Contemporary Echoes of Chinese Quyi: A Study of Audience Development and Identity Construction among University Students

Authors

  • Bowen Zhang Shandong Management University, China & University of Malaya, Malaysia Author
  • Shahnaz Mohd Baldev Shah Faculty of Creative Arts, University of Malaya, Malaysia Author
  • Marlenny Deenerwan Faculty of Creative Arts, University of Malaya, Malaysia Author

Keywords:

audience development, Chinese quyi art, identity construction, university students

Abstract

This research explores the manners in which the Chinese performing art of Quyi attracts and developments its audience base of university students in contemporary society. A further aim is to determine the construction of identity that is realised in the process. By linking the relevance of Quyi to the identity construction of university students, this study reveals the significant role of this art as part of the identity of the said target group. The students’ acceptance and cognition of Quyi are studied in depth, and its characteristics and needs are clarified. Based on this foundation, it continues to explore the innovation and development of Quyi in contemporary times, as well as the ways in which the construction of identity is formed through strategies such as campus activities, social media, and interactive experiences. Through case studies, targeted transmission strategies and suggestions are proposed, aiming to strengthen campus education on the art of Quyi to effectively expand the audience base of university students. The results of this research indicate that Chinese Quyi plays an important role in the expansion of university-targeted audience and the construction of identity. This not only contributes to the inheritance and development of Chinese Quyi, but also promotes the shaping of university students’ cultural identity and values. This research thus provides new ideas and strategies for the legacy and advancement of the art of Chinese Quyi, which is of great theoretical and practical consequence.

Downloads

Download data is not yet available.

Author Biographies

  • Bowen Zhang, Shandong Management University, China & University of Malaya, Malaysia

    Bowen Zhang is a current PhD candidate in Drama at the Faculty of Creative Arts, University of Malaya. She is also a lecturer in the Department of Arts Management at the Shandong Management University in China. Her main area of research is Arts-Management. She has published articles on these topics in journals such as Arts Management, Curriculum and Arts Education. She can be reached through her email at s2128701@siswa.um.edu.my

  • Shahnaz Mohd Baldev Shah, Faculty of Creative Arts, University of Malaya, Malaysia

    Shahnaz Mohd Baldev Shah is a Senior Lecturer at the Department of Drama, Faculty of Creative Arts. An alumnus of the Cultural Centre, University of Malaya with a background in dance and drama, and obtained a Doctoral degree in Theatre Studies from the University of Warwick, UK. Specializes in Drama/Theatre (in) Education, Arts-Management and Cross/inter-Disciplinary Exchange. She thus engages in arts (theatre) management and drama for education at both undergraduate and postgraduate levels, and has served as Postgraduate Program Coordinator for the Drama Department. She can be reached through her email at shahnaz_shah@um.edu.my

  • Marlenny Deenerwan, Faculty of Creative Arts, University of Malaya, Malaysia

    Marlenny Deenerwan holds a PHD in Theatre Performance from Monash University, Australia (2016), a Master of Arts (2011) and a Bachelor of Performing Arts in Drama (2007) from Universiti Malaya, and a Diploma in Creative Writing from the National Arts Academy, now ASWARA (2002). Her research spans the field of traditional and ritual Malaysian theatre and is currently focusing on the development of DraFDidik, a model of interactive theatre as an alternative teaching and learning method for young children. Her published books include “Bobolian Seni Teater Etnik Dusun” “Siri Teater Muzikal” and she is in the process of creating a book titled “Seni Teater Bangsawan.” An active writer, actress, director, and producer in the Malaysian theatre scene, Marlenny is currently a Senior Lecturer at the Faculty of Creative Arts, Universiti Malaya.

References

Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39.

Côté, J. E., & Levine, C. (1987). A formulation of Erikson’s theory of ego identity formation. Developmental Review, 7(4), 273-325.

Erikson, E. H. (1968). The life cycle: Epigenesis of identity. Identity: Youth and Crisis, 7, 91-135.

Good, M., & Adams, G. R. (2008). Linking academic social environments, ego-identity formation, ego virtues, and academic success. Adolescence, 43(170), 221–236.

Hallam, S. (1998). International teaching. London: Biddles Ltd.

Hogg, M. A., & Turner, J. C. (1987). Intergroup behaviour, self‐stereotyping and the salience of social categories. British Journal of Social Psychology, 26(4), 325-340.

Huddy, L. (2001). From social to political identity: A critical examination of social identity theory. Political Psychology, 22(1), 127-156.

Huang, C., & Wang, L. (2020). Cultural identity and social communication value of folk music: The case of xihe drums in Changxing county. China Nationalities Expo, 16, 123–124.

Kember, D., & Leung, D. Y. P. (2005a). The influence of active learning experiences on the development of graduate capabilities. Studies in Higher Education, 30(2), 155–170.

Kember, D., & Leung, D. Y. P. (2005b). The influence of the teaching and learning environment on the development of generic capabilities needed for a knowledge-based society. Learning Environments Research, 8, 245–266.

Li, H. (2013). Cultural identity in the transmutation of Shandong Qinshu genres. Masterpiece Appreciation, 33, 171–172.

Ma, Z. (2016). Spreading and identity of Chinese Quyi in contemporary cultural contexts. Journalism Enthusiasts, 11, 60–63. https://doi.org/10.16017/j.cnki.xwahz.2016.11.016

Maitland, H., & Arts Council of England. (2000). A guide to audience development. Arts Council of England.

Michael, A. H., & Abrams, D. (1998). Social identification. London and New York: Routledge.

Smith, J. R., Louis, W. R., & Tarrant, M. (2017). University students’ social identity and health behaviours. In Self and social identity in educational contexts (pp. 159-175).

Smith, L. (2017). Heritage, identity and power. In Citizens, civil society and heritage-making in Asia (pp. 15-39).

Tajfel, H. (1974). Social identity and intergroup behaviour. Social Science Information, 13(2), 65-93.

Turner, J. C. (1975). Social comparison and social identity: Some prospects for intergroup behaviour. European Journal of Social Psychology, 5(1), 1-34.

Zhang, L. (2022). Research on the innovative development of Quyi education in colleges and universities under the perspective of traditional cultural inheritance. Journal of Kaifeng Vocational College of Culture & Art, 42(07), 79–81.

Zheng, Q. (2010). Drifting around: Graduate-village-official’s identity construction and identification. Youth Studies, 05, 45–54.

Downloads

Published

2025-08-28

Issue

Vol. 3 (2025): Proceedings of the International Music and Performing Arts Conference

Section

Articles

License

Copyright (c) 2025 Bowen Zhang, Shahnaz Mohd Baldev Shah, Marlenny Deenerwan (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

This work is licensed under a Creative Commons Attribution‑NonCommercial 4.0 International License. Authors retain copyright and grant the Proceedings of the International Music and Performing Arts Conference the right of first publication. Non-commercial reuse or adaptation is permitted with proper attribution.

How to Cite

Bowen Zhang, Shahnaz Mohd Baldev Shah, & Marlenny Deenerwan. (2025). Contemporary Echoes of Chinese Quyi: A Study of Audience Development and Identity Construction among University Students. Proceedings of the International Music and Performing Arts Conference, 3, 1-9. https://eprosiding.upsi.edu.my/index.php/Pro-IMPAC/article/view/51