On the Influence of Mass Media on Naxi Culture
This article examines how mass media has shaped the transmission and development of Naxi culture in Lijiang, Yunnan, covering Naxi ancient music, Dongba religious culture, and the Naxi language. Surveying print media (newspapers, periodicals, books), electronic media (television, film), and the internet, the author traces growing coverage of the Old Town of Lijiang's World Heritage listing and Dongba culture since the 1990s. Media dissemination is credited with promoting the inheritance of Naxi ancient music and Dongba script, raising public and official attention to Naxi culture, and opening new avenues for cultural tourism through festivals and new media platforms. However, mass media has also produced negative effects: popular music is displacing ancient music among Naxi youth, commercialization has eroded the sacredness of Dongba ritual, and Mandarin and English are replacing the Naxi language in daily life, especially among children, producing a generational break in linguistic transmission.
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