Research On New Media Communication Strategies On Miao Drum Dances In The Xiangxi,Hunan Province

Miao Drum Dances is a folk dance art that is spread in the Xiangxi Tujia and Miao Autonomous Prefecture,Hunan.The Miao people in Xiangxi encouraged the artistic combination of music,dance,and performance.They used drums to direct production and labor,to spread national culture with drums,and to entertain mind and body with drums.This is the most popular form of dance for the Miao people.Faced with the current social development,the advancement of science and technology,and the impact of modern civilization,Miao drum dances are on the edge of extinction.Fortunately,thanks to the law on strengthening culture heritage protection promulgated by the State Council in 2005,the Miao drum dance in the Xiangxi Tujia and Miao Autonomous Prefecture danced its way onto China's first national list of intangible cultural heritage,which calls for the local government's protection of the traditional art performance.The first part of this thesis,which is targeted at new media communication strategies on Miao drum dances in the Xiangxi Tujia and Miao Autonomous Prefecture,first unfolds a literature review on the overall view of Miao drum dances in the Xiangxi Tujia and Miao Autonomous Prefecture including its origins,distributions and classifications,followed by a detailed analysis on its communication values ??in fields such as art,sports,society,history and tourism,which is to address the issue of why the communication of Miao drum dances in the Xiangxi Tujia and Miao Autonomous Prefecture is necessary.In the second part,in order to analyze the dissemination and inheritance problems of Miao drum dances,endeavors are made to obtain the first-hand data on the traditionalMiao drum dances' inheritance mode,living condition,and current dissemination situation especially after the state's emphasis on the spread of intangible cultural heritage.Fieldwork is employed,which mainly covers exclusive interviews in Dehang Miao Village with Long Juxian and Yang Xin who are the fourth and sixth generation of “Queen” of Miao drum dances respectively,as well as visits to Jishou Municipal Administration of Culture,Press,Publication,Radio,Film and Television,the Intangible Cultural Inheritance Center of the Xiangxi Tujia and Miao Autonomous Prefecture,pilot teaching projects of Miao drum dances like Aizhai primary school.The inheritance of Miao drum dances has stepped into the campus and people's life.Relevant courses on Miao drum dances have been added to the curriculum of primary and middle schools as well as universities.Corresponding measures have been taken to ensure the protection and development of successors.Private institutes have been established where free learning is available for those who are keen on Miao drum dances,regardless of age and gender.Admittedly,the dissemination of Miao drum dances is still faced with several problems.In terms of its communication,Miao drum dances have to deal with such embarrassment as the backward concept,monotonous pattern,narrow scope,old-fashioned channels,and lack of innovation.The following parts of the thesis mainly focus on analysis of the necessity and feasibility to utilize new media to disseminate Miao drum dances of the Xiangxi Tujia and Miao Autonomous Prefecture.By analyzing the causes for the difficulties of disseminating Miao drum dances in the Xiangxi Tujia and Miao Autonomous Prefecture,it is hoped to reveal the advantages that the new media enjoy,and more importantly to propose the combination of new media as a means of communication with the promotion of Miao drum dances of the Xiangxi Tujia and Miao Autonomous Prefecture.In the ending part of the thesis,from the perspective of new media in combination with the characteristics of the new media,and guided by the theory of communication,the case was analyzed and a specific strategy was proposed.With the guidance of the agenda setting theory,the issue of encouragement of the Miao people in Xiangxi was effectively set up,and a new three-dimensional structure was constructed.Media communication channels,old and new media,combined with online and offline penetration,emphasis on strengthening the use of mobile terminals;guided by the theory of cultural adaptation,the Miao people in Xiangxi are encouraged to adapt to new cultural development,and pay attention to the use of new forms of popular mediadissemination.New media technologies such as webcasts,instant messaging applications,microblogs,popular video sites,admiring music,and information gathering;guided by opinion leader theory,focusing on the dynamics of people as the main subject of communication,attracting major audience groups,and the content needs to bring its own Attributes and creativity promote content innovation,inspiring the Miao nationality in Xiangxi to inspire animation,online gaming,and combining with popular elements;using the theory of use and satisfaction as guidance to create an interactive space in which audiences can participate,so that the audience can consciously use new media.Means to encourage the spread of the Miao people in Xiangxi and here Get satisfaction process,focusing on tourist attractions,Jishou International Drum Festival performances scene scenes to digitally create the museum.The introduction of these strategies is conducive to the realization of the mutual promotion of the new media that encouraged the decentralization of the Miao people in Xiangxi.