Research On Short Video Communication Of Red Culture

Red culture is the precious spiritual wealth of Chinese Communists and an important component of socialist culture with Chinese characteristics.Red culture short video is a new form of red culture communication in the new media era and an important position of red culture communication.Short videos of red culture are spreading.It is an important task for us to explore the current situation of red culture short video transmission,analyze the problems existing in the transmission of red culture short video,and put forward countermeasures for the transmission of red culture short video.The rapid development of red culture short video has brought new opportunities for the dissemination of red culture.The main body of red culture short video communication presents a hierarchical pattern.The communication content is symbolic and scene-oriented,the interaction is enhanced,and the way of expression is close to the life of the audience.The user group of red culture short video shows the characteristics of diversification and strong media dependence.The dissemination of red culture short videos has achieved good results,especially the dissemination of red culture short videos released by mainstream media is relatively ideal.At the same time,through the analysis,it is found that there are still some problems in the dissemination of red culture short video: lack of motivation of the dissemination subject;The content is homogenized and superficial,and the seriousness and integrity of red culture short video content conflicts with the entertainment and fragmentation of short video.The political and propaganda nature of red culture short video conflicts with the interest appeal and selectivity of users;The contradiction between platform decentralization and the leading role of red culture short videos,and the difficulty and lack of gatekeeping,etc.The countermeasures for the dissemination of red culture short videos are mainly focused on four aspects: the subject of dissemination,the content of dissemination,the needs of users,and the construction of platforms.At the main level of communication,emphasis should be placed on improving media and political literacy to stimulate creative power,and talent team construction should be strengthened to enhance the main planning ability.In terms of content quality improvement,it advocates grasping the core meaning of red classics to enhance ideological height,utilizing rich red resource content to achieve mass segmentation and differentiated communication,and deeply processing fragmented content to ensure the integrity of red culture.In line with user needs,the key lies in adjusting the communication content of red culture short videos according to audience feedback and innovating the communication form of red culture with advanced technology.Platform construction focuses on giving play to the leading role of mainstream media and giving full play to the regulatory role of government and platform.