Study Of Dissemination Of Xiang Opera In New Meida Era

The arrival of multimedia era has changed the traditional mode of dissemination of information. In the modern dissemination modes such as diversified media, fragmentation information, the traditional opera has to make some adjustments. This paper takes Xiang Opera of Hunan Province as the case of study, and based on the related theories of communication, sociology and cultural industry. It tries to discuss and study the dissemination of Xiang Opera of Hunan Province in the context of new media.The contemporary traditional opera has gradually rendered the momentum of recovery, and Xiang Opera of Hunan Province has also been full of new energy along with the changes of cultural environment and the reform of communication media and communication form. In the dissemination of Xiang Opera with the form of studio theatre, the promotion of public welfare performance project is keeping the original charm of the Xiang Opera performance while promoting the innovation of the modern Xiang Opera Repertory, lighting choreography and performance forms. The online communication of Xiang Opera with the combination of many forms such as sound, images, video, has become increasingly active in We-Media platforms such as specialized sites, subordinate pages of portals, Wechat and Weibo. However, in the process of integration development with diversified media, the Xiang Opera dissemination shows some "adverse reactions", such as decline of interaction, incomplete work expression in the audience development, performance effect and art expression.In view of the above "adverse reactions", the author combines with the research theories of cultural industry, brand value, discussing the modern dissemination strategy of Xiang Opera from three perspectives of the "production---development---consumption" of Xiang Opera, putting forward the development suggestions of focusing on the investment of production material of Xiang Opera, development of Xiang Opera TV brand, aiming to provide a reference for the study and development of Xiang Opera in the future.