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Red culture is an advanced culture created and accumulated by the Chinese people under the leadership of the Communist Party of China in the great practice of revolution, construction and reform, and is the precious spiritual wealth of our party. **The general secretary attaches great importance to the inheritance of red culture, emphasizing the need to "enhance expressiveness, communication, and influence, and vividly spread red culture". Jiangxi is a well-known old revolutionary base area, which has the unique advantages of red cultural resources and shoulders a special mission in promoting the spread of red culture. With the in-depth implementation of the national cultural digitalization strategy, it is an important path to enhance the influence of Jiangxi's red culture by actively adapting to the opportunities and challenges brought by the rapid iteration of digital technology to the spread of red culture, promoting the deep integration of red culture and digital technology, and integrating the use of advanced information technology. Strengthen the construction of digital content for red culture. Digitalization to improve the supply of high-quality cultural content is an important measure for scientific and technological innovation to promote supply-side structural reform, and it is also a specific requirement to meet the people's growing spiritual and cultural needs. First, it is necessary to carry out the construction of red culture database. Comprehensively sort out the material, institutional and spiritual resources of Jiangxi's red culture, use digital means to restore and reproduce red cultural resources, and associate different fields such as ideology and theory, cultural tourism, press and publication, as well as different forms of red cultural resource data such as text, audio, and **, and jointly build and share a database of red cultural resources. Second, it is necessary to enrich the expression of red cultural content. Actively use short, micro-film, h5, animation, digital collections, online games and other forms to spread red culture, and tell red stories in a way that the masses like to see. Third, we must create red cultural digital boutique content. Concentrate efforts to create a number of iconic and leading digital masterpieces such as red-themed dramas, TV dramas, movies, books, songs, etc., establish a project library of excellent red artworks, organize and carry out online and offline tour activities, and promote the dissemination and promotion of red literary and artistic masterpieces. Innovate digital communication channels for red culture. **Integration to in-depth development, effectively expanding the communication channels of red culture. The innovative use of multi-form digital communication channels is conducive to the construction of a three-dimensional red culture communication pattern. First, we must strengthen the mainstream digital communication. Actively comply with the trend of digital transformation, give full play to the authority, credibility and guidance of the mainstream, make good use of the full-scale communication matrix built in the process of integration, and collaboratively disseminate red culture around the official, client, mobile application and the main account of the third-party platform, and firmly grasp the leading power of red culture communication. Second, we must promote the spread of new **. With the unique advantages of large user scale, fast communication speed, strong interactivity and wide range of influence of the new platform, the communication efficiency of red culture will be improved. Third, we must build a cross-channel communication matrix. Accelerate the interconnection and interaction between mainstream and new ** at the level of platforms, content, users, traffic and other resources, realize the cross-channel linkage and dissemination of red culture, and continuously improve the coverage and arrival rate of information.
Improve the efficiency of digital communication of red culture. It is an important way to improve the production and dissemination efficiency of red culture by using digital technology to realize intelligent communication and promote the continuous transformation of information dissemination to the direction of efficiency, personalization and precision. First, we must promote the intelligent creation of content. It can explore the application of cutting-edge Internet technologies such as AIGC, large models, metaverse, and digital humans in the dissemination of red culture, and improve the efficiency of content production and dissemination. Second, we must carry out precise communication. Big data and algorithm recommendation technology are used to collect and analyze information such as group characteristics, behavior data, content preferences, and interactive evaluations of network users, so as to carry out "accurate portraits" of users, and provide personalized and accurate services according to the needs and characteristics of the audience. Third, we must cultivate intelligent communication talents. Improve the ability of cultural communication practitioners and network "big V" to use digital technology, create a talent team that meets the needs of communication, and provide intellectual support for the intelligent dissemination of red culture.
Build a digital consumption scene of red culture. With the deep integration of digital technology and cultural industry, digital cultural consumption has become a new form of consumption upgrading driven by the digital economy. Creating a digital consumption scene of red culture is an important means to develop digital cultural consumption, which can not only feed back the spread of red culture, but also provide new momentum for economic and social development. First, we must expand the space for red cultural consumption. Fully integrate cultural and educational facilities such as public libraries, cultural centers, museums, art galleries, theaters, etc., as well as public places such as communities, shopping malls, city squares, commercial blocks, airports and stations, and build new scenes of red cultural consumption to meet the consumption needs of consumers in different scenarios. Second, we must innovate digital red tourism products. Vigorously promote the linkage development of the red cultural industry and the tourism industry, with the help of holographic presentation, metaverse, virtual reality, artificial intelligence and other technologies, enrich the expression of red culture in tourist attractions, optimize the supply system of digital red tourism products, and create a new experience of smart red tourism that integrates online and offline and combines on-site presence, so as to increase the participation, experience and satisfaction of tourists. Third, we must explore new forms of digital consumption of red culture. Accelerate the deep integration of the red cultural industry with the new economy such as live streaming, short recommendation, and social e-commerce, cultivate and expand new red cultural formats such as digital creativity, digital art, and digital entertainment, promote the transformation and upgrading of red cultural business models, and activate new consumption momentum.
Author: Li Xiang Gan Genhua's units are Jiangxi Normal University of Science and Technology and Jiangxi Academy of Social Sciences) The original article was published in the 09th edition of "Learning and Thinking Weekly New Theory" on December 4, 2023 (WeChat editor: Yang Chen).