Research On Red Culture Organization Communication Of Jinggangshan Revolutionary Museum

The red culture is a unique national culture in China.It conveys the invisible red memory and national spirit through the tangible carrier.It is the precipitation of the red revolutionary history and carries the spirit of the red revolutionary ancestors.Jinggangshan is the cradle of the Chinese revolution and the "founder" of the red culture.The types of red culture spread in Jinggangshan are various,and the types of organizational communication play an important role in expanding the influence of the red culture of Jinggangshan and improving the red cultural value of Jinggangshan.As an important communication subject of the red culture communication of Jinggang Mountain,the Jinggangshan Revolutionary Museum shoulders an important historical and historical mission.Since the establishment of the Jinggangshan Revolutionary Museum in 1958,the Jinggangshan Revolutionary Museum has played an important role in the red culture of Jinggangshan through research,exhibition and mission.The article takes "Structure-Relationship-Behavior"(SRB)as the theoretical framework and deeply analyzes the organization and communication activities of the Jinggangshan Revolutionary Museum.The Jinggangshan Revolutionary Museum,under the influence of the pyramidal structure as the core element and the organizational relationship as the variable factors,has produced three organizational behaviors,which in turn promoted the communication activities of the Red Culture Organization of the Jinggangshan Revolutionary Museum.First of all,the organizational structure is the fundamental element of organizational communication activities,and a reasonable organizational structure is a prerequisite for ensuring the smooth flow of organizational communication,and is a powerful guarantee for achieving organizational communication goals.In the organization and communication activities of the Jinggangshan Revolutionary Museum,the linear pyramid structure has been running through it,which determines the organizational relationship and organizational behavior of the Jinggangshan Revolutionary Museum,and ultimately affects the effect of the red cultural organization of the Jinggangshan Revolutionary Museum.Secondly,organizational relations are the external elements of organizational communication activities,and reasonable organizational relationships can provide a good social environment for organizational communication activities.The construction of organizational relations is influenced by the organizational structure.The organizational structure not only affects the establishment of formal channels for internal communication,but also provides potential scenarios for the formation of organizational relationships.Therefore,under the influence of the pyramid organization structure,the organizational relationship of the Jinggangshan Revolutionary Museum is mainly reflected in the internal hierarchical relationship and the external relationship and cooperation relationship.Furthermore,organizational behavior is a key element that directly promotes organizational communication effects,and organizational behavior is generated by the interaction of organizational structure and organizational relationships.The organizational behavior of the Jinggangshan Revolutionary Museum is based on the pyramidal organizational structure and the hierarchical relationship,the transmission and the relationship,and the cooperative relationship.The behaviors embodied in the organizational communication activities are mainly political communication behavior,image shaping behavior and economic construction behavior.Finally,combined with the previous empirical analysis of the Jinggangshan Revolutionary Museum,in response to some shortcomings,four improvement strategies are proposed: the museum changes the organizational communication concept,shapes the modern museum organization image;integrates the museum organization media resources,builds an intelligent communication platform;Organize the cultural potential of the organization,build the IP industry brand;optimize the organizational team structure to meet the needs of the organization's communication subject.Organizational communication plays an important role in the process of red culture communication.With the satisfaction of people's spiritual needs,the museum's publicity and education functions happen to adapt to people's needs.It can be seen that for the red culture spread of Jinggangshan,the role of the organization and dissemination of the Jinggangshan Revolutionary Museum is irreplaceable.The article conducts in-depth research on the organization and dissemination of the Jinggangshan Revolutionary Museum in order to better seek a balance between the government,social welfare organizations and the external social environment.It can also explore a kind of relationship between museum organization and red culture communication through the SRB theoretical framework.The new communication strategy will provide a certain reference for the red cultural communication in China,let the young people inherit the red cultural genes,and let the red culture better inherit and innovate in the modern situation.