Recently, the data intelligence agency Yen Consulting released a research report on the creation of two-dimensional colleagues (hereinafter referred to as the report), which is also the first professional research report in this field in China.
Source: Art Data
The two-dimensional element uses animation, comics, games, and light novels as the main manifestations. It is a popular password for the current youth culture. The data shows that the pan-two element user group in 2019 It has reached 390 million people, and the total output value of the animation industry alone has reached 194.1 billion yuan. Derivative creation refers to works that are recreated based on the original work. The concept of "doujin" that has frequently appeared in recent years partially refers to derivative creation. As early as 2010, some scholars paid attention to the rise of fan works and their consumer groups, and interpreted it as a phenomenon of pursuing narrative outside the mainstream under the multiple influence of culture and commerce. Since then, with the continuous development of related industries and the prosperity of network platforms, the creation of the two-dimensional derivative has further developed. At present, the academic circle has studied its group, text, aesthetic characteristics, cultural roots and other subdivision perspectives. The official is also extending the use of the two-dimensional IP. Recently, the red cultural experience space led by the Propaganda Department of Huangpu District in Shanghai has made NPC Irene of the game " 龙之谷" act as a space navigator and become Huangpu District The virtual volunteers of came to the official "Second Creation".
Ailin, the game character in the red cultural experience space in Huangpu District, Shanghai
Enthusiasts, creators, and IP parties and other key participants start to analyze the market needs and expectations of different roles, and at the same time point out the current market controversies, and put forward corresponding suggestions.
report shows that among the adult group, the fans derived from the second element include all age groups between 18 and 40 years old, of which 63% are women, and the majority are married (43%), and 76% of the group have a bachelor/college degree , And more live in second-tier cities. These enthusiasts have a stable consumption willingness,More than half have been consumed for works and have the willingness to consume in the future. Rewarding works and buying posters and star movies are their most common consumption activities, while offline activities and platform recharge are the activities they are most willing to spend more on.
Women have always been an important group for comrade consumption. In the thousands of years of literary history, women’s voices and related works are relatively lacking, and the majority of female groups need works that meet their own needs and life experience. Fan works draw on the story types and worldviews of IP works, and add delicate emotional descriptions that are in line with women's aesthetics to meet the cultural consumption needs of this group. Scholars Zheng Dandan and Wu Di published a study in the core journal "Zhejiang Academic Journal" in 2009, which showed that women express their desire for pure love, independence, and equality through creation and appreciation of related works.
"Women's Appeals Behind the Phenomenon of Danmei: An Investigation of Danmei's Works and Fangirls"
China's rise in popular culture in recent years is also reflected in the second creation circle. In terms of the IP sources of derivative works, Japanese comics still dominate the mainstream, but national comics also occupy a large share. The novels are the world of national creative literature, and the games are mainly mobile game IP. In terms of creative form, the two-dimensional derivative works accounted for the highest proportion of text creation, followed by video editing. In terms of style, romance and personal content are the most popular, while Tanmei is the most popular option in recent years. The
report also separately analyzes the reasons and attitudes of fans and creators to such creations. For lovers, derivative works can make up for the regrets brought about by the story itself, fill in the blank space of the story creation, and the characters and worldview of the original IP, and to a certain extent attract passers-by to pay attention to the original work. For creators, the worldview/characters constructed by the original IP are attractive, and their own love for art forms such as literature/painting/photography/editing is the main motivation to attract their creation.
At present, the diversified platforms and display methods, and the lowering of release and circulation thresholds are also the driving force for the audience to not be satisfied with just being an audience, but want to participate in creation. In the development of the two-dimensional culture, the platform has always played an important role. When TV was the main platform before, the two-dimensional communication was mainly one-way reception by the audience, and the volume and dissemination of derivative works were limited.Since then, when the platform has gradually developed from the Internet-society-community, the derivative market has gradually developed in the direction of popularization, multi-party interaction, and multi-direction of graphics, text, video and music. Today, the community platform is the main position for derivative creation. It carries multiple forms of creation needs, conforms to the point-to-point and highly interactive communication characteristics of works, and provides a communication ecology for creators and audiences.
Source: E-Endata
At present, the development of the two-dimensional platform has gradually diversified, forming a variety of exclusive platforms such as video, text, graphics, and vertical. Among them, Bilibili, which started with two-dimensional content, is the most popular comprehensive platform, and Weibo carries the functions of a work transfer station and a traffic pool. However, Bilibili is currently developing towards diversified mainstream content, and Weibo is also not enough to meet all the needs of the two-dimensional audience because of the platform's characteristics such as too comprehensive, large-scale, and strong controversy.
On the other hand, the dissemination methods of comprehensive platforms are also difficult to meet the strong demands of the two-dimensional community for social interaction. Fan-loving groups based on the IP of specific works have a strong demand for the community. The report also shows that the dissemination of derivative works has the characteristics of hierarchical, subdivided, and highly interactive. In the past, when QQ groups or forums were flourishing, fans could quickly connect and communicate with each other, but today's Internet products re-distribute information instead of connecting users, and the content is extremely rich, a single work can easily be submerged in a huge amount of information.
Therefore, vertical platforms with more focused content and functions are also popular among derivative works lovers. Represented by the light blogging platform NetEase LOFTER established in 2011, it has gradually become one of the main positions of domestic fans due to the large number of fan creations such as " full-time master " and "pretender". The platform is clearly positioned and deeply cultivated in the field of graphics and text, so it has gathered a group of outstanding artists and audiences to provide a more concise and clear communication channel for the two-dimensional derivative market. At the same time, because the graphic content is more suitable for fragmented reading mode, it also obtains a higher user time. The report shows that the user's use time on the integrated platform is about 30 minutes to 1 hour.The usage time on NetEase LOFTE is 1-2 hours. "You can look at the pictures and texts between work, and you can turn it off at any time without affecting your work", a NetEase LOFTE user said. In addition, there are more subdivided small circle vertical platforms such as half-dimensional with cospaly as the core and Hedgehog with text content as the core.
Source: Art Data
But no matter what kind of platform it is, it is experiencing some general difficulties. The report shows that the marginalization of excellent niche content caused by unreasonable classification, the circle of fans on the platform, and the behavior of pulling down have become the most common complaints of users.
platform is also trying to solve the problem. For example, NetEase LOFTE is launching the #网易LOFTER老友季#-second creation activity, with the theme of "writing the ending of your own story, soothing your heart and mind" as the theme, encouraging users to actively participate in derivative creations, and it has been sustained by 10,000 people. focus on. By encouraging diversified creations, enriching IP content, encouraging mutual exchanges, and helping the development of derivative works, at the same time, under the slogan of "seeing every kind of interest", we pay attention to the reasonable division of content to provide fans with different IPs with the greatest creation and Communication space.
And the bigger trouble comes from copyright. At present, the legal definition of the two-dimensional derivative creation is not clear enough, and the copyright ownership of derivative works is still in a state of disagreement. Several well-known lawsuits, such as the 2016 Jin Yong v. Jiangnan fan novel " Here Youth", the 2014 Qiongyao litigation, Yuzheng "Gong Suo Liancheng" and other cases reflect the same people. The dilemma of works wandering in areas such as "legal interpretation", "copyright infringement", and "plagiarism".
This is also the key research field of fan works in the academic year. "The survival of fan creation and the legalization of fan culture are related to people's attitudes towards "knowledge monopoly or knowledge sharing". It is a value judgment. Therefore, it is necessary to The common concern of the industry and the in-depth discussion of the academic circles." Scholar Hu Xiao mentioned in the article "Copyright Dispute and Infringement Coordination of Fan Works".
"Coordination of Copyright Disputes and Infringement of Fan Works"
"(copyright) this point does not need to be avoided, because there are indeed widespread disputes and it is difficult for us to figure it out," said one creator. Most of the creators of Power Generation for Love are ordinary people, who cannot afford the economic and time costs caused by copyright disputes. They also lack support and protection from third parties, and the creative environment is not friendly. In fact, the IP side also understands the difficulties of creators and understands the great value of their derivative creations, but the current industry is immature and lacks unified standards and communication channels.
The different purposes of creators, the platform's competition for traffic, have also magnified copyright disputes. In addition, the conflict between fan culture and fan circle culture, and the poor communication between creators and IP parties are also plagued by fan culture moving towards a more mainstream market. The
report suggests that the platform, as a natural third party, should be more involved in the communication between officials and creators, give play to its own characteristics, and help establish more complete market rules. NetEase LOFTE has organized a series of activities that link the IP party and the creator, such as cooperating with many IP parties such as Tomb Note, Yuanshen, God's Blessing, etc., to attract creators and fans to participate and continue the popularity of the IP party. The government also uses mechanisms such as selecting high-quality content creators to consolidate professional content creation groups for the development of the platform, and form a benign interactive system for IP parties, creators, and hobby parties.
It is undeniable that with the increasing public enthusiasm for appreciating and participating in the creation of derivative works, the academic and legal circles' interpretation and research on fan culture from multiple angles, the rise of online and offline related markets, and the addition of Internet platforms, Fan culture is step by step out of the past "enclosure and self-advanced", to a more mainstream market. Just like any emerging market, the fan culture market needs the attention and attention of all sectors of society, and it also needs to participate in the improvement and efforts of all parties to jointly promote the long-term development of fan culture.
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