Domestic online animation: from the adaptation of addiction to the originality to focus on originality

In recent years, China's Internet animation has developed rapidly. According to relevant data, the new number of online animations in 2019 and 2020 is 26 and 24, respectively, and 42 units in 2021. As of April 2022, the cumulative volume of "Douro Continent" exceeded 40 billion times, a record high of Chinese animation playback. There are also works such as "Breaking the Sky", "Perfect World" and "Eternal Mind". However, corresponding to the increase in the number of works and the popularity of market response, the quality of many works is criticized, and there are not many high -quality works that are applauded and appointed. This phenomenon of phenomenon of hits and reputation should cause practitioners to think.

It is creating a low -cost, high -efficiency, assembly line making industry chain

With the development of video websites, domestic animation has gone through the medium of television animation to online animation. The continuous emergence of online animation works has gradually broken the situation where the main body of the audience of the TV animation audience is gradually breaking, and the diverse needs of the audience of different age groups with a more diversified positioning is more diverse.

At the beginning, many creators chose the strategy of adaptation of comics to form an operating model of "Comic+Animation Company+Video Platform" in the exploration, creating works such as "100,000 Cold jokes". In 2015, the animation "Choosing Heaven" adapted from the Internet novel of the same name was launched, and the online animation entered the era of adaptation of the network. His works such as "Breaking the Sky" and "Douro Continent" have sprung up, and the Internet animation will turn the creative perspective to the field of adaptation of online novels. Some works are led by the online literature platform and handed the original online novel text to the animation production company for visual adaptation, and then put it on the online audiovisual platform to play after the finished product. The Group and Tencent Group signed the "300 Net Cultural Reform Plan" to create a low -cost, high -efficiency, and assembly line of the production and broadcasting industry chain.

According to statistics, in the top ten online animations in 2021, more than half of them are adapted from online novels. The reason why the online adaptation of animation has such an amazing playback volume is the result of the fans superimposed effects. The online novel adapted from online animation is often an explosive work of the online text platform, with a large number of fans. Animation production company also has a group of loyal fans, coupled with the audience watching habits cultivated by the online audiovisual platform for more than ten years, the three have formed a joint force to make the broadcast volume of adaptation of the works reached a record high.

Facing the polarization of broadcasting and word -of -mouth

While the online animation creation "New Dar" is adapted, while facing the polarization of broadcasting and word -of -mouth. Many works have been played hundreds of millions, but the audience's evaluation is worrying. For example, the eleventh chapter of "Douro Continent" is launched, and the score on Douban has declined from 7.2 to 6.6 points. The first season of "God of God" is 6.5 points, and the first season of "Dou Breaking the Sky" is only 5.6 points. In the top 50 animations on Douban's rating list, there are only a handful of online adaptation animations.

The current online animation creation is facing some difficult problems. First, the source is not wide. The text adapted by the online text is basically a very popular work on the original online literature platform. The source of the text is mainly concentrated in a few headwriters. These writers have a large fan base. Choosing their works can ensure the number of playbacks. The higher the playback volume, the more the producer preferences to choose the other works of this writer to adapt, so that it will be trapped in a strange circle of text selection. The works of these writers have serious homogeneous problems, dragging the creation of network animation into a world of cultivation only in the fantasy of Xianxian, forming a bad, closed internal cycle.

The second is not high. Some network animations are full of cross -border balls such as violence, bloody, pornography, etc., and it is easy to distort the audience, especially young people's perception of the real world. Many online animation and entertainment tendencies are too strong, and the proportion of confrontation and immortal plots is too large. Many works also rely on the power of others when they express the growth of the protagonist to increase the opponent at the level. Such circumstances also ignore the meaning of personal struggle and convey negative value concepts such as incompetence.

The third is poor quality. The quality of adaptation of animation in the network is uneven, especially in scenes, character modeling and duration. For example, in a certain film, the "fire python tiger" described in the original book is a beast with a reckless pattern and a magnificent appearance, but in the animation, it becomes a small and cartoon cat image. It is also difficult to get the recognition of the audience. In terms of duration, some webmons have shrank seriously. A certain episode of an animation is within 20 minutes. Except at the end of the film, the effective content is only over 10 minutes. Among them, there are a lot of soft advertisements, which seriously affects the movie viewing experience.

The deep Chinese traditional culture is still the foundation foundation

Starting from June 1 this year, the State Administration of Radio and Television has implemented a license system for the release of domestic online drama, which means that online audiovisuals have more standardized and stricter "era of permit". In this context, online animation should also improve the level of professionalism and standardization, face up to the problem of adaptation, and commit to creating a masterpiece of applauding and appointed seats, and walking out of a breakthrough from adaptation to original.

It should be seen that adolescents are important ratings of online animation. Therefore, the value orientation of network animation is particularly critical. This is the matter to help children with a good life of the "first buttons" of life and the foundation of the ideas and values. However, the value concept spread in some network animation works is vulgar and negative. Therefore, online animation creation needs to further strengthen guidance awareness, with correct political orientation, healthy ideological orientation, noble moral orientation and rich cultural orientation, so that online animation has soul, affection, love, and truly becoming the audience's spiritual nutritional great nutrition meal. The orientation is conveyed through the story of the story. Therefore, what kind of subject matter to choose and what kind of story tells is a question that online animation creators need to think urgently. We should jump out of the current creation that is limited to the adaptation of online literature and open up a wider imagination space. On the one hand, based on tradition and draw nutrition from excellent traditional culture. At present, most of the online animation related to traditional Chinese culture is "new bottles of old wine". The author fictional and fabricating new content on the basis of mythology. Although it has a certain relationship with traditional culture, it has no rigorous and profound excavation and presentation. Traditional Culture. The traditional Chinese culture is extensive and profound, and there are countless excellent stories texts. There are not only myths, but also legendary historical events, heroes, classical opera stories. Internet animation should choose excellent storytelling from it. On the other hand, close to reality, create more works that closely close the theme line. In recent years, a number of animation works have been deeply excavated and diversified around important time nodes and major events such as poverty alleviation and a century of building a party, and they are welcomed by the audience. For example, "The Diary of the King" cuts in from the perspective of a orange cat, introduces China's poverty alleviation and support cause, and brings the audience's warm and timeless viewing experience. It can be seen that while the Internet animation shows people's imagination of the world, it should also pay more attention to the real world, and interpret their extraordinary stories to ordinary people in life, and make creation more realistic and social value.

The creator should also focus on the aesthetic field, and the aesthetic meaning of the creation of Chinese characteristics as a conscious pursuit. In the middle and late last century, the Chinese animation works launched by Shanghai Fine Arts Film Studio were well -known in the world, creating an animation form of ink, paper -cutting, and origami. Waiting for the work, attracting foreign animation directors to come to learn to learn art. However, in the current stage of online animation, the traditional Chinese aesthetic ideas are a bit thin. Many works are affected by foreign animation style and lack of distinctive local characteristics. Therefore, online animation should dig deep into China's aesthetic ore to create more excellent animation works that reflect the Chinese aesthetic style. In addition, aesthetics and technology do not contrary, so how to innovate technology and improve art and technology synchronization is an important development trend of online animation. At present, VR and AR technology are relatively mature. Network animation can be actively used in the creation process, so that creation is more up to the visual presentation.

In short, as a new variant of domestic animation, online animation has huge development potential. Creators should adhere to the concept of positive innovation, enhance their original ability, enrich artistic performance, drive the mainstream values ​​silently, shape more classic artistic images, create more far -reaching art works, improve the overall quality of Chinese animation, so that it makes it make it make it makes it make it. Become an important force to enhance cultural self -confidence and promote culture.

(Author: Liu Hanwen, a professor at the School of Communication of Fujian Normal University, Zheng Zekun, is a graduate student at the 2021 Master of the School of Communication of Fujian Normal University)

- END -