Research Report on Traditional Culture Communication of Peking University: Live rewards become a new form of knowledge payment

On June 14, the Peking University Cultural Resources Research Center jointly issued the "New Form of Knowledge Paids -Live Reward and Traditional Cultural Communication Research Report" (hereinafter referred to as the "Report"). The "Report" pointed out that traditional culture expands the "new stage" on the live broadcast platform and finds "new audiences". The public can make cultural consumption by rewarding to help relevant practitioners get "new income", which helps to form traditional cultural communication and inheritance in online society. "New field".

The picture shows the "New Form of Knowledge Paids -Research Report on Live Play and Traditional Culture Communication"

According to the "Report", live broadcast rewards help the essence of traditional culture dissemination, that is, users buy high -quality content services and pay knowledge. In the traditional cultural live broadcast room, the audience "read first and then pay", and expresses the recognition of content with a self -determined reward expression, and expands the inherent form of knowledge payment "first and then use"; practitioners use reward revenue income and improve skills. Entering the production and creation of traditional cultural content into a virtuous circle will help traditional culture spread self -growth.

"After watching the reward, watching, rewarding, and rewarding by the heart." Zhang Yiwu, a professor at the Chinese Department of Peking University and the director of the Cultural Resources Research Center of Peking University, believes that whether the reward reflects the public's aesthetic taste, and the frequency of rewards reflects good content quality. Bad, users are actively helping high -quality creators to get matching income.

The "2021 Douyin Data Report" shows that in this year, the live broadcast duration of the traditional handicraft anchor of Douyin platform increased by more than 500%year -on -year, and the live viewing duration of non -heritage culture and Quyi anchors increased by more than 100%year -on -year; traditional cultural anchors revenue year -on -year year -on -year The increase of 101%, of which the revenue of the music anchor increased by 232%year -on -year. Wang Yichuan, a professor at Beijing Normal University, commented that the traditional art categories such as folk music dance, poetry and opera, Chinese painting calligraphy, and other traditional art categories. While maintaining offline "hard venues", they also use live broadcasts to open up online "new stage". Participate in interaction, and construct a three -dimensional multi -dimensional traditional culture "new field" in order to understand and learn traditional culture.

According to Zhang Wei, executive vice chairman of the Chinese Film Review Society, in traditional methods, art expression was passed to the audience by artists one -way. Now, with the help of live broadcast, artists can "interact from one -way to interaction" and directly obtain user feedback. This also makes the younger generation touch ancient art from a closer distance and more intuitive perspective, becoming the "new audience" of traditional culture.

Douyin Minle anchor Li Jiajia often played bamboo flutes for 1.34 million netizens through live broadcasts. "Reward revenue helped me to relieve the economic pressure of reading blogs, and had the spare time to buy better equipment, bringing a better audiovisual experience to the audience. Harmony, "Li Jiajia said.

The "Report" proposes that high -quality content has received more rewards, just as the "big drama" field in the traditional theater is full of seats and applause, so that the audience will change from pure ticket buyers and viewers to "evaluator" and "priced" Essence The audience paid for high -quality content, and used rewards, likes, and reposting to build "new drama tickets" to participate in the conservation and promotion of traditional culture.

In April 2022, Douyin Live launched the "DOU has a good show" plan. By optimizing product capabilities, strengthening traffic support, creating online programs, and providing professional training, it is planned to help 10 colleges and 1,000 majors within one year. The opera actor creates an online second theater. The "Report" believes that this is a practical measure for the Internet platform to help traditional culture dissemination. In the future, it should continue to improve the quality of content, solve the potential problems such as the knowledge thickness of the creative level, the aesthetic fatigue at the audience level, and consolidate the achievements of traditional culture.

"The traditional cultural content of the live broadcast room is reflecting the inheritance of the inheritance of the popular cultural consumption inheritance of the traditional culture." Xu Yuechun, vice chairman and secretary general of the Chinese Literature and Art Critics Association, believes that "elegant and common rewards" will help. The historical and cultural heritage integrates modern life, thereby helping the healthy development of the Internet.

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