Author(s)

Cai Lihua ¹, Wei Jianping ¹, Wang Ling ¹

Affiliation(s)

¹ Ningbo University of Technology, Ningbo, Zhejiang, China

Corresponding Author

Cai Lihua

ABSTRACT

Under the background of global informatization and social transformation, the influence of red culture is weakening, and the red culture brand is facing discourse challenges such as the decline of value appeal and the dissolution of audience inheritance, as well as communication difficulties such as the solidification of content and traditional methods. Based on the perspective of discourse transformation, this paper proposes a strategy for red culture brand communication, including the transformation of brand discourse content to contemporary, life emotion, core value and regional characteristics, and the transformation of brand discourse to all-media matrix, technology-enabled form innovation and horizontal and vertical industry chain development, aiming to revitalize the influence of red culture and effectively promote the creative transformation and innovative inheritance of red culture.

KEYWORDS

Red cultural brand; contemporary society; discourse transformation; communication strategy

CITE THIS PAPER

Cai Lihua, Wei Jianping, Wang Ling, Study on the Communication Strategy of Red Culture Brand under the Perspective of Discourse Transformation. Media and Communication Research (2024) Vol. 5: 142-149. DOI: http://dx.doi.org/10.23977/mediacr.2024.050420.

REFERENCES

[1] Zeng Jie. On the Contemporary Discourse Transformation in Red Cultural Inheritance[J]. Guizhou Social Science, 2017, (11):29-33.  
[2] Li Jiewei, Wang Chunjuan. Research on Characteristic Branding of Red Cultural Resources--Based on the Practical Analysis of Xiangshan Revolutionary Memorial Site[J]. Business Economy, 2024, (11):81-84.
[3] Wang Ling. Research on Tourism Image Positioning of Zhejiang Cicheng Ancient County Town under the Perspective of Meaning Construction [J]. Brand Research, 2024, (11):25-26.
[4] Li Fei, Li Tao. Expression, Dilemma and Reconstruction of Red Cultural Discourse System in Changing Society[J]. Theory Guide, 2019, (11):68-72.
[5] Ni Suxiang, Xiong Haotian. Discourse reconstruction of international communication of excellent traditional culture in the context of Chinese-style modernization [J]. Henan Social Science, 2024, 32(06):93-99.

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