An Analysis of Transmedia Storytelling of Chinese Animated Films Based on the Perspective of Media Mix

Abstract

In recent years, Chinas animation industry has drawn on the experience of some developed countries in the process of development. For example, Japan has already formed an animation industry and disseminates its works through various media through transmedia storytelling to obtain better communication effects. There are still some problems with transmedia storytelling and media mix in Chinese animation. This study uses a content analysis and ethnographic approach to compare Chinese and Japanese animation movies in terms of the number of transmedia and the effect of transmedia communication. In order to analyze the problems of Chinese animated films in transmedia communication, as a further extension of transmedia theory in animation, this paper summarises the problems of Chinese animated films in transmedia communication based on previous theories of transmedia communication as well as research on Chinese animation, and suggests that Chinese animated films should perhaps learn from Japanese animation films to increase their interaction with other media, and to become part of the media mix of Chinese animation. According to statistics, it was found that the number of Chinese animated films spread transmedia in 2019 was much lower than that of Japanese animation films, which means that if Chinese animated films are seen as part of a media mix , there are still have problems with Chinese animated films. Improving the linkage of animation films with other media to increase the number and effectiveness of their transmedia dissemination may be the solution.