Research On The Communication And Strategy Of Anhui Red Culture

Culture is the spiritual foundation of the nation’s development,and the spiritual power and source of the people’s survival and development.General Secretary Xi Jinping emphasized that the prosperity of a country and a nation is always supported by cultural prosperity,and the great rejuvenation of the Chinese nation needs to be conditional on the development and prosperity of Chinese culture;overall strength and competitiveness.Therefore,it is necessary to spread red culture well,and on the basis of the utilization of red cultural resources,to help the construction of a socialist cultural power.In Anhui Province,there are many red cultural resources,rich in forms,well-preserved and large in distribution span.The important revolutionary cultural relics areas in Anqing and Lu’an occupy an important position in the research of red culture nationwide.The key object of red culture dissemination.In a practical sense,through the analysis of Anhui’s red culture dissemination mode,we can put forward suggestions and measures for the dissemination of Anhui’s red culture,promote effective dissemination,enhance Anhui’s cultural influence,and promote the development of tourism economy.From a theoretical point of view,there are few studies on the dissemination of red culture in Anhui at present.Based on the existing foundation,this research studies the red culture in Anhui from the perspective of communication,and expands the related research fields of red culture communication.This research is mainly divided into four parts.The first part determines the dissemination subject of Anhui red culture by searching on the network platform "Anhui red culture" as a keyword.The platforms selected for retrieval include major mainstream search tools,Weibo,and We Chat.The search results are divided into official institutions and non-official institutions,and the non-official institutions are further divided into three types:organization,group and individual transmission according to the type of communication.The content of each dissemination subject’s dissemination content is analyzed,and the disseminated content is divided into two types of content dissemination with high relevancy of Anhui red cultural resources and Anhui red culture derivative dissemination methods.The second part classifies the communication channels according to the communication methods,which are divided into print media,film and television media,digital media and other communication modes.For print media,search through newspapers and magazines related to Anhui red culture on China Knowledge Network.The film and television media organizes and analyzes the content related to Anhui’s red culture produced and promoted by radio and television.Digital media mainly searches for content related to Anhui’s red culture and red culture on search engines,Weibo and We Chat,and finally subdivides these digital media platforms into social platforms,websites,APPs,etc.The third part studies the dissemination effect of red culture in Anhui,categorizes the audience of red culture in Anhui statistically,conducts in-depth interviews with the audience and relevant personnel of the dissemination of red culture in Anhui,and understands the audience’s cognitive psychology of red culture and recognition and the dissemination effect of Anhui red culture,it is found that the main channels for audiences to understand red culture are traditional media platforms;the overall awareness of Anhui red culture is relatively high in the party and government organs;Cognition is relatively simple and so on.The fourth part analyzes the communication strategy of Anhui red culture.After analyzing the dissemination subject,content,channel and audience effect of Anhui red culture,it is concluded that Anhui red culture spreads widely;Anhui red culture all hold an attitude of approval and believe that it is necessary to strengthen the dissemination of red culture,but the communication strategy and content lack innovation and other conclusions.It is concluded that there are communicators in the process of Anhui red culture dissemination.The communication awareness and implementation efforts need to be improved,The audience’s lack of recognition of red culture,the rigidity of communication content,the lack of preaching and propaganda,the insufficient use of new media platforms such as short videos,and the lack of innovation in the form of communication.Combined with the case analysis method,summarize the experience of successful or failed cases of red culture communication,and put forward reasonable suggestions and measures for the spread of red culture in Anhui,including improving the media literacy of communicators,communication content innovation strategies,communication Channel innovation strategy,strengthen red culture education,build red culture brand,etc.This paper takes Anhui red culture as the research object,and studies the current situation of red culture communication,aiming to expand theoretical research on Anhui red culture communication,in order to innovate Anhui red communication strategies,thereby enhancing the cultural self-confidence of Anhui people,and enhancing the cohesion of red culture.Contribute to Centripetal Force.