Interview data information for Zhonglu Qinqiang

This study, grounded in grounded theory, explores the audiovisual digital dissemination of Zhonglu Qinqiang opera in the era of intelligent media. It hypothesizes that the effectiveness of its communication is influenced by both internal challenges in cultural transmission and external environmental support. Through in-depth interviews with 15 frontline practitioners and systematic textual coding, the study extracted 43 concepts, 27 subcategories, and 7 main categories, ultimately constructing a model of influencing factors. Findings indicate that current difficulties lie primarily in talent gaps, audience disengagement, and weak market mechanisms. However, strategies such as “breaking the circle” of traditional dissemination and “intelligent integration” have emerged as key pathways for innovation. This research offers transferable insights and theoretical support for the digital transformation of intangible cultural heritage opera genres.