Innovative Research On The Communication Of Shanghai Red Culture From The Perspective Of Social Memory

2021 is the 100 th anniversary of the founding of the Communist Party of China.For hundreds of years,the Communist Party of China has carried forward the great party-building spirit,built the spiritual pedigree of the Chinese Communists in the long-term struggle,and tempered a distinctive political character.The red spirit is an indispensable part of building the spiritual pedigree of the Chinese Communists.As the birthplace of the Communist Party of China,Shanghai has abundant red cultural resources and plays an important role in the construction of red spirit and the inheritance of red blood.However,the current dissemination of red culture in Shanghai has problems such as agglomeration of dissemination subjects,simplification of dissemination content,and insufficient innovation of dissemination methods,which have failed to achieve the effect of dissemination.How to make full use of existing resources,innovate the red culture dissemination method,make it the most beautiful background color in the public memory,and enhance the audience’s collective identity of the red culture while cooperating to build the spiritual pedigree of the Chinese Communists.problem.Aiming at the problems existing in the current red culture dissemination,this paper introduces social memory theory,combines the knowledge of communication science,psychology and other disciplines,takes Shanghai red culture dissemination innovation as the problem-oriented,and uses literature analysis,questionnaire survey and text analysis and other research methods to explore How to reconstruct content and innovate methods in the process of red culture dissemination to help audiences generate red memories,so as to promote the national dissemination of Shanghai red culture.This article is divided into five parts.The first part uses the method of literature analysis to summarize the research on red culture and communication in recent years,explain the theoretical basis,research ideas and methods of this research,and the importance and necessity of the current innovation research on the red culture communication in Shanghai Explain.The second part,on the basis of defining the concept of "Shanghai Red Culture",comprehensively sorts out Shanghai’s red cultural resources,and summarizes the current situation of Shanghai’s red culture communication.At the same time,based on the theory of social memory,it is proposed that through the generation and regeneration mechanism of memory,the audience’s recognition and acceptance of Shanghai’s red culture can be enhanced,thereby improving the research path of the effect of Shanghai’s red culture.The third part mainly explains how to generate Shanghai red memory through content selection and re-creation.First,in the choice of the main theme of the communication content,it is necessary to choose the common historical memory and the theme content that easily triggers the public’s emotional identification,so as to help the public to accept and recognize the Shanghai red culture.Second,at the narrative level,we must get rid of the shortcomings of the grand narrative in the past,start from the small person,small perspective,and weak context,weaken the red cultural education intention,and restore the red history of Shanghai through the vivid image of the red cultural content.At the same time,fully excavate Shanghai’s memory places,such as various memorial ceremonies,archives,and the characteristic content of important venues,to inject regional characteristics into Shanghai’s red culture,so as to promote the generation of Shanghai’s red memory.The fourth part mainly explains how to promote the spread of Shanghai’s red memory through the construction of Shanghai’s red space,a new type of communication method.At the real space level,it proposes red memory communication optimization strategies from the aspects of integrating fashion culture to enrich the space content,actively setting up scripts for the space,and enhancing interactivity;at the historical space level,from building a multi-dimensional threedimensional stage space,integrating a variety of space symbols,and realizing human feelings The presenting of scenes and other aspects propose strategies to enhance the realism of historical space and thereby enhance the effect of red memory dissemination.At the virtual space level,optimization strategies are proposed from the aspects of creating interactive immersive space and providing threedimensional and diverse red cultural information.In the fifth part,aiming at the characteristics of memory fluidity,it is proposed to consolidate and continue red memories through strategies such as "promoting the extension of the realistic meaning of red memories in public life" and "making the public the creators of red memory content".One is to use rituals and news reports to repeat periodically,to explore red IP to generate cultural and creative surroundings,etc.,to help red memories become a part of the real life of the public;the other is to create a red fashion week,build an online public sacrifice space,and arrange red squares.Dance and other methods make the public become the creators of the red memory content,so that the red memory can be extended and consolidated.