| Along with the development and popularity of popular culture,the trend of "visualization" of audience’s media choice has become increasingly prominent;in addition,the "one drama,two stars" policy has brought enormous pressure to the original script market,triggering and prompting more and more literary works to be adapted into film and television works for The trend of "one drama,two stars" policy puts great pressure on the original script market.The process of adapting literary works into film and television works,while generating huge commercial value,is also bound to bring long-term and profound impact on the literary works themselves.Therefore,nowadays,literature and film have become closely related and deeply interdependent art forms,and it is a major theoretical issue that all literary artists need to face head-on to explore how to creatively develop and innovatively transform literary works in the new media environment.This paper takes the TV adaptation of Chen Yan’s literary works as a case study,and adopts the case study method,text analysis method and questionnaire survey method to carry out an interdisciplinary study.(2)analyzing the strategies of Chen Yan’s works from cultural,marketing and audience strategies,and concluding that the film and television adaptation of Chen Yan’s works can be close to the mainstream ideology,meet the aesthetic demands of the public,seize the market demand,follow the popular trends of marketing and publicity,and take into account both old and new media,online and offline.The study concluded that the film and television adaptation of Chen Yan’s works is close to the mainstream ideology,in line with the aesthetic appeal of the public,in line with the market demand,in line with the popular trends of marketing and publicity,and through a combination of old and new media,online and offline channels,resulting in greater communication power and influence;(3)using questionnaires to evaluate the effectiveness of the film and television adaptation of Chen Yan’s works.(4)On the basis of summarizing the communication value of Chen Yan’s works,the study provides suggestions for the subsequent film and television adaptations and communications:Deeply explore content dissemination,integrate with diverse cultures,and create immersive experiences. |
