Exploring the Dissemination of Chinese Opera on Short Video Platforms: the Case of "Tiktok"

Xuyang Zhou

doi:10.54691/bcpep.v9i.4678

Authors

Xuyang Zhou

DOI:

https://doi.org/10.54691/bcpep.v9i.4678

Keywords:

Short video, Communication, Tiktok, Traditional culture.

Abstract

With the progress of society and the need for aesthetic awareness and high-level spiritual pursuit of the public, opera communicators and their corresponding cultural communication agencies are using the media communication method of short videos to enhance the effect of traditional opera communication and cultural influence. The dissemination of traditional opera short videos also urgently needs to improve its current situation and bring more people's attention to traditional opera in today's fast-paced world. This paper analyzes the dissemination of opera short videos on the Tiktok platform. It systematically analyzes 600 short videos about traditional Chinese opera on Tiktok from 2019 to 2022 years, and analyzes the reasons for their popularity from various aspects such as video likes, retweets and comments. It allows people to understand, recognize and feel more closely the innovative value of traditional opera for short video communication in three aspects: culture, entertainment and aesthetics, while the current existence of traditional opera short videos in which the diversity of traditional opera is challenged by commercialization is optimized in order to further improve the communication efficiency and enhance the communication effect of traditional opera short videos.

Downloads

Download data is not yet available.

References

Jiang Zixi. The dilemma and breakthrough of traditional handicraft short video communication. China Moral Education, Shandong Normal University, 2020, pp. 1-2.

Xu Yieyi. Traditional Handicrafts in Chinese History and Culture. Jiangsu Social Science, 2011, No. 5, pp. 223-228.

Wang Yan. Intangible Cultural Heritage and Protection in the Process of Modernization. Beijing: Beijing Culture and Art Publishing House, No. 1, 2018, p. 33.

Fan Chaohui, Yang Jing, Ma Ke, and Zhang Xingyue. Research on the Communication Methods and Protection of Shifang City's Intangible Cultural Heritage in the New Media Context. New Media Research, Vol. 18, 2019, pp. 31-32.

Zhou Zhou. Exploring the Microfilm of Non-Foreign Heritage in the New Media Perspective. Film Literature, Vol. 13, No. 1, 2019, pp. 27-31.

Zhang Buzhong and Liu Changyi. Exploration of Traditional Culture Communication Strategies in Jieyin Short Video App. Audiovisual World, Vol. 5, No. 5, 2019, pp. 51-55.

Liu Limin and Ma Yun. The influence of short video platforms on the dissemination of intangible cultural heritage. Journalism Research Guide, Vol. 10, No. 1, 2019, pp. 226+247.

Mei Na and Chen Xiaojuan. Research on the model of "Tiktok" short video for the dissemination of intangible cultural heritage. Journalism Outpost, Vol. 5, No. 5, 2019, pp. 28-29.

Yang Cheng. The Struggle for Survival and Adaptive Variation of Intangible Cultural Heritage in Ecological Perspective. Journal of Southwest University for Nationalities (Humanities and Social Sciences Edition), No. 11, 2015, pp. 34-42.

Xiang Jiangtao. On "Media Participation" in the Protection and Development of Intangible Cultural Heritage. Thought Line, No. 4, 2012, pp. 108-111.