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Journal of Humanities, Arts and Social Science

ISSN Online: 2576-0548 ISSN Print: 2576-0556 CODEN: JHASAY
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ArticleOpen Access http://dx.doi.org/10.26855/jhass.2025.01.019

How to Promote Old Opera Through New Media: Practices and Reflections on Promoting Gao’an Tea-picking Opera at Gao’an Integrated Media Center

Rao Li1,2,*, Foo Ai Peng1, Ngoi Guat Peng1

1Faculty of Languages and Communication, Universiti Pendidikan Sultan Idris, Tanjong Malim 35900, Perak, Malaysia.

2Yichun Vocational Technical College, Yichun 336000, Jiangxi, China.

*Corresponding author: Rao Li

Published: February 20, 2025

Abstract

As one of the four local operas in Jiangxi Province, Gao'an tea-picking opera has a profound cultural heritage and artistic value. With the development of new media technology, traditional operas are facing the transformation and innovation of communication methods. Gao'an City Media Center has made many efforts to promote Gao'an tea-picking opera, including the establishment of the tea-picking opera Channel and the creation of a WeChat official account. The article analyzes the advantages and challenges faced by the dissemination of Gao'an tea-picking opera in the era of new media and explores future development strategies such as content innovation and industrialization development, as well as creating interactive experience platforms. The study found that new media provides new opportunities for the dissemination and development of Gao'an tea-picking opera, but at the same time, it also brings some challenges. In the future, the inheritance and development of Gao'an tea-picking opera need to maintain traditional characteristics while actively utilizing new media technology to achieve an organic combination of innovation and inheritance.

Keyword

New media; Gao'an tea-picking opera; Integrated Media Center; Traditional Chinese Opera

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Copyright

© 2025 by the author(s).
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives (CC BY-NC-ND) license, which permits non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited and is not modified or adapted.
https://creativecommons.org/licenses/by-nc-nd/4.0/

How to cite this paper

How to Promote Old Opera Through New Media: Practices and Reflections on Promoting Gao’an Tea-picking Opera at Gao’an Integrated Media Center

How to cite this paper: Rao Li, Foo Ai Peng, Ngoi Guat Peng. (2025) How to Promote Old Opera Through New Media: Practices and Reflections on Promoting Gao’an Tea-picking Opera at Gao’an Integrated Media Center. Journal of Humanities, Arts and Social Science9(1), 137-143.

DOI: http://dx.doi.org/10.26855/jhass.2025.01.019