A Study on the Dissemination Strategies and Audience Reception of Ethnic Music in the Context of New Media
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Abstract
This paper explores the dissemination process and audience reception mechanism of ethnic music in the new media context. Through systematic analysis of short-video platforms, live-streaming performances, and cross-industry integration cases, combined with questionnaire surveys and data tracking, the study reveals the main characteristics and operational logic of ethnic music dissemination. The findings show that ethnic music dissemination on new media platforms presents features of multi-party participation, multi-layered matrix distribution, visual presentation, and technological reconstruction. In terms of audience reception, young audiences are returning to the mainstream of ethnic music consumption, and emotional motivation has become a primary driver. At the same time, fragmented consumption is increasingly evident. The study also identifies deeper contradictions, including weakening of cultural core, algorithmic dominance, and commercial pressure. Content sampling further shows that cross-genre integration can significantly expand dissemination reach, while pure performance content has stronger cultural recognition and emotional acceptance. The research provides strategic reference for balancing traffic expansion, cultural authenticity, and sustainable communication in ethnic music dissemination.
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