Study On The Communication Situation And Strategy Of Shanghai Red Culture

Shanghai is the birthplace of the Communist Party of China,which has a glorious revolutionary tradition and contains rich red resources.The research of The Communication Situation and Strategy of Shanghai Red Culture is of great significance in enhancing the overall core competitiveness,building an international cultural metropolis,guiding correct values and positive social attitudes,building red cultural brands and enhancing cultural soft power of Shanghai.This article mainly adopt the literature reading and text analysis and the social investigation method.Based on the theory of "5W Model",this paper analyses the dissemination subject,transmission method,communication content and audience of Shanghai Red Culture.Shanghai red culture is very effective in its dissemination,but it also faces many difficulties,such as audience segmentation,lack of content attraction,demand of improving the dissemination methods and integration of the communication partners.This article will proposes several strategies for the dissemination of Shanghai's red culture in the future.In dissemination perception aspect,follow the rules of communication and branding to expand audience.In dissemination content aspect,strengthen the resonance point between Shanghai and the red revolution and dig out more resources of red culture.In dissemination style aspect,exporting culture through animation and games,taking advantage of hot spots or popular marketing product,and collaborating with tourism websites and celebrities.