Research On The Communication Of Cultural And Creative Industry Of Chinese Traditional Opera

From ancient times to the present,with the change of dynasties and popular regions,the Chinese Traditional Opera(hereinafter referred to as Opera)itself,as well as its way of communication,varies a lot.Although Opera is of instantaneity,forms of communication like characters,scripts,paintings,pictures,records,and films(videos)have been breaking the limitation of time and space step by step.The emerging of micro-blog,WeChat and client has made communication of Opera more efficient and convenient;official accounts and variety shows have attracted young audience.In recent years,the rise of cultural and creative industry(hereinafter referred to as CCI)has helped promotion of museums and cultural relics,and also brought about new ideas to way of communication of Opera.Since 2019,opera theatres and houses have set about producing their own cultural and creative products,while some famous brands have tried to add Opera elements into designs of products with the fashion of Chinese style.Cultural and creative products of Opera have traits of commodity,culture and information,which means that the willing of purchasing could depend on any of the three traits and the communication of CCI of Opera is a complex process,a concomitant behavior when products are displayed,sold and used.The communication process follows the order that the first is Opera CCI itself,the second comes the culture of Opera,and spirits and values are the last.Ways of communication include mass media,interpersonal media and internet media,among which,the secondary transmission after purchasing is noteworthy.At present,Opera CCI is in its infancy,converting from simple crafts to delicate cultural and creative products.Enormous gaps exist in the market of Opera CCI:defects in quality,lack of innovation,abundant Opera materials are to be explored,and the market of audience is to be developed more carefully.Meanwhile,Opera CCI is of vital importance to the communication of Opera.Opera CCI accepted by customers from attitude to behavior can help promote the communication of Opera.However,the influence of Opera CCI on the communication of Opera itself is far too small.Practitioners of Opera and CCI need to find the balance point between culture and business,making sure that consumers can accept Opera from all aspects like package,sale environment and extra information.This thesis has analyzed CCI of Opera from four aspects:the first part is research on current situation of CCI of Opera,including study on online and offline sales channels,products and manufacturers;in the second part,the nature of cultural and creative products of Opera is analyzed,and its communication process and effects are elaborated coupled with overall interactive mode;the third part is analysis of the influence of CCI of Opera on the communication of Opera itself,involving influence factors,implementation and existing defects;the last part is suggestions on how to promote the Opera communication function of CCI of Opera from the marginal factor of overall interactive model.Documentory research,questionnaire survey and field method are mainly adopted.