Abstract: Taking Peking Opera as an example and using relevant data in Weibo and news from 2015 to 2019, cognition of Peking Opera from the public and the authorities in the past 5 years is explored through text analysis method The exploration is implemented from two aspects: key images and emotional tendencies It is found that: first, image cognition is quite different between the public and the authorities The authorities focus on stage and show, and the public focuses on stars and enjoyment Second, cognition change is different The authorities cognition is relatively stable, while the publics cognition always changes as time goes by Third, both the authorities and the public show a high evaluation on Peking Opera However, negative evaluations are from different aspects The public always complains about the poor comprehension of Peking Opera, while the authorities are not satisfied with the quality of Peking Opera This shows that the promotion on Peking Opera from the authorities has not met expectations in the past five years According to the analysis results, Peking Opera promotion strategies are proposed based on the characteristics of the public, in order to solve the problem of low effectiveness of promotion

Key words: text analysis, intangible cultural heritage, cultural cognition, Peking Opera, dissemination