Evolution of Public Online Attention to Qinqiang Opera Triggered by the Hit Television Drama The Lead: Evidence from Baidu Index
DOI:
https://doi.org/10.12775/PPS.2026.30.76191Keywords
Baidu Index, The Lead, Qinqiang Opera, Intangible Cultural Heritage, Online AttentionAbstract
Background and Purpose: Search engine data records netizens' information needs during cultural events, offering a quantitative entry point for evaluating the communication effects of traditional Chinese opera-themed films and TV series. Based on Baidu Index, this paper examines netizens' attention to Qinqiang Opera during the hot broadcast of The Lead from five dimensions: attention intensity, terminal structure, regional distribution, audience profile, and demand themes.
Materials and Methods: Using "Qinqiang Opera" as the core keyword, with "Yi Qin'e" and "TV series-The Lead" as comparative keywords, this study collects Baidu Index data from mainland China between April 10 and June 7, 2026, analyzing communication characteristics reflected in data changes.
Results: Search volume for "Qinqiang Opera" grew significantly after The Lead premiered. The "search while watching" mobile mode became the primary channel of public attention. Online attention featured coexistence of traditional popular regions and platform-spreading zones across eastern coastal regions and central cities. The proportion of audiences aged 20-29 and 30-39 rose, with female audiences showing a higher TGI index. Search terms expanded from opera appreciation keywords to knowledge-oriented inquiries, including "the Four Famous Dan Actors of Qinqiang Opera."
Conclusion: The popularity of The Lead has significantly raised netizens' online attention to Qinqiang Opera and shifted public search demands toward deeper cultural cognition and understanding of intangible cultural heritage. Baidu Index effectively captures changes in search popularity, mobile communication characteristics, spatial diffusion paths, and thematic shifts in public demands for traditional operas.
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