Research on the Value of IP of China’s Animated Film "Nezha"

In recent years, animated films based on traditional Chinese character mythology have emerged one after another, gaining much popularity. "NeZha" has become a hugely successful IP after "Sun Wukong". As a symbol of ethnic culture, Nezha is a space carrying the past, present and in the future. This paper takes "Nezha" IP as the research object, combines the relevant knowledge of semiotics and value theory, and adopts the research methods of literature analysis, text analysis, and in-depth interview. This paper focuses on the internal law of IP value generation in animated films. Animation IP forms value in the creation stage, and realizes value in the transmission and acceptance of consumption. Take the dynamic process of value generation as the logic of this paper. The first part, starting from the value creation and meaning subject of animated film IP, analyzes the changes on social and cultural context, and finds that its narrative structure moves from binary opposition to intertextuality and pluralism, from grand meaning presupposition to subtle, paying more attention to the present and each individual. Then, it traces the history of Nezha and analyzes Nezha in different periods from the three levels of language, myth with the help of Roland Barthes' semiotics theory, explains the evolution of its role symbols, concludes the core composition of value creation. The second part, from the perspective of audience acceptance, analyzes the "process" and "meaning" of value transmission. Due to the changes of communicated environment, the mode of communication changes from single to multiple and interactive; The main body of communication changes to the national side; The process of audience's meaning interpretation can be divided into the interpretation and re-creation of the text. The third part further discusses the composition and generating elements of value, and summarizes the first two parts. Meaning is formed in the superficial emotional perception, the middle level rational thinking and the deep self-identification of the audience. The cultural value and symbolic value and economic value of animation film IP are generated in the cycle transformation.