An Online Ethnographic Study Of The Dissemination Of Huangmei Opera Intangible Cultural Heritage In Douyi

Culture is the soul of a country and a nation.Huangmei opera,China’s first group of national intangible cultural heritage,is a unique style of local opera genre.From its formation to its development,it still has a vigorous vitality.Huangmei opera has gradually formed its own artistic characteristics,from folk grass stage to urban stage,with innovations in the form and content of performances.However,the inheritance of Huangmei opera on short video platforms has certain problems and cannot meet people’s demand for more literary and artistic products.This study mainly adopts in-depth interviews,online ethnography,participatory observation and other research methods to analyze the user community,communication characteristics,communication problems and causes of Douyin Huangmei opera short videos.In addition,the development path of short video transmission and inheritance of non-traditional heritage is also explored.This study is divided into four parts: the first part conducts an online ethnographic survey on the types,characteristics and dissemination of Douyin Huangmei opera user communities.The second part analyzes the communication characteristics of Douyin Huangmei opera short videos from the perspectives of communication channels,communication subjects and communication media.The third part analyzes the dissemination problems of Douyin Huangmei opera short videos,such as the lack of experience of disseminators,the low media literacy of users,the lack of government and platform support,and the serious tendency of entertainment.The fourth part discusses the inheritance and dissemination of Douyin Huangmei opera short videos from the perspectives of Huangmei dissemination under the influence of two-way interaction concept,quality content production under the influence of innovation concept,and Huangmei propaganda under the influence of "dipping media" concept.It is hoped that with the empowerment of new media,the short video of non-heritage can awaken the gradually blurred memory of traditional Chinese opera and make the traditional opera art more vital with new forms and new contents.