Research On Short Video Communication Of Traditional Opera Animation From The Perspective Of Innovation Diffusion

With the changing social environment and aesthetic needs of the times,the audience viscosity of traditional opera is declining rapidly.However,with the booming development of China’s animation industry,the wide application of mobile short videos,and the continuous practice of cross-border integration,traditional opera animation short videos have emerged,bringing new opportunities for the inheritance and development of traditional opera culture in the new media era.From the perspective of innovation diffusion theory,this paper analyzes the innovation characteristics and diffusion paths of traditional opera animation short videos with the typical case of "Divine Damsel of Devastation",analyzes its shortcomings and proposes optimization strategies,and summarizes the innovation experiences that can be learned from the industry.This study is divided into seven parts.The introductory part elaborates the background and significance of the study,the theoretical foundation of this paper,and composes the relevant literature at home and abroad.The first chapter compares the challenges and opportunities faced by traditional opera communication in the new media era,as well as the development context and current situation of traditional opera animation short videos,and analyzes the social system environment for their innovative proliferation.The second chapter elaborates the selection of cases and the research design of this paper.The third chapter analyzes the five innovative attributes of The Divine Damsel of Devastation.It is found that the short animation video "Divine Damsel of Devastation" has the relative advantages of content and form innovation,compatibility with the social value system and personal cultural needs,easy testability of short video platform operation and content decoding,and observability of having high exposure rate.Chapter 4 analyzes the dissemination and diffusion channels of "Divine Damsel of Devastation".The study shows that the multi-channel integration diffusion feature of the short video of "Divine Damsel of Devastation" is significant.Chapter 5 examines the diffusion process,adoption audience categories and adoption rate of "Divine Damsel of Devastation".The "re-creation" and "re-dissemination" behaviors of the audience of the short animation video "Divine Damsel of Devastation" are significant,and professional opinion leaders promote the proliferation of multiple plays.Audiences refer to others’ evaluation of the innovation to reduce uncertainty during the cognitive,persuasion and decision-making stages,showing the characteristics of rapid diffusion in the pre-adoption stage.Chapter 6 summarizes the problems and optimization strategies of "Divine Damsel of Devastation",and on this basis,it is argued that traditional opera and animation short videos should enhance the innovative advantages of opera and animation and realize cross-border integration in multiple fields;promote the overseas diffusion of opera and animation to break the barriers of cultural export and dissemination;create three-dimensional diffusion channels and build a multifaceted fusion dissemination system;and build a composite innovative talent team to gather dynamic energy for the development of opera and animation.