Research On The IP Exploitation On Campus Under The Perspective Of New Media Environment

The concept of IP was born in the game industry in 2013 and entered the film and television industry in 2014.Then it became a hot topic in the industry.With the development of IP,a large number of outstanding films,dramas,and online dramas focused on students and campus,came out,and became phenomenon-level ones that gained high reputation and high attention.Compared with the prosperous development of the industry,the theoretical research on IP was lagging behind.The academia's widespread concern over IP began in 2015.Although there were a lot of discussions about IP,no complete system was formed.While the researches were mainly focused on the perspective to explore the reasons,the development,the status and problems of IP films,IP dramas,IP online dramas,there were few studies based on the subject of campus.The progress of theoretical research on campus IP can't match the development speed of film and television industry.Based on the above research status,this paper aimed at the development and dissemination of IP on campus,following points were carried out.(1)Sort out the concept of "IP on campus ".According to the research of IP and the related research on campus subject,this paper sorts out the concept of" IP on campus",and defines it as "the creative intellectual property with huge development potential,the campus characters as the objects,and the visual potential to be developed".(2)Combing the social background,development process and market development status of IP on campus.Find out the background and reason that national policies and regulations that matters,under the environment of film and television industrial revolution and the market demand of new media environment.According to characteristics of different stages,the IP on campus is divided into 3 periods,as the germination period,prosperity and rational development period.From dimensions of movie industry,TV industry and network drama industry,study the market development status of IP on campus.(3)From the perspective of communication,analyze the the development status of IP on campus.Based on the 5W model,the communication process of campus films and televisions are explored from five aspects:Who,Says What,in Which Channel,to Whom and With What Effects.(4)According to the research on the campus IP market and development under 5W mode,from the dimension of disseminator,communication content,communication channel,audience and communication effect,the paper found some problems in the development of the IP works on campus,such as small market ratio,the limited subject value,the unclear audience market positioning and the hype gimmicks problems.The paper explored the reasons for the above problems.And based on the reasons,the paper put forward the the strategies that the IP works on campus should change the development of ideas,focus on contents,use the Internet big data and combine the commercial and artistic quality.