Research On The Communication Style And Characteristics Of Qin Opera's New Media Under The Media Background

As a popular local opera in Shaanxi and northwest China,Qinqiang Opera has a history of more than 600 years.According to the theory of Debray,the scholar who proposed media studies,the medialized communication history of Qinqiang Opera has experienced text(logos domainprinting(writing domain)and audio-vision(image domain)as well as new media to be studied in this thesis.Qinqiang Opera has spread from the word of mouth of theater audience,the publication of posters and scripts to the audio-visual communication of radios and TVs.Now,Qinqiang Opera has come to an era when its ecological foundation and industrial foundation are being reshaped by new media.Through the medialization of new media,Qinqiang Opera is not only a mode of information production and communication,but also a new group organization and structural activity surrounding new media.In the past two years,WeChat public accounts for Qinqiang Opera have mushroomed and become popular among fans at home and abroad with the advantages of information push and convenient interaction,such as its performance information,audio-visual appreciation and analysis.At present,there have emerged staff specializing in the new media of Qinqiang Opera.They might have established companies and organizations to engage in the short videos recording and new media communication of Qinqiang Opera or they probably work in the publicity department of various troupes where they are engaged in the operation of new media.In addition,new media live platforms such as Inke Live,Youth Live and Kuaishou Live also have brought together a large number of "Qinqiang people" who live broadcast various performance activities and competitions about Qinqiang Opera.Their role of actors and audience has been blurred.By merging the information source and the role of spreading,many actors of Qinqiang Opera have begun to try live broadcast through new media and made significant social influence.From the perspective of media studies,we have to say that this has changed the order and rule ory production and communication in terms of the traditional concept.Meanwhile,platforms including Tencent Video,Youku Video,Tudou Video have formed a mass library of Qinqiang videos uploaded spontaneously by theatergoers.In terms of the style and influence of Qinqiang Opera,these new media could not be compared with traditional media such as radio,TV and newspaper.The content expansion and rise of Qinqiang Opera in new media platforms would inevitably impact on traditional radio and television media and TV media,thus gradually weakening the voice of Qinqiang Opera in the circle of rary and artistic ecology.In terms of the field of ideology,it might make a radio or TV program decay from an organized mainstream platform to a surviving fringe organization or a dying program.Throughout the development history of Qinqiang Opera,its rise and fall are closely related to the development of media technology.At present,new media not only change the traditional communication channels of Qinqiang Opera,but also further influence its spiritual structure erary style in society.This paper summarizes the current operation of Qinqiang new media,and studies the development trend of Qinqiang new media from the perspective of medialization.It tentatively integrates the history of Qinqiang Opera,opera newspapers during the Republic of China and innovative discussions of radio,television and audio-visual materials on the media history of Qinqiang Opera and it also considers the cultural trends in Qinqiang Opera and the development of current new media technology as a parallel thinking fra:mework.In the environment of new media,on the one hand,the thesis focuses on the trend of media influence on the creation of Qinqiang Opera,the industrial influence and the audience’s preference;on the other hand,it re-interprets the study on the cultural influences and future trend of media changes during the transmission and development of the opera from the perspective of combining cultural confidence and institutional innovation.Therefore,under the circumstance of media communication and Internet integration,local operas represented by Qinqiang Opera should hold a cultural orientation in terms of conception,script-writing,performance and communication,etc.