IP影视化引发网络文学口碑逆转现象研究——以《偷偷藏不住》为例

The study on the phenomenon of online literature′s IWOM reversal triggered by IP film and televisionization: taking Hidden Love as an example

以竹己的网络文学作品《偷偷藏不住》在影视化作品播出后出现众多差评的现象作为关注点,解析为何在网络文学平台上口碑与热度双赢的网络文学在进行IP影视化后普遍反响平平,甚至连文学作品也随之遭遇差评,出现口碑逆转的现象。出现该现象的主要原因是读者混淆了文学的形态与对应功能,也混淆了网络文学的评价机制。对于如何解决该问题,对策包括三个方面:读者接受文学通识课程的教育、对网络文学平台的读者评价版块的内容进行分区、作者自身提高文学素养。

Focusing on the phenomenon of many negative comments on Zhu Ji′s online literary work named Hidden Love after the filming and TV commercialization,this paper analyzes why the online literature with both reputation and popularity on the online literary platforms generally receives a mediocre response after the IP adaptation,and even the literary works also suffer from bad reviews and the phenomenon of word-of-mouth reversal.The study reveals that the main reason for this is that readers confuse the form of literature with its corresponding function,as well as the evaluation mechanism of Internet literature.The countermeasures to this problem include the following three aspects:the instruction of readers in general courses on literature,the content partitioning in the reader evaluation section of online literary platforms,and the improvement of writers′own literary attainments.