媒介融合时代下的跨媒介叙事研究——以动漫电影《白蛇》系列为例

Research on Cross-Media Narrative in the Era of Media Convergence—Taking the Animated Film Series “White Snake” as an Example

摘要: 随着数字技术的发展和媒介融合的深入，传统的单一媒介叙事方式正在发生变革，文学作品的跨媒介叙事已经成为了不可忽视的文化现象。跨媒介叙事作为一种新兴的叙事模式，它跨越了不同媒介平台，如电影、电视剧、小说、游戏等，构建起一个统一的故事世界。动漫电影《白蛇》系列是一个典型的跨媒介叙事案例，其跨越了书籍、电影、话剧等多个媒介形态，吸引了广泛关注。本文旨在探讨媒介融合时代下跨媒介叙事的特点、价值和挑战，以《青蛇》系列三部电影《白蛇：缘起》《青蛇：劫起》《白蛇：浮生》为例，分析其在不同媒介之间的叙事策略和互动方式，旨在为理解当代媒介生态、提升跨媒介叙事的实践水平及文学作品的跨媒介改编提供参考。

Abstract: With the development of digital technology and the deepening of media convergence, the traditional single-media narrative approach is undergoing changes, and the cross-media narrative of literary works has become a cultural phenomenon that cannot be ignored. Cross-media narrative, as an emerging narrative mode, transcends different media platforms, such as films, TV series, novels, games, etc., to construct a unified story world. The animated film series “White Snake” is a typical cross-media narrative case, spanning multiple media forms such as books, films, and stage plays, and has attracted widespread attention. This article aims to explore the characteristics, values and challenges of cross-media narrative in the era of media convergence, taking the three films of the “Green Snake” series, namely “The White Snake: The Origin”, “The Green Snake: The Beginning of the Calamity”, and “The White Snake: Take ‘Floating Life’ ” as an example to analyze its narrative strategies and interaction methods among different media, aiming to provide references for understanding the contemporary media ecosystem, improving the practical level of cross-media narrative and the cross-media adaptation of literary works.