Research On The Influence Of Listening Motivation And Behavior Of Guofeng Music Users On Traditional Cultural Identity

Guofeng music is a prosperous phenomenon in recent years.It not only involves its own communication and development,but also has important value and significance for prospering Chinese traditional culture and leading and shaping the traditional cultural identity of the people.Based on the cultivation theory,usage and satisfaction theory,and cultural identity theory,this article explores the impact of users listening to national music on traditional cultural identity.On the basis of previous studies on media contact use and cultural identity,a research model was constructed,using Guofeng music listening motivation as an independent variable,user listening behavior as an intermediary variable,and traditional cultural cognition,emotion,and behavioral intention as a dependent variable.SPSS and AMOS statistical software analyze the questionnaire data.The study found that(1)the post-00 and post-95 young student groups most favor national music,interest and entertainment are their main motivations,followed by self-expression and cultural cultivation.(2)The user presents a "high emotion,low cognition" situation to traditional cultural identity,that is,a high level of recognition of some typical cultural symbols or story legends on the surface,but recognition of deep cultural connotations and cultural core parts Not well known.(3)Guofeng music users who have been in contact for 3-5 years have the most active listening motivation and behavior,and the strongest interest in Guofeng music.(4)The richer the user's experience of listening to Guofeng music,the higher the recognition of traditional culture.At the same time,some of the hypotheses in this study have been verified:(5)Intrinsic interest motivation,entertainment relaxation motivation,self-expression motivation positively affect the listening behavior of Guofeng music users;(6)Guofeng music users listening behavior positively affects traditional cultural recognition Knowledge,cultural sentiment and cultural behavior intention;(7)Guofeng music listening behavior has an important intermediary role between Guofeng music listening motivation and traditional cultural identity.Finally,based on the data analysis results,the author puts forward relevant suggestions for the creation and development of Guofeng Music from four levels: content level,user level,marketing level,and management level.