International Communication Studies in Literature and Art

ICSLA, Vol. 1, No. 2, 2025, pp.247-254.

Print ISSN: 3079-2711; Online ISSN: 3104-5081

Journal homepage: https://www.icslajournal.com

DOI: Https://doi.org/10.64058/ICSLA.25.2.07

节庆载体与非遗国际传播的范式建构：

第九届羊城粤剧节的实践路径与优化策略

熊    健（Xiong Jian），王晓通（Wang Xiaotong）

摘要：作为非物质文化遗产，粤剧国际传播效能是衡量中国文化“走出去”战略成效的重要维度。以第九届羊城粤剧节为个案的研究，通过多维分析方法，系统考察其以官方主导展演、新媒体矩阵传播与“粤剧+文旅”融合为核心的国际传播实践路径。研究发现，该届粤剧节在拓展海外受众与激活海外社群方面有一定成效，但同时也暴露出受众圈层固化、传播内容浅层化、活动长效性不足及线下运营管理失范等深层困境。基于此，研究提出应从受众精准分层、内容形式创新、构建海内外联动机制三方面进行优化，并进一步提出通过主题化策展与长效化运营来提升节庆活动作为非遗国际传播平台的综合效能，同时也可为以节庆为载体的传统艺术国际传播提供具有一定意义的策略参考。

关键词：粤剧；非物质文化遗产；国际传播；羊城粤剧节；传播策略

作者简介：熊健，广州大学人文学院戏剧与影视学专业硕士研究生，研究方向：戏曲艺术与影视艺术研究。电邮：1186388407@qq.com。王晓通，通讯作者，广州大学人文学院副教授，研究方向：影视艺术与文化传媒。电邮：shwxt@gzhu.edu.cn。

Title: International Dissemination Practices, Reflections, and Strategies for Cantonese Opera：A Multidimensional Analysis Based on the Ninth Cantonese Opera Festival

Abstract: As an intangible cultural heritage, the international dissemination effectiveness of Cantonese opera serves as a crucial dimension for measuring the success of China’s cultural outreach strategy. Taking the 9th Cantonese Opera Festival as a case study, this research employs a multidimensional analytical approach to systematically examine its international communication practices centered on government-led performances, new media matrix dissemination, and the integration of “Cantonese opera + cultural tourism.” Findings reveal that while the festival achieved notable success in expanding overseas audiences and activating international communities, it also exposed deep-seated challenges: audience segmentation, superficial content dissemination, insufficient long-term sustainability, and inadequate offline operational management. Based on these findings, the study proposes three optimization strategies: precise audience segmentation, innovative content formats, and establishing domestic-international coordination mechanisms. It emphasizes enhancing the festival’s comprehensive effectiveness as an intangible cultural heritage international communication platform through thematic curation and sustainable operations. These insights also offer meaningful strategic references for the international dissemination of traditional arts using festivals as vehicles.

Keywords: Cantonese Opera; Intangible Cultural Heritage; International Dissemination; Cantonese Opera Festival; Dissemination Strategy

Author Biography: Xiong Jian, Master’s candidate in Drama and Film Studies at the School of Humanities, Guangzhou University. Research Focus: Chinese Opera Art and Film/Television Art Studies. Email: 1186388407@qq.com. Wang Xiaotong, Corresponding author, Associate Professor at the School of Humanities, Guangzhou University. Research Focus: Film/Television Art and Cultural Media. Email: shwxt@gzhu.edu.cn.

Received: 30 Sep 2025 / Revised: 15 Oct 2025 / Accepted: 06 Nov 2025 / Published online: 30 Nov 2025 / Print published: 30 Dec 2025.