Study On Innovative Communication Of Huxiang Red Culture In The New Era

The year 2021 marks the 100 th anniversary of the founding of the Party,and the inheritance and development of Hunan’s red culture is in full swing.Since the 18 th Party Congress,General Secretary Xi Jinping has also stressed the need to inherit the red gene on more than one occasion.As a distinct and indispensable part of advanced culture,Hunan red culture has the value of the times to inspire national rejuvenation,the spiritual value to encourage people to overcome difficulties,the cultural value to build advanced culture in society,the educational value to promote wind and morale,and the value to promote the economic development of red tourism.In recent years,the state has attached increasing importance to the inheritance of red culture,and there have been numerous documents printed by the central government on telling the red story and passing on the red gene.The joint efforts of multiple actors at the social level,the complementary communication conditions created by the old and new media,and the active pursuit of red culture by the majority of audiences have all created a good communication environment for the spread of Hunan red culture in the new era.With good fertile ground for the dissemination of Huxiang red culture in the new era,there is still a need for innovation in terms of form,channels and discourse methods.At the level of form innovation,it is necessary to continuously explore "local" red culture resources,carry out "present" Huxiang red culture activities,and use high technology to innovate "online" Huxiang red theme display.Regarding the innovation of Huxiang red culture discourse,first of all,we should change the concept of discourse communication,establish the concept of equal and interactive communication on the basis of adhering to the correct political tendency,and also adhere to the coexistence of mono-dominant and multi-expression in the expression mode;adhere to the combination of grand narrative and small narrative;adhere to theoretical narrative and emotional rendering,and also adhere to the seriousness of ideological and political tendency and the communication of content discourse.The communication of expression.In addition,innovation should be carried out in the dimension of channel communication,mainly from the following aspects,i.e.,creating an "all-media" matrix;establishing "multi-level" communication channels;extending "socialization social" communication field.Finally,by exploring the innovative communication of Huxiang red culture,we summarize our experience and draw inspirations in order to provide ideas for the innovative communication of red culture,i.e.,strengthening the transformation of traditional scenes by digital technology;playing the leading role of mainstream media;forming the communication pattern of micro-content and micro-media;attaching importance to the special communication effect of campus media;and attaching importance to the development and utilization of red cultural creative products,so as to realize the transmission of red culture in the development and transformation of red cultural creativity.and transformation of red cultural creativity to achieve the inheritance and dissemination of red culture.