新时代红色文化的社会化传播探索——以雨花英烈精神为例

Exploration on Socialized Communication of Red Culture in the New Era-Taking the Spirit of the Rain Flower as an Example

新时代红色基因的传承,需要有效的红色文化社会化传播。目前,雨花英烈精神在传播主体上形成了政府主导下的多元主体介入,在传播内容上涵盖了“人”“物”“事”“魂”四个维度,在传播受众上实现了多类人群的覆盖,在传播效果上实现了红色基因向居民价值取向的嵌入,但仍存在内容特色不够凸显、新兴媒体运用不够充分、受众导向意识不够明确等问题。对标新时代红色文化创造性转化、创新性发展的要求,应通过充分挖掘特色、加强顶层设计、推进分众传播、注重IP构建,进一步提升雨花英烈精神的社会化传播水平,从而发挥好红色文化在社会主义现代化国家建设中的作用。

The inheritance of the red gene in the new era requires effective socialized communication of red culture.At present,the spirit of the Rain Flower has formed the intervention of multiple subjects under the guidance of the government in the communication subject,covered the four dimensions of“people”“things”“things”and“soul”in the communication content,achieved the coverage of multiple groups of people in the communication audience,as well as the embedding of the red gene into the residents'value orientation in the communication effect.However,there are still some problems,such as insufficient highlighting of content characteristics,insufficient use of new media,and insufficient awareness of audience orientation.To meet the requirements for the creative transformation and innovative development of red culture in the new era,we should further improve the socialized communication level of the spirit of the Rain Flower by fully excavating the characteristics,strengthening the toplevel design,promoting demassify communication,and paying attention to the construction of IP,so as to give full play to the role of red culture in enabling the construction of a socialist modern country.