Forms and methods of media promotion ballet theatre in PRC

Abstract

The purpose of the article is to investigate the forms and methods of media promotion of ballet theatre in the People's Republic of China. Research methodology. Several scientific research methods were used: exploratory and analytical – to collect information about methods and forms of media promotion and advertising of ballet theatres of the PRC; structural-typological – to systematise the obtained facts and outline the main directions of media promotion of Chinese ballet art, the inductive generalisation method – to write conclusions. The scientific novelty consists in defining and highlighting the priority areas of media promotion of the ballet theatre in the People's Republic of China. Conclusions. The Ballet Theatre of the People's Republic of China not only continues to impress with high artistic projects, but remains commercially successful. One of the promising directions for optimising the organisational and creative activities of the Chinese Ballet Theatre is to increase the media presence of ballet companies on various Chinese and foreign Internet platforms, television, radio, cinema, among others. Choreographic performances and shows are promoted through various forms of media, streaming broadcasts, online tours, online master classes; activity of ballet companies increases in social networks; television covers and organises dance festivals, competitions, shows, award ceremonies for artists with state and non-state awards; professional and amateur ballet schools actively use media advertising; the ballet theatre cooperates with the fashion industry; ballet is the subject of many feature films and documentaries; elements of ballet fall into the newest forms of media art. Thus, the ballet theatre in China effectively uses various methods and techniques of media promotion. Since the Chinese ballet theatre is on the rise, it is improving opportunities for further full disclosure of its creative and organisational potential. Therefore, forecasting further promising lines of development of the media promotion of the Chinese ballet theatre remains relevant. The search for non-standard solutions while simultaneously focusing on the development of the national ballet theatre according to high standards.