Research On The Communication Strategy Of Xunyi Color Paste Paper Cutting Under The Background Of New Media

Paper-cut is a bright work of art in our motherland. In the long history of the emergence and development of Chinese paper cutting, Xunyi color paste paper-cut won the special status with its unique artistic features. But as the time goes on, Xunyi color paste paper-cut art is slowly receded in our history. Xunyi color paste paper-cut inheritors depleted, and paper-cut art is on the verge of extinction. It is an effective way to continue, develop and inherit Xunyi color paste paper cutting through widely spreading. There are still many problems for spreading the Xunyi color paste paper-cut. For example, there is no specific communicators, and the transmission mode and dissemination are relatively simple. The spread contents also lack innovation. Why there are so many problems, because it lacks the means of communication in the development of Xunyi color paste paper-cut.Since entering in twenty-first Century, the media environment has changed dramatically, it has brought a huge development space to the traditional Chinese art, including Xunyi color paper cut. Because of the development of new media, the transmission is no longer complex and passive. Communication is no longer a one-way receive information, and become a more flexible and tactful information dissemination. In the new media environment, the transformation of transmission way of Xunyi color paste paper cutting mode is imminent. This paper focuses on the research of how to make use of new media to spread Xunyi color paste paper-cut. By using the method of on-the-spot investigation, interview, literature analysis, etc. we find out the existing problems in transmission of Xunyi color paste paper-cut from subject, object, channels, content and effect, and also put forward the problem-solving methods.This paper is divided into five parts. The first chapter is the introduction, mainly summarizes the research value and necessity, summarizes and analyzes the domestic and foreign research status quo of the new media dissemination ofXunyi color paper cutting, and introduces the research contents and methods of this paper.The second chapter analyzes the present status of spread of Xunyi color paste paper-cut. Xunyi color paste paper-cut has its unique cultural and artistic value, but people don’t pay enough attention to the current spread, and its transmission mode is single. Since Xunyi color paste paper-cut is listed as national nonmaterial cultural heritage, this thing creates an opportunity for its widely spread.The third chapter mainly analyzes the influence of new media on the spread of Xunyi color paste paper-cut. The powerful function of new media makes the relationship of transmission subjects more complex, the requirements of spread content tend to more deep integration of user demand and content and the transmission channel presents more functional and the trend of the development of the mutual integration. For the audience, the interactive participation is enhanced, active and selective increase. This greatly improves the effect of dissemination.The fourth chapter describes the new media communication strategy of Xunyi color paste paper-cut, and this also is the central content of this research. We analyze the problems of communication subject, object, channels, content and effect of Xunyi color paste paper-cut in new media, and put forward the problem-solving methods. The transmission subject of Xunyi color paste paper-cut were analyzed from the aspects of government, enterprises, social organizations and individuals. The measures that the government and enterprises should work together to wide spread the new media knowledge and establish Xunyi color paste paper-cut promotion platform were proposed. The dissemination contents of Xunyi color paste paper-cut are divided into three aspects:paper-cut artist, paper-cut art, paper-cut works. The measures that the establishment of paper-cut artists new media marketing platform, increasing the video media, the integration of resources are proposed. The audience of spread of XunYi color paste paper-cut were analyzed from five aspects:the audience base, age structure, region, the use of new media, the survey of audience characteristics. And we put forward to focus on the mobile terminal Internet applications, and we should use different spread ways for different age, different regions, different audiences types. The transmission channel of Xunyi color paste paper-cut is unitary. We should let the weibo communication fine, and the forum community communication should pay attention to the original and pertinence. All kinds of communication modes should combine with each other. Finally in order to ensure the communication effect, we should actively build Xunyi color paste paper-cut promotion platform and service platform.The fifth chapter is the conclusion of this paper. That is the new media communication of Xunyi color paste has the advantages of flexible and soft, the spread scope of globalization, and two-way communication model. In the conditions of modern computer and network, it can communicate in real-time and interactive for different audiences. Of course, the research of this paper may also have some shortages, and we will gradually improve it in the future research.