| In recent years,with the guidance of national policies,the trend of cultural integration,and the need for modernization construction,the country and various regions have increasingly attached importance to the breaking of cultural dissemination,in order to create economic,cultural,and social value.As an excellent traditional culture,the red culture of Jinzhai County has rich and profound cultural resources and broad prospects for breaking the circle.The development of digital media has brought new communication patterns and created new opportunities for the local red culture to break through the barriers of circles and achieve cross circle integration and breaking the circle dissemination.Breaking the circle has become a necessary part of the red culture construction project in Jinzhai County.Based on the "presence" theory and the specific practice of red culture communication in Jinzhai County,Lu’an City,this paper expounds the reasons and basic practice of local red culture breaking through literature research,network ethnography,field research and questionnaire survey;Combining the three key words of "presence" theory,namely media field,structure,and symbolism,as well as the three stages of entry,transition,exit,and re entry,this paper analyzes the internal logic of the breaking practice of red culture dissemination in Jinzhai County in the digital media era.And analyzed the shortcomings of the red culture dissemination in Jinzhai County in terms of barrier pressure,economic transformation,inheritance and innovation,and pointed out that the main factors leading to these shortcomings are:(1)insufficient resources at the media level,as well as difficulties in coordination between new and old media,culture,and media;(2)The insufficient level of modernization at the social level,the imperfect cultural infrastructure and industrial system,and the limitations on the breaking effect of cultural dissemination;(3)Lack of media literacy and awareness of inheritance and protection at the audience level,weakened sense of identity,and immature talent cultivation mechanisms.In order to further implement the goal of breaking the circle and achieve better results,this article believes that the future path for the dissemination of red culture in Jinzhai County to break the circle needs to be further optimized,which requires the joint efforts of media technology,social government,audience and users.Building a three-dimensional cultural dissemination matrix at the media technology level,achieving deep integration of various media at all levels,and creating a virtual ceremony field;Strengthen inheritance and protection work at the social and government level,optimize the mechanism of breaking the circle,and play a good role in breaking the circle;At the individual level,users should cultivate their awareness of media proximity,improve their media literacy,and strengthen their sense of cultural identity.Ultimately,achieving a sustained and sustainable healthy operation of the dissemination of red culture in Jinzhai County. |
