A Study On The Cross-media Production And Dissemination Of Chinese Opera

In recent years,short opera videos at Bilibili have become a new and important part of the cross-media process of contemporary opera.Young opera enthusiasts not only use new media to disseminate opera,but also use new media technologies to produce a unique genre of short opera videos.I discuss the production and dissemination of short opera videos on Bilibili as an Academic Fan,using Ethnography Interviews as the basic method.The emergence of short opera videos on Bilibili represents a more active,autonomous and participatory mode of popular opera cultural output/consumption gradually taking shape in China.This model is centered on the cross-media of opera,with the reproduction and consumption of short videos by the net generation of opera fans as the main manifestation,the Bilibili opera community as the platform,and the participation of young opera lovers as fans/content curators in a double identity as the hallmark.On the one hand,it breaks the traditional way of viewing opera,and this cross-media dissemination of opera involves important issues such as media integration,cultural inheritance and intergenerational conflict;on the other hand,the grassroots-style creation of the opera content curators community also brings some new issues: whether the creation of opera content curators destroys the spiritual charm of opera,causes confrontation and conflict among the creative classes of opera culture,and increases the controversy of opera across media.Opera content curators present a complex and ambiguous attitude about the above issues.The main presentation is in the following three areas:Firstly,opera auto-tune remix-themed content videos.One of them is opera auto-tune remix-themed content videos,which are negotiated within the framework of the double goal of "promoting opera tradition" and "subverting opera aesthetics",and the connection and relationship between opera and auto-tune remix-themed content becomes ambiguous and complicated.In the category of opera auto-tune remix-themed content videos,there are two specific subtypes: the first is the appropriation of opera content by auto-tune remix-themed content curators,and the second is the "acoustic auto-tune remix-themed content" series created by opera content curators.These videos reflect the young content curators’ imagination of opera media,and contain arguments about the elegance and vulgarity of opera,greatly shaking the conservative position of "elegant art" in opera communication,thus providing the possibility for opera to break the boundary between elegant art and popular art.Secondly,opera science and interpretation videos.The creators of these videos try to recreate modern ideology of opera,and try to enlighten the public through the creation of popular opera videos.In the competition between folk opera content curators and official operacontent curators on the Bilibili,the subjects of opera acceptance are gradually diversified,forming the distinction between senior opera fans,new opera fans,and general audiences,but the process of transforming the identity of general audiences into the identity of opera fans is full of spontaneity and instability.The video of opera science explanation dismantles the debate on the advantages and disadvantages of duality in cross-media communication of opera.Thirdly,the opera interactive class video.Opera grassroots content curators use interactive videos to gamify and empower opera,but under commercial domination,opera grassroots content curators are caught in a game with the platform.On the one hand,Bilibili has completed the capital acquisition of opera content curators,relying on the cultural productivity and creativity of opera content curators,and taking the creative economy of opera content curators as part of capital culture;on the other hand,opera content curators are always hovering between the identities of laborers and creators in this process,and the examination of interactive videos on Bilibili can make us further think about the development of contemporary short opera videos and the cultural groups in which they are embedded.Short opera videos are a new kind of cross-media production of opera that transcends old theoretical paradigms.The short opera videos of young opera lovers on Bilibili navigate between popular culture and elite art.The short opera videos help us rethink how to pass on opera in the new media era and learn more about the paradoxical nature of cross-media production and dissemination of opera.