Breaking The Circle And Attract Fans:the Promotion Practice Of Du Zhiyang’s Nanyin Dongxiao Production In The New Media Perspective

Nanyin Dongxiao is one of the “Shang si guan” of Nanyin and is regarded as the soul musical instrument of Nanyin.The dissemination of Nanyin Dongxiao is inseparable from the mass media.It has gone through the single communication mainly by oral transmission,the print communication by text and the contemporary communication by electronic technology and traditional media fused with new media.The new media communication technology gradually plays a role,but there are still problems such as geographical limitation and single content.With the increasing prominence of new media,this study considers how to break through the limitations of the current Nanyin communication circle and “attract fans” the attention of people outside the Southern Fujian region and the Hokkien language peoples.Taking Du Zhiyang,an inheritor of Quanzhou City-level Nanyin,as a case study,we observe and record the process of improving the traditional Nanyin instrument around the Nanyin Dongxiao making technique,and set up “Ying zhe liu” accounts on Bilibili and Xiaohongshu new media platforms to promote Nanyin Dongxiao.We will analyze the promotion data and effectiveness of different platforms,and reflect on the difficulties of Nanyin “attract fans”and how to “break the circle”.