Author(s)

Zixin Wang

Corresponding Author

Zixin Wang

Abstract

This article will unveil the challenges and opportunities confronted with the Jin Opera preservation-promotion scheme in the digital age. Drawing upon a set of data collected through a survey involving 52 respondents and a digital media landscape analysis in China, the research explores whether and how new media platforms may help in the transmission of traditional opera while retaining its cultural authenticity. The research highlighted a glaring generational gap in the appreciation of Jin Opera, where 88.46% of the respondents were aware of the art form but wherein the deep engagement among young people was counted on the fingers of one hand. With 1.1 billion users in China and 95.5% being users of short video platforms, digital media opens up more opportunities than ever for preservation of cultural heritage. But on the flip side, there remain issues regarding fragmentation of contents, maintaining artistic virtues, deepening intergenerational communication, etc. This study proposes a framework for strategically adopting new media that balances cultural preservation with audience development, thus contributing both, an academic foundation for digital cultural heritage transmission and a practical roadmap for cultural institutions as they pursue digital transformation.

Keywords

Jin Opera, Digital Media, Cultural Heritage Preservation, Intergenerational Communication, Audience Development