| As an important part of socialist culture with Chinese characteristics,red culture is a very precious spiritual resource.How to fully inherit red culture in the new generation is an important issue in the new era.In the era of mobile communication,the Bilibili website has become a permanent place for a new generation and a gathering place for subcultures due to its unique circle mechanism,barrage culture,and social attributes.In recent years,many "popular" red culture short videos with different themes have emerged on the Bilibili website.Among them,the short videos of the Red Army’s Long March have attracted a lot of attention from users,showing the new generation’s inherent interest and value recognition of red culture.This paper mainly explores the following three questions :(1)How are the cultural symbols represented in the short videos of the Red Army’s Long March on the Bilibili website?(2)On the basis of symbolic representation,how many cultural symbolic meanings do short videos of the Red Army’s Long March have?(3)What is the significance of the communication method of the Bilibili website for the communication of red culture? This paper uses text analysis,content analysis and online ethnography as research methods.Based on the continuous observation of the Bilibili website and its users,1094 short videos with the theme of "The Red Army’s Long March" are crawled from the Bilibili website.As a research sample,with the help of short video titles,tags,bullet screens,comments,reposts,coins and other data,we can understand how the dissemination subject,content,themes,channels,and scenes of the Red Army’s Long March short videos shape and transmit cultural symbols.,the effect of decoding.Based on this,we explore the cultural symbolic meaning of short videos of the Red Army’s Long March in the context of mobile communication.The study found that Bilibili website communication has the characteristics of diversification and decentralization of communication subjects,which enables short videos of the Red Army’s Long March to create a three-dimensional red color in multi-subject coding,multiple coding "sources",and focused coding.Cultural symbols;Bilibili website communication has interactive and social attributes.With the flow and condensation of cultural symbols,Bilibili website creates a productive and extensible scene to spread red cultural symbols;Bilibili Miles website users have formed immersive decoding and dominant decoding of short videos of the Red Army’s Long March in an interactive,open and circle-like situation.Based on the representation of red cultural symbols,the cultural symbols in the short videos serve as a bridge connecting history and the present,continuing users’ collective memory of red culture.Short videos use cultural symbol narratives to strengthen users’ cultural identity from the spiritual and utensil levels.In addition,the coders incorporated cultural symbols into the short videos,deepening the user’s cognition of the national hero image and breaking the fixed aesthetic taste.In general,in the context of the new media era,the dissemination of short videos of the Red Army’s Long March is not a single one,but a dissemination under the multiple functions of communicators,users and channels.In terms of communication,the integration of user characteristics,platform characteristics and communication characteristics of cultural symbols is conducive to promoting the spread of red culture in an in-depth and extensive manner.In the new era of economic globalization,world multi-polarization,cultural diversification,and the coexistence of risks and opportunities,the use of internal cultural symbols and external short videos to spread red culture is conducive to resisting cultural hegemony externally,and getting rid of cultural fading internally.Resolving cultural internal injuries has practical significance for promoting the new generation to actively understand,inherit red culture,enhance the country’s cultural soft power and promote the spread of red culture. |
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