跨媒体叙事的高校校园文化IP打造研究——以广州铁路职业技术学院为例

Research on Creating Campus Cultural Intellectual Property Based on Transmedia Storytelling——Taking Guangzhou Railway Polytechnic as an Example

校园文化是学校经长期发展、不断积累和不断创新完善的结果,它不仅是学校形象和文明程度的具体体现,更是代表了学校的传统、教学风气和学习氛围。该文所提及的“校园文化IP”是校园形象IP具体化表达的一种。由于IP是具有标志性和概括性的标志图形,现已成为很多高校、企业单位在互联网传播中扩大影响力的重要表现形式。因此,该文以跨媒体叙事为视角,通过研究国内高校校园文化IP的打造现状,发现问题所在,以广州铁路职业技术学院校园文化IP打造与发展的现状为例,对跨媒体叙事下的高校校园文化IP打造进行研究,对高校打造出符合自身形象、具有自身品牌效应的校园文化具有参考价值与借鉴意义。

Campus culture is the result of long-term development,continuous accumulation,and continuous innovation and improvement of a school.It not only reflects the image and level of civilization of the school,but also represents the tradition,teaching atmosphere,and learning atmosphere of the school.The"campus cultural IP"mentioned in this article is a concrete expression of the campus image IP.Due to its iconic and general logo graphics,IP has become an important form of expression for many universities and business units to expand their influence in internet communication.Therefore,from the perspective of cross media narrative,this article explores the current situation of campus cultural IP creation in domestic universities,identifies the problems,and takes the current situation of campus cultural IP creation and development in Guangzhou Railway Polytechnic as an example to study the creation of campus cultural IP in universities under cross media narrative.It has reference value and significance for universities to create campus culture that conforms to their own image and has their own brand effect.