Research On The Application Of New Media In The Promotion Of Red Culture

The Red Culture,formed in the long-term revolutionary struggle and development practice under the leading of the Communist Party of China,is precious spiritual wealth of Chinese nation,and it has important spiritual value,social value and political value for China's construction of socialist modernization.Therefore,When China is in the full completion of the decisive stage of a well-off society,is of great significance to carry forward the red culture.At present,the rapid development of the new media supported by the digital technology,network technology and mobile communication technology,change the form of human cultural communication.Through the new media platform,people can in a more convenient and efficient way of information transmission,communication and utilization,which provides great opportunities for carrying forward the red culture,but it also poses severe challengesIn the face of the inevitability of the development trend of new media,How to seize the opportunities provided by the Internet and other new media,how to innovate ways to carry forward the red culture,how to enhanced red cultural attraction,charisma and influence,which is a realistic issue that needs to be paid attention to and studied.The Communist Party of China has always attached importance to the inheritance and promotion of red culture.Since the 18 th CPC National Congress,General Secretary Xi Jinping has visited the Red Holy Land several times,stressing that the people from all nationalities in the country should inherit and carry forward the fine tradition in the new practice and inherit the red gene.Guangdong Province has a glorious revolutionary history,rich in red cultural resources.As the watchers and disseminators of red culture,the red tourism demonstration base staff attaches great importance to the inheritance and promotion of red culture,based on make full use of the role of traditional media,a substantive exploration about how to use the new media to broadcast the red culture was carried out,which obtained great achievements,but the use of new media to promote the red culture is a new topic,some improvements need be considered during the exploration.This paper is based on the revolutionary cultural thoughts of Marx,Engels and Lenin,thoughts of China's presidents like Mao Zedong,Deng Xiaoping,Jiang Zemin,Hu Jintao and Xi Jinping,and Cultural communication theory.First,this paper defines the conceptions,characteristics and basic form.Second,Clarify the relationship between the new media and the promotion of the red culture.On the one hand,new media is an important carrier to promote the red culture,On the other hand,promote the red culture is a political responsibility of new media.Analyze the rapid development of new media brings new opportunities and challenges to promote the red culture.Opportunities include opening up new areas,expanding new horizons,and creating a new environment Challenges include the interpretation of the connotation of the red cultural spirit has been weakened,the value identity of the red culture affected and the red culture educators authority is threatened.Third,field investigation,in-depth interview and case researching are used in this paper to make people know the current situation of Guangdong red tourism base in applying of new media.Achievements have been made in the official website,WeChat public platform and social network like micro-blog,at the same time,some deficiencies have been found and analyzed.Last,in this paper I have put forward countermeasures to improve Guangdong red tourism base in applying new media in three aspects:understanding-promoting,platform-building,policies-making.Carrying forward the red culture can better inherit the red gene and fully promote the positive function of the red culture in building a modernized socialist country.