The Spread Of "New Folk Music" And The Creation Of Urban Cultural Brand

Music scholar Luoqin once said : " Music embodies culture,culture contains music ",different cultures,customs,ideas or beliefs in different nationalities,countries,cities and societies show different styles and contents of music art.In modern society,music has gradually become an important support and medium for people's daily life and interpersonal communication.The rapid spread of music has increasingly become an important means of urban communication,especially from the recent years of music in urban events and its strong social impact,it is necessary to build up the topic of music communication,urban brand shaping.Based on the "new folk music",which is one of the music forms,the paper thinks about how the new ballad spreads the city culture brand with the help of the "5 w" communication mode.Deconstructing the communication process of "new folk music",focusing on the main content and focus of " new folk music " communication,the behavior of producers and communicators,communication channels,audience and communication effect.In the concrete analysis of the five communication elements of "new folk music",taking some works of " new folk music " as an example,this paper makes a case analysis of the five elements separated from each chapter,and realizes the combination of point and surface,theory and case.In order to provide a reference direction for the spread of urban brands and urban development.The first part of the thesis is the introduction,which mainly explains the research background,significance and current situation of this topic,and defines the related concepts of the thesis.This paper introduces the main research methods and sample selection criteria.The second part mainly analyzes the content elements of urban cultural brand in " new folk music ".First of all,it summarizes the content of " new folk music ",mainly including the general characteristics,narrative elements and theme expression of the song,deconstructs the meaning theme of " new folk music ".Secondly,from the four aspects of natural scenery,architectural landmarks,folk culture and food culture,this paper analyzes the focus of " new folk music " in the content selection of urban cultural brand;the third part is the analysis of " new folk music " and the communication channels of urban cultural brand.The fourth part is the analysis of the effect of "new folk music " on the spread of urban cultural brand,mainly through the method of questionnaire survey.Firstly,it analyzes and summarizes the composition of the audience,secondly,it analyzes the micro effect of " new folk music " from the three levels of audience cognition,attitude and behavior,and then through the case again In the last part,based on the theory and investigation of the first four parts,the author summarizes the advantages and problems of building and spreading the city cultural brand with " new folk music ",and puts forward the development strategy of how to make better use of "new ballad" to build and spread the city brand,hoping to send the "new folk music" itself The exhibition and the issue of relying on music to spread the city brand are helpful.