Study on the Path of Cultural Communication of Film and Television IP in the Era of New Media: Taking Disney as an Example

Kexin Xie

2025

Abstract

In the new media era, the cultural dissemination of movie and TV IPs has emerged as a crucial issue that demands in-depth exploration. This paper undertakes a comprehensive examination of the dissemination pathways of film and television Intellectual Property (IPs), with a particular focus on Disney as a representative case study. It meticulously investigates diverse channels such as social media platforms, video playback platforms, and cross-media fusion modalities. Through a detailed and systematic analysis, a range of strategies employed by Disney for the effective dissemination of its IPs are brought to light. This paper analyze the cultural communication mode of IP in the context of the current new media era, and find out what can be learned from the operation and lessons, which can provide reference for the current operation of the domestic IP industry in this era of new mediaization. Nevertheless, the study also spotlights the numerous challenges that Disney confronts during this process. On social media platforms, video playback platforms and cross media integration are full of challenges. The findings of this research suggest that, despite Disney's notable success in harnessing the power of new media for IP dissemination, several aspects still require further enhancement to ensure more effective and far-reaching cultural communication of film and television IPs in the new media era.

Paper Citation

in Harvard Style

Xie K. (2025). Study on the Path of Cultural Communication of Film and Television IP in the Era of New Media: Taking Disney as an Example. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 22-28. DOI: 10.5220/0014052300004942

in Bibtex Style

@conference{apmm25,
author={Kexin Xie},
title={Study on the Path of Cultural Communication of Film and Television IP in the Era of New Media: Taking Disney as an Example},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={22-28},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014052300004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Study on the Path of Cultural Communication of Film and Television IP in the Era of New Media: Taking Disney as an Example
SN - 978-989-758-791-7
AU - Xie K.
PY - 2025
SP - 22
EP - 28
DO - 10.5220/0014052300004942
PB - SciTePress