A Study On Crosstalk Communication Strategies Of Qingqu Club In Xian City

As a traditional folk art form widely spread ancient times to the present,crosstalk has been developing for 150 years.It is gradually declining due to the limitations of its own development and the era factors of the external environment.With the improvement of people’s pursuit of cultural life,crosstalk has gradually revived in the consumer market of Chinese culture in the 21 st century.The performance of folk associations in theatres and cinemas across the country has increased.The genre styles of crosstalk associations in different regions are also different.In addition to the well-known Beijing Deyunshe,Xi’an Qingqu club is the first folk society to propose the Shaanxi local crosstalk,which has been developed for 16 years.In the development of Xi’an Qingqu club,it carries forward Shaanxi culture by spreading Shaanxi local crosstalk and plays an important role in inheriting and promoting Chinese traditional culture.From the perspective of communication,this paper takes the crosstalk of Xi’an Qingqu club as the research subject and utilizes ‘5W’ to analysis its communication strategy.This paper studies the main strategy,content strategy,channel strategy and audience strategy of the crosstalk of Xi’an Qingqu club in the process of communication.Firstly,this paper obtains research information through multiple approaches,such as a large number of field investigations in the early stage,participation in the theater performance,interview with actors,questionnaire surveys and textual analyses.Secondly,this paper combs the development history and style genre of Xi’an Qingqu club crosstalk,defines the Shaanxi local crosstalk of Qingqu club,analyzes its development stage,and clarifies its current operation mode and internal structure.Then,based on the current development status,this paper analyzes communication strategies of the main body,content,channel and audience of its crosstalk through quantitative and qualitative methods and explores strategies in the process of communication,the existing issues and their causes.Finally,this paper directly put forward optimization suggestions for the existing issues.Through the research,it is found that there are still several issues in the communication strategy of Xi’an Qingqu club crosstalk,such as the recruitment faulting of internal community,lack of‘Shaanxi flavor’,improper management,uneven distribution mechanism,lack of audience training and audience focus strategy,single development route and so on.These issues have impeded the spread of Xi’an Qingqu club crosstalk.They are also the issues that folk associations like Qingqu club encounters in the process of communication.In this regard,the corresponding promotion strategies for the communication of Qingqu club crosstalk are proposed.(1)In the main strategy,it should improve the distribution mechanism and training mode internally,create a people-friendly image externally,and establish a good fan base.(2)In the content strategy,it should work hard on the quality of content texts,get out of the comfort zone,and create new works.(3)In the channel strategy,it should adapt to the development of the times,constantly accept new forms,improve exposure by increasing media and channels.(4)In the audience strategy,it should implement the audience focus strategy,guide the audience to cultivate good aesthetics,and get rid of unprincipled delighting for fans.In addition,it is more important to avoid the adverse effects of excessive entertainment in the process of crosstalk propagation.This paper hopes to build Shaanxi crosstalk through Xi’an Qingqu club to increase a city card for Xi’an and further promote Shaanxi culture.This can encourage the development of traditional culture and folk art,and give enlightenment to the inheritance and development of traditional Chinese culture.