Abstract:

Media convergence has become a cultural and economic new normal recently. The cooperation
between the publishing and the film industry has gradually evolved, from the previous stage when books were
published before they were filmed or televised, to the new stage when films or television dramas were released
before they were published. This transformation demonstrates the nurturing role of the film industry to the innovation
of the publishing industry. From the perspective of the media, film industry’s nurturing to the publishing industry
shows a cultural reciprocity brought by media convergence; from the perspective of the audience, this nurturing
function is dependent on fans’ participation, their interest-based communication and consumption power; from the
industry perspective, the nurturing phenomenon demonstrates the potential of IP economy. This article suggests
that the publishing industry should expand the books’ IPs to develop multi-dimensional industries, to strengthen the
industrial integration, and to rehabilitate a reading public and society.