The Study On The Development Of Industrial Integration Of Huangmei Opera Driven By New Media

The cultural industry is composed of the main industry,related industries,and extended industries.It is a complex open system.It refers to the economic form of creating cultural products and services for society by creating content culture through marketization or industrialization.In the world,with its strong tension and vitality,the cultural industry has rapidly become the most promising sunrise industry and green industry in the 21 st century,and has played a leading role in the national economy.The report of the Nineteenth Party Congress proposed that without the prosperity of culture,there will be no great rejuvenation of the Chinese nation.Huangmei Opera,as one of the five major operas in China,was listed in the first batch of state-level intangible cultural heritages in 2006 and is a shining pearl of human culture and arts.Whether it is intangible cultural heritage or high-quality traditional culture and art,Huangmei Opera deserves good protection and inheritance.As Huangmei Opera is a kind of opera that has been fully integrated with modern media and realizes the prosperity of “opening once” and “opening up the second time”,there is new era requirements to continue to explore new development ideas and methods in the new media environment where social science and technology are continuously advancing,the Internet,and digital technology are flourishing;and to seize the opportunity to meet the challenges and achieve its sustainable industrialization.This article sorts out the research on the industrialization of Huangmei Opera and the relationship between Huangmei Opera and mass media.According to the major policies of the cultural system reform promulgated by the Ministry of Culture and governments at all levels,it summarizes the relevant theories of the cultural industry.It learns from the advanced experience related cultural industries development of at home and abroad,uses a qualitative research method such as literature analysis,text and discourse analysis,theory and practical analysis,and network ethnography,to analyze the development process and current status of Huangmei Opera’s industrialization.It is believed that the industrialization of Huangmei Opera has not been standardized or mature,but its industrialization development not only conforms to the general laws of cultural industry development,but also has special requirements in the new media environment.After analyzing the causes of the industrialization of Huangmei Opera and its development appeals,the author proposes to integrate media and reshape the whole industry chain of Huangmei Opera,to seek digital protection,to inherit and innovative Huangmei Opera content industry,to integrate and innovative Huangmei Opera’s cultural presentation methods,and to improve Huangmei Opera culture service,to create a cultural brand of Huangmei Opera under the new media environment and shape the entire industry chain of Huangmei Opera.The innovation of this article is not only to outline the promotion by mass media of the development of Huangmei Opera and the requirements by the new era from the communication perspective,or to explore the industrialization of Huangmei Opera,but to combine the both from the communication perspective and from the economic perspective of culture industrialization,the current situation and development of the industrialization of Huangmei opera under the new media environment are studied.