Enhancing the dissemination of Cantonese Opera among youth via Bilibili: a study on intangible cultural heritage transmission

Abstract Intangible cultural heritage is an invaluable treasure for all human beings worldwide. In 2009, the United Nations Educational, Scientific and Cultural Organization (UNESCO) inscribed the Chinese Cantonese Opera, also known as Yueju in Chinese Pinyin, on the Representative List of Intangible Cultural Heritage of Humanity. The awareness of inheriting Yueju is not uncommon, but advancing methods to involve more young generations in this art form is still necessary. In this study, we focused on Yueju videos on Bilibili, a cultural community and video website popular among the younger generation. Through quantitative and qualitative research, we explored the types of Yueju videos that would have a significant spreading effect. The 1916 Bilibili videos related to Yueju were collected using Python crawler technology. We analyzed each video using seventeen variables. The elaboration likelihood model (ELM) forms the theoretical foundation of this research. We constructed the Yueju transmission model with two persuasive routes based on this model. The research methods mainly comprised regression analysis, multi-factor ANOVA, and analytic hierarchy process (AHP). We invited thirty-one experts to assess the importance hierarchy of those video factors and calculate the weight coefficient using AHP. This study demonstrated the central route concerning the causal relationship between video recognition and spreading effect through regression analysis. Additionally, this research identified the optimal combination of 8 video factors using multi-factor ANOVA in the peripheral route. In this study, we focused on the niche of Yueju video transmission on Bilibili. This research utilized the ELM and hybrid methods to obtain the statistical results. Then, we developed appropriate macro-level and micro-level strategies for transmitting Yueju culture, particularly those aimed at the younger generation.