从《欢乐颂》看IP生产的内在逻辑

The Internal Logic of IP Production in Ode to Joy

网文《欢乐颂》经过开发成为热播剧,显示了IP转化的强大功能。《欢乐颂》IP生产的内在逻辑隐含着三个关键性要素:第一,《欢乐颂》的IP转化经历了适配、营销和传播三个步骤。第二,内容产业和粉丝经济是IP开发的内在机制。第三,在审美泛化与消费主义的文化背景下,IP开发极大地利用了大众审美感性的"欲望-快感式"审美习惯和盲目的集体无意识审美心理。

The online novel Ode to Joy has been developed into a popular TV series,showing the power of IP transformation.The intrinsic logic of IP production Ode to Joy includes three key elements:First,the IP transformation of Ode to Joy has gone through three steps:adaptation,marketing and dissemination.Secondly,the content industry and fan economy are the internal mechanism of IP production.Thirdly,under the cultural background of aesthetic universalization and consumptionism,IP production has made great use of the"desire-pleasant sensation"aesthetic habit of the popular aesthetic sensibility and blind unconscious collective aesthetic psychology.