Research on the Dissemination Strategies of Dialect Folk Arts in Southeastern Shanxi into Colleges and Universities from the Perspective of New Media: Taking Xiangyuan Drum Book as an Example

Purpose - The purpose of this study is to explore in depth the dissemination strategies of Xiangyuan Drum Script in universities in southeastern Shanxi Province from the perspective of new media, promote the widespread dissemination and in-depth development of Xiangyuan Drum Script in the new media environment, and contribute to the inheritance and innovation of traditional folk art culture. Design/Methodology/Approach - This study adopts a combination of literature review and case studies, with Xiangyuan Drum Script as the core case, to analyze its dissemination status in universities and new media environments, comprehensively sort out the challenges and opportunities faced by Xiangyuan Drum Script in the dissemination process in universities, and propose targeted communication strategy suggestions. Findings - This study focuses on the problems faced by traditional quyi culture such as Xiangyuan Drum Script in the dissemination of universities, such as a single dissemination channel and a shortage of professional talents. It proposes communication strategies such as building an integrated communication system and strengthening talent cultivation. Research Implications - This study aims to enrich the theoretical system of traditional Quyi culture dissemination in the new media environment, provide practical guidance for the protection and inheritance of intangible cultural heritage such as Xiangyuan Drum Script, and promote the inheritance and development of traditional Quyi culture among young people.