新时代面向大学生的传统戏曲艺术传播策略选择  

Choices of Communication Strategies of Traditional Opera for College Students in the New Era

作　　者：吴静 WU Jing

机构地区：[1]温州大学人文学院,温州325006

出　　处：《浙江艺术职业学院学报》2025年第1期23-29,共7页Journal of Zhejiang Vocational Academy of Art

基　　金：浙江省哲学社会科学重点研究基地重点项目“新时代高校传统戏曲文化传承方式与传播路径研究”(项目编号:20JDZD026)的阶段性成果。

摘　　要：新时代语境下,传统戏曲艺术传承发展面临诸多困境,受众老龄化和断层现象尤为突出。培育和发展大学生受众,成为戏曲艺术延续血脉、重新焕发活力、发扬光大的有效路径。针对当代大学生的艺术欣赏偏好和传播行为特点,从内容生产、传播要素、创作手法三方面革新戏曲内容,从产品营销、公益推广、团校合作三方面创新运营策略,从网络平台、人际圈层、粉丝团体三方面拓展传播渠道,赋予传统戏曲新的时代内涵与表达形式,是推动戏曲艺术在大学校园高效传播的有益尝试。In the context of the new era,the inheritance and development of traditional opera is faced with many dif⁃ficulties,especially the aging of the audiences and the phenomenon of fault.Cultivating audience from college students is an effective way for drama art to continue its blood,glow with its vitality and carry itself forward.Accord⁃ing to the art appreciation preferences and communication characteristics of the contemporary college students,inno⁃vative choices to content production,operation strategy and communication channel should be taken to endue tradi⁃tional drama with new era connotations and expression forms,thus to promote the efficient dissemination of opera in university campuses.Specifically,the content production of drama should be innovated by the promotion of content production,communication elements and creation techniques,the operation strategies of drama should be innovated by product marketing,public welfare promotion and the cooperation between troupes and colleges,and the communi⁃cation channels of drama should be expanded by the fusion of network platforms,interpersonal circles and fan groups.

关 键 词：新时代 大学生 戏曲文化 传播策略 

分 类 号：J806[艺术—戏剧戏曲]