可供性视角下“中国风”动漫IP的跨媒介叙事与传播探析  

An Analytical Exploration of Transmedia Storytelling and Communication of Chinese-Style Anime IP from the Perspective of Affordance

作　　者：姚琳 廖易馨 Yao Lin;Liao Yixin(School of Film and Television Animation,Hubei Institute of Fine Arts,Wuhan,430205;School of Humanities,Tiangong University,Tianjin,300387)

机构地区：[1]湖北美术学院影视动画学院,武汉430205 [2]天津工业大学人文学院,天津300387

出　　处：《出版科学》2025年第2期90-98,共9页Publishing Journal

摘　　要：立足于可供性理论,对“中国风”动漫IP的媒介逻辑进行系统分析,并依据动漫IP跨媒介叙事的内在机制,深入探讨跨媒介语境下“中国风”动漫IP的内容叙事、媒介叙事及产业链的传播生态。研究结果表明,在可供性逻辑的指导下,“中国风”动漫IP的内容叙事聚焦于故事世界中的文化建构,通过角色共情、价值观共享以及参与者社会关系的建构等多维度的叙事策略,共同塑造IP与受众之间的深层次互动与联系。此外,“中国风”动漫IP的媒介叙事经历了从传统的单向线性传播模式向现代的跨媒介传播模式的转变,这不仅使经典中国符号元素得以在不同媒介间跨界流动,而且促进了IP在产业链上的流通与价值变现。This study,grounded in affordance theory,systematically analyzes the media logic of“China-Style”anime IP,and while delving into its content narrative,media narrative,and the communication ecosystem within the industrial chain under transmedia contexts,based on the inherent mechanisms of anime IP’s transmedia storytelling.The research reveals that guided by affordance logic,the content narrative of“Chinese-style”anime IP focuses on cultural construction within storyworlds,employing multidimensional narrative strategies including character empathy,shared values,and the construction of participants’social relationships to shape deep-level interactions between IP and audiences.Furthermore,the media narrative of“Chinese-style”anime IP has evolved from traditional unidirectional linear communication models to contemporary transmedia dissemination paradigms.This transformation not only facilitates cross-border circulation of classic Chinese symbolic elements across media platforms but also enhances IP circulation and value realization within industrial chains.

关 键 词：可供性 “中国风”动漫IP 跨媒介叙事 传播 

分 类 号：G237[文化科学]