跨媒介叙事视角下日本出版业的IP运营逻辑、路径与启示  

Logic,Paths and Inspiration of IP Operation of Japan's Publishing Industry in the Context of Transmedia Storytelling

作　　者：赵树旺[1] 付佳 ZHAO Shu-wang;FU Jia(School of Journalism and Communication,Hebei University,Baoding 071000,China)

机构地区：[1]河北大学新闻传播学院,河北保定071000

出　　处：《编辑之友》2023年第9期107-112,共6页Editorial Friend

基　　金：2023年河北省研究生创新资助项目“融媒时代河北融合出版的实践探索与发展研究”(CXZZBS2023007)。

摘　　要：跨媒介叙事包括具有互媒性的平台、具有协调性的主体行为、具有参与性的用户行为三个要素。这些要素相互作用,构建出日本出版业IP运营的理论框架与实践逻辑。基于跨媒介叙事逻辑,日本出版业发展出具有互媒性的“媒体+”、具有协调性的多方行动者合作开发、具有参与性的激励机制和作品孵化等IP运营路径。中国出版业应立足跨媒介叙事逻辑,实现故事的跨平台延展;平衡多方行动者间的利益关系,有效保障出版内容版权;注重用户参与,建立数据思维,精准锁定优质IP资源。The transmedia storytelling includes three elements:mutual media platform,coordinated subject behavior and participatory users'behavior.The interaction of these elements helps to build the theoretical framework and practical logic of IP operation of Japan's publishing industry.Based on the transmedia storytelling logic,Japan's publishing industry has developed the IP operation paths such as"Media+"with the character of mutual media,coordinated multi-actor cooperation and production,participatory incentive mechanism and works incubation.China's publishing industry should realize the cross-platform extension of stories based on the transmedia storytelling logic,balance the interests among various parties to protect the copyright of publishing Content effectively,focus on user participation,establish data thinking,and lock high-quality IP resources accurately.

关 键 词：跨媒介叙事 日本出版业 IP运营 

分 类 号：G239[文化科学]