以文图学视角研究《魔道祖师》IP ——对比小说、网络广播剧、动画片 = A study of "Grandmaster of Demonic Cultivation" IP from the perspective of text and image studies: a comparison of fiction, web audio drama and animation

• Main Author: 黄芮儀 Ng Rui Yi
• Other Authors: I Lo-fen
• Format: Final Year Project
• Language: Chinese
• Published: Nanyang Technological University 2023
• Subjects: Humanities::Language::Chinese
• Online Access: https://hdl.handle.net/10356/165100
• Institution: Nanyang Technological University

《魔道祖师》（以下简称“《魔道》）是一部由中国网络作家墨香铜臭所写的长篇中国玄幻耽美小说。《魔道》IP系列产品的产业链和面积涉及广泛，包括出版纸质书、电子书、网络广播剧、动画片、漫画、网剧、音乐、电影等。自2019年，《魔道》不仅在中国大陆开始受到公众关注，也在海外市场如：日本、韩国、泰国、新加坡、越南等亚洲地区，及美国、俄罗斯、法国受欢迎。直到2021年，中国广电总局开始限制影视行业中的耽美题材改编（简称“耽改”）之风。 本文以文图学的角度，选取《魔道》IP系列的纸质书小说、网络广播剧、动画片进行对比。从纸质书小说解析剧情和人物形象，然后从猫耳FM和腾讯视频的弹幕机制进行图像分析。本文也希望探讨耽美题材和耽改作品受欢迎的原因，分析驱动消费行为的核心情感，并评价引发社会文化现象的利弊。 Grandmaster of Demonic Cultivation (or Mo Dao Zu Shi) is a Chinese metaphysical fantasy danmei fiction written by Chinese writer Mo Xiang Tong Xiu. Danmei is a Chinese adaptation of Boys’ Love (BL) fiction. Although the danmei genre is rather sensitive and controversial, the production line for this IP is extensive. It ranges from paperback novels to electronic books, web audio drama, animation, web drama, music, movies, etc. Not only did it influence the Chinese audience in mainland China, overseas markets like Japan, South Korea, Thailand, Singapore, Vietnam, the United States, Russia, and France have also seen a gain in popularity of danmei. However, the Chinese National Radio and Television Administration began to restrict the trend of dan’gai in their film and television industries in 2021. This paper aims to find out the reasons for the popularity of danmei and dan’gai in China and analyze the motivations for consumers to act. This paper also aims to measure the pros and cons of the cultural phenomenon. A comparison of fiction, web audio drama, and animation will be conducted from the perspective of Text and Image Studies. The plot and characters are analyzed based on the paperback novels and "bullet chat" from MissEvan and Tencent Video.