Z世代视域下怀化红色文化短视频传播策略研究——以B站视频为例

Research on Short Video Communication Strategies of Huaihua Red Culture from the Perspective of Generation Z—Taking Bilibili Videos as an Example

摘要: 为推动红色文化数字化传承与Z世代有效对接，以怀化红色文化B站短视频为研究对象，采用分层抽样、语义网络分析与情感挖掘等方法，系统探究其传播特征与优化路径。研究发现：传播呈现核心IP主导的“中心化–差异化”二元格局，Z世代存在“情感认同–理性探索”双重诉求，多维度融合与参与式创作是破圈关键。基于此，结合“参与式文化”理论，从内容补位与IP创新、创作者生态构建、平台协同传播、低成本运营四个维度提出策略，为区域红色文化数字化传播提供实证支持与理论参考。

Abstract: To promote the digital inheritance of red culture and effectively connect with Generation Z, this study takes Bilibili short videos on Huaihua’s red culture as the research object. Employing stratified sampling, semantic network analysis, and sentiment mining methods, it systematically investigates the communication characteristics and optimization pathways. The findings reveal that the dissemination exhibits a “centralization-differentiation” dual structure dominated by core IPs, with Generation Z demonstrating dual demands of “emotional identification and rational exploration”. Multidimensional integration and participatory creation are identified as key to breaking through cultural barriers. Based on this, combined with theories such as “participatory culture”, strategies are proposed from four dimensions: content supplementation and IP innovation, creator ecosystem development, platform collaborative communication, and low-cost operation. This provides empirical support and theoretical reference for the digital communication of regional red culture.