Integrating multimedia in opera: Preserving and promoting intangible cultural heritage

Jianyong Ding; Mohamad Fitri Mohamad Haris

doi:10.31893/multirev.2025260

Keywords:

cultural preservation

cultural awareness

modern communication technologies

Abstract

This study seeks to analyze the utilization of multimedia in opera to preserve and promote intangible cultural heritage (ICH) through modern communication technologies, focusing on the prevalence of the electronic environment. Digital marketing and cultural awareness were the main interests in promoting opera as an important ICH in China. A structural equation modeling was used to demonstrate the impact of modern communication technologies and digital marketing on cultural awareness and the progress of opera. The constructs exhibited a significant degree of convergence, as determined by the factor loadings and indicators of reliability and validity, such as Cronbach's Alpha, composite reliability, and average variance extracted. The Fornell-Larcker criterion test and Heterotrait-Monotrait (HTMT) ratios were employed to establish the discriminant validity of the constructs. The path diagram revealed that cultural awareness has a favorable and direct impact on promoting opera. Additionally, modern communication technologies directly impact cultural awareness and opera promotion and indirectly influence them through mediation by cultural awareness. These findings supported the need to examine cultural sensitivity's impact on the interconnections between modern communication technologies, digital marketing, and the promotion of opera. Cultural sensitivity was also crucial in promoting and expanding the diversity of the opera tradition. Therefore, the study recommends providing information to Chinese cultural institutions and government departments on using multimedia and digital resources to promote opera and preserve it as a significant aspect of cultural heritage.
References
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37. Yatsunami, R. (2024). A discussion of digital information relating to cultural heritage with regard to authenticity management. Gdańskie Studia Azji Wschodniej, 3(25), 7-18. https://doi.org/10.4467/23538724gs.24.002.19862
38. Zhai, Y. (2024). Exploring the traditional art design in urban space based on interactive media arts: A case study of China. Communications in Humanities Research, 27(1), 104-110. https://doi.org/10.54254/2753-7064/27/20232139
39. Zhang, H. (2024). Reviving tradition: Leveraging cutting-edge digital technology for the preservation and promotion of intangible cultural heritage. Mediterranean Archaeology and Archaeometry, 2(2), 1-17.
40. Zhou, R. (2024). Understanding the impact of TikTok’s recommendation algorithm on user engagement. International Journal of Computer Science and Information Technology, 3(2), 201-208. https://doi.org/10.62051/ijcsit.v3n2.24
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Ding, J., & Haris, M. F. M. (2025). Integrating multimedia in opera: Preserving and promoting intangible cultural heritage. Multidisciplinary Reviews, 8(8), 2025260. https://doi.org/10.31893/multirev.2025260

[1] Abdelfattah, A. (2019). Exploring heritage preservations and enlivening cultural awareness. In D. Hawkes (Ed.), Conservation of Architectural Heritage (pp. 1-10). Advances in Science, Technology & Innovation. Springer. https://doi.org/10.1007/978-3-030-10871-7_9

[2] Anderson, C., & Robey, D. (2017). Affordance potency: Explaining the actualization of technology affordances. Information and Organization, 27(2), 100-115. https://doi.org/10.1016/j.infoandorg.2017.03.002

[3] Blake, A. (2009). The dynamics of tourism's economic impact. Tourism Economics, 15(3), 615-628.

[4] Boh, A., & Adoka, T. J. (2023). Artistic creativity, digital technologies and theatrical sustainability: Integrating new media in theatre practice. Nigeria Theatre Journal: A Journal of the Society of Nigeria Theatre Artists, 23, 27-37.

[5] Bourgeon-Renault, D., Derbaix, M., Jarrier, E., & Petr, C. (2023). New marketing theories and practices emerging from innovations in the cultural and tourism sectors. Journal of Marketing Management, 39(5-6), 367-372. https://doi.org/10.1080/0267257x.2023.2213964

[6] Centers for Medicare & Medicaid Services (CMS), HHS. (2006). Medicare program; revisions to payment policies, five-year review of work relative value units, changes to the practice expense methodology under the physician fee schedule, and other changes to payment under part B; revisions to the payment policies of ambulance services under the fee schedule for ambulance services; and ambulance inflation factor update for CY 2007. Federal Register, 71(231), 69623–70251.

[7] Cham, T. H., Cheah, J. H., Memon, M. A., Fam, K. S., & László, J. (2022). Digitalization and its impact on contemporary marketing strategies and practices. Journal of Marketing Analytics, 10(2), 103-105. https://doi.org/10.1057/s41270-022-00167-6

[8] Gagliano, A. L. (2020). Digital media marketing for dance: Enhancing audience engagement with ballet companies and concert dance performance. UF Journal of Undergraduate Research, 22, 1-11.

[9] Gan, X., Mi, Y., & Zhou, Y. (2023). A study and outlook on short-video enterprises undertaking corporate social responsibility initiatives: Taking TikTok and Bilibili as examples. Journal of Education, Humanities and Social Sciences, 23, 875-883. https://doi.org/10.54097/ehss.v23i.14126

[10] Golovach, N. (2023a). Role of marketing in activities of modern cultural institutions. Culture and Contemporaneity, 3(1), 23-32. https://doi.org/10.32461/2226-0285.1.2023.286800

[11] Golovach, N. (2023b). Use of innovative marketing technologies in the field of culture. Library Science. Record Studies. Informology, 5(4), 33-44. https://doi.org/10.32461/2409-9805.4.2023.294089

[12] Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110. https://doi.org/10.1016/j.jbusres.2019.11.069

[13] Hammou, I., Aboudou, S., & Makloul, Y. (2020). Social media and intangible cultural heritage for digital marketing communication: Case of Marrakech crafts. Marketing and Management Innovations, 1, 121-127. https://doi.org/10.21272/mmi.2020.1-09

[14] Jiang, Y. P., Su, C., & Li, X. C. (2024). Virtual reality technology for the digital dissemination of traditional Chinese opera culture. International Journal of Human–Computer Interaction, 2(1), 1-15. https://doi.org/10.1080/10447318.2024.2327180

[15] Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45. https://doi.org/10.1016/j.ijresmar.2016.11.006

[16] Kinderknekht, A. S., & Kolada, V. V. (2022). Term mediation in modern scientific research on translation. Nauchnyi dialog, 11(6), 30-49. https://doi.org/10.24224/2227-12952022-11-6-30-49

[17] Kozulin, A. (2023). The Cultural Mind: The Sociocultural Theory of Learning. Cambridge University Press.

[18] Lee, J. H., Park, C. W., & Kim, H. K. (2024). Digital Transformation of cultural heritage for various museum applications. 2024 International Conference on Electronics, Information, and Communication (ICEIC), 1-4. https://doi.org/10.1109/ICEIC61013.2024.10457249

[19] Li, C., & Yu, K. (2024). Digital communication and preservation of cultural heritage in the context of new media: A case study of Anyang. International Journal of Social Science Studies, 12(4), 43-54. https://doi.org/10.11114/ijsss.v12i4.6934

[20] Li, H., & Tay, K. (2024). Innovations in short video marketing strategies for tourism: The case of the director of Garzê culture and tourism bureau. Media Konservasi, 29(3), 32-41. https://doi.org/10.29244/medkon.29.3.349

[21] Li, M. (2023). Strategies for sustainable protection of traditional opera intangible cultural heritage from the perspective of rural revitalization: The example of the Ningbo Opera in China. Communications in Humanities Research, 15(1), 269-276. https://doi.org/10.54254/2753-7064/15/20230852

[22] Liang, H., Dong, X., Liu, X., Pan, J., Zhang, J., & Wang, R. (2022). A semantic‐driven generation of 3D Chinese opera performance scenes. Computer Animation and Virtual Worlds, 33(3-4). https://doi.org/10.1002/cav.2077

[23] Liu, D. (2024). Study on cultural consumption characteristics of museum short video platforms under the threshold of identifier economics. Journal of Northeast Asian Arts and Cultural Management, 1(1), 49-58. https://doi.org/10.69887/jnaacm.2024.1.1.49

[24] Montanari, G., Giordano, A., & Maietti, F. (2024). Digital technologies to improve public fruition in heritage sites through cultural significances and perception analysis. Proceedings Heritage Digital Technologies and Tourism Management. https://doi.org/10.4995/HEDIT2024.2024.17442

[25] Peters, N., Marinova, D., van Faassen, M., & Stasiuk, G. (2017). Digital preservation of cultural heritage. In L. W. Zacher (Ed.), Technology, Society and Sustainability: Selected Concepts, Issues and Cases (pp. 107-114). Springer.

[26] Poshi, I. (2013). Culture - Specific items and literary translation. Mediterranean Journal of Social Sciences, 2(1), 23-39. https://doi.org/10.5901/mjss.2013.v4n9p171

[27] Prasad, T., Sehga, A., & Ghiya, S. (2022). A study of strategies for high-quality communication of opera culture in the context of media integration - on the networked survival of opera culture. Frontiers in Art Research, 4(2). https://doi.org/10.25236/far.2022.040207

[28] Qiu, D. (2023). Transformation of female archetypes in Chinese traditional national opera of the twentieth century. Collection of scientific works “Notes on Art Criticism”, 3(43), 25-34. https://doi.org/10.32461/2226-2180.43.2023.286861

[29] Sandra, V., Dian, P., Meika Ananda, P., Aulya, F., Go, M., Ahmad Fadil, H., & Nursapia, H. (2024). Tren penggunaan TikTok dalam komunikasi: analisis kuantitatif terhadap perilaku pengguna di kalangan mahasiswa ilmu komunikasi UINSU. Communication, Information and Technology Journal, 2(2), 55-64. https://doi.org/10.47467/comit.v2i2.3686

[30] Sudiantini, D., Nazira, N. A., Sari, R. N., Habibah, S., & Fizikri, B. A. (2024). Analysis of Tiktok platform utilization in business marketing. SENTRI: Jurnal Riset Ilmiah, 3(6), 2828-2834. https://doi.org/10.55681/sentri.v3i6.2935

[31] Timothy, D. J., & Boyd, S. W. (2006). Heritage tourism in the 21st century: Valued traditions and new perspectives. Journal of Heritage Tourism, 1(1), 1-16.

[32] Todorova-Ekmekci, M. (2021). Presenting and promoting cultural heritage with digital media, marketing approaches and methods. Good examples. Cultural and Historical Heritage: Preservation, Presentation, Digitalization, 7(2), 259-266. https://doi.org/10.26615/issn.2367-8038.2021_2_023

[33] Trach, Y. (2024). Cultural and creative industries in the digital environment: Opportunities and prospects. Digital Platform: Information Technologies in Sociocultural Sphere, 7(1), 110-122. https://doi.org/10.31866/2617-796x.7.1.2024.307013

[34] UNESCO. (2003). Convention for the Safeguarding of the Intangible Cultural Heritage. Paris: UNESCO.

[35] Wu, S. (2024). Research on traditional media integration and innovation strategies in the new media era. Journal of Social Science Humanities and Literature, 7(3), 17-27. https://doi.org/10.53469/jsshl.2024.07(03).04

[36] Xiaoyu, M. (2024). Traditional aesthetics and philosophy of “New Music” of China. Educational Bulletin “Consciousness”, 2(1), 32-39. https://doi.org/10.26787/nydha-2686-6846-2024-26-6-32-39

[37] Yatsunami, R. (2024). A discussion of digital information relating to cultural heritage with regard to authenticity management. Gdańskie Studia Azji Wschodniej, 3(25), 7-18. https://doi.org/10.4467/23538724gs.24.002.19862

[38] Zhai, Y. (2024). Exploring the traditional art design in urban space based on interactive media arts: A case study of China. Communications in Humanities Research, 27(1), 104-110. https://doi.org/10.54254/2753-7064/27/20232139

[39] Zhang, H. (2024). Reviving tradition: Leveraging cutting-edge digital technology for the preservation and promotion of intangible cultural heritage. Mediterranean Archaeology and Archaeometry, 2(2), 1-17.

[40] Zhou, R. (2024). Understanding the impact of TikTok’s recommendation algorithm on user engagement. International Journal of Computer Science and Information Technology, 3(2), 201-208. https://doi.org/10.62051/ijcsit.v3n2.24

[41] Zhu, Y., & Mustaffa Halabi bin, A. (2024). Research on the branding of intangible cultural heritage enabled by digital technology. International Journal of Education and Humanities, 13(2), 104-107. https://doi.org/10.54097/ks839493

[42] Zou, C., Rhee, S. Y., He, L., Chen, D., & Yang, X. (2024). Sounds of history: A digital twin approach to musical heritage preservation in virtual museums. Electronics, 13(12), 2388-2397. https://doi.org/10.3390/electronics13122388

Abstract

References

How to cite