Zhu Hong and Fu Xiaohui: Innovation of red culture communication under the metaverse ecology

In the new era, we must explore new ways to spread red culture. In February 2023, the Central Committee of the Communist Party of China and the State Council issued the "Overall Layout Plan for the Construction of Digital China", which pointed out that the construction of a digital China is an important engine for promoting Chinese-style modernization in the digital era, and promoting the deep integration of digital technology with the construction of economic, political, cultural, social and ecological civilization. As an emerging technology in the field of digital technology in recent years, the metaverse has attracted much attention in both academia and industry. 2021 is known as the "first year of the metaverse", and the digital twin technology, virtual and real integration technology, and virtual native technology of the metaverse ecology provide a technical landing space for innovating the form of red culture communication, bridging the time and space differences in red culture communication, and enhancing the cultural self-confidence of the Chinese nation.

The metaverse does not represent a single new technology, but a digital collection space of multiple technologies. The metaverse is based on virtual reality technology, blockchain, digital twins, the Internet of Things, artificial intelligence, 5G and other science and technology, so as to achieve the integration of virtual and reality. As an important part of the people's spiritual civilization, red culture needs to make full use of the technological power under the metaverse ecology, innovate the communication mode of red culture, realize the organic integration of technology and humanities, and effectively help improve the quality and efficiency of red culture communication. Scene experience is the key word of the metaverse ecology, the use of virtual reality technology can make historical figures and historical scenes concrete, borrowing multiple dynamic media symbols can further reveal the image construction of red culture, so as to mobilize multi-dimensional sensory experience, create a red culture perception field in the multi-modal discourse mode, and awaken cultural consciousness, and a variety of wearable devices can also expand the meta-information collection channels of red culture communication, expand the scope of red culture communication, and optimize the communication effect.

1. Multi-party migration to build a cultural perception space

On the one hand, the red cultural space contains physical forms of space, such as museums, memorial halls, streets, etc., and on the other hand, the red cultural space also contains open spaces that carry the red spirit, which transcend the limitations of geographical regions and integrate a series of material carriers, such as the Long March cultural route. To create a red cultural space, it is necessary to rely on tangible revolutionary material forms of space, such as revolutionary sites, revolutionary cultural relics, etc., in order to provide a material basis for the presentation of the spiritual core of red culture. However, due to the regional particularity of the old revolutionary base area, its red cultural resources cannot be completely replicated nationwide. Then, under the ecology of the metaverse, the communication of red culture can rely on digital twin technology to create a red cultural metaverse, copy the red cultural resources such as revolutionary sites and revolutionary cultural relics, and truly map the physical space in the metaverse;

The metaverse ecology gives red culture a more extensive virtual red cultural activity space, uses information technology to realize the interactive linkage between the traditional physical space and the network virtual space, and promotes the creative transformation and innovative development of red culture communication through the virtual human digital narrative of the metaverse space and the embodied practice of user participants. In the metaverse space, users can interpret the spiritual core of red culture and comprehend the symbolic meaning of each revolutionary scene through embodied experiences, including revolutionary scenes, revolutionary figures, and revolutionary sites. Just as consumer goods need to be coveted with symbolism, so the visitability of places requires the addition of cultural identity. Whether it is a virtual historical scene, a virtual digital person, or an offline historical and cultural site and cultural relics, it is worth visiting by relying on the red culture it contains. It can be seen that the value connotation of red cultural resources is the essence of red cultural communication under the metaverse ecology. In the red cultural space under the metaverse ecology, with the help of dialogues through time and space, the audience can experience specific revolutionary scenarios, relive the thrilling moments of revolutionary events, absorb the spiritual power of red culture in the baptism of red culture, and stimulate the emotional resonance of the audience in the collision of digital technology and the value connotation of red culture, so as to enhance the emotional identity of the whole society with the Communist Party of China and socialism with Chinese characteristics.

2. Multimodal discourse interaction to enhance red cultural identity

The red cultural perception space also needs concrete media symbols. The connotation and spirit of red culture need to be disseminated through media symbols in order to evoke people's cultural memory. People's eyes, ears, nose, tongue, skin and other perceptual organs correspond to five communicative modes: visual, auditory, olfactory, taste and tactile modes. In the daily exchange of information, people often use multiple modes of communication. With the development of media technology, it is difficult for a single modal discourse to meet the needs of meaning decoding in specific cultural communication. In the red culture communication activities, the expression of the spiritual core of red culture not only needs language symbols, but also emphasizes the optimization and integration of multiple types of symbol systems, so as to mobilize a variety of communication modes, produce a richer personal red cultural experience, and jointly shape the red cultural identity. Under the metaverse ecology, red culture is presented through concrete media symbols, supplemented by somatosensory technology, to mobilize the multi-dimensional sensory experience of the human body.

One of the difficulties in the spread of red culture lies in the separation of historical time and space from modern life, coupled with the abstraction of the spiritual core of red culture, which makes it even more difficult. Therefore, in order to break this dilemma, it is more necessary to express red culture through concrete media symbols, so as to evoke people's red memory. In the metaverse, the media symbols of red culture communication are relatively rich: the historical lines in the books are transformed into vivid speech expressions and character dubbing in the mouths of virtual subjects, revolutionary historical pictures are transformed into dynamic images, revolutionary cultural relics are transformed into digital collections, and background music is added in the later stage to reconstruct a new form of red culture communication. The somatosensory technology under the metaverse ecology can open up the taste, smell and touch modes in the communication of red culture, and the somatosensory technology can open up new ideas for the communication of red culture, and "remembering the bittersweet and sweet" will no longer be just a piece of paper. With the help of somatosensory technology, users can experience the true meaning of hard work in the metaverse by experiencing the harsh environment during the revolutionary war, such as marching in ice and snow, "tasting" frozen steamed buns, etc., making the revolutionary spirit deeply rooted in the hearts of the people. Through the emerging technologies in the metaverse ecology, communicators can condense the core of red culture, externalize the essence of red culture in media symbols, break the limitations of historical text expression, enrich the expression of red culture communication, extend the sensory experience of the metaverse in multiple dimensions, realize a major leap from user perception of red culture to understanding and memory of red culture, and ensure the effective communication of the meaning of red cultural symbols to a greater extent.

3. Provide a variety of channels and equipment to provide accurate cultural services

At the same time, the staff engaged in the dissemination of red culture failed to accurately analyze the user positioning of red culture and had unclear preferences for user information of red culture, which affected the communication effect of red culture. In the process of intelligent transformation of red culture communication, the information push under the metaverse ecology can use wearable devices and somatosensory devices to collect users' perception data, and extract users' emotional variables by analyzing the perception data, which is an important entry point for detecting users' interests and concerns about red culture. Therefore, in the process of information distribution, the communication platform can grasp the user's personal information preferences, customize and disseminate all kinds of red cultural content, arouse the emotional resonance of the user, and make the information dissemination reach the user's perception level. At the same time, with the help of the positioning function of the terminal equipment, the accurate control of the offline physical space scene is realized through big data analysis, and personalized push is provided for different scenes, so as to integrate the communication of red culture into the daily life of the people, enhance the sense of substitution and resonance of red culture, and then realize the two-way cooperation of online scene perception and offline scene perception, jointly shape the emotional identity of red culture, and enhance the cultural self-confidence of the Chinese nation.

There is a time and space barrier in red culture, and how to enhance the identity of red culture has always been a difficult problem for the dissemination of red culture. There are many angles of telling red culture, such as red historical stories, the source of red historical relics, and the equality of revolutionary martyrs. Through the collection of somatosensory data, the communication platform can clearly perceive the user's preference and acceptance of red cultural content, and truly use the form that people like to see to carry out private customized cultural communication services. How to produce content that fits the interests of users has always been the direction of content producers, and the same is true for red culture communication workers. Collect user information usage data, perceive user sentiment variables, and feedback user experience data for the communication link, so as to realize the closed-loop communication of red culture under the metaverse ecology. Red culture communication workers can use the user sentiment data collected in the metaverse space to analyze the user's emotional changes to different red culture communication content, so as to combine the spiritual core of red culture with the user's information preference to produce more communicative red culture content, enrich the communication content of red culture, and further expand the influence of red culture.

epilogue

"The various new technologies of the information technology revolution have different goals and visions and seem to be developing in different directions, while the metaverse gives these technologies in different directions a unified vision. As mentioned above, the metaverse gives the technological revolution an integrated imagination space, and the metaverse also gives new technical opportunities for the spread of red culture. Red culture communication is equipped with the metaverse ecology, which will collide with new sparks in many aspects such as communication content, communication forms, and communication effects. From a social point of view, various emerging technologies under the metaverse ecology provide more convenient interactive conditions for social information circulation, and provide a new platform for the development, dissemination and utilization of red cultural resources.

(The author is a professor and doctoral supervisor of the School of Journalism and Communication, Nanchang University, and a doctoral student of the School of Journalism and Communication, Nanchang University)