四川红色文化微传播现实境遇与实践进路

The Current Situation and Practical Approaches of Micro Communication of Sichuan Red Culture

四川地区红色资源内容丰富、形态多元、价值不凡,而红色文化只有经过广泛的社会传播,其价值主旨和精神内涵才能被认同和践行。新时代背景下微传播兴起,突破了时空限制,具有激发红色文化的传播活力、拓展红色文化的传播广延度、提升红色文化的传播精准性等优势。目前四川地区的红色文化微传播存在平台载体建设力量不足、微传播内容形式模式化简单化、传播思维固化缺少变革动力三方面问题,亟需从平台搭建、主体协同、受众关联、内容优化、形式创新等方面提升。通过转变“微传播”观念,培养“微传播”思维,掌握“微传播”规律,红色文化才能持续发挥正向的精神教化和价值引领作用。

The red resources in Sichuan region are rich in content, diverse in form, and of extraordinary value. Only through extensive social dissemination can the value and spiritual connotation of red culture be recognized and practiced. In the context of the new era, micro communication has emerged, breaking through the limitations of time and space, and has the advantages of stimulating the vitality of red culture dissemination, expanding the breadth of red culture dissemination, and improving the accuracy of red culture dissemination. At present, there are three problems in the micro dissemination of red culture in Sichuan region: insufficient platform carrier construction, simplified and standardized content forms of micro dissemination, and a lack of change momentum in communication thinking. It is urgent to improve from platform construction, subject collaboration, audience correlation, content optimization, and form innovation. By changing the concept of “micro communication”, cultivating “micro communication” thinking, and mastering the laws of “micro communication”, red culture can continue to play a positive role in spiritual education and value guidance.