川剧在新媒体语境下的跨文化传播研究——基于YouTube平台的实证分析

Research on Intercultural Communication of Sichuan Opera in the New Media Context—An Empirical Analysis Based on YouTube

摘要: 本文以近年来YouTube平台上的热门川剧视频为研究对象，采用定量与定性相结合的方法，分析了川剧在新媒体语境下的跨文化传播现状。研究从传播主体、内容、形式与效果四个维度展开，发现当前川剧的海外传播存在内容同质化(过度集中于“变脸”、“喷火”)、原创性不足、文化内涵浅表化、官方媒体参与度低等问题。基于这些发现，文章提出了一系列优化策略，包括拓展传播内容、引入文化叙事、融合新技术、优化表达逻辑以及推动官方与自媒体协同，旨在构建一个更具影响力的川剧跨文化传播体系。

Abstract: This study focuses on popular Sichuan Opera videos on the YouTube platform in recent years, employing a mixed-method approach that integrates quantitative and qualitative analysis to examine the current state of cross-cultural communication of Sichuan Opera in the context of new media. The research is structured around four dimensions: communicators, content, form, and effects. Findings reveal several issues in the overseas dissemination of Sichuan Opera, including content homogenization (overemphasis on “face-changing” and “fire-spitting”), lack of originality, superficial representation of cultural connotations, and low participation of official media. Based on these findings, the study proposes a series of optimization strategies. These include diversifying communication content, incorporating cultural narratives, integrating new technologies, refining expressive logic, and promoting collaboration between official and user-generated media. The aim is to establish a more influential cross-cultural communication framework for Sichuan Opera.