Research on the Effectiveness of Yue Opera Communication in Zhejiang Youth in the New Media Era

DOI

10.2991/978-2-38476-018-3_9How to use a DOI?

Keywords

Yue Opera; Communication; Zhejiang; Youth

Abstract

In recent years, Yue Opera has gradually faded from people’s view. As one of the first Chinese operas to be included in the Intangible Cultural Heritage List, Yue Opera is known or heard by less and less of the younger generation. For the message to reach the crowd, the communication media is an important part. Therefore, the author tries to figure out how Yue Opera can take advantage of social media for gaining more population among middle and high school youth from the perspective of communication. The author mainly uses data Through statistics and questionnaires, the author collects the current situation of media in Zhejiang, the birthplace of Yue Opera, and the exposure to Yue Opera media among middle and high school youth. Through the research, the author found that the current dissemination of Yue Opera lacks motivation and is mainly driven by individuals (fans or celebrities); the problem of less understanding and less exposure to Yue Opera does exist among middle and high school youth, but most of them are willing to have the first contact with Yue Opera. These data can show possible problems in the dissemination of Yue Opera for the national government or Yue Opera dissemination organizations, and can also inspire front-line Yue Opera disseminators to target youth video dissemination. Regarding these situations, the author also suggests some solutions that can be referred to and have application value.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yichi Liu
PY  - 2023
DA  - 2023/03/01
TI  - Research on the Effectiveness of Yue Opera Communication in Zhejiang Youth in the New Media Era
BT  - Proceedings of the 2nd International Conference on Culture, Design and Social Development (CDSD 2022)
PB  - Atlantis Press
SP  - 75
EP  - 103
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-018-3_9
DO  - 10.2991/978-2-38476-018-3_9
ID  - Liu2023
ER  -