In recent years, with the advancement of technology and the popularization of mobile devices, the Internet has become the main channel for the public to obtain information and entertainment. Meanwhile, traditional opera has gradually changed from mass entertainment to niche entertainment with the change of the times. This study aims to explore how the characteristics of new media can help traditional performing arts to regain its glory. Through literature review, it is clear that new media can be a powerful marketing tool because of its interactivity, complexity, and fragmentation characteristics. However, performing arts commodities are different from other commodities, it is intangible and needs to be experienced in person. In order to understand how traditional performing arts groups cope with the new media, this study takes a qualitative approach using Guoguang Opera as a case study and conducting in-depth interviews with the group's marketing staff and related practitioners.
The preliminary results are listed as follows:
1. The audience of the opera is changing, and the troupe's publicity methods are also changing.
2. The traditional Chinese opera troupe's publicity will make changes for each play, not just one model to the end.
3. The characteristics of new media, such as interactivity, complexity, and fragmentation, provide space and opportunities for multi-directional and multi-directional publicity for traditional opera troupes.
4. It is necessary to strengthen our country's education on traditional opera art and aesthetics.
