社交媒体时代动漫IP的内涵转换与价值创新

Connotation Conversion and Value Innovation of Animation Intellectual Property in Social Media Era

社交媒体的出现,大大提升了受众的地位与价值,对IP的生产与传播机制产生了重大冲击,推动了动漫价值链的创新。社交媒体为个人参与动漫IP的建构提供了极大的自由与空间,释放了受众群体中的情绪、情感等潜力。一方面使得IP的内涵浅表化,情感、情绪与欲望成为重要的中介因素;另一方面又向群体价值观层面深入,成为群体接受的文化符号,IP价值内涵的改变促进了IP价值变现模式的创新。

The emergence of social media has greatly enhanced the status and value of the audience,which has a major impact on the production and dissemination mechanism of intellectual property.Social media provides great freedom and space for individuals to participate in the construction of animation intellectual property,and releases the potential of emotions and feelings in the audience group.It makes the connotation of intellectual property superficial,and emotions and desires become important intermediaries.on the other hand,these factors go deeper into the level of group values and become cultural symbols accepted by the group.Connotation conversion of IP promotes the innovation of its value realization model.