Designing a Narrative System Architecture for Serialized Mythological IPs in Animated Films

Xiaofeng Liu; Chong Bu; Yanyan Zha; Zhiyue Zhang; Kai Huang; Po Jiang; Chuanyu Shang; Xiaoyan Chen; Honglei Zhang

doi:10.2991/978-94-6463-815-8_61

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Designing a Narrative System Architecture for Serialized Mythological IPs in Animated Films

Authors

Xiaofeng Liu¹, Chong Bu², Yanyan Zha¹, Zhiyue Zhang¹, Kai Huang¹, Po Jiang³, Chuanyu Shang⁴, Xiaoyan Chen¹, Honglei Zhang⁵^{, *}

¹University of Shanghai for Science and Technology, Shanghai, 200093, China

²University of Manchester, M13 9PL, Manchester, UK

³School of Asian and African Studies, Shanghai International Studies University, Shanghai, 200083, China

⁴Shanghai University of Engineering Science, Shanghai, 201620, China

⁵Shanghai DianJi University, Shanghai, 201306, China

^*Corresponding author. Email: desbeaux-arts-21@foxmail.com

Corresponding Author

Honglei Zhang

Available Online 13 August 2025.

DOI: 10.2991/978-94-6463-815-8_61 How to use a DOI?
Keywords: Transmedia storytelling; Serialized narrative model; Mythological IP system; Visual-cultural integration; Cross-platform narrative design
Abstract: With the rapid growth of China’s animated film industry, the Nezha franchise has emerged as a prominent example of Chinese mythological IP development, distinguished by its unique serialized narrative strategies. This study takes the Nezha series as a case to examine four narrative dimensions—construction, structure, presentation, and form—through the lens of transmedia storytelling. It aims to explore the narrative strategies employed in the serialization of Chinese mythological IPs in animated films and analyze how these strategies effectively facilitate IP development. The findings provide a systematic theoretical framework for advancing the creative expansion of Chinese mythological IPs.
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 2025 4th International Conference on Art Design and Digital Technology (ADDT 2025)
Series: Advances in Computer Science Research
Publication Date: 13 August 2025
ISBN: 978-94-6463-815-8
ISSN: 2352-538X
DOI: 10.2991/978-94-6463-815-8_61 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Xiaofeng Liu
AU  - Chong Bu
AU  - Yanyan Zha
AU  - Zhiyue Zhang
AU  - Kai Huang
AU  - Po Jiang
AU  - Chuanyu Shang
AU  - Xiaoyan Chen
AU  - Honglei Zhang
PY  - 2025
DA  - 2025/08/13
TI  - Designing a Narrative System Architecture for Serialized Mythological IPs in Animated Films
BT  - Proceedings of the 2025 4th International Conference on Art Design and Digital Technology (ADDT 2025)
PB  - Atlantis Press
SP  - 556
EP  - 567
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-815-8_61
DO  - 10.2991/978-94-6463-815-8_61
ID  - Liu2025
ER  -

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