Double Helix of Controversy: Research on the marketing Effect of IP adaptation of network literature from the perspective of fan economy

Abstract

In recent years, with the network literature IP adaptation into the public vision, the original controversy has gradually attracted people’s attention. From the theoretical perspectives of the double helix of silence and the conflict theory, this study uses questionnaire and interview methods to analyze the relationship between the original controversy and the marketing effect of the adaptation, and discusses the corresponding marketing ideas. The results show that the controversy related to the character setting will significantly expand the communication scope of the adaptation, but at the same time, the expansion of other controversies may threaten the reputation of the adaptation, so the promoters need to take diversified marketing measures.