技术可供性视角下优质IP的媒介逻辑分析

Media Logic Analysis of High Quality IP from the Perspective of Technology Affordance Theory

技术可供性理论有助于理解如何开发优质IP,将技术、人及其间性都纳入考量,打造出多元认同的意义空间。作为数字文化的典型表现形式,IP除了其本身的法律含义之外,还具有经济、文化和技术三个面向。我国今年的"IP热"存在忽略文化的个体实践本质、过度强调经济和假设技术中立等误区。优质IP应该是回归本质的文化属性从而对个体实践具有包容性的、经得起长期的市场检验的、尊重跨技术平台传播逻辑的文本集群。在技术可供性的理论观照下,结合具体案例"星球大战"的跨媒体传播实践进行分析,本文厘清了该优质IP生成中的媒介可供性包括认同定位、角色共情和社会关系补足三个方面。尊重媒介可供性的逻辑和规律,回归文化意义上的IP运作,我们才能真正回应技术迭代、多圈层文化迅猛发展、文化范式转型的网络时代。

Taking communication technology, people and their intersexuality into consideration, the theory of Technology Affordance can amplify the understanding of recent IP Fever in China. As a typical example of digital culture, IP should be analyzed through aspects of economy, culture and technology besides its own legal meaning. The chaos of IP market in China in practice neglected the individual practice nature of the culture perspective, taking technology neutrality for granted. The high quality IP should be a text cluster which can return to the essential culture essence so as to be inclusive to the individual practice and thus withstand the long-term market test, and respect the communication logic in the convergence of technology platforms. This paper clarifies the media affordance in the high quality IP management as three aspects, say, the identity orientation, the role of empathy and the social relation supplement. Respecting the logic and law of the media affordance, the article finally returns to the arguments that IP should be operated in the cultural sense, and therefore truly respond to the rapid transformation of cultural paradigm in the era of networked society.