New Media Empowers the Branding of Red Culture

Red culture resources are an important component of the advanced socialist culture and are the spiritual wealth formed by the Party and the people in revolution, construction, and reform. Red culture is not only the precious spiritual wealth of the Chinese nation but also a powerful driving force inspiring future generations to continue advancing. In the era of integrated media, with the acceleration of information dissemination and social development, how to fully leverage the advantages of new media to innovatively empower the branding of red culture, allowing red culture to radiate even more brilliant light in the New Era, has become an important topic.

红色文化资源是社会主义先进文化的重要组成部分，是党和人民在革命、建设和改革中形成的精神财富。红色文化不仅是中华民族宝贵的精神财富，也是激励后人不断前行的强大动力。融媒体时代，随着信息传播加速和社会发展，如何充分利用新媒体优势，创新性赋能红色文化品牌建设，让红色文化在新时代焕发出更加璀璨的光芒，成为重要话题。

Promoting Regional Cultural Development

推动区域文化发展

New media is a form of dissemination that uses digital technologies such as computer networks, wireless communication networks, and satellites, and provides information and services to users through terminals such as computers, mobile phones, and digital televisions. With the rapid development of internet technology, the interactive attributes of new media have begun to emerge. Users have started to create and share content of interest on new media platforms such as Weibo, WeChat, Douyin, and Xiaohongshu, forming new interaction models. New media possesses characteristics such as immediacy, interactivity, multi-channel dissemination, personalization, and intelligence. It has not only changed the way information is disseminated but also profoundly impacted multiple aspects including the economy, society, and culture. The immediacy of new media allows users to obtain the latest news, events, and information on platforms in real time, and provides them with space for discussion and interaction. This not only accelerates the speed of news and information dissemination but also increases social participation.

新媒体是利用计算机网络、无线通信网、卫星等数字技术，通过使用电脑、手机、数字电视机等终端，向用户提供信息和服务的传播形态。随着互联网技术的飞速发展，新媒体的交互属性开始显现，用户开始在微博、微信、抖音、小红书等新媒体平台创建和分享自己感兴趣的内容，形成了新的互动模式。新媒体具有即时性、互动性、多渠道传播、个性化和智能化等特征，不仅改变了信息传播的方式，还对经济、社会、文化等多个方面产生深刻影响。新媒体的即时性让用户能第一时间在平台获取最新的新闻、事件和信息，并为其提供讨论和互动的空间，不仅加速了新闻和资讯的传播速度，也提高了社会的参与度。

Users autonomously participate in commenting, liking, sharing, and forwarding information on new media platforms, forming virtual social communities. The boundary between information disseminators and recipients becomes blurred; users are both recipients and disseminators and creators of information, greatly enhancing citizens' social participation and interactivity. In terms of dissemination channels, news events can be simultaneously disseminated across multiple new media platforms, allowing users to access information anytime and anywhere, breaking the temporal and spatial limitations of traditional media. At the same time, the customization and intelligence features of new media provide references for social decision-making and commercial development. Platforms can use big data analysis to push personalized information to users, which not only increases user engagement and loyalty but also has a certain impact on people's social lives.

用户在新媒体平台自主参与评论、点赞、分享和转发信息，形成虚拟的社交社区，信息传播者和接受者之间的界限变得模糊，用户既是信息的接收者，也是信息的传播者和创作者，极大地增强了公民的社会参与度和互动性。在传播渠道上，新闻事件可以同时在多个新媒体平台传播，用户可以随时随地获取信息，打破了传统媒体的时空限制。同时，新媒体的定制化和智能化特征为社会决策和商业发展提供参考，平台通过大数据分析能为用户进行个性化的信息推送，既增加了用户的参与度和忠诚度，对人们社会生活也产生了一定影响。

The two-way interaction and diversified dissemination of new media play an irreplaceable role in the development of regional characteristic cultures. The operational logic of mainstream new media platforms such as Xiaohongshu, Weibo, and Douyin is to encourage content creation, sharing, and discussion. This two-way interactivity enables regional characteristic cultures to be disseminated more widely. Users express their cultural experiences by sharing content such as articles, photos, and videos, which not only attracts more people's interest in regional characteristic cultures but also broadens the dissemination channels of characteristic cultures.

新媒体的双向互动和多元传播对区域特色文化发展具有不可替代的作用。小红书、微博、抖音等主流新媒体平台的运营逻辑是鼓励内容创作、分享和讨论，这种双向互动性使得区域特色文化得以更广泛的传播，用户通过分享自己的文章、照片、视频等内容表达自己的文化体验，既吸引了更多人对区域特色文化的兴趣，也拓宽了特色文化的传播渠道。

New media platforms typically possess powerful data analysis capabilities, effectively capturing and analyzing users' interests and behaviors, thereby achieving precise dissemination of regional characteristic cultures and allowing content to more accurately reach target audiences. At the same time, new media has also given rise to new business models such as e-commerce, self-media, and live streaming. These business models provide more display opportunities for derivative products of characteristic cultures. Video platforms, through the dissemination of video formats such as online tourism live streams, specialty food preparation, and scenic area performances, enable the public to further experience and learn about characteristic cultures while obtaining information. This not only changes the marketing logic of traditional advertising, making brand promotion more efficient and precise, but also enhances the public's cognition and emotional identification with characteristic cultures.

新媒体平台通常具备强大的数据分析能力，能有效抓取并分析用户的兴趣和行为，进而实现区域特色文化的精准传播，让内容更准确地触达目标人群。同时，新媒体也催生了电商、自媒体、直播等新的商业模式，这些商业模式为特色文化衍生品提供了更多展示机会。视频平台通过线上旅游直播、特色美食制作、景区演出等视频形式的传播，使大众在获取信息的同时，进一步体验和学习特色文化，不仅改变了传统广告的营销逻辑，使得品牌推广更加高效和精准，还增强了大众对特色文化的认知和情感认同。

Broadening the Dissemination Channels of Red Culture

拓宽红色文化传播渠道

The red culture of Sichuan and Chongqing is an important component of the national red culture, containing rich historical connotations and revolutionary spirit. The rapid development of new media has provided new ideas for the innovation of the red culture brand in Sichuan and Chongqing. By broadening the dissemination channels of red culture through digital dissemination, innovating cultural and creative products, enriching the forms of expression of red culture, and cross-sectorally promoting red culture to burst forth with vitality in integrated development, new media is profoundly and efficiently changing the presentation of red culture in the Sichuan-Chongqing region, enabling it to radiate new vitality and vigor.

川渝红色文化是全国红色文化的重要组成部分，包含了丰富的历史内涵和革命精神，新媒体的快速发展为川渝红色文化品牌的创新提供了新思路。通过数字化传播拓宽红色文化传播渠道，创新文创产品，丰富红色文化表现形式，跨领域推动红色文化在融合发展中迸发活力，新媒体正在以一种深刻且高效的方式改变川渝地区红色文化的呈现方式，使其焕发出新的生机与活力。

Digital dissemination is an important means for new media to empower the innovation of the red culture brand in Sichuan and Chongqing. Through digital technology, network technology, and new media platforms, such as using digital technologies like 5G, holographic projection, and VR audio-visual, revolutionary sites, memorial halls, and museums can transcend temporal and spatial dissemination limitations, establishing realistic and panoramic online red culture experience scenes for Sichuan and Chongqing, achieving widespread dissemination and deep influence of the red culture in the region.

数字化传播是新媒体赋能川渝红色文化品牌创新的重要手段。通过数字技术、网络技术和新媒体平台，如利用5G、全息投影、VR视听等数字技术，使革命遗址、纪念馆、博物馆等场馆跨越时间、空间的传播限制，建立起具有真实感、全景式的线上川渝红色文化体验场景，实现川渝红色文化的广泛传播和深度影响。

Creative product development is an important practical pathway for forming brand innovation in the red culture of Sichuan and Chongqing. By mining and analyzing user needs through new media platforms, fully utilizing the rich red culture creative materials of the Sichuan-Chongqing region to showcase the connotations and spiritual values of red culture, and launching red culture creative products that align with users' interests, hobbies, and living habits. For example, souvenirs, apparel, animation, film and television works, and cultural and creative products with Sichuan-Chongqing red themes. At the same time, combining the dissemination advantages of new media platforms can attract more people's attention and participation, allowing the public to receive the edification and education of Sichuan-Chongqing red culture through entertainment.

创意产品开发是川渝红色文化形成品牌创新的重要实践途径。通过新媒体平台对用户需求的挖掘和分析，充分运用川渝地区丰富的红色文化创意素材，展现红色文化的内涵和精神价值，推出符合用户兴趣爱好和生活习惯的红色文化创意产品。例如，川渝红色主题的纪念品、服饰、动漫、影视作品、文创产品等。同时，结合新媒体平台的传播优势，吸引更多人的关注和参与，让公众在娱乐中接受川渝红色文化的熏陶和教育。

Cross-sector integration is an effective form for promoting brand innovation in the red culture of Sichuan and Chongqing. As a resource with spiritual educational value, red culture can actively seek integrated innovation with multiple industries such as tourism, ecological agriculture, education and training, and leisure and entertainment, meeting the needs of different levels and types of audiences. For example, the May Fourth Spirit, the Long March Spirit, the Soviet Area Spirit, the Spirit of Great Figures, the "Two Bombs, One Satellite" Spirit, and the "Third Front" Spirit [1]1 The "Third Front" Spirit refers to the spirit of the Third Front Construction (三线建设), a massive industrial relocation and development project initiated by Mao Zedong in the 1960s to build a strategic industrial base in China's interior, away from potential foreign invasion. can be integrated into education and training. Fully utilizing Sichuan-Chongqing red tourism scenes, red study and educational activities can be created to attract more young people to immersively experience red history and inherit the red gene. As a diverse entity of information sharing, data connectivity, and division of labor and collaboration, new media can provide more possibilities and innovative space for the cross-sector integrated development of Sichuan-Chongqing red culture.

跨界融合是推动川渝红色文化品牌创新的有效形式。红色文化作为一种具有精神教育价值的资源，可以积极寻求与旅游业、生态农业、教育培训、休闲娱乐等多行业融合创新，满足不同层次和需求的受众。例如，可以将五四精神、长征精神、苏区精神、伟人精神、“两弹一星”精神、“三线”精神建设等融入教育培训，充分运用川渝红色旅游场景，打造红色研学教育活动，吸引更多青少年沉浸式体验红色历史，传承红色基因。新媒体作为信息共享、数据融通、分工协作的多元主体，能够为川渝红色文化的跨界融合发展提供更多可能性和创新空间。

Benefiting the Branding of Sichuan-Chongqing Red Culture

助益川渝红色文化品牌建设

In the new media era, the explosive growth of online information and the diversification and personalization trends of public needs constitute a new backdrop for cultural dissemination. New media platforms have unique advantages in achieving empathetic communication, interactive exchange, and value guidance. Using new media means to meet the public's need for a community of expression is an important direction for achieving innovative development of the Sichuan-Chongqing red culture brand.

新媒体时代，网络信息的爆炸式增长与大众需求的多样化、个性化趋势构成了文化传播的新背景。新媒体平台在实现共情传播、互动交流、价值引领方面具有得天独厚的优势，利用新媒体手段满足大众表达共同体的需求，是实现川渝红色文化品牌创新发展的重要方向。

First, empathetic communication is a bridge connecting the emotions of communicators and audiences. When building the Sichuan-Chongqing red culture brand, the differentiated needs of audiences should be fully considered. Using new media means to achieve segmented and precise dissemination, allowing the disseminated content to touch people's hearts and trigger emotional resonance among audiences. For example, through forms such as live streaming and short videos to tell red stories, using delicate emotional depictions and narrative techniques close to daily life can stimulate audiences' sense of participation and identification.

首先，共情传播是连接传播者与受众情感的桥梁。打造川渝红色文化品牌时应充分考虑受众的差异化需求，运用新媒体手段实现分众化、精准化传播，让传播内容触及人心，引发受众情感共鸣。例如，通过直播、短视频等形式进行红色故事讲述，通过细腻的情感描绘和贴近生活的叙事手法，激发受众的参与感和认同感。

Second, interactive exchange is the vitality source for constructing a community of public expression. People desire to find content online that aligns with their interests and values. To innovate the Sichuan-Chongqing red culture brand, the interactive and immediate characteristics of new media can be utilized to carry out online activities such as red-themed short video creation contests, red-themed cultural and creative design contests, and interactive comments on new media platforms. This attracts young people's attention, stimulates their enthusiasm for participation, and enables them to deeply understand the connotations and values of Sichuan-Chongqing red culture through interaction.

其次，互动交流是构建大众表达共同体的活力源泉。人们渴望在网络信息中找到与自己兴趣、价值观相契合的内容。创新川渝红色文化品牌，可以利用新媒体互动性、即时性等特点，开展红色主题短视频创作大赛、红色主题文创设计大赛、新媒体平台留言互动等线上活动，吸引年轻人关注，进而激发其参与热情，使他们在互动中深入了解川渝红色文化的内涵与价值。

Finally, value guidance is the spiritual core for completing the community of audience expression. New media platforms primarily focused on Sichuan-Chongqing red culture, guided by the spiritual connotations of red culture, advocate values of optimism, self-reliance, health, and goodness. By setting up comment sections, conducting online surveys, and organizing topic discussions, the dissemination effect and social influence of Sichuan-Chongqing red culture are enhanced, leading the public to improve their moral cultivation in the process of self-expression and imperceptibly strengthening national cohesion and centripetal force.

最后，价值引领是完成受众表达共同体的精神内核。以川渝红色文化为主的新媒体平台以红色文化精神内涵为牵引，倡导乐观向上、自强不息、健康向善的价值观，通过设立评论区、开展线上调查、组织话题讨论等形式，增强川渝红色文化的传播效果和社会影响力，引领大众在表达自我的过程中提升道德素养，在无形中增强民族凝聚力和向心力。

The comprehensive development of new media has opened up more creative pathways for the shaping and dissemination of red culture brands. By taking digital dissemination as the channel, innovative product development as the carrier, and cross-domain cooperation as the starting point, we must continuously satisfy the diverse needs of the masses in new media communication, promoting the development of red culture brands in the Sichuan-Chongqing region. In the future, in the process of building innovative red culture brands, we should continue to leverage the empowering application of new media technology to enhance the communication effectiveness and social influence of red culture, enabling red culture to radiate new vitality and dynamism in the New Era.

新媒体的全面发展为红色文化品牌的塑造与传播开辟了更具创意的新途径。以数字化传播为渠道，以创新产品开发为载体，以跨领域合作为抓手，不断在新媒体传播中满足大众的多元化需求，促进川渝红色文化品牌发展。未来，在打造创新红色文化品牌的进程中，应继续通过新媒体技术的赋能运用，增强红色文化的传播效果和社会影响力，使红色文化在新时代焕发出新的生机与活力。

(The author is a lecturer at the School of Marxism, Sichuan University of Science & Engineering)

（作者系四川轻化工大学马克思主义学院讲师）

Online editor: Huihui

网络编辑：慧慧