How Does Jade Dynasty Become a Big IP? Mapping Digital Media Ecology in Contemporary China

Abstract

Abstract Jade Dynasty (Zhuxian) emerged as one of the pioneering and most celebrated online novels of the early 2000s in China. First serialized online in mainland China around 2002 and later published as a book series in Taiwan between 2003 and 2007, JD has been expansively adapted across various media forms, including video games (from 2007 to the present), TV dramas (2016), films (2019), and animation series (starting from 2022). Scholars acknowledge it as a pioneer in the transmedia adaptation of Chinese online novels, highlighting its significant IP (intellectual property) impact. In the realm of transmedia storytelling, scholars have pointed out different production modes, including media convergence, media mix, and “affective modules” regulated by digital platforms. Referring to the emphasis on media connections made in the studies of media mix and the issue of intermediality indicated in IP, this paper investigates the digital media ecology manifested in the transmedia system of the Jade Dynasty. By examining the online fantasy novel in the early 2000s, the video game in the mid-2000s, and the animation series in the 2020s, this study argues that each stage represents significant turning points in the contemporary Chinese digital media industry.