文化知识产权（IP）作为将文化资源转换为文化产品的重要渠道，近年来引起了广泛重视。文化IP的研究贯穿了经济学、管理学、新闻传播学等多个学科领域，但其在跨学科的角度上缺乏理论构建与研究范式的统一与融合。本研究首先将文化IP的传播特征与其价值特征进行了融合，认为文化IP的价值体现在其传播上，传播本身就是文化IP产生消费的方式，其流通体现出了品牌营销与粉丝经济等传播学范式的特征。在此基础上，本研究建立了文化IP的传播漏斗，提出其流通与消费包括曝光、兴趣、消费与留存四个阶段。随后，本研究采用符号互动论的视角，关注于社交网络环境下，个体基于文化IP符号的互动过程，并提出这种互动可以被分为四种类型：人际互动，即个体与其他个体在社会接触下的适应与同化；产品互动，即个体对于文化IP产品的符号构建；自我互动，即个体在进行文化IP消费时产生的自我映射；社会互动，即个体基于文化IP符号建立的社会认同，并产生符号忠诚。文化IP通过这四种互动方式完成其在社会网络中的传播与扩散，并在此过程中完成其价值的体现。为了进一步深化研究，本研究将文化IP的传播漏斗与文化IP的符号互动进行结合，并基于SEIRS模型与行动者网络模型进行数理建模，构建了一个新的文化IP传播与扩散的量化评估模型。通过模拟实验和敏感性分析，本研究发现人际互动对于文化IP的消费提升曲线呈凹函数的特征，其对于文化IP的消费具有一定水平的提升，但会随着人际互动水平的提高而逐渐减弱；产品互动对于文化IP的消费提升曲线呈线性关系，其提升作用非常显著；自我互动对于文化IP消费提升曲线呈S型曲线，即会随着自我互动水平的提高呈现先升后降的趋势；社会互动时间对于文化IP消费提升的作用呈现强凹函数的特征，在提升水平达到一定量后几乎不会再对文化IP提升具有作用。本研究的研究贡献主要体现在三个方面。其一，在视角方面，本研究将文化IP的经济与传播特征进行了结合，提出了传播即价值的文化IP衡量视角。其二，在理论方面，本研究以符号互动论为理论框架对文化IP进行了分析，拓展了符号互动论视角下对文化IP的解释。其三，在方法层面，本研究创新性的将信息传播动力学的方法与符号互动论等传播学理论进行结合，为后续的传播学理论研究提供了新的方法。
As an important channel for converting cultural resources into cultural products, Cultural Intellectual Properties (IP) have attracted widespread attention in recent years. Research on cultural IPs spans multiple disciplines including economics, management, and communication studies, yet there‘s a lack of theoretical construction and research paradigm unity and integration from an interdisciplinary perspective.This study first integrates the dissemination characteristics of cultural IPs with their value characteristics, proposing that the value of cultural IPs is reflected in their dissemination, which in itself is a mode of consumption. Their circulation showcases features of communication paradigms such as brand marketing and the fan economy. On this basis, the study constructs a dissemination funnel for cultural IPs, identifying four stages of circulation and consumption: exposure, interest, consumption, and retention.Further, from the perspective of symbolic interactionism, this study focuses on the interaction processes based on cultural IP symbols in social networking environments. It proposes that such interactions can be categorized into four types: interpersonal interactions, where individuals adapt and assimilate through social contact; product interactions, involving the symbolic construction of cultural IP products; self interactions, reflecting the self-mapping that occurs during consumption of cultural IPs; and social interactions, where social identity is built on cultural IP symbols, leading to symbolic loyalty. Through these interaction modes, cultural IPs are disseminated and diffused across social networks, thereby realizing their value.To deepen the research, this study combines the cultural IP dissemination funnel with symbolic interactions, employing the SEIRS model and agent-based modeling for mathematical modeling, thus creating a new quantitative evaluation model for the dissemination and diffusion of cultural IPs. Simulation experiments and sensitivity analysis reveal that interpersonal interactions exhibit a concave function characteristic in enhancing cultural IP consumption, offering a certain level of enhancement that gradually weakens with increased interaction levels. Product interactions have a linear relationship with cultural IP consumption enhancement, showing significant effects. Self interactions display an S-curve, indicating an initial increase followed by a decline in cultural IP consumption as self-interaction levels rise. The effect of social interaction time on cultural IP consumption enhancement shows a strong concave characteristic, becoming negligible beyond a certain level of enhancement.This study contributes in three main areas. Firstly, it integrates economic and communicative features of cultural IPs, proposing a perspective where dissemination equals value. Secondly, it analyzes cultural IPs within the framework of symbolic interactionism, expanding the interpretation of cultural IPs from this perspective. Lastly, it innovatively combines the methods of communication dynamics with theories such as symbolic interactionism, offering new methods for subsequent communication theory research.
