当下抖音传播策略效果解析——以德云社龙字科抖音招生为例

Analysis of the Effect of Current Douyin Communication Strategy——Take"the Long Department of Deyun She Enrolling Students in Douyin"as an Example

当下,抖音短视频平台凭借强大的传播能力,成功吸引了众多年轻群体的关注,并进一步达成了辐射全年龄段的传播效果。通过解析“德云社龙字科抖音招生”这一已实施的传播案例,揭示其从传播主体、传播渠道、传播内容、传播受众等方面为传统曲艺的发展提供的精妙传播策略,为传统曲艺的传承、复兴、再生提供一些可资借鉴的思考。

In the context of the relatively depressed market of traditional folk art,Deyun Show made sharp use of the communication effect of Douyin short video platform and achieved great success.This paper analyzes the subtlety of the implemented communication strategy of"Deyun Show Long Department enrolling students in Douyin":from the aspects of communication subject,communication channel,communication content,communication audience and so on.This paper provides reasonable suggestions for the optimization and improvement of the communication strategy of traditional folk art on the short video platform,so as to provide some reference thoughts for the inheritance,revival and regeneration of traditional folk art.