China News Service, Chongqing, May 27 (Reporter Gao Kai) "I have always wondered whether the development of our entire online literature is going uphill? Parallel? Or has it started to go downhill? An answer may have been obtained today." 27th , "The Great God of Internet Literature" Fenghuo Opera lords told a reporter from China News Agency in Chongqing.

  As a well-known online author who started posting articles under the name "Fenghuo Opera Princes" in 2005, Chen Zhenghua, who is here to participate in the 2021 China Internet Literature Forum, said that the main thing that makes him feel that the industry is "changing" is mainly online articles. The number of readings is not as turbulent as in the past, and some IPs are beginning to cool down.

  He Hong, deputy director of the Online Literature Center of the Chinese Writers Association, has a more macro observation about the "changes" felt by the princes of the Fenghuo Opera, "the key stage of the transformation and upgrading of the entire industry."

  He pointed out that in the past, the continuous increase in readership was the basis for maintaining the rapid development of online literature.

After years of development, the number of readers has grown to a scale of 467 million. “Relying on text reading alone to gain income, for the online literature industry, this scale is almost close to the limit.” He Hong said.

  In addition, He Hong analyzed that in recent years, the transmission speed of video and audio of mobile terminals such as mobile phones has become faster, and the cost of use has dropped significantly. It is bound to divert some of the users of online literature content in the past. "The number of readers has slowed down, and users’ willingness to pay has declined. The decline in the payment ratio has impacted the traditional VIP paid reading model. Correspondingly, free reading is increasing and new business models are taking shape."

  It is understood that many current reading platforms have changed the previous mode of relying solely on text reading to obtain revenue, and began to obtain more revenue through all-IP development. Film and television adaptation, games, animation, audio, including short drama development, etc., have become the development of the online literature industry. Important support.

  He Hong believes that all these indicate that online literature has reached a critical stage in which it needs to be transformed and upgraded.

He pointed out that at present, for Chinese online literature, the question of “not much” no longer exists. The key question is how to win readers with high-quality content.

  At the end of 2020, the Chinese Writers Association organized 136 well-known online writers to issue the "Proposal for Improving the Quality of Online Literature Creation" from a creative perspective, and this year organized 45 key literary websites to issue the "Proposal for Improving the Quality of Online Literature Editors", advocating the respect of writers and platforms Originality, resist shoddy fabrication, and avoid homogenization and routineization.

The newly released "Blue Book of Chinese Online Literature 2020" also pointed out that in 2020, the quantity and quality of realistic works will be further improved, and the theme structure will be more optimized.

  According to He Hong, in order to further improve the quality of online literature, the Chinese Writers Association not only guides creators in their creative themes, but also organizes authors to conduct various related training and learning, and strive to improve the quality of creation from the creative side. In addition, the website is edited and reviewed. The Writers Association also organized targeted training, "We hope that both parties will work together to improve quality together." He Hong said.

  In fact, improving the quality of content has become the consensus of the industry. Yang Chen, Vice President and Editor-in-Chief of China Reading Group, said that in recent years, Reading has continued to strengthen the simultaneous construction of editing and reviewing on the team.

"Our current independent review team has reached more than 300 people, and with the support of editing technology, there are almost 500 people. It is the largest team in the company and has trained a group of experts with strong review capabilities and corresponding technical experts. "Yang Chen said, "The number of works that Wenwen rejected users last year is almost equal to the number of a medium-to-large website."

  He Hong pointed out that the improvement of online literature content quality also requires the establishment of an evaluation system that adapts to the characteristics of online literature.

"This is very important for the guidance of the entire creation," he said, due to the significant differences between online literary reviews and traditional literary reviews, "the current establishment of the online literary theory review system needs further exploration."

  He Hong pointed out that traditional reviews are mainly based on the perusal of the reviewer's text. However, because the text is too large, online literature encounters challenges in the way of perusing text.

In addition, online one-time reading of online literature is different from traditional literary taste and playful reading, which makes readers’ aesthetic tastes change significantly. “This aesthetic change may require us to make new explorations, such as the introduction of big data analysis, etc. Wait." He Hong said.

  The just-released blue book pointed out that the overseas dissemination of Chinese online literature has continued to expand. At present, more than 10,000 online works have been exported overseas, of which more than 4,000 physical books have been authorized and more than 3,000 online translation works.

The website has more than 100 million subscribers and APP users, covering most countries and regions in the world.

  Improving the quality of creative content is another challenge beyond creation, translation, for online texts going overseas.

  The Blue Book also pointed out that overseas online literature translation studies are seriously lagging behind.

There is no guarantee for the spontaneous translation income of overseas fans, and the quality of machine translation is not yet satisfactory. In particular, there is insufficient research on the reading interest and characteristics of readers in the country where it is located. The dissemination of first-class, popular, and best online masterpieces with Chinese cultural characteristics is limited.

  In this regard, He Hong said that the Chinese online literature industry is also constantly making efforts and attempts in this regard. “We are promoting some related work together with some websites, such as the establishment of a'corpus', and many concepts of traditional Chinese culture, such as "Alchemy", "Vitality" and so on, find accurate translation methods that are in line with the tastes and cultural habits of the reader's country, and standardize them, and establish translation norms." He Hong pointed out that how online text goes to the sea to make translation no longer an obstacle, in the long run It may be necessary to explore a combination of machine translation and human translation.

  From "quantity" to "quality", China's online literature has "moved" in the face of "change".

  In the eyes of the princes of Fenghuo Opera, the answer he got in Chongqing this time is "the future is promising", "I believe that the future is definitely beautiful, but I also realize that while waiting, as creators, we need to spend time to practice. My own internal skills produce solid works. As for the future, I can even predict that when the next wave of IP dividends comes, there may be a particularly surprising new climax." (End)