短视频赋能红色文化传播的优势、困境及对策探究  

Research on the Advantages, Challenges and Strategies of Short Videos Enhancing the Dissemination of Red Culture

作　　者：滕明政 刘祥龙 TENG Mingzheng;LIU Xianglong(the Center for Ideological and Political Education and Research,Southern University of Science and Technology;the School of Science,Southern University of Science and Technology)

机构地区：[1]南方科技大学思想政治教育与研究中心 [2]南方科技大学理学院

出　　处：《文化软实力》2025年第1期75-82,共8页Cultural Soft Power

基　　金：广东省本科高校教学质量与教学改革工程项目“毛泽东思想和中国特色社会主义理论体系概论教研室”(SJZLGC202314);广东省科技创新战略专项资金“攀登计划”项目“短视频对红色文化传承的机遇挑战及对策研究”(pdjh2025c32501)的阶段性成果。

摘　　要：红色文化是中国共产党领导人民在革命、建设和改革中形成的宝贵精神财富,承载着中华民族的历史记忆和文化自信。短视频作为一种内容精炼、形式多样、易于分享、感官刺激强、传播速度快、受众范围广的数字化媒介,增强了红色文化传播的视听冲击力,扩大了红色文化传播的受众群体,提升了受众的深度参与感,重构了红色文化传播的时空适配性,为红色文化的传承和创新注入了新的活力。然而,红色文化短视频在传播过程中也面临短视频创作者缺乏专业培训与指导、短视频内容质量与观众期待不相符、短视频平台审核与监管机制不完善等诸多挑战。为此,要通过实施创作者专业培训、建设专业化创作团队、加强与官方机构合作等途径提升创造者水平;通过提高内容制作标准、创新内容表现形式、增强内容的互动性等方法提高作品质量;通过强化内容审核、建立奖惩机制、创建专属频道等措施营造良好生态,更好地促进红色文化的传播和广泛认同,为强国建设、民族复兴伟业注入强大的精神力量。Red culture is a precious spiritual asset formed by the Chinese people under the leadership of the Communist Party of China through revolution, construction, and reform.It carries the historical memory and cultural confidence of the Chinese nation.As a digital medium characterized by concise content, diverse forms, ease of sharing, strong sensory stimulation, rapid dissemination, and broad audience reach, short video enhances the audiovisual impact of red culture dissemination, deepens audience engagement, expands the audience base, and reshape its spatiotemporal adaptability.It thus injects new vitality into the inheritance and innovation of red culture.However, the dissemination of red culture short video also faces numerous challenges, including the lack of professional training and guidance for short video creators, content quality that does not meet audience expectations, and inadequate content review and regulatory mechanisms on short-video platforms.To address these challenges, it is necessary to implement professional training for creators, build professional creation teams, and strengthen cooperation with official institutions to enhance the level of content creation;improve content production standards, innovate content presentation, and enhance interactivity to improve the quality of works;and strengthen content review, establish reward and punishment mechanisms, and create dedicated channels to foster a healthy ecosystem.These measures will better promote the dissemination and widespread recognition of red culture, providing a powerful spiritual force for the construction of a strong country and the great rejuvenation of the Chinese nation.

关 键 词：短视频 红色文化传播 创作者素养 内容质量 平台监管 

分 类 号：G206[文化科学—传播学]