摘要
以京剧这一非物质文化遗产为例,利用2015—2019年的相关微博、新闻数据,通过文本分析方法,从关键意象与情感倾向两方面,探究近5年来大众与官方对京剧文化的认知情况。通过分析发现:首先,官方宣传的京剧意象与大众形成的意象相差较大。官方关注焦点为舞台、剧目,大众关注焦点则集中于偶像明星及其趣味性;其次,官方与大众的认知变化情况关联度低。官方对京剧的认知较为稳定,大众的认知则随时间变化而变化;再次,官方与大众从整体上对京剧表现出较高的评价,但对于负面评价针对的对象相差较大,大众不满于京剧较低的可理解性,官方则不满于京剧整体质量。这表明近5年来,官方对京剧的宣传未产生预期的影响,对大众的触达范围较低。根据分析结果,针对京剧宣传触达率低的问题,从大众的特质出发,提出在互联网时代的京剧宣传策略。
Taking Peking Opera as an example and using relevant data in Weibo and news from 2015 to 2019,cognition of Peking Opera from the public and the authorities in the past 5 years is explored through text analysis method.The exploration is implemented from two aspects:key images and emotional tendencies.It is found that:first,image cognition is quite different between the public and the authorities.The authorities focus on stage and show,and the public focuses on stars and enjoyment.Second,cognition change is different.The authorities'cognition is relatively stable,while the public's cognition always changes as time goes by.Third,both the authorities and the public show a high evaluation on Peking Opera.However,negative evaluations are from different aspects.The public always complains about the poor comprehension of Peking Opera,while the authorities are not satisfied with the quality of Peking Opera.This shows that the promotion on Peking Opera from the authorities has not met expectations in the past five years.According to the analysis results,Peking Opera promotion strategies are proposed based on the characteristics of the public,in order to solve the problem of low effectiveness of promotion.
作者
侯文军
乐梦云
HOU Wen-jun;YUE Meng-yun(School of Digital Media and Design Arts, Beijing University of Posts and Telecommunications, Beijing 100876, China;Beijing Key Laboratory of Network System and Network Culture, Beijing University of Posts and Telecommunications, Beijing 100876, China)
出处
《北京邮电大学学报(社会科学版)》
2020年第2期1-10,共10页
Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)
关键词
文本分析
非物质文化遗产
文化认知
京剧
传播
text analysis
intangible cultural heritage
cultural cognition
Peking Opera
dissemination