Chinese Cultural Communication in New Era: Red Culture for Strengthening National Community Consciousness

Abstract

The research aims to study the potential of red culture to strengthening national community consciousness of Chinese new generation, and to explore the significances of cultural communication for China in the new era. In-depth interviews with the experts in the areas of Chinese history and culture, politics and governance, and communication were used for getting ideas about the definitions and significances, including values of national community consciousness, red culture, and cultural communication. Then a set of questions was prepared for measuring the opinions of Chinese new generation aged between 16-45 years towards the role and significances of red culture, national community consciousness, and cultural communicaation. The research found that national community consciousness represents the life values with the national prosperity, the sense of responsibility for country development, and the spirit and identity of China. Five attributes are found for the contemporary values of red culture: Collective memory of the great rejuvenation of China; Reflection of national cultures; A bond of Chinese characteristics; Image of nation;  Carrier of cross-cultural communication. Compared to cultural communication, either national community consciousness or red culture account for less by Chinese new generation. Finally, online media  is behind cross cultural communication and open for a multicultural space. In new media  era, netizens are influential to continue and enhance national cultures.