Construction of Animation Character IP and Fan Interaction Mechanism in the Context of Social Media
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Abstract
The full penetration of social media has profoundly transformed the communication ecology and value logic of animation character intellectual property (IP). Original animation IPs represented by NAILONG have developed a new growth path through the synergy of platform algorithms, user-generated content, official operations, and fan emotional communities. Taking the communication event of NAILONG’s sixth anniversary celebration as a research sample, this study explores the construction logic and fan interaction mechanism of animation character IP in the social media environment. The results show that cross-platform unified visual symbols form the basis of IP identification; official operations and UGC jointly shape character personality; fans participate through bullet screens, secondary creation, physical merchandise consumption, and cross-circle communication; and fan feedback can reverse-promote the iterative upgrading of IP images. Emotional connection is identified as the core driving force for sustainable IP commercial value, while fan co-creation expands cultural influence. From a digital communication perspective, wireless media propagation, platform recommendation algorithms, and electromagnetic communication networks support cross-platform visibility and interaction density. The study provides a systematic reference for animation IP operation and social-media-based cultural communication.
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