Abstract
The core IP image of the British animated film Peppa Pig, "Peppa", has seen an all-media explosion and multi-industry IP consumption since 2018, while transforming from a "child Peppa" to a "social person" symbol, becoming a youth subculture phenomenon worthy of attention. By combing through the rewriting or hype of Peppa as a cultural symbol in various media communication, we analyze the experience flow of cultural symbols behind Peppa culture in the communication process, as well as the phenomenon of user migration in multiple industries, and reflect on the creative consumption under the development trend of "new culture and creativity". Using Peppa Pig as a typical case of digital creativity, we propose the logic of user experience construction under two perspectives: product business line and user emotional engagement line. The cultural interpretation of Peppa by different user groups in different industries also inevitably leads to the alienation of Peppa, and Peppa with many different roles is typical. This also demonstrates the trend and crisis of creative IP in the development process: the synergistic evolution of digital creativity in multiple industries and the over-emphasis on experience consumption after the combination of the experience economy and the characteristics of the digital age may lead to creative misconception.
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