To help the revival of traditional culture, the platform should make high-quality anchors become the mainstream

Live broadcasting is in the limelight, and the whole people are anchors have become a trend. However, with the influx of massive creators, live broadcast platforms will inevitably face the problems of uneven quality of anchors and muddy live content. How to avoid those anchors who cater to bad tastes from sensationalism, let high-quality content and excellent traditional culture return to the mainstream, and build a healthy and upward live broadcast content ecology is a problem that live broadcast platforms should seriously consider and focus on solving, and it is also a social responsibility that must be assumed.

A few days ago, the high-quality anchor incentive plan launched by Douyin Live is another important measure for the live broadcast platform to enhance excellent cultural concentration and precipitate cultural value. It is understood that the first phase of the incentive plan will invest tens of millions of flows and tens of millions of cash to feed high-quality anchors and incubate high-quality content. Support will focus on seven major content categories of folk songs, bel canto, ethnic musical instruments, Western musical instruments, ethnic dance, classical dance, and contemporary dance, and vigorously support excellent traditional cultural content.

The noisy bustle is only a temporary sensory stimulus, just a temporary eyeball effect. Only the penetration of professional performances and the appeal of traditional culture have the power to penetrate the soul. Judging from the content categories radiated by the Douyin high-quality anchor incentive plan, they all have a professional threshold and are an important carrier of traditional cultural expression. These artists, who can only be seen on the professional stage, walk into the live broadcast room with the help of the platform and face a wider audience. For artists, this undoubtedly greatly broadens the boundaries of the stage; for the public, it is also more convenient to accept artistic influence and feel the charm of traditional culture.

In fact, many artists have regarded live broadcast platforms such as Douyin as an important stage for the dissemination of traditional culture. For example, Ren Siyuan, a Peking opera actor at Dalian Peking Opera Theatre, not only has become the norm to meet with a group of "ticket holders" in Douyin, but even broke the stage boundary of performance through Lian Mai and other methods, and performed with Lao Dan and other characters Lian Mai, brilliantly presenting the charm of the traditional culture of Peking Opera, attracting netizens to praise and reward continuously; such as Yue opera actor Chen Yu, after the outbreak of the epidemic, the theater was closed, she had almost no drama to perform, but found a stage for performance on Douyin live broadcast, not only allowing the stagnant livelihood to continue, but also allowing Yue opera culture to shine on a wider stage ...... They conquer netizens with their profession, and netizens also use likes and tips to give back to art, such interactions, and jointly water the flowers of traditional culture.

However, relying only on the existing artists, it is obviously difficult to hold up the banner of traditional cultural revival on the platform. Only when more artists join the team of live broadcasting and let the traditional culture spread "a hundred flowers bloom", can we continue to deepen the concentration of traditional culture on the platform and radiate more netizens. The high-quality anchor incentive plan launched by Douyin not only invests real money and silver, but also provides traffic support, which is to encourage and attract more artists to upload excellent traditional culture on the platform and create a content ecology with richer cultural content.

In order to fully inject the nutrients of the incentive plan into the body of high-quality anchors, Douyin Live also set a strict professional threshold for anchors. For anchors to receive support, they not only need to go through professional ability assessment, but also the proportion of live professional content also needs to meet certain requirements. In this way, the supported resources can be better focused, and they can also stimulate the performance enthusiasm of excellent anchors and output more works with cultural value. When more high-quality anchors applaud, praise and reward on the platform, they can take root on the platform and regard live broadcasting as the main carrier of artistic expression and cultural inheritance. In this way, the platform can also precipitate deeper cultural values, and netizens can also enjoy a stronger traditional cultural atmosphere.

Only by building a good content ecology and changing the situation of "bad money driving out good money" can the live broadcast platform precipitate more cultural value, carry forward excellent traditional culture, enhance the cultural concentration of the platform, and improve the cultural self-confidence of the Chinese people. To achieve all this, it is necessary to "set up a platform and the artist sings". That is, the platform gives more high-quality resources to support, and artists continue to produce high-quality content. Let high-quality anchors return to the mainstream or even become the top stream, in order to better promote the revival of excellent traditional culture, thereby realizing the precipitation of excellent cultural values on the platform, so as to achieve the improvement of the public's aesthetic and cultural level. (Editor: Guo Yanhui)