The Theory Of The Communication Of Red Culture In Micro Media In The New Era

Red Culture is a potential part of Socialism with Chinese characteristics,plays a great role in educational and guiding people’s thoughts,behaviors,ideals and beliefs.As a special cultural pattern formed in the process of revolution,construction and reform led by the Communist Party of China,Red Culture has distinctive political and ideological characteristics.With the development of information technology,micro media has become the main carrier of information flow,aggregation and storage in the world and also become the main tool for people to receive and disseminate information.It has profoundly changed people’s production and living,thinking mode and communication mode,and has great value for the communication of red culture.At the national level,the communication of Red Culture in the micro media can help to prevent and dissolve the ideological risks.At the social level,the communication of Red Culture in the micro media can gather the spiritual strength for building a harmonious socialist society.At the individual level,the communication of Red Culture in the micro media can provide rich cultural nourishment for cultivating and shaping new generation who are responsible for the rejuvenation of the Chinese nation.At present,the content of the communication of Red Culture in micro media is mainly to tell the red stories well,carry forward red heroes,inherit red spirit,reconstruct the red literature and art and promote the development of red tourism.In the micro media,The characteristics of decentralized communication scattered the main force of Red Culture communication,thus dispelling the same direction of Red Culture communication;The gradual commercialization of information communication and the profit seeking trend of capital make the internal spiritual character of Red Culture gradually filled with value and profit,and make Red Culture lose the emotional temperature of illuminating the soul,expelling darkness,soothing the spirit and sublimating the realm in the process of communication;The single mode of Red Culture communication also makes Red Culture less persuasive and less attractive to a certain extent,and weakens the continuous popularity of the communication of Red Culture;Because of the influence of multicultural invasion,and the flooding grey culture,historical nihilism and other negative cultures,the communication space of Red Culture is squeezed,the spiritual character of Red Culture is destroyed,and the actual validity of Red Culture communication is reduced.In the environment of micro media,there are four main factors that affect the effectiveness of red culture communication.First,the dominant power of the communication of Red Culture is declining,weakening the control and influence of the communication subject on information;Second,the content of the Red Culture lacks of attraction,the tendency of Pan-entertainment is serious,and it also lacks of excavation and innovation;Third,as the updating of communication technology and constantly improving of the platform,the ability of communication subject to use the new communication technology is insufficient;Fourth,the construction capacity of the ecological environment for Red Culture communication is weakened,the regulatory system is imperfect,and the lack of supporting reward and punishment mechanism for Red Culture communication has a direct impact on the effect of the communication of Red Culture in micro media.Therefore,to improve the effectiveness of the communication of Red Culture in micro media,first,we should give full play to the advantages of talents and improve the quality of communication subjects,strengthen ideological cognition and enhance the media literacy of the audiences,and promote the integration of elements and play the strength through media integration to collaborate plural subject to enhance the dominant force of Red Culture.Second,we should according to the history of the Communist Party of China to highlight the contents of Red Culture,based on the demand and promote the agenda-setting capacity,and focus on the trend and transform the discourse to enhance the readability of Red Culture,to enhance the charisma of the content of Red Culture in micro media.Third,we should create a comprehensive cloud platform of the educational resources of Red Culture,promote accurate push of intelligent communication,and improve the regulatory technology and strengthen the protection about information to promote the ability to use technology.Last but not least,we also should combine the management and governance and improve the regulatory system and the governance system,and combine reward and punishment and establish and improve a reward and punishment mechanism in the communication of Red Culture in micro media to strengthen the construction of communication system.The red culture is the essence of China’s culture and the spiritual symbol of the Chinese nation.With the embarking on a new journey of the second Centennial Goal,to make a profound study about the communication of the Red Culture in micro media,is of great significance to the inheritance and promotion of Red Culture.