新媒体时代下莆仙戏的传播现状及策略  

Study on the Communication Strategy of Puxian Opera in the New Media Era

作　　者：李涵玙 张丽娟 LI Hanyu;ZHANG Lijuan(School of Culture and Communication,Putian University,Putian Fujian 351131,China)

机构地区：[1]莆田学院文化与传播学院,福建莆田351131

出　　处：《莆田学院学报》2024年第3期103-108,共6页Journal of putian University

基　　金：福建省高校以马克思主义为指导的哲学社会科学学科基础理论研究项目(FJ2023MGCA045);莆田学院引进人才科研启动项目(2023016)。

摘　　要：利用后羿采集器、微词云等进行数据收集,分析莆仙戏在新媒体平台上的传播情况;发现新媒体为莆仙戏提供了更广阔的传播空间,但莆仙戏传播也面临传播内容同质化、观众流失以及运营策略不当等问题;提出开发多元化内容、吸纳多元受众以及差异化传播等以推动莆仙戏在新媒体时代的有效传播与发展。Using Houyi Collector and micro-word Cloud to collect data and analyse the dissemination of Puxian Opera on new media platforms,it is found that new media provides broader dissemination space for Puxian Opera,but the dissemination of Puxian Opera also faces the problems such as homogeneity of dissemination content,loss of audience,and inappropriate operation strategies.It is proposed to develop diversified content,attract multiple audiences and differential communication in order to promote the effective communication and development of Puxian opera in the new media era.

关 键 词：新媒体 莆仙戏 同质化 传播策略 

分 类 号：G206[文化科学—传播学] J825.57[艺术—戏剧戏曲]