Research On The Organizational Communication Of Guangxi Zhuang Network Song Fair Culture

"The most beautiful place in the world is Guangxi,where people love singing and birds love singing;Liu sanjie sows songs down the mountain,and Bagui is a song fair everywhere." Zhuang ethnic group is a minority with "good songs"."Song fair" is an important natural carrier for the inheritance of Zhuang folk songs.In the context of the new generation of global intangible cultural heritage protection,Xiangdu Shuangjiang song fair is facing the crisis that when the new crop is still in the blade and the old one is all consumed,the same asother "intangible cultural heritage".The innovation of network technology in the new media era has not only changed the way individuals contact culture,but also changed the organizational form of various traditional cultures.Accordingly,online music fairs have emerged one after another.After research,it is found that most of them exist in the form of wechat groups.This paper takes the online folk song wechat group as the research object,pays attention to the organization and communication status of the online song fair,draws lessons from and uses the method of virtual ethnography,tries to understand the communication mode adopted by the group members of the online song fair,and uses in-depth description to actually show the changes of the group’s organization form,organization mode and the basic communication mode after organization through participation observation and in-depth interview.Firstly,the author combs the relevant concepts of organization,the classification of organization,the literature related to organizational communication in the network and the previous research,and summarizes the research related to song fair in the new media era.Then the author describes the process of selecting fields,entering the site,collecting data and analyzing data.Taking the historical evolution of Shuangjiang song fair as the background and the network song fair organization in Xiangdu village as the core,from the perspective of organizational communication,the author finds that the network song fair organization is not a new thing.Its emergence has a very deep historical origin and is a transformation of the non-governmental organization in the original era,Take root and sprout in the modern background.The folk song is not only a new form of entertainment,but also a new form of cultural interaction.From this new form of communication,under the influence of organizational communication,we can explore the logic of the organizational operation of the online song fair,that is,the invisible government power,the potential of small red envelopes,the local culture determines the function,and the organizational structure based on elites.This conclusion just reminds us that in order to inherit the folk song culture and play the leading role,the Zhuang ethnic group should first spontaneously and consciously break the local restrictions and strengthen the cross-regional and cross-cultural communication,so as to make the intangible cultural heritage really break through the regional barriers.