自得琴社破圈传播的对策研究——以小红书账号为例

Research on the Countermeasures of the Circle Breaking Spread of the Zi De Guqin Studio—Taking the Little Red Book Account as an Example

摘要: 自得琴社作为成功推广民族音乐文化的典型，它采用网络视频和实体音乐会的有机结合，在国风音乐筚路蓝缕的情形下实现了互联网音乐账号的创造性转化。文章以自得琴社小红书账号为例，通过聚焦账号运营及小红书笔记内容，分析其破圈传播现象形成的原因及传播路径，结合当代国风音乐发展的机遇与挑战，为国风音乐传播提供以自媒体为载体的传播路径的经验与启示。

Abstract: As a typical example of the successful promotion of folk music culture, Zi De Guqin Studio adopts the organic combination of network video and physical concert, and realizes the creative transformation of Internet music account under the hardships of Chinese music. This article takes the Little Red Book account of Zi De Guqin Studio as an example. By focusing on the account operation and the content of Little Red Book notes, the paper analyzes the causes and communication path of the broken circle communication phenomenon, combines with the opportunities and challenges of the development of contemporary Chinese music, and provides the experience and enlightenment of the communication path of the Chinese music communication with we media as the carrier.