Huimin Xu

In order to explore the benign communication path and innovative strategy of short video of Chinese traditional opera culture. Using multiple case studies and content analysis method, this paper takes the hot and hot accounts of Douyin opera as the main object, and sorts out the current situation of Douyin communication of Chinese traditional opera, focusing on the strategic analysis of short video. Through the interpretation of the phenomenon-level hot spots of new Shaoxing opera co-created by fans, the ecological closed loop between drama officials, creators, performers and users is found, which provides a way to think about the dissemination of traditional opera. At the same time, we-media bloggers focus on content innovation and strategy optimization, and are also helping to sustain the vitality of traditional Chinese opera by expanding the breadth of communication and improving the affinity of communication.

Douyin short video, Chinese opera, communication status, creative strategy

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