傳統戲曲劇團運用新媒體宣傳之研究－以國光劇團為例

文化大學機構典藏 CCUR > 新聞暨傳播學院 > 新聞系暨新聞研究所 > 博碩士論文 > Item 987654321/51073

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題名:	傳統戲曲劇團運用新媒體宣傳之研究－以國光劇團為例 When Traditional Arts Meet New Media : A Case Study of GuoGuang Opera Company
作者:	李紫研
貢獻者:	新聞學系
關鍵詞:	新媒體表演藝術宣傳傳統戲曲國光劇團 New Media Marketing Performing Arts Marketing Traditional opera Guoguang Opera Company
日期:	2022
上傳時間:	2023-02-21 11:08:54 (UTC+8)
摘要:	近年來，隨著科技的進步、網際網路的發展與行動裝置的普及，增加了大眾休閒娛樂的選擇，也改變了閱聽人獲得資訊的方式。新媒體興起，成為閱聽人主要獲得資訊的管道。傳統戲曲也隨著時代變遷，逐漸由大眾娛樂轉變為小眾娛樂。相較於傳統媒體的宣傳方式，新媒體因為互動性、複合性、分眾性的特性，成為必要的宣傳手法。但表演藝術商品與其他商品性質不同，無形又不可分割，是需要親身體驗的商品。因此宣傳管道、方法與成效對於表演藝術團體的非常重要。近年來，許多傳統劇團開始運用新媒體平台宣傳，創建社交帳號，以不同形式呈現接觸受眾。本研究採質性研究方法，以國光劇團為個案探討，並深度訪談劇團行銷人員與相關從業人員，探討新媒體特性對傳統戲劇宣傳之影響。本研究結果如下：一、戲曲觀眾群正在改變，劇團宣傳手法也跟著改變。二、傳統戲曲劇團宣傳會針對每齣戲做出改變，非一個模式用到底。三、新媒體互動性、複合性、分眾性等特性，提供傳統戲曲劇團多向、多元宣傳的空間與機會。四、需加強我國傳統戲曲藝術美感之教育。 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.
顯示於類別:	[新聞系暨新聞研究所] 博碩士論文

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