The Research on Han Zhen and Zhou Liya’s Dance Drama Communication Strategies in the Context of New Media - The Case of Bilibili Account “Han Zhen & Zhou Liya Studio”

新媒体视阈下韩真周莉亚的舞剧传播策略研究—以哔哩哔哩账号“韩真周莉亚排练厅”为例

[Background] Han Zhen and Zhou Liya are iconic figures in the field of Chinese dance drama in recent years. They have garnered widespread attention through new media platforms, achieving a remarkable balance between artistic value and market appeal. [Objective] The research aims to conduct an in-depth analysis of Han Zhen and Zhou Liya’s dance drama communication strategies in the context of new media. [Method] The research adopts a mixed-methods approach, combining qualitative and quantitative analysis. It takes Han Zhen and Zhou Liya’s official Bilibili account, “Han Zhen & Zhou Liya Studio,” as a case study. A total of 60 video posts, uploaded as of November 29, 2024, were selected as research data. Content analysis was employed to examine the types of video content and communication metrics. [Results] The study reveals that Han Zhen and Zhou Liya emphasize a communication strategy that combines a relaxed and natural style with the artistic qualities of dance drama. This differentiated strategy effectively attracts a diverse and multidimensional audience for dance drama. [Conclusion] They provide concrete references for dance drama creators to communicate effectively on new media platforms, while also offering deeper insights into audience needs and communication characteristics within the new media environment. They provide concrete references for dance drama creators to communicate effectively on new media platforms, while also offering deeper insights into audience needs and communication characteristics within the new media environment.

【背景】韩真与周莉亚是近年来中国舞剧领域的标志性人物，二人通过新媒体平台取得了广泛关注，并在艺术性与市场性之间取得良好的平衡。 【目的】本研究旨在深入分析韩真与周莉亚的新媒体舞剧传播策略。 【方法】本研究采用定性与定量相结合的混合研究方法，以韩真与周莉亚的哔哩哔哩官方账号“韩真周莉亚排练厅”为案例，选取截至2024 年11 月29 日全部60 条视频投稿作为研究数据，运用内容分析法对视频内容类型与传播数据进行分析。 【结果】研究发现韩真与周莉亚注重于轻松自然的类型和舞剧艺术性相结合的传播策略，这种差异化的传播吸引多维度的舞剧受众群体。 【结论】韩真与周莉亚的新媒体舞剧传播策略展现了中国舞剧传播的发展趋势，为舞剧创作者提供了在新媒体平台传播的具体参考，同时深入理解新媒体环境下的观众需求与传播特点。