Platformization and semiotic translation of local folk opera: Nanjing Baiju on Chinese short-video platforms
Xinyu Tan
Guangdong Ocean University Key Laboratory of Digital Preservation of Cultural Heritage
DOI: https://doi.org/10.59429/pmcs.v8i3.15446
Keywords: Nanjing Baiju; platformization; semiotic translation; short-video platforms; folk opera; digital communication
Abstract
Chinese short-video platforms have changed the circulation and interpretation of local folk opera. Nanjing Baiju, a traditional performing art associated with local dialect, musical narration, and regional memory, now operates in a media environment shaped by algorithmic recommendation, audiovisual compression, and user participation. This paper examines its platformization and semiotic translation through qualitative theoretical analysis. It focuses on cultural visibility, the reconstruction of linguistic and performative signs, and the tension between accessibility and continuity. Platformization can broaden the reach of Baiju while encouraging fragmentation and selective representation. Sustainable transmission requires digital forms that improve accessibility without weakening local specificity.
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