Research On The Communication Strategy Of Jiangxi Red Culture In The Omnimedia Er

Red culture is the spiritual and cultural resources and advanced material cultural products produced and developed by the people led by the CPC in the revolutionary construction journey.As the carrier of the spirit of struggle and revolution,red culture has progressiveness,revolutionary and epochal characteristics,and plays an important role in the construction of the country,the development of the times,and the revitalization of the nation.Jiangxi is a famous "Red Province".As the cradle of the Chinese revolution,Jiangxi has retained many red cultural resources.With the rapid development of emerging media and information science and technology,the all media era has quietly arrived.All kinds of information have seen a fission growth,which has realized the sharing of all staff and the whole process.Jiangxi red culture has also presented new characteristics in the new communication context.From the perspective of communication science,this paper adopts literature analysis,case analysis,questionnaire survey and other methods to study Jiangxi red culture,mainly based on Lasswell 5W theory,and analyzes Jiangxi red culture communication from three perspectives: the communication subject,the communication content,and the communication media.In terms of communication subject strategy,Jiangxi red culture communication is coordinated by the government authority with the red culture resources in the province,combined with the development needs,linked with industrial communication and radiated the audience,and under the empowerment of media technology,multiple public subjects participate in the overall communication.In terms of communication content strategy,it is carried out from two aspects: emotional resonance and series performance of Jiangxi red stories.Emotionally,it is necessary to innovate the red communication voice and break the barriers between high and low context;The serialization presentation mainly starts from two aspects: building a red culture brand through network interaction and building a red culture IP in Jiangxi.In terms of media strategy,we should give full play to the characteristics of all media,optimize the media mix,layout the communication matrix of new media and traditional media,national media and local media,and use holographic technology to break through the physical dimension of Jiangxi red culture communication,so as to create an immersive experience of red culture for the audience.In the practice of the full media dissemination strategy of Jiangxi red culture,we also face practical difficulties.The impact of multiculturalism has dissolved the value recognition of Jiangxi red culture,and the lack of media integration ability has dispersed the dissemination force of Jiangxi red culture,which are all urgent problems that we need to solve.In the dissemination of Jiangxi red culture,disseminators should strengthen practical innovation,update the link between Jiangxi and the spirit of red culture,conduct targeted dissemination based on the characteristics of the audience group,clarify the red genes and characteristics of cities in the province,build a Jiangxi red tourism brand communication chain,and actively use new technologies to create immersive online and offline red culture experiences in multiple forms,enhance the dissemination effect of Jiangxi red culture,and give it new vitality.