The cultivation system of cross-media narrative ability of scriptwriter talent based on cluster model

Abstract

Abstract The arrival of the era of big data and integrated media has changed the way of media communication and broken the original single media narrative model. The interaction and communication between traditional media and emerging media have formed a new paradigm of narrative, i.e., cross-media narrative. Based on the purpose of studying the cross-media narrative ability cultivation system of screenwriting art talents, this paper analyzes the market growth of cross-media narrative works in the era of integrated media and the audience’s perceptions of cross-media narrative works such as IP adaptations using the K-means clustering method. From 2018 to 2021, the market share of cross-media narrative works grew from 21.1% to 35.3%, while traditional single-media narrative works declined by 34.76%. Faced with the surge of transmedia narrative works, 29.5% of viewers think the stories are unattractive, too homogeneous, and lack freshness. Another 24.6% of viewers think that the plot lacks originality and only copies novels. Another 33.2% of viewers think there is plagiarism and piracy. The current cross-media narrative works still have many problems, such as rough production and a lack of polished plots. The education of film and television scriptwriting should focus on the cultivation of cross-media narrative quality, the enhancement of cross-media narrative ability, and the training of cross-media narrative skills for scriptwriting talents to cultivate high-level applied scriptwriting talents who can connect with the industry.