跨文化传播中的中原文化——基于海外视频网站YouTube中的豫剧传播探析

Central Plains Culture in Cross-cultural Communication: An Analysis of the Communication of Henan Opera Based on the Overseas Video Website YouTube

以YouTube上发布的豫剧文化视频为研究对象,从传播主体的内容生成力、传播内容的影响力和扩散力、受众的关注度与倾向性等三个方面对所搜集的视频样本进行分析,以评估豫剧文化在YouTube上的传播效果。豫剧文化在海外社交媒体平台的传播存在专业化程度低、传播内容单一、传播效果低迷等问题。加强传播主体的层次性,丰富传播类型和内容,细分受众,逐步融合中原文化与豫剧元素,使社交媒体成为中原文化海外传播的前沿阵地。

Taking the Henan opera culture video released on YouTube as the research object, this paper analyzes the collected video samples from three aspects: the content generation power of the communication subject, the influence and diffusion power of the communication content, and the attention and tendency of the audience, so as to evaluate the transmission effect of Henan Opera Culture on YouTube. At present, the communication of Henan opera culture on overseas social media platforms has some problems, such as low degree of specialization, single communication content and low communication effect. We should strengthen the hierarchy of communication subjects, enrich communication types and contents, subdivide audiences, and gradually integrate the elements of Central Plains culture and Henan opera, so as to make social media become the forefront of overseas communication of Central Plains culture.