传播学视域中的戏曲发展路径论略

Theory on the Development Path of Chinese Opera in the Perspective of Communication Studies

国家层面的大力扶持为戏曲艺术注入了生机活力,但其发展也面临着传播主体运营能力整体偏弱、传播内容更新迭代过缓、新媒体挤占传播空间等问题。本文从传播学视角对戏曲运营困境进行探索性分析,在拉斯韦尔“5W模式”理论基础上,结合市场运营中的成功案例,探讨戏曲传播主体的品牌意识、传播内容的更新迭代、传播渠道的多元融合等问题,对于当下戏曲发展具有较强的研究与实践意义。

The vigorous support at the national level has injected vitality into the art of Chinese opera,but its development is also faced with the problems of weak operational capacity of the communication body as a whole,slow renewal of the communication content,and new media crowding out the communication space,etc.Exploratory analysis of the operational difficulties of Chinese opera from the perspective of communication science,on the basis of Lasswell's"5W model"theory,combined with successful cases in market operation,to explore the brand awareness of the main body of Chinese opera communication,the renewal and iteration of the communication content,and the diversification and integration of the communication channels,which is of strong significance in research and practice.