Research On IP Operation Strategy Of Online Literature Under The Threshold Of Transmedia Storytelling

In the context of media convergence,media technology is constantly evolving,and there is great scope for the development of transmedia narrative practices that use multiple media platforms to develop collaborative narratives.According to the research findings of Henry Jenkins and other scholars in the field of Transmedia Storytelling theory,"Transmedia Storytelling" advocates that narrative elements are systematically dispersed across multiple media to form a huge "story world".Throughout the domestic online literary industry,IP operations have burst forth with enormous commercial value.Looking at the practice of IP operation in the light of Transmedia Storytelling theory,we can see that IP operation is based on three characteristics:"intertextuality","expansion" and"participation",and constructs story worlds with a high degree of intertextuality among different media texts.The IP operation is based on the three characteristics of"intertextuality","expansion" and "participation",and the construction of highly intertextual story worlds between different media texts,expanding the stories from a single medium to many different media,further expanding audience reach and increasing audience participation.Among them,the IP operation practice of Soul Land series has achieved outstanding results and become a benchmark in the industry,which is a powerful example for the study of IP operation strategies.Therefore,this paper adopts Transmedia Storytelling theory as the research perspective,and mainly uses case studies to study works with narrative capabilities in the process of cross-media creation of Soul Land IP,including Soul Land online novels,comics,animations,games and TV series,combining "intertextuality" and "expansion"with "intertextuality"."The study explores how to construct story worlds,develop cross-media collaborative narratives and engage audiences in the practice of cross-media narratives in the domestic context,and demonstrates the IP operation strategies of Soul Land in a multi-dimensional manner.It also explores the logic behind the successful implementation of cross-media narratives in China’s IP industry,and provides new ideas for future IP operations in China.The analysis of Soul Land series reveals that its overall operation strategy is highly compatible with the Transmedia Storytelling path,with the IP ecosystem strategy realising the intertextual narrative of the text,the IP ascension strategy realising the cross-media collaborative narrative,and the IP circle strategy realising the participatory narrative of the users.Based on the analysis of the research results,feasible strategies for IP operation in China are summarised:firstly,from the perspective of intertextuality,we should polish the core story,stabilise the IP foundation,optimise the story world and operate the IP with full copyright;from the perspective of expansion,we should combine the properties of media,realise narrative ascension,effectively integrate resources and improve the product matrix;from the perspective of participation,we should dig deeper into the content,attract the audience’s attention,optimise From the perspective of participation,the content should be explored in depth to attract audience attention,optimise audience interaction and enhance user stickiness.From a comprehensive perspective,this study analyses and summarises three major strategies for the cross-media operation of Soul Land IP from the theoretical perspective of Transmedia Storytelling,providing a reference for the long-term operation of China’s online literature IP.