| As a unique literary form in China,network literature has existed for a long time.At the beginning of its birth,it has quickly "married" with films and TV dramas,and since then moved to the road of network l iterature film and television.After 20 years of tortuous development,it has formed a magnificent network li terature IP.The research on network literature IP in China has never stopped,especially in the past two year s.However,most of the articles are about phenomenon description,problem analysis and countermeasure d iscussion based on the purpose of guiding practice.It is ignored that as a unique communication phenomen on,it reflects the common narrative communication laws,and why these laws are from,and what the spirit of The Times is implied behind it.Starting from the text and case analysis,this paper takes the cross-media narrative as the path to discuss the narrative rules and media relations behind the IP drama of network litera ture,and supplement the humanistic care perspective of media environmental science to interpret the proble ms of the IP drama of network literature and the spirit of The Times behind it.Network literature IP is actually a kind of cross-media narrative of network literature.Relying on the background of media integration,it takes network literature as the source text and narrates together among multiple media to form a complete story world and industrial chain.This article will network literature IP pl ay more than 20 years of development according to the budding,development,boom,mature longitudinal c omb,read the classic case at the same time,found that the network literature IP play in construction,follow the certain rules,namely on the basis of the text spirit generally consistent characters and narrative.IP dra ma of network literature is never a self-development divorced from reality.It has a deep link with the chang e of media and technology and the change of media environment,and also has a complex deep interaction with political,economic and cultural power.Network literature in the cross media narrative narrative build retention and deletion is because of the network literature and IP play the relationship between the two diffe rent media system,in the evolution of the media differences between the media and fusion,namely the pres entation from text to image,transmission from single to multiple,organization from adaptation to IP.At the same time,the selection of network literature IP adapted text,the change of narrative content and the proce ss of self-development are all influenced and restricted by politics,economy and culture,and when the net work literature IP drama develops to a certain extent,it will play a certain negative effect on the politics,ec onomy and culture.The media "environment" has shaped the way of cross-media narrative and the logic of cross-media pr oduction of network literature,and the problems of excessive homogenization and entertainment have appe ared.The cross-media of network literature is a kind of "advanced replication" in the network era.The disa ppearance of its "light rhyme" makes art walk from the altar and close to the public,but also slowly weaken s the unique creativity of art.Cross-media narrative should be a kind of differentiated narrative,but under t he invasion of consumerism,it deviates from the original intention and becomes the cradle of fast food hom ogenization production.For the cross-media narrative itself of network literature,differentiation is the key t o break through the current development bottleneck.The intertext should be put in the whole industrial chai n to create a unique narrative mode and narrative content.We should have a sense of differentiation,and we should be firmly moving towards the difference.Differentiation can liberate people’s minds and reshape ou r understanding of the world.This differentiation is the spirit of The Times that we urgently need. |
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