THE FUTURE OF OPERA: ENHANCING INTANGIBLE CULTURAL HERITAGE THROUGH MULTIMEDIA COMMUNICATION TECHNIQUES

Opera is an important part of China’s intangible cultural heritage (ICH). However, it faces increasing challenges in the digital age. Changes in how people consume culture, gaps between generations, and limited access are major issues. This study looks at how multimedia communication techniques (MCT), information technology (IT), digital skills (DC), and government support (GS) help preserve and improve opera in today's society. Using a framework that combines communication theory and cultural preservation, the study examines the relationships between these factors and their impact on opera. A quantitative research design was used, with a structured survey given to 290 university students from three major Chinese institutions. The researchers analyzed the data using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS 4.0. The results show that multimedia communication techniques and information technology strongly promote opera. Furthermore, digital skills greatly improve the effectiveness of multimedia strategies, especially when people's cultural awareness is high. Cultural awareness emerged as a key factor that strengthens the connection between MCT, digital marketing, and opera engagement. Government support also plays an important role, boosting the impact of digital tools when there is institutional backing. Additionally, combining MCT and digital marketing has a greater effect on promoting opera than using them separately. This finding highlights the important synergies between communication strategies and technological platforms. The study provides valuable evidence for a comprehensive framework that highlights the importance of technology, education, and institutional support in preserving traditional cultural expressions. It offers practical recommendations for cultural policymakers, educators, and media professionals. These include increasing investment in digital infrastructure, providing targeted funding for projects that digitize opera, and integrating cultural education with digital literacy training. Overall, the research offers important insights into how traditional art forms like opera can be preserved, updated, and promoted through digital change. It emphasizes the need for collaboration among government, academia, and creative industries to support the survival and growth of cultural heritage in a rapidly changing media environment.