价值·品牌·传播:新时代大别山红色民歌研究

Brand Narrative,Communication and Innovation of Dabie Mountain Red Folk Songs in the Context of Converged Media

红色民歌具有凝聚国家政治认同、构筑时代精神风貌、彰显中国文化魅力和价值旨趣的功能。大别山红色民歌作为红色文化的重要内容,不仅记录了大别山人民在中国共产党带领下支持革命、参与革命的历史,而且还承载着在艰苦卓绝的岁月里敢于斗争、敢于牺牲、团结奋进的大别山精神。《黄安谣》《十送红军》《八月桂花遍地开》等大别山红色民歌,以其鲜明的革命性、精湛的艺术性影响着一代又一代人的精神品相。讲好红色民歌故事,唱好红色民歌乐章,做好红色民歌文旅融合,彰显大别山红色民歌的品牌效应,是大别山红色民歌同新时代实践相结合从而实现红色文化传播机制创新的关键一环。创新路径是用现代传媒技术,建构立体传播网络,让红色民歌“立”起来;增强影像叙事、让红色民歌“动”起来;创新话语表达、让红色民歌“活”起来。

As an important part of red culture,the Dabie Mountain red folk songs do not only record the history of the Dabie Mountain people supporting and participating in the revolution under the leadership of the Communist Party of China,but also manifest the spirit of daring to struggle,sacrifice,unite and forge ahead in the arduous years.Red folk songs have the value connotations of uniting the national political identity,constructing the spirit of the times and highlighting the charm of Chinese culture.Dabie Mountain red folk songs such as Huang'an Ballads,Ten Farewells to the Red Army,August Osmanthus Flowers Blooming Everywhere,Sending My Husband to the Red Army,ctc.,have a great influence on generation after generation with their distinctive,revolutionary and exquisite artistic characteristics.In the context of the new era of converged media,it is of great historical and cultural value and practical significance to tell the story of red folk songs,sing the red folk songs,integrate the culture and tourism of red folk songs,to enlarge the brand effect of Dabie Mountain red folk songs.At the same time,to promote the communication and innovation of Dabie Mountain red folk songs,we should enlarge the convergence effect to let the red folk songs“stand up”,enhance the image narrative to let the red folk songs"move",and innovate the discourse expression to let the red folk songs"be alive".