红色文化在自媒体时代的传播困境与实践策略研究

摘要

习近平总书记指出：“保护好、运用好红色资源，加强革命传统和爱国主义教育，引导广大干部群众发扬优良传统、赓续红色血脉，践行社会主义核心价值观，培育时代新风新貌”。短视频与自媒体生态的发展为红色文化的传播提供了更为广泛的渠道与更高的触达率，但与此同时也暴露出传播碎片化、内容同质化与形式化倾向等问题。在此背景下，有必要整合红色文化资源，优化技术与推荐机制，提高红色文化供给能力，构建有利于红色文化健康传承的生态系统，从而更有效地巩固政治认同并发挥红色文化在价值引领与道德教化方面的作用。随着自媒体时代的不断发展，公众对文化的认知与理解方式正在发生深刻变化。红色文化作为中国共产党在革命、建设和改革实践中形成并传承的先进文化，蕴含着坚定信仰、巩固信念与凝聚信心的精神力量，具有丰富的思想内涵与时代价值。在自媒体语境下，红色文化的传播既面临新的发展机遇，也遭遇传播方式多元化带来的挑战。为充分发挥红色文化在铸魂育人、增强文化自信方面的作用，亟需深入探讨自媒体时代红色文化传播中存在的问题及其实践策略。

Abstract

Abstract:General Secretary Xi Jinping emphasized that “it is essential to preserve and make good use of red resources, strengthen education in revolutionary traditions and patriotism, guide cadres and the public to carry forward fine traditions, inherit the red gene, practice core socialist values, and cultivate new social trends for the new era.” The development of short-video platforms and the self-media ecosystem has provided broader channels and higher reach for the dissemination of red culture. However, it has also exposed problems such as fragmented communication, content homogenization, and formalistic tendencies. In this context, it is necessary to integrate red cultural resources, optimize technological and recommendation mechanisms, enhance the supply capacity of red cultural content, and build an ecosystem conducive to the healthy inheritance of red culture, thereby more effectively consolidating political identity and promoting the value-guiding and moral-educating functions of red culture. With the continuous evolution of the self-media era, the public’s cognition and understanding of culture are undergoing profound changes. Red culture, as an advanced cultural form developed and transmitted by the Communist Party of China through its revolutionary, construction, and reform practices, embodies spiritual strength in firm belief, strengthened conviction, and collective confidence, and carries rich ideological connotations and contemporary value. Within the context of self-media, the dissemination of red culture faces both new opportunities and challenges brought by diversified communication modes. To fully leverage the role of red culture in cultivating moral character and enhancing cultural confidence, it is imperative to systematically examine the existing problems in its dissemination and explore effective practical strategies in the self-media era.

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