Cross-media Communication Of Literature Under The Guidance Of Film And Television(1988-1999)

In the 1990s,the rapid development of the market economy and media technology contributed to a unique cultural landscape in the history of Chinese literature and art development-literary film and television adaptation,a cultural phenomenon naturally classified by the academic community as a research category of drama film and television literature,and less attention and exploration by communication researchers,which reflects the current This reflects a bias in the scholarly community toward literary film and television adaptations,namely,the neglect of the special existence of literary film and television adaptations as a cross-media communication phenomenon.In this sense,the phenomenon of literary film and television adaptation that occurred in the 1990s constitutes a special object for communication studies,and more than that,through the examination and exploration of the cross-media communication activities of literature and art in this period,it can also provide a different perspective and window for observing the development and evolution of social transformation in contemporary China.The "Year of Wang Shuo" in 1988 signaled the beginning of the transition from elitism to popular culture,and showed the characteristics of the 1990s.As a continuation of the 1990s,the new millennium is also an indispensable part to observe its transformation and development.Therefore,this study will focus on the period 1988-1999,but it is not limited to this historical period,which is the "90s" of the transmedia distribution of literary works.By combing the history of literary film and television adaptation activities in the 1990s,we find that cross-media adaptation has gone through several stages:from "faithfulness to the original",to "change in form,change in spirit",to "change in form,change in spirit The interaction between literature and film has changed from "faithful to the original",to "change in form,to change in spirit",to"change in form,to change in spirit".The interaction between literature and film and television has changed from a regular ephemeral transformation to a common temporal relationship without prioritization,and even the reverse transformation of film and television into literary "film and television contemporaneous books".At the same time,the relationship between literature and film and television also changes with the renewal of social trends,from film and television to serve literature,to literature being reduced to film and television materials,to literature becoming a means of marketing profit for film and television.These seemingly huge historical changes spanning two centuries can be traced in the 1990s.The rapid development of literary film and television adaptations in the 1990s was mainly due to the transformation of the media environment brought about by the social and economic transformation at that time.The cross-media conversion of literature to film and television was essentially a conversion from paper to electronic media.Why did film and television rise rapidly in the 1990s and become the rightful first choice for cross-media communication of literature?And how did it form a "break" with the 1980s in the course of history,gradually eroding the main position of the original literary works?This is not only about the development of technology,but also about the socio-political,economic and cultural environment of the time.The change of media technology drives the development of the times,and the context of the times in turn affects the media,which in turn influences the way and content of cross-media communication of literature,prompting the cross-media communication of literature and film in the 1990s to cross from "unconscious" to "conscious".The purpose of studying the 1990s is not only to go back to the historical scene and do a kind of documentary history crawl,but also to find solutions for the current problems.Through the perspective of media,we observe the phenomenon of literary film and television adaptations since the 1990s,the interaction between literature and film media is permeated with the power of market,capital and consumption.The market economy has given birth to "bad movies",while these new forms produced by consumerist culture have continuously occupied the audience’s vision,attracted their attention,changed their aesthetic taste,and enabled the operation of audience commodity theory.The aesthetic tendency of the audience directly affects the commercial operation of literature and film,which eventually makes it difficult for literary films and excellent dramas to survive in the market.In short,the mediatization of society cannot be separated from the invasion of technological platforms,which are manipulated by capital.In this sense,the idealized path is for creators to join hands to play with capital and resolutely keep the creative bottom line of literature and film art,but since the real path is exceptionally complex,specific practices need to be scientifically analyzed in conjunction with specific problems.