叙事商品的炼金术：网文IP微短剧电商化与数字内容消费新范式

The Alchemy of Narrative Commodities: E-Commerce Integration of Web Novel IP-Based Short-Form Video Dramas and the New Paradigm of Digital Content Consumption

摘要: 本研究以网文IP微短剧的电商化转型为对象，探讨其在数字时代如何重塑内容消费的路径与范式。研究揭示了“平台–资本–受众”三重逻辑的协同驱动，系统剖析了从IP到商品的“炼金”机制，即通过符号提纯与情感绑定完成文本转化，借助场景构建与道具转化实现叙事重构，最终依托平台整合与冲动设计达成“观看–冲动–购买”的流程闭环。在此基础上，本文提出内容消费的“三阶段进化模型”——从意义消费、注意力消费直至动能消费，重新定义了内容不再仅是文化作品，更成为功能明确、即时变现的情感–商业复合体，即“消费性内容”这一新形态的诞生，这一模式既是数字内容工业化的典型体现，亦折射出资本逻辑下文化生产在效率追求与价值深度之间的内在张力。

Abstract: This study examines the e-commerce transformation of web novel IP-based short-form video dramas, exploring how they reshape content consumption pathways and paradigms in the digital age. The research reveals the synergistic driving force of a triple logic—platform, capital, and audience—and systematically analyzes the “alchemy” mechanism from IP to product. This mechanism involves textual transformation through symbolic refinement and emotional bonding, narrative reconstruction through scene building and prop transformation, and ultimately, the creation of a closed-loop process of “watching-impulse-purchase” through platform integration and impulse design. Based on this, this paper proposes a “three-stage evolutionary model” of content consumption—from meaning consumption and attention consumption to kinetic consumption—redefining content as no longer merely a cultural work, but a functional, instantly monetizable emotional-commercial complex: the emergence of “consumable content”. This model is a typical manifestation of the industrialization of digital content and reflects the inherent tension between the pursuit of efficiency and the depth of value in cultural production under the logic of capital.