The Study Of IP Interactive Research In The Context Of Transmedia Storytelling

Since 2014,IP has entered the market and audience's vision with a brutal growth attitude.In the context of the Internet,IP adaptation is pursued by capital and favored by audiences,and its number and influence in the film and TV drama market cannot be ignored.Although IP adaptation evolves from traditional adaptation,it is not a unique product in China,but an innovation of content production mode under the background of global media convergence.This paper focuses on the film and television practice of IP in the transmedia storytelling context,and focuses on the text of IP adaptation and audience participation.The method of content analysis and case study was used to obtain the market data of IP drama and the film review text of the audience on douban to explore the text flow and audience interaction of IP adaptation.It is found that IP adaptation involves the interrelation and interaction of various types of texts,and the difference of media drives the flow of IP texts to various media and narrative extension to facilitate the construction of "story world".In the transmedia storytelling adaptation,various "subtexts" are produced around the film and television texts,which play an important role in expanding the meaning of film and television works.In addition,audiences are more deeply involved in the production system of IP by means of technology empowerment,but the improvement of their discourse power also depends on the power transfer of producers.The transmedia storytelling development of IP depends on the audience's demand for emotion and entertainment.Meanwhile,the review text of douban movie audience shows the "intersex" feature following the migration of IP text,and the production of multi-level IP text and the audience show a complementary relationship.Finally,the current IP adaptation in China should clarify the relationship between it and cross-media narration,draw lessons from the construction logic of its virtual world,and better integrate into the globalization transmedia storytelling narration.