Communication Effect and Optimization Strategy of Red Culture Short Videos in Anhui University Libraries

Abstract

At a time when digital technology is deeply reconstructing the cultural communication ecology, short videos, with their unique media attributes, have become an important carrier for university libraries to activate red cultural resources and communicate with young people. Based on the red cultural communication practice of Anhui university libraries, this paper systematically sorts out the multi-coordination mechanism of communication subjects, the regional characteristic paths of content production, and the differentiated operation mode of communication channels based on the media richness theory and the communication effect hierarchy model. By constructing a four-dimensional evaluation framework including communication power, influence, education power, and recognition, combined with qualitative research and quantitative analysis, it reveals the deep problems existing in the current communication practice, such as the solidification of content production paradigm, insufficient technology empowerment efficiency, and single user participation mechanism. The study proposes that it is necessary to reconstruct the communication strategy from the dimensions of cultural symbol transformation, technology and humanities integration, and the construction of a participatory communication system, so as to achieve the deep transformation of red culture from physical space presentation to spiritual value internalization, and provide theoretical references and practical paths for the red cultural communication of university libraries in the new era.