Live broadcast platforms have become a new front for traditional cultural dissemination, content innovation is the key to development

Traditional culture such as opera seems to have become the next hot spot for content entrepreneurship under the tide of live broadcasts, but how can traditional culture catch up with the live express to "attract fans"?

Original title: Whether traditional culture can be "attracted" by live broadcasts

Recently,"Electronic Flute Old Man" Li Kaixian has become popular because the Internet live broadcast platform has created a unique folk cultural territory. He has nearly 60,000 fans on the Cool Dog live broadcast platform. In addition, the works reinterpreted by performers of Peking Opera and Cantonese Opera have also begun to be vertically passed down to young live broadcast audiences through live broadcast technical means, and have attracted many viewers. Traditional culture such as opera seems to have become the next under the tide of live broadcast. A hot spot for content entrepreneurship, but how to "attract fans" from traditional culture that takes advantage of the live express train?

Live broadcast platforms become new fronts

2016 is called the first year of online live broadcast. Driven by the Internet celebrity economy and mobile social networking, online live broadcast platforms have ushered in a full-scale explosion. Whether it is games, film and television industries, or concerts and other performances, they are all relying on live broadcast platforms. Under the development trend of the Internet, traditional culture has begun to use the communication effect of live broadcast platforms to bring different cultural experiences to audiences. There are many traditional art and traditional culture anchors on major live broadcast platforms.

Since January this year, Cai Yang, chief of the Central Ethnic Orchestra, has been playing erhu on the live broadcast platform. At the same time, Cai Yang will also popularize erhu related knowledge for netizens during live broadcasts. Within two months, Cai Yang has conducted more than a dozen live broadcasts, the most of which was watched online by more than 200,000 netizens. In addition to erhu, calligraphy, guzheng, cross talk, etc. also attract a large number of users 'attention. For example, on Douyu, nearly 50,000 people follow an anchor who writes calligraphy live, and on Zanthoxylum, a male anchor plays guzheng attracted more than 160,000 fans. The cross-talk rap group Hip-Hop Bagan Shop has also performed on live broadcast platforms such as Hue Video, Douyu Live Broadcast, and Today's Headline, attracting the attention of a large number of viewers. The Cantonese Opera area launched on the Kugou Music Platform has nearly 20,000 daily views.

In order to attract more attention, traditional culture has also begun to integrate with popular culture. Previously, pop singer Tan Weiwei collaborated with Huayin Laoqiang on "Huayin Opera", which enabled Qin Opera, a typical local drama, to ignite the circle of friends in a short period of time. The 76-year-old "electronic flute man" Li Kaixian is a performer on the Cool Dog Live Broadcast. He can play, play, sing and sing. He can not only play classic songs such as "Liuyang River" and "Whipping the Horses to Carry Grain Busy", but also play popular songs such as "Where Has the Time Gone" and "Live Love" have created a unique folk cultural territory on the Internet live broadcast platform, with nearly 60,000 fans.

"The audience of the live broadcast platform is relatively broad. Driven by scale effects, performances through the live broadcast platform can enhance the popularity and audience of traditional culture." Chen Shaofeng, deputy dean of the Institute of Cultural Industry at Peking University, said this. The communication advantages of the Internet are not only reflected in breaking the communication restrictions of traditional culture, but also reflected in the Internet platform's ability to recruit enthusiasts in a certain vertical cultural field, making the dissemination of traditional culture more accurate and convenient. At the same time, traditional culture is also passed down through content competition and skill display in the field of live broadcasting. In this regard, platforms such as live broadcasts can also reshape traditional culture.

It is not easy to disclose "fans" under competitive pressure

. Data shows that as of June 2016, the number of domestic online live broadcast platforms was nearly 300, and it is expected that the number of online platforms will increase to 400 throughout the year, with a market size of 50 billion yuan. The number of online live broadcast users has reached 325 million, accounting for 45.8% of the total number of netizens.

With the huge scale of users, competition on live broadcast platforms continues to intensify. When the public is experiencing aesthetic fatigue about "Internet celebrities", the level of users 'needs has also entered a segmented period, and the content on the live broadcast platform is also constantly enriched, including life, film and television, variety shows, food and other fields.

With the impetus brought by the arrival of traditional culture on live broadcast platforms, although traditional culture such as opera has become new hot spots for entrepreneurial content promoted by the Internet, the audience of traditional culture is still relatively narrow. Compared with the tens of millions of views received by Internet celebrities such as Papi Sauce on live broadcast platforms, the playback volume and attention of Peking Opera, Erhu, and calligraphy are still limited to niche groups. Most anchors such as live poetry and Cantonese opera lack publicity and promotion, and it is difficult for stars to attract audience attention. In addition, some viewers watch the live broadcast just for the sake of novelty, so how to gain the continued attention of these viewers is also a problem.

In addition, with the emergence of programs such as film and television dramas, variety shows, and reality TV shows in recent years, while constantly bombarding the screen, there are also more and more entertainment methods available to viewers. Although the popularity of variety shows and film and television dramas such as "China Poetry Conference" and "I Repair Cultural Relics in the Forbidden City" has brought traditional culture back to the audience's attention. However, industry insiders said that unlike popular culture, which can cater to the tastes of a broad audience, traditional culture has its own communication limitations, and how to "attract fans" is still a long-term process.

Content innovation is the key to development

. Recently, the General Office of the State Council issued the "Opinions on Implementing the Inheritance and Development Project of Excellent Chinese Traditional Culture", proposing that by 2025, the inheritance and development system of excellent Chinese traditional culture will be basically formed. The state's support for the dissemination of traditional culture from a strategic level will undoubtedly benefit the future development and dissemination of traditional culture. Performers of traditional cultures such as Peking Opera and Cantonese Opera are vertically passed down to young live broadcast audiences through live broadcast technical means. They are also expanding the audience of traditional culture and allowing more audiences to pay attention to the rise of traditional culture.

According to Zhang Jingcheng, director of the China Creative Industry Research Center, the inheritance of traditional culture in the past was passed down by word of mouth or through words. Nowadays, in the era of information explosion, traditional culture uses new means and technologies to strengthen its influence in terms of content, channels and other aspects, which is both a development trend and inevitable in the Internet era. However, the process of dissemination of traditional culture is not spread for the sake of dissemination, but a dynamic way. The didactic inheritance method is obviously not in line with the current development trend.

"Today, with the development of the Internet and new media, the communication effect can expand dozens or even hundreds of times. With channels in communication methods, traditional culture needs to innovate in terms of means, content, and form. With the help of channels as a carrier, concepts can be loaded on content, the content can be richer, the means of communication can be more novel, and traditional culture can be more acceptable to modern people. At the same time, we will combine traditional culture with current popular culture and carry forward traditional culture." Zhang Jingcheng said.

Editor: Nancy