| Huangmei Opera is one of the best traditional operas in China.It entered a period of prosperity in the 1950 s,with the emergence of a number of famous performing artists and excellent plays.However,with the continuous renewal and development of new media,people’s needs and preferences for media use have changed,and Huangmei Opera is facing the dilemma of losing a large number of audiences.As a world intangible cultural heritage and an excellent traditional Chinese opera art,the decline of Huangmei Opera should be paid attention to.The unique advantages of new media have brought opportunities to Huangmei Opera.The current characteristics of new media communication of Huangmei Opera are reflected in the following four aspects: First,the resource sharing of Huangmei Opera has been digitized.Second,the existing audience of Huangmei Opera has been expanded.Third,the transmission of Huangmei Opera is more diversified.Fourth,the dissemination of Huangmei Opera is more abundant.However,the new media communication of Huangmei Opera also has some shortcomings,which are as follows: the website construction is not enough;The content quality of Weibo and We Chat platforms needs to be improved;The number of fans in the official account of the short video is too small,and its spread popularity is not as high as that of the we-media account of Huangmei Opera.At the same time,the number of APP development of Huangmei Opera is insufficient,and the existing APP lacks the interactive communication function.There are also complex reasons behind the lack of new media communication of Huangmei Opera.First,as a “temporary” performance,Huangmei Opera is easily deconstructed by today’s “fragmented” communication mode.Second,the changes in aesthetic and cultural needs make it difficult to expand the audience market of Huangmei Opera.Third,the internal innovation power of Huangmei Opera is insufficient,and it is difficult to create high-quality Huangmei Opera.Fourth,Huangmei Opera industry is short of professional teams and talents needed in the new media era.In the era of new media,if Huangmei Opera really wants to occupy a place in the cultural market,it needs to take the train of “Internet +” and consider the development path of new media of Huangmei Opera in many aspects by means of digital communication means.First,the integration of resources,three-dimensional omni-directional communication.Second,it is committed to platform construction and launch high-quality content.Thirdly,cultivate loyal fans of Huangmei Opera.Fourthly,adhering to integrity and innovation,and improving the professional quality of the inheritors of Huangmei Opera.To sum up,the new media has brought both challenges and rare opportunities to Huangmei Opera.How to avoid the simple accumulation of new media technology and the excellent connotation of Huangmei Opera,and to precipitate more users with better content production,wider communication platform and more effective feedback channels is a problem that we need to think about and solve. |
