Research on the Overseas Publicity of Sichuan Opera in the Internet Era

Abstract

Sichuan Opera, with its unique cultural elements, is a cultural name card for this district, and has long enjoyed national reputation, together with Sichuan Cuisine and the giant pandas. While Sichuan Cuisine has been well received in foreign restaurants, and the giant pandas, as the national treasure, has walked onto the international stage as a friendly ambassador of the Chinese people, Sichuan Opera has not attracted enough foreign audience, and researches on the overseas publicity of Sichuan Opera are not sufficient and have not drawn much attention. Therefore, this paper seeks to investigate the problems with Sichuan Opera’s overseas spread including the content, approach, and validity, and explores the advantages of cultural communication in the internet era, namely, the real-time, rapid, multi-modal, and interactive communication. Based on the findings, the thesis finally proposes strategies of overseas publicity of Sichuan Opera in the internet era, such as contemporary and universal content, different methods for the variety of audience and diversification of communication channels to help Sichuan Opera culture to “go out”.