博弈与共生:网络文学与短视频产业联动的内在机制

A Study on the Interactive Development of Online Literature and Short Video

从表层呈现而言,短视频在用户规模、使用时长、活跃用户等方面,都体现了对网络文学生态位的争夺。深层次探究,可见短视频占领的是文学阅读难以企及的部分下沉市场。作为文化产业领域的两大类头部应用,网络文学和短视频在生态位的争夺呈互动发展而非此消彼长的替代关系。网络文学为短视频提供优质IP、为其导流、突破盈利困境等;短视频也为网络文学带来用户的下沉、IP改编风险降低、作品“破圈”等便利。同时,网络文学与短视频的“影文联动”造就了IP微短剧的兴盛,火爆的市场反响彰显其巨大的发展潜力。网络文学与短视频的合作性博弈,将推动网络文学向上生长,借助新的媒体形态创新发展模式,同时还将引导短视频向纵深推进,从野蛮生长转向内部挖掘,摆脱内容匮乏与算法依赖的困境,培育新的内涵。

In terms of data,short videos reflect the competition for the niche of online literature in terms of user scale,usage duration,active users and so on.In fact,short videos occupy a part of the sinking market where literary reading is difficult to be popularized.Online literature and short videos are increasingly showing a trend of interactive development in the field of cultural industry.Internet literature not only provides high-quality IP for short videos,but also leads them and breaks through the dilemma of single profit model.At the same time,the development of short video also brings the sinking of users,the reduction of the commercial risk of IP adaptation and the convenience of“breaking the circle”of works for Internet literature.“Film and Literature Association”highlights the great development potential of IP short drama,which can not only promote the improvement of the quality of Internet literature and the expansion of ecological niche,but also help guide the short video from barbaric growth to orderly development.