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Exploration of the Communication Pathways for the Inheritance of Traditional Music Culture in the Context of New Media Convergence: A Case Study of the Dong Grand Chant in Guizhou

Author(s)

Ziyan Liang

Affiliation(s)

School of Music, The Chinese University of HongKong (Shenzhen), Shenzhen, Guangdong, China

Abstract

In the era of deep digitalization, the cultural field is undergoing profound changes. Traditional music culture, as a treasure of national culture, has encountered unprecedented opportunities and challenges on the path of dissemination. This research takes the Dong Grand Song of Guizhou as a typical case, and adopts the case analysis method and the qualitative and quantitative research method of multi-platform communication practice to systematically analyze its current communication status on new media platforms, summarize successful experiences and construct a universal theoretical framework. It finds that new media has effectively enhanced the popularity and influence of the Dong Grand Song. Therefore, it is concluded that the integration of new media can bring new possibilities for the inheritance of traditional music culture. By constructing a theoretical framework, other traditional music cultures can also combine their own characteristics, fully utilize the advantages of new media, and achieve innovative development and inheritance. This not only helps to promote the development of the traditional music culture industry and create new economic growth points, but also enhances the sense of identity and pride in national culture.

Keywords

New Media Integration; Inheritance of Traditional Music Culture; Dong Grand Song; Precision Marketing; New Approaches

References

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