MCLC Resource Center is pleased to announce publication of “Navigating Transmedia Storytelling and Franchising in Chinese BL: Heaven Official’s Blessing,” by Linshan Jiang. The essay appears below and at its online home: https://u.osu.edu/mclc/online-series/linshan-jiang/. My thanks to Linshan Jiang for sharing her work with the MCLC community.
Kirk Denton, MCLC
Chinese BL: Heaven Official’s Blessing
By Linshan Jiang
MCLC Resource Center Publication (Copyright August 2023)
Danmei (耽美), or BL (Boy’s Love), refers to male-male romance. Although it originates from Japanese popular culture, it is now also immensely popular in China. In the Chinese market, successful and profitable cultural productions are referred to as IPs (intellectual properties), a concept aligned with Henry Jenkins’ notions of “transmedia story” and “transmedia franchise” (Jenkins 2006: 95, 96). These transmedia stories unfold “across multiple media platforms,” with each contributing uniquely to the overall narrative (Jenkins 2006: 95–96). At the same time, IP or “transmedia franchise” cater to market demands, and the latter can “[pitch] the content somewhat differently in the different media” (Jenkins 2006: 96). Notable IPs such as Grandmaster of Demonic Cultivation (魔道祖师), or the TV adaptations The Untamed (陈情令) and Guardian (镇魂) have garnered widespread attention in both popular media and scholarly discussions (Baecker/Hao 2021: 18; Wong 2020: 503).
What is special about the BL industry in China, as discussed in previous BL scholarship, is the double influence of censorship (both state and self-imposed) and market profitability (Hao 2023: 66; Hu/Wang 2021: 672; Wang 2019: 47; Xu/Yang 2013: 30). Due to its homosexual content, the BL genre faces continuous censorship from the National Radio and Television Administration. However, despite the strict censorship, the BL industry remains lucrative, leading to the continual emergence of adaptations of BL novels and other cultural productions. Producers and creators of BL transmedia franchises navigate the complexities of censorship while capitalizing on market opportunities. Continue reading