融媒体环境下红色文化传播的内在逻辑、困境和路径

On the internal logic,dilemma and path of red culture dissemination in the convergence media environment

红色文化传播关乎文化自信、国家意识形态安全和第二个百年奋斗目标的实现。面对融媒体发展新态势,文章从实践经验、理论基础、现实诉求探讨了媒体变革与红色文化传播的契合关系,为更好地利用融媒体优势进行红色文化传播提供重要遵循。融媒体环境下红色文化传播面临着传播主体与接受主体话语权博弈、传播价值应然向度与实然向度错位、传统媒体的边缘化带来的渠道失灵和复杂的传播环境对传播效果的稀释等困境。面对变局和挑战,红色文化传播亟待通过建构传播主体合力、提升价值认同、整合传播渠道和优化传播环境来切实增强传播实效性。

The dissemination of red culture is related to cultural confidence, national ideological security and the realization of the second centenary goal. Facing the new development trend of convergence media, this paper discusses the relationship between the media reform and the red culture dissemination based on the practical experience, theoretical basis and realistic demands, which provides the important compliance for making better use of the advantages of the media for red culture dissemination. In the convergence media environment, the dissemination of red culture is faced with the dilemma of the game of discourse power between the disseminator and the receiver, the dislocation of the supposed and actual dimensions of the dissemination value, the channel failure caused by the marginalization of traditional media, and the dilution of the dissemination effect by the complex dissemination environment. As a result, the dissemination of red culture is weak on some levels. Facing the changes and challenges, it is urgent to enhance the effectiveness of red culture dissemination by constructing the joint forces of dissemination subjects, enhancing the value identification, integrating the dissemination channels and optimizing the dissemination environment.