The Strategy Research Of Red Culture Communication In The New Media Era

In the modern information society, the soft power of culture is increasingly becoming an important aspect of national construction. Red culture is an important component of the traditional mainstream consciousness and the cultural soft power and how to use the new media technology to expand its influence has become a topic which deserved serious consideration.On the one hand, the qualities of the new media era provide a convenient platform for the innovative communication of the red culture which are include the pluralism of communication symbols,the two-way communication model of interactivity and the personalized of the propagation behaviors and so on.On the other hand,the phenomenon of joking red culture which brought from the low threshold of culture communication and the western cultural hegemony consciousness also bring about a great impact.In terms of the current communication situation of the red culture in the new media era, it is the irrefutable fact that the red culture presents the following three characteristics:role dislocation of the communication subject which the culture set up the stage but the politics(economy) playing the leading role,the superficial and vulgar information, the single communication channel,etc.The opportunities and challenges coexist in the media era. So the red culture communication has to build an effective strategy system from the aspects of the communication subject, the communication channel and the communication content, etc. First of all, the thesis starts out the allied communication of media and government, the mass communication of gathering the public individual and to create the "government - Media -Public" interactive communication subject which allying the media’s profession, the government’s authority and the public’s national character. Secondly, the thesis intends to create a pattern of multi-channel media convergence. The red culture’s communication not only needs interaction and cooperation between the national mainstream media and the local media but also needs the fusion communication of the traditional media and the new media. At the same time, it is going to realize the exchange of culture significance through communication in the stereo space that building by multiple symbols. At last, it is plan to design the personalized and diversified contents. The thesis starts out its cultural connotation of red culture and it is plan to carry out the strategies of the fusion between material culture and spiritual culture, the interaction between global culture and the national culture, the balance of "red classics" and mass culture, etc.The communication is the operation of the social information system. The strategy system of red culture communication will meet the realistic difficulties, such as the lagging cultural system, the weak media’s propagation power and the marginalized mainstream values. The thesis thinks that we should start from the following three aspects to enhance the influence of red culture: carrying out the industrial development strategy of red culture to build the red culture industry chain,the building of the powerful new media groups and the returning of the red culture’s spiritual core.