Research On Audiences' Recognition About Value Of Sichuan Opera And Consumption Intention To Sichuan Opera

Sichuan opera is origin and development in Bashu and is the most important influence and popular drama in the southwest of China, which is recognized as an excellent representative of culture and art in Bashu. The unique art of facial makeup and Changing Faces are recognized the feature of Sichuan opera. However, Chinese traditional culture has been affected by the strengthening globalization trend and rapid development of modern scientific technology in different degrees. In competition with other cultures, Sichuan opera's market share was increasingly shrinking with less profit. Now the audience of Sichuan opera is given priority to those middle-aged and old groups, its inheritance and development is in trouble. Therefore, it is urgent to strengthen the protection of Sichuan opera.Facing to such a grim reality, we must attach great importance to the research and cultivation on the acceptance subject – audience of Sichuan opera. The audience is the acceptance subject of Sichuan opera, so Sichuan opera can show its social benefit only when it pass through the audience`s appreciation and be made comments on its value by audience. Sichuan opera has value and value-in-use, thus it has commodity attribute.Under the circumstances of socialist market economy, Sichuan opera need to compete with other cultural products and need to be consumed as the physical goods. Young People are full of more consumption potential and creating potential than others.College students are extremely representative in young people and they have high cultural quality education. College students in Chongqing should take responsibility for inheriting and diffusing regional opera. From the perspective of audience, the author has selected Chongqing college students as the object. Then the author has researched the audience of Sichuan opera in college students, the college students' cognition about the value of Sichuan opera and the college students' consumption intention to Sichuan opera.The paper is divided into the following parts:Chapter One Begins with the concept and characteristics of Intangible Cultural Heritage, indicating the intergenerational inheritance of Sichuan opera needs time dimension and space dimension to be continuous. We must pay attention to the cultivation of young viewers. The author has combed present research situation and summarized the significance of this thesis.In Chapter Two, the author has introduced the research methods of this article. This paper has combined the questionnaire survey with in-depth interviews in the frame of 5W model and three aspects about cognition, actions and attitudes of spreading effect.Chapter Three is the key point of the whole paper. In the first part, the author has investigated the audience of Sichuan opera in college students and analyzed the situation about college students` contact of Sichuan opera, preference to Sichuan opera, the reason of college students' rejection to Sichuan opera, the form and content that college students refer to contact with Sichuan opera. In the second quarter, the author has analyzed the college students' cognition about the value of Sichuan opera. In the third quarter, the author has discussed the commodity attribute of Sichuan opera with the value and value-in-use of commodity. The author has presented that Sichuan opera as one selection of Cultural Consumption, it must strive for consumers to continuation and development in the market environment. Then the author has maked investigation and study on the students' consumption intention of Sichuan opera.In the fourth chapter, the author has summarized the findings of the investigation, reviewed the reasons behind the phenomenon and provided propagative strategy of Sichuan opera to college students.