Research On The Status Quo Of Sichuan Opera In The Television

With the rapid development of science and technology, the emergence of new media not only changes the way that traditional art transmits, but also has a great impact on the expression of traditional art. Among a variety of media, television has become one of the most popular vehicles for mass communication because of its advantage in the combination of sound and picture, and its rapid spreading. Taking the advantage of television has been considered one and the only one way to advertise and develop Sichuan Opera. The combination of television and drama has changed the traditional stage-based and face-to-face way of communication, and solves the problem of time and space that opera lacks during its transmission.In this paper, the author focuses on the “television media”, which belongs to the “After stage period” medium. In such medium, the information of Chinese opera that the audience accepts is disseminated more freely and quickly, is designed to achieve more economic benefits, and is appreciated by the audience. The communication of Opera via the television medium has become the main communication channel in the mass media.This article mainly concerns with the examination of Sichuan opera culture in the context of the television medium, one of the mass media. From the standpoint of communication, studying the literature and data examining the current status of transmission of Sichuan Opera by television media, and analyzing the related definitions will help to conclude related problems Sichuan Opera faces and its current status of communication in the era of television medium. Based on the content analysis in recent culture studies, the essay makes classification on the Sichuan Opera which is spread by the television, and conduct the questionnaire research. By combing with the results of the survey, checking out the Sichuan opera TV propagation problems faced by the current development and solutions. Finally, according to the results of the analysis, put forward combined with the integrated marketing concept to construct a system of Sichuan opera television message advice, so as to promote the development of Sichuan opera art.The introduction part of the article focuses on topic background, significance and the domestic scholars' research achievements. By summarizing and elaborating the research methods of the article, and reviewing the literature, this paper offers a research hypothesis that there is a contradiction in Sichuan media between the communication content and audience demand.In the second chapter, through out the literature research, by illustrating the Sichuan opera's television programs, analyzing the characteristic of communication and transmission, offer a viewpoint of Sichuan opera combined with television media, and roughly clarify the Sichuan opera development situation of the show.In the third chapter, the author categorizes the types of Sichuan opera television transmission in television media, and analyzes the content, area, and frequency from the message of Sichuan communication over the past six years. Therefore, by using SPSS statistics22 software to analyze the types, platform, time, and frequency of communication, the result shows that Sichuan opera in television media content structure is relatively single, and the delivering content is too concentrated. Finally, its frequency of appearance in the television media has become shorter and shorter, and there is a coverage decreasing with its related television broadcast frequency.In the fourth chapter, based on the “Uses and Gratification Theory” and the audience analysis on the rating and audiences' preference, habits, gratification, the research shows that 96.76% of the audience willing to watch Sichuan opera show on TV; 53.15% of the audience usually watch Sichuan opera, 43.61% of the audience is the potential audience of Sichuan opera. But sichuan opera TV audience aging phenomenon is outstanding, the audience with the increase of age, watch TV sichuan opera proportion increase, especially the retired group, is currently the main audience sichuan opera TV medium of communication. From the point of wages, moderate income group is higher than low, sichuan opera TV show interest for higher income groups, this or TV situations related with their use. And the audience with higher cultural level about the present situation of sichuan opera in the medium of television transmission satisfaction is not high, bachelor degree or above of high-cultural level group, 53% of the audience said not to watch sichuan opera TV program, 46.8% of the audience is not interested in sichuan opera. This suggests that in a foreign culture shock environment of China's traditional culture, the cultural level of the young people at present stage and negatively correlated with interest in traditional culture. Stability from the point of the selection of content, audiences tend to show professional accomplishment and cultural value, as reflected in the sichuan opera TV programs have certain professional requirements, more want to see a high level of professional performance, and the propensity to the audience because of sichuan opera have to understand is not deep, therefore prefer life, relaxed, fun, relaxed and interesting variety show in the spread of traditional culture at the same time, made up for the inadequacy of tendentiousness audience know about sichuan opera aspect. In addition, sichuan opera variety show on stage props, lighting, audio and other stage greatly into the modern elements, also can to a certain extent, to stimulate propensity to sensory needs of audience, to achieve more effective communication effect. The last part of the essay, using the concept of integrated marketing communication along with audience surveys, offers some suggestions on the development strategy of television Sichuan opera. The essay also suggests to establish foreign Sichuan opera brand and to create detailed small sections for internal audience, while developing brand characteristics that drive the brand value, organizing activities, enhancing the brand influence, improving propaganda, and strengthening the brand marketing, etc.In conclusion, the article emphasizes the analyzes of media, content, platform, coverage, package, frequency, and gratification of Sichuan opera in the contexts of television media while respecting the art itself. It hoping to find the problems associated with the current status of television communication, and the package needs to be adjusted according to target audience survey in order to connect perfectly with Sichuan opera and television communication. The audience differentiation helps to enrich the program variety, content, and needs of different audiences under the influence of the integrated audience. Finally, the article differentiates the target audience market, and truly becomes a concept that is able to educate more and more audiences with traditional culture.