Research On The Cross-media Operation Of Red Landmark IP

Red landmarks are an important part of red cultural resources,and are of great significance in spreading red culture,establishing a correct view of history and increasing national cohesion.Meanwhile,IP operation has become the "new normal" of China’s cultural industry.Cross-media operation in the digital era has become a need for cultural production and consumption.The focus of this paper is on how red landmarks can conduct cross-media IP operation in the context of the rapid development of the red cultural tourism economy,so as to facilitate the generation,expansion and consumption of IP,in order to adapt to the convergence of cultural production-consumption mode and meet the cultural consumption needs of consumers?The research in this paper consists of three main parts: the first part does the theoretical construction and establishes the relationship between cross-media narrative and IP operation.The intertextuality,expansiveness and participatory nature of cross-media narratives are linked to IP generation,IP development and IP consumption in IP operation.It also compares the current status of red landmark IP research in China.In the second part,the cross-media operation of red landmark IP is analyzed from IP generation,IP expansion,and IP consumption of IP operation,respectively.The third part corresponds to the concluding part,which is a summary of the previous analysis and concludes that the effective path of red landmark IP operation is cross-media operation.Through the study,it is found that: Shanghai red landmarks constitute an intertextual narrative strategy through spreading narrative network,drillable narrative clues,open narrative system,and interactive narrative interaction in the IP generation stage.In the IP development stage,the cross-media extension is realized through the development mode of cultural tourism integration,the development process of translating party history into cultural products,and the development strategy of value co-creation mechanism of multiple subjects.In the IP consumption stage through the participatory cross-media consumption mode to form a promotion strategy focusing on the flow between online and offline,using multiple clues to enter the story world,and guiding consumers to participate in the production process.To sum up,cross-media operation is an effective path for red landmark IP operation in the digital era.