新媒体语境下红色文化传播的机遇、现实困境与有效路径

Opportunities, Practical Difficulties and Effective Ways of Red Culture Communication in the Context of New Media

新媒体为红色文化的传播带来机遇,传播形态的多样性增强了红色文化的吸引力,传播主体的大众化增强了红色文化传播的自觉性,传播行为的交互性提升了红色文化传播的影响力,传播话语的生活化提升了红色文化的认同度,传播范围的全球化推进了红色文化传播的国际化。红色文化的新媒体传播还存在不可忽视的现实困境:主流媒体话语权受到挑战,多元价值文化受冲击严重,红色文化传播内容分化严重和传播的创新力不足。破解这种困境的有效途径是提升红色文化传播的时代价值,建构红色文化新媒体传播的话语体系,打造红色文化传播的多维形态。

New media brings opportunities for the spread of the red culture. The various communication forms enhance its attraction. The popularization of communication subject improves its communication consciousness. The interaction of communication behavior expands the influence of its spread. The plebification of communication discourse enhances people’s identification with it. The globalization of the communication scope promotes its internationalization. However, we can not deny that there are still some practical difficulties in the communication of the red culture via new media. The mainstream media’s discursive power has been challenged. The culture of multi values has been greatly impacted. The differentiation of the red culture’s communication contents is severe while its innovation is not sufficient. The effective approach to cope with these dilemmas is to improve the value of the red culture for the new era, construct the discourse for its spread via new media, and create the multidimensional forms of its communication.