Exploration of TIK TOK's Contribution to the Communication of Huangmei Opera: An Analysis Based on the 5W Model

Jian Yang and Azrul Azizi Amirrul

Studies in Media and Communication, 2024, vol. 12, issue 3, 72-83

Abstract: This study discusses the communication and inheritance of Huangmei Opera on TikTok. Adopting the 5W model comprehensively analyses five aspects- communication subject, content, object, medium, and effect. Huangmei opera, as a part of Chinese traditional opera, faces the challenge of a shrinking audience and market. However, TIK TOK, as a short video platform with wide influence, provides new opportunities for the dissemination of Huangmei opera.The study shows that vloggers at different levels play an important role on TIK TOK, especially high-influence professional actors and theatre troupes, who have effectively promoted Huangmei Opera by leveraging their large fan bases and high-quality content. Medium- to low-impact and emerging vloggers have also attracted a large number of viewers to Huangmei Opera through their diverse and interactive content. The findings show a significant positive correlation between viewers' interactive behaviours (e.g., liking, commenting, sharing) and viewing duration, suggesting that improving content quality and viewer engagement is crucial for communication effectiveness.This paper also explores the features of the TIK TOK, such as fragmented communication, interactive communication, precise pushing and community effect, which help Huangmei opera expand its influence among young audiences. Despite challenges such as differences in content quality and the short attention span of young audiences, the communication effect of Huangmei Opera on TikTok has been significantly improved through cooperation and innovation. The research in this paper provides new perspectives and practical suggestions for the communication strategy of Huangmei Opera in the digital era and further enriches the modern communication path of traditional art.

Date: 2024
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