影视反哺与出版创新

The Nurturing Role of the Film Industry and the Innovation of the Publishing Industry

当前,媒体融合成为文化经济发展中的新常态。影视与出版这两大文化行业之间的合作,逐渐从图书影视化进阶到影视图书化的新阶段,这一转变彰显了影视对出版创新的反哺作用。从媒介视角看,影视反哺是媒体融合时代的一种文化互利;从受众视角看,影视反哺现象的盛行离不开粉丝型受众的参与,粉丝们在情感逻辑的支配下演绎多样化的趣缘传播行为,以强大的传播力和消费力推动影视向图书顺利转化;从产业视角看,影视反哺现象彰显了IP经济的发展潜能,出版行业应围绕图书IP进行多维度的产业开发,建设以出版文化为基础的产业融合生态,致力于全民阅读的复兴与书香社会的建设。

Media convergence has become a cultural and economic new normal recently. The cooperation between the publishing and the film industry has gradually evolved, from the previous stage when books were published before they were filmed or televised, to the new stage when films or television dramas were released before they were published. This transformation demonstrates the nurturing role of the film industry to the innovation of the publishing industry. From the perspective of the media, film industry＇s nurturing to the publishing industry shows a cultural reciprocity brought by media convergence; from the perspective of the audience, this nurturing function is dependent on fans＇ participation, their interest-based communication and consumption power; from the industry perspective, the nurturing phenomenon demonstrates the potential of IP economy. This article suggests that the publishing industry should expand the books＇ IPs to develop multi-dimensional industries, to strengthen the industrial integration, and to rehabilitate a reading public and society.