The Study Of Chinese Red Film Communication Under The New Media Environment

Red revolutionary films refer to cinematographic works that represent the mainstream ideology of the country and also reflect the history and spirit of people of all ethnic groups who contribute to the Chinese revolution and socialist construction.As a political communication tool of the Communist Party of China,the red revolutionary films are responsible for the social function of disseminating the mainstream ideology.Since the establishment of new China in the 1970 s and 1980 s,films with revolutionary theme had dominated the film industry.Since the reform and opening up,the Chinese film industry followed a market-oriented trend in order to meet the needs of economic development.However,the red revolutionary films struggled for their rigid creative model and increasingly narrow market space during this period.After a market-oriented exploration,the self-innovation of the red films had achieved initial results,and its "mainstream films" had also met movie market disciplines to some extent.In recent years,the rapid development of new media leads to tremendous changes in people's communication patterns and their ways of thinking.And the film production content and communication marketing also show their features of demassification and interaction.At the same time,although there are a large number of red revolutionary films,few of them are considered as masterpiece and they are also facing an embarrassing situation as a lot of works flow into the television media.The 17 th Central Committee of our Communist Party put forward the strategy of "Cultural power strategy" to accelerate the development of new cultural formats.Re-developing red revolutionary films under the Internet-based media ecology and building cultural self-confidence by prospering this traditional type of film is now having new era significance.This paper starts with the concept of red revolutionary film.First of all,clarify studying objects according to relevant researches.My studying objects are red revolutionary films which contain contents of revolutionary history theme and the socialist modernization construction.Secondly,presenting backgrounds of redrevolutionary films in different historical periods,digging their communication significances in the historical process and contemporary society,and pointing out their flaws in the creation mode and industrial policy;After that,based on the communication characteristics of the Internet,I summed up two major challenges caused by the revolution of the new media communication environment in recent years,which are changes of the film industry competition and audience mentality and to reasons for the inefficiency of the film industry.At the same time,I combined the communication needs of "Cultural power strategy" for revolutionary culture background with the exploration of categorization of red revolutionary film to analyze the probability of utilizing new media communication platform to disseminate red revolutionary films content.Finally,the article concluded inherent problems of red revolutionary film history and the challenges of the new media era in aspects of content production and market spread,putting forward new communication strategy of red films and collecting success cases of new media applications in the market,and used them as reference for the good development of red revolutionary films in the new media environment.