科技与出版Issue(10)：64-72,9.
媒介可供性视阈下网络动漫高质量发展的逻辑起点、实践理路与未来方向
Logical Starting Points,Practical Pathways,and Future Orientations for High-Quality Development of Online Animation from the Perspective of Media Affordance
摘要
Abstract
With the in-depth penetration and iterative evolution of digital technology,online animation is undergoing a transition period from scale expansion to multi-dimensional innovation.Digital media,relying on three core carriers-digital technology,Internet platforms,and mobile terminals-systematically reconstruct the full-chain ecosystem of online animation,encompassing content production,symbol dissemination,and user consumption.This reconstruction manifests through enhanced content creation efficiency,the formation of interactive symbiotic relationship involving multiple entities in the dissemination process,and shifts toward personalized user consumption behaviors.From the theoretical perspective of media affordance theory,this paper analyzes the empowerment logic that underpins the full-scenario practice of online animation,focusing on three key affordance dimensions:production affordance,social affordance,and mobile affordance.Production affordance serves as a core driver in advancing online animation content,enabling creators to leverage digital tools for more efficient idea materialization,diversified style exploration,and precise theme positioning.Social affordance enhances the dissemination effectiveness of online animation by establishing interactive communication channels between content producers,disseminators,and consumers,facilitating users' secondary creation and sharing of animation symbols,and further expanding the influence of animation works.Mobile affordance optimizes the terminal experience of online animation,allowing users to access animation content anytime and anywhere through mobile devices while supporting the adaptation of content to various screen sizes and network environments to accommodate diverse viewing scenarios.The synergistic effect of these three affordance dimensions creates a powerful joint force that promotes the dual improvement of both the content value of online animation-enhancing its cultural connotation,artistic expression,and ideological guidance-and its dissemination efficiency-reducing communication cycles,broadening audience reach,and improving the conversion rate of potential users.Looking toward future development trend,driven by intelligent technologies such as AI,big data,and virtual reality,the advancement of human-machine collaborative creation in online animation will transcend traditional creation models,enabling more efficient content development and more innovative artistic expressions.The expansion of community value co-creation will strengthen the sense of participation and identity of users,transforming individual consumption into collective creation and communication activities,thereby forming a sustainable content ecosystem.The upgrading of scenario-based immersive experiences will create more realistic and interactive viewing environments for users,such as through virtual reality animation and interactive animation forms,thus significantly enhancing the emotional connection between users and animation content.These developments will collectively provide strong support for online animation to achieve coordinated development featuring high quality,positive energy,and large traffic,reinforcing its role in cultural communication,ideological guidance,and industrial development in the digital era.关键词
媒介可供性/网络动漫/高质量发展Key words
media affordance/online animation/high-quality development引用本文复制引用
耿蕊,王璇,李竺璞..媒介可供性视阈下网络动漫高质量发展的逻辑起点、实践理路与未来方向[J].科技与出版,2025,(10):64-72,9.基金项目
本文系北京市社科基金规划项目重点课题"北京非物质文化遗产数字化保护与传播研究"(23XCA003)的阶段性研究成果. （23XCA003）
