流媒體平台上以『西遊記』爲原型的IP產出與市場反應 - 以动漫『西行纪』为中心

IP Output and Market Reaction Based on the Prototype of Xixingji on the Streaming Media Platform

流媒体（Streaming media）是一种新兴的视频播放模式，它可以将一连串的多媒体资料进行压缩，通过互联网对数据进行实时传播，逐渐成为现如今人们日常娱乐休闲中的重要组成部分。这类流媒体平台中，充斥着各种各样的IP，它们的载体丰富多样，多以文学、影视、动漫、游戏等为主。在中国的互联网上，一般根据IP内容生产的时间和影响力的持续性，将其分为老经典(Old Classic)IP、新经典(New Classic)IP和快时尚(Fast Fashion)IP三种不同的形态。进入数字化以来，传统的纸质出版物逐渐脱离了书本的限制，开始以全新的面貌出现在世人面前。在当代蓬勃发展的文化产业中，对老经典IP，即传统经典名著的要求也已经逐步超越了基本的人文学价值，而是注重其文化产业的价值。『西行纪』便是这样一个经久不衰的老经典IP，西游故事在古代便早就以说话、戏曲等各种形式的大众文化产品活跃于人们的日常生活之中。本文以󰡔西行纪󰡕为考察的对象，探讨『西行纪』是如何有效的利用原作，创作出好的剧本，并借用克里斯托弗ㆍ沃格勒（Christopher Vogler）的“讲故事（storytelling）”模式与原型概念分析出动漫中的讲故事和角色的戏剧性功能；同时还对『西行纪』在中韩两国的市场反应进行了调查。

Streaming media is an emerging mode of video playback. It compress a series of multimedia data and transmit the data in real time through the Internet. And It has become an important part of people's daily entertainment and leisure. These streaming media platforms(Including OTT platforms) are full of enormous Intellectual Property(IP). Although there are some original IP, most of them are derived from Chinese classical culture and refreshed vigorously. Owing to digitalization, paper publications gradually broken the restrictions of physical forms and evolved to multiple digital forms in the world. In the thriving contemporary cultural industry, the needs for traditional classics are gradually surpassing that for the pure humanistic value, and thus the culture industry value of them are focused on. Xiyouji is the crystallization of the collective wisdom and imagination of the ancient folk, which has been active in people's daily life with various forms of popular cultural products, such as speech and opera, since the ancient time. Therefore, Xixingji is selected in to this paper as the study object, so as to discuss how the original work is effectively untilized in Xixingji to create the magnificent script and storylines and how Christopher Vogler's narratological theory is adopted to analyze the storytelling and character in animation Xixingji, and also to investigate the market reaction of Xixingji in China and South Korea.