依托“O2O模式”创新红色文化传承路径

Relying on “O2O model” to Innovate the Inheritance Path of Red Culture

红色文化是当代中国先进文化的重要组成部分,其鲜明的意识形态性使之发挥着发扬优良传统、坚定理想信念、引领价值追求的重要功能。适应时代发展,当前红色文化传承势头如火如荼,但在传承效果上,还存在受众对传承内容的认知有待深化、传承价值的认同存在代际差异、传播手段亟待创新的缺憾。“O2O模式”作为互联网时代线上线下相互融合的运行机制,与红色文化的传承具有内在契合性,它的“个性化思维”“兴趣共振”的互动性传播和“从用户到用户”的辐射性效应,构建了红色文化传播链。如此,不仅推动了红色文化传播的数据化使之永续利用,还提升了传承的信度和效度。

Red culture is an important part of contemporary Chinese advanced culture.Its distinct ideological nature makes it play an important role in carrying forward fine traditions,firm ideals and beliefs,and leading the pursuit of value.In order to adapt to the development of the times,the current momentum of red culture inheritance is in full swing.However,in terms of inheritance effect,there are still some shortcomings,such as the audience’s understanding of inheritance content to be deepened,the recognition of inheritance value to exist inter-generational differences,and the communication means to be innovated urgently.As the operating mechanism of online and offline integration in the Internet era,the“O2O mode”has inherent compatibility with the heritage of red culture.Its“personalized thinking”,“interest resonance”interactive communication and“from user to user”radiation effect,construct the red culture communication chain.In this way,it not only promotes the data transmission of red culture to make it sustainable use,but also improves the reliability and validity of the transmission.