Non-legacy live broadcast, let the younger generation and traditional art go in both directions.

   Comments on live broadcast helping traditional culture: live broadcast, let the younger generation and traditional art go in both directions.

    Xinhuanet Beijing, March 17th (Reporter Chen Tingyu) Intangible arts such as opera, folk music, traditional dance and traditional handicrafts are being understood and loved by the younger generation such as "post-00" and "post-90" through live broadcast. Love the "quintessence of the country" and pursue the "tide of the country". When watching and enjoying the colorful non-legacy projects such as Huagu Opera and Yangxi Opera, the younger generation is cultivating deep local identity and cultural self-confidence. In the digital era, intangible cultural heritage, a treasure of traditional culture, is entering the daily life of young people.

    In recent years, more and more non-legacy practitioners have entered the live broadcast room and put the long-lost minority art on the second stage of live broadcast. Nowadays, xiang opera and Dongting fishing songs are no longer unfamiliar terms in textbooks, but are "seen" by more and more young people, and they are also loved from all over the world.

    A few days ago, at the Hunan Station of the intangible anchor salon jointly sponsored by Tsinghua University Cultural and Creative Development Research Institute and Tik Tok, Xiao Yan, a representative of Tik Tok live broadcast business, introduced that in the past year, the cumulative number of intangible live broadcasts in Hunan Province exceeded 150,000, and the number of such live broadcasts exceeded 640 million, a year-on-year increase of 178%; 17,000 Hunan non-legacy anchors broadcast in Tik Tok, with a cumulative broadcast duration of over 2.93 million hours, up 95% year-on-year. It is not difficult to find that watching intangible cultural heritage live in Tik Tok has become the daily life of Hunan audience.

The picture shows the event site of "Hunan Station of Non-legacy Anchor Salon"

    According to the data of Tik Tok Platform, in the past year, the live broadcast of intangible cultural heritage in Tik Tok averaged 1,617 performances per day, with the total number of performances increasing by 642% year-on-year. The number of non-legacy anchors who received rewards increased by 427% year-on-year, and the amount of rewards increased by 533% year-on-year. We also found that the income of non-genetic inheritors increased by 34% year-on-year, of which the sales of non-legacy goods increased by 668% year-on-year. Now, it has become a new trend across regions to listen to opera, enjoy national music and watch the intangible cultural heritage in the live broadcast room.

    It is gratifying that many traditional performances and skills are connected with modern young people through non-legacy live broadcasts. For example, Huagu Opera, a national intangible representative project, gained wide popularity from college students to "silver-haired people" in the live broadcast room. At the same time, Huagu Opera, Guzheng and Crosstalk are also the most praised performing arts in Hunan Province.

The picture shows Yi Zhenghong, a young actor of the Drama Heritage Center in Zhuzhou City, Hunan Province and the anchor of Tik Tok Huagu Opera, performing at the Hunan Station of the Intangible Anchor Salon.

    How to arouse the public’s enthusiasm for the protection of intangible heritage and drive more young people to participate in the inheritance of intangible heritage has always been an unresolved problem.

    Yan Yunyu, the anchor of Tik Tok Erhu, believes that the live broadcast has narrowed the distance between intangible cultural heritage practitioners and the audience, and even promoted the popularity of intangible cultural heritage. Live broadcast and short video make the ancient intangible heritage glow with the glory of the times, and it is also known and loved by more and more young people.

    Cao Min, deputy secretary-general of Guzheng Art Committee of Hunan National Orchestral Society, national third-class performer and Tik Tok Guzheng anchor, said that in modern times with advanced technology, the intangible cultural heritage with a long history is gradually fading out of people’s daily life, and Guzheng is one of them. However, in the fast-paced social life, traditional culture and music are like a good medicine that can comfort the soul. We should rebuild the sense of identity of traditional culture in a way that is more acceptable and recognized by modern people. The live broadcast in Tik Tok has enabled folk music to find a modern bosom friend.

    Guqin art is a new form with the longest history and continuous inheritance in China, and it is a master of instrumental art.. Spreading to the public, especially teenagers, is an important part of the inheritance and protection of Guqin art.

    According to Lynne, an associate researcher at the Music Research Institute of the Chinese Academy of Art and a representative inheritor of the national intangible guqin art, as early as 2006, the Chinese Academy of Art and the China Intangible Cultural Genetic Protection Center established and planned the activities of guqin art entering universities, with the active participation of local guqin artists and non-governmental organizations, and publicized and educated the public guqin art for college students nationwide. Subsequently, the object of communication activities has gradually changed from university teachers and students to cover the vast number of primary and secondary school students and young guqin lovers. The purpose of these activities is to sow childlike innocence and hand over the intangible art to the future. Nowadays, the new media communication mode has brought new experience and hope to these works.

    To a certain extent, the non-legacy live broadcast is still a form of universal education.

    Cao Min believes that the live teaching of art courses is a more advanced mode, which solves the problem of uneven art education resources. In the past, children in the mountains had to be exposed to advanced art education unless they went out of the mountains and went to first-and second-tier cities, which required huge efforts and often had little chance. Now through the live broadcast platform, children have the opportunity to appreciate traditional culture and skills, enriching people’s spiritual world and real life. At the same time, anchors can also use their real talents to get recognition and feedback from fans, such as praise and reward, forming a virtuous circle of two-way complementarity.

    At the same time, the current traditional handicrafts and non-legacy arts are also facing the bottleneck of lack of successors, and there has been a talent gap, while new communication methods such as live broadcast have brought traditional arts closer to young people.

    Lian Chunhai, a researcher at the Institute of Fine Arts of the Chinese Academy of Art, said that the age of practitioners of traditional handicrafts is gradually aging, and it takes a long time to learn traditional skills, so there is a talent gap. In the new media era, the emergence of live broadcast, short video and other forms of communication has created new opportunities for the spread of traditional handicrafts and brought new ideas for the inheritance of traditional arts.

    Zheng Zhang, vice president of Tsinghua University School of Journalism and Communication, said that in order to invite many non-genetic inheritors around and reach more young people, it is necessary to use diversified technical means to give young people access to high-quality and high-level cultural content products. Intangible art can be combined with digital new media and technical means, which is a two-way process for the younger generation and traditional art.

    It is hoped that national music and traditional culture will be popular again and "tidal" with the help of modern communication methods such as live broadcast and new media platforms, and will be perceived, loved and passed on by more young people.