture style in consumption context exists, it meet thereaders’ fast-food consumption demand, at the same time it also in line with the aesthetictendencies of the secularization of the public. It is a special cultural phenomenon and acorresponding business mechanism. It not only has a huge impact on the writing of traditionalnovel and publishing system, but also provides a realistic opportunity for the latter to seeknew development in the consumer era. In recent years, culture of network novel as anopportunity for the publishing industry in the Mainland and Movie&TV industry entered thehighest level of competition and the integration and embarked on a road of cross-mediacooperation.The attempt of this paper is to study Network novel in the mainland and study thecross-media cooperation.The first part, mainly discusses the definition of Network novel and the characteristics. Through the definition and description of the Network novel, the paper mainly analyzes thenetwork novel text from the text characteristic and propagation characteristics. The purpose isto set the theoretical stage for the research of the cross-media cooperation.The second part, on the basis of analysis of the network novel characteristics, putsforward the connotation of the novel cross-media cooperation and cooperation contents and soon.The third part, study the relationship between the traditional publishing industry and thenetwork novel It is discussed about how the network novel for them from competing" enemy"relationship to a mutually beneficial “conspiracy" relationship.The fourth part, study and analyze the relationship between network novel and film andtelevision media, and points out that the network novel becomes the new resource of the filmindustry; at the same time, the film and television industry provide the network novel the newspace to develop and enough interests to feedback..The fifth part, the paper forecasts the future development and communication potentialabout the network novel of cultural communication and the process of cross-mediacooperation, reflecting of value for its positive significance and negative problems, thusexpecting commercial value and cultural value of network novel displayed in the breadth andthe depth.