Exploring the Dissemination of Chinese Opera on Short Video Platforms: the Case of "Tiktok"

Abstract

With the progress of society and the need for aesthetic awareness and high-level spiritual pursuit of the public, opera communicators and their corresponding cultural communication agencies are using the media communication method of short videos to enhance the effect of traditional opera communication and cultural influence. The dissemination of traditional opera short videos also urgently needs to improve its current situation and bring more people's attention to traditional opera in today's fast-paced world. This paper analyzes the dissemination of opera short videos on the Tiktok platform. It systematically analyzes 600 short videos about traditional Chinese opera on Tiktok from 2019 to 2022 years, and analyzes the reasons for their popularity from various aspects such as video likes, retweets and comments. It allows people to understand, recognize and feel more closely the innovative value of traditional opera for short video communication in three aspects: culture, entertainment and aesthetics, while the current existence of traditional opera short videos in which the diversity of traditional opera is challenged by commercialization is optimized in order to further improve the communication efficiency and enhance the communication effect of traditional opera short videos.