新媒体语境中粤曲的创意转化与运营传播  

The Creative Transformation and Communication of Yuequ in the Context of New Media

作　　者：涂俊仪 Tu Junyi

机构地区：[1]广东省社会科学院文化产业研究所

出　　处：《艺术传播研究》2025年第1期82-94,共13页Journal of Art Communication

基　　金：广东省哲学社会科学规划青年项目“文化共同体视域下粤港澳大湾区影视产业协同发展研究”(编号:GD24YYS16);广东省社会科学院“2022菁英人才计划:‘两创’视域下青少年在国风文化热中的媒介参与实践研究”(编号:2022D0045)的阶段性成果。

摘　　要：传统曲艺在新媒体语境中面对着几乎全新的传播生态,故须在表现形式、审美趣味与运营推广方面予以调适。近年来,粤曲的新媒体创意转化和融合不断推进,从学理上可以识别出跨类型融合、跨媒介融合、跨产业赋能等特征,在表达上则体现出流行化、国潮化、时尚化等特点。粤曲的新媒体运营不仅注重平台与圈层的多元跨越,通过多方借力推动了粤曲的广泛化、分众化、爆点式传播,而且注重持续性、深度化的拓展运营,从而体现出“跨”“借”“拓”的特点。粤曲的新媒体创意与运营,为曲艺乃至戏曲的当代转化与传播提供了有力借鉴,但在运作的准则与机制上也仍须进一步完善。Traditional Quyi is facing an almost entirely new communication ecosystem in the context of new media,therefore it needs to be adjusted in terms of expression,aesthetic taste,and operational promotion.In recent years,the transformation and integration of new media creativity of Yuequ has been constantly promoted.Theoretically,it can identify the characteristics of cross type integration,cross media integration,cross industry empowerment,and so on.In terms of expression,it reflects the characteristics of popularity,China-Chic,fashion,and so on.The operation of new media for Yuequ not only focuses on the diversified crossing of platforms and circles,but also promotes the widespread,targeted,and explosive dissemination of Yuequ and Cantonese opera through multiple sources.It also emphasizes the sustained and in-depth expansion and operation,reflecting the characteristics of“crossing”,“borrowing”,and“expanding”.The new media creativity and operation of Yuequ provide powerful references for the contemporary transformation and dissemination of Quyi and even traditional Chinese opera,but there is still room for further deepening and improvement in the principles and mechanisms of operation.

关 键 词：曲艺 粤曲 传统艺术传播 中华优秀传统文化 创新转化 跨界融合 

分 类 号：G206[文化科学—传播学] J826[艺术—戏剧戏曲]