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Research on the Influence of UGC Mechanism in the "out of the Circle" of Yue Opera - Taking "New Dragon Inn" as an Example

Author(s)

Zhangying Jiang

Affiliation(s)

Songjiang Yunjian High School Affiliated to SFLS, Shanghai, China

Abstract

In the context of globalization and digitalization, the dissemination of traditional culture is facing unprecedented opportunities and challenges. User-generated content (UGC), as an important form of new media communication, is reshaping the traditional cultural communication model, especially showing a strong influence among young audiences. This article takes the environmental Yue opera "New Dragon Gate Inn" as an example to conduct an in-depth analysis of the communication effect of UGC on Douyin and Xiaohongshu platforms and its impact on audience interaction and brand recognition. Research results show that UGC significantly increases audience participation and brand awareness through diverse interactive forms (such as likes, comments, shares, etc.). This article provides important theoretical basis and practical guidance for the communication strategy of traditional Yue opera in the new media environment, and reveals the key role of UGC in enhancing brand loyalty and audience emotional connection.

Keywords

User-Generated Content (UGC); Yue Opera Dissemination; New Media Platform; Audience Interaction; Brand Dissemination; Integration of Cultural Tradition and Modernity

References

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