西柏坡红色文化的网络传播现状与创新策略研究

发布时间：2018-08-16 12:24

【摘要】：西柏坡红色文化产生于新中国成立前夕,毛泽东同志带领中共中央和中国人民解放军移驻西柏坡,在这里留下了宝贵的革命斗争经验和丰富的文化遗产。西柏坡红色文化是中国红色文化的重要组成部分,一直以来当地政府和社会各界主要借助发展红色旅游、新闻纪录片以及以西柏坡历史为原型的电影、电视剧、动画片等影视作品来传播西柏坡红色文化,达到了一定的传播效果,但这些传统途径也存在一定的局限性,互联网的飞速发展给西柏坡红色文化的传播带来了新契机,必须加以重视。但是,西柏坡红色文化的网络传播现状并不令人满意,在传播者态度与规模、传播内容原创性、传播媒介多样性等方面还存在很多问题。要在网络时代加强西柏坡红色文化的网络传播,首先传播者们要加强传播意识,摆正传播思路,注重创新。首先是传播意识的创新,要学习文化“营销”概念,让西柏坡精神回归传播中心;其次是内容的创新,加强西柏坡红色文化的内容原创性,发展更多优质文化增值品,打造西柏坡文化精品;最后要加强传播手段与技术的创新,尝试与当下流行的动漫、网游结合,吸引青少年受众,同时利用VR技术打造网上虚拟展馆,提高网民参观的用户体验,还可以与微信H5页面结合创造文化营销爆点,通过全方位的网络创新策略,发展和繁荣西柏坡红色文化。
[Abstract]:Xibaipo Red Culture emerged on the eve of the founding of New China, Comrade Mao Zedong led the CPC Central Committee and the Chinese people's Liberation Army to move to Xibaipo, leaving precious revolutionary struggle experience and rich cultural heritage here. Xibaipo red culture is an important part of Chinese red culture. All along, the local government and all walks of life have mainly relied on the development of red tourism, news documentaries, films and TV dramas based on Xibaipo's history. Animation and other film and television works to spread Xibaipo red culture, to a certain extent, but these traditional ways also have some limitations, the rapid development of the Internet has brought a new opportunity for the spread of Xibaipo Red Culture. It must be taken seriously. However, the network communication of Xibaipo Red Culture is not satisfactory, and there are still many problems in the attitude and scale of communicators, originality of communication content, diversity of communication media and so on. In order to strengthen the network communication of Xibaipo red culture in the network age, the communicators should strengthen their communication consciousness, straighten out their communication ideas and pay attention to innovation. The first is the innovation of communication consciousness. We should learn the concept of "marketing" of culture and let Xibaipo's spirit return to the center of communication. Secondly, it is necessary to innovate the content, strengthen the originality of the content of Xibaipo's red culture, and develop more high-quality cultural value-added products. Finally, we should strengthen the innovation of communication means and technology, try to combine with the current popular animation, online games, attract young people to the audience, and use VR technology to build online virtual pavilions. To improve the user experience of Internet users, we can also combine with WeChat H5 page to create a cultural marketing boom, and develop and prosper Xibaipo red culture through all-around network innovation strategy.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D642;G206

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