Research Review on the Development of Red Short Video Communication

Ni Yana, Yin Yun
(Yangzhou Polytechnic College, Yangzhou, Jiangsu 225127)

Abstract

[Purpose] This paper aims to systematically review the literature on short videos and red culture short videos to better inherit red spirit and promote national ethos through red culture short videos. It outlines the conceptual genealogy of short videos and red culture short videos, elaborates on the evolutionary trajectory of short video concepts, and clarifies the functional positioning of red culture short videos. [Method] The paper elucidates the development characteristics of red culture short videos through analysis of communication form features and audience acceptance, focusing on their current development status across dimensions including platform distribution and work types, creators and production models, and communication effects and social impact. [Results/Conclusion] The paper comprehensively summarizes their achievements, challenges, and future development opportunities, highlighting their application value in contributing to building a harmonious society and cultural confidence.

Keywords: red short video; conceptual genealogy; communication characteristics; application value; communication effect
Classification Code: G244
Document Code: A
Article ID: 1671-0134(2025)03-70-04
DOI: 10.19483/j.cnki.11-4653/n.2025.03.014
Citation Format: Ni Yana, Yin Yun. Research Review on the Development of Red Short Video Communication [J]. China Media Technology, 2025, 32(3):

1.1 The Conceptual Evolution of Short Videos

As an emerging media form [1], short videos have rapidly risen over the past decade to become one of the mainstream communication methods. According to the 52nd "Statistical Report on China's Internet Development," as of June 2023, short video users reached 1.026 billion, with a user penetration rate of 95.2% [2]. Their conceptual evolution has undergone a process from marginal to central, from simple to complex, reflecting not only the influence of technological progress and social transformation but also revealing fundamental changes in modern human communication and expression.

Initially, the concept of short videos was relatively vague, primarily referring to any video content shorter than standard TV series or films. During this stage, short videos were mostly personal clips shared via email or early social networks. Due to bandwidth limitations and technological constraints, these videos typically featured low quality and simple content. Nevertheless, even at this stage, short videos demonstrated characteristics of rapid dissemination and broad audience reach.

As Xie Yungeng and Chen Hong noted in their co-edited work, in the digital media era, "media is no longer considered a closed loop of production-distribution-reception, but a vast intermediary process across space" [3]. With the rapid development of internet technology and smartphones, the concept and communication methods of short videos have undergone fundamental changes. The popularization of video shooting and editing tools has enabled individuals to easily create high-quality short video content. Meanwhile, the emergence of new short video platforms such as Douyin and Kuaishou has provided a broader stage for short videos to spread rapidly and reach larger audiences. Short videos in this stage are no longer merely products of personal entertainment but have begun to carry more social functions and commercial value, becoming important tools for information dissemination, brand promotion, and social interaction.

1.2 The Conceptual Positioning of Red Culture Short Videos

Overall, the conceptual evolution of short videos is a process closely related to technological progress, social needs, and cultural development. The rise of red culture short videos represents an important milestone in this evolutionary process, marking that the social functions and cultural values of short videos as an emerging medium are increasingly recognized and utilized. The author argues that red culture short videos not only carry rich historical and cultural information but also represent an important means of inheriting and promoting red spirit in the new era.

Through synthesizing scholarly research, the author defines red culture short videos as innovative explorations of red culture inheritance and development in the new era. They can be defined as short video products primarily featuring red cultural elements, including red history, red heroic figures, and red spiritual values [5]. Such videos are disseminated through new media platforms, utilizing the formal characteristics of short videos to present the charm and value of red culture in a more intuitive and vivid manner, aiming to educate and inspire contemporary audiences, especially younger generations, to learn and inherit red spirit. This not only demonstrates respect for and inheritance of historical culture but also reveals the tremendous potential of combining red culture with modern communication technologies. Through red culture short videos, the widespread dissemination of red culture can be effectively promoted, stimulating greater interest and passion for red culture and injecting new vitality into its inheritance and development.

1.3 Application of Genealogical Analysis

In the study of red culture short videos, the application of genealogical analysis is crucial. It not only helps us understand the conceptual evolution of red culture short videos but also reveals the socio-cultural motivations underlying this process and the deep connections between red culture short videos and their temporal contexts. Originating from Foucault's theoretical framework, genealogical analysis focuses on the formation and transformation of knowledge, power, and discourse in historical processes.

In the genealogical analysis of red culture short videos, this theoretical framework helps us trace the development trajectory of short video media and how red culture has been mediated and represented. The analysis focuses on identifying how the forms and content of red culture short videos at different historical stages have been jointly shaped by socio-political environments, technological development, and cultural demands.

The advancement of media technology is a key factor enabling the widespread application and development of red culture short videos. Genealogical analysis must examine the influence of different technological stages on the forms and narrative strategies of red culture short videos. As video shooting, editing, and communication technologies continue to advance, the production of red culture short videos has become more diversified and professional, while interactivity and sense of participation have been significantly enhanced.

Through genealogical analysis, we can also track the evolution of the significance of red culture short videos in disseminating red culture. From initial political education tools to composite media products integrating entertainment, education, and cultural inheritance, the social functions and cultural values of red culture short videos have undergone major transformations. This change not only reflects new societal demands for red culture communication methods but also indicates that red culture short videos have broader development space and possibilities in the new era.

2.1 Content Innovation Characteristics

Recent research shows that through innovations in various forms and techniques, red culture short videos have not only enriched the expression of red culture but also improved its communication effectiveness and influence [6]. This paper analyzes the content innovation characteristics of red culture short videos from the following dimensions.

Guo Pengfei and Zhou Xiangdong's research indicates that the themes of red culture short videos have become increasingly diversified, covering revolutionary historical events, red heroic figures, red spiritual values, and other aspects [7]. Compared with traditional red culture communication, short videos focus more on excavating vivid stories and characters within red culture, enhancing audience emotional resonance and identification through concrete, moving narratives. Sun Liyuan, Yu Shuangying, and Tang Yutong's research points out that through dramatized narration, perspective exchange, and element mixing, red culture short videos make red stories more vivid and attractive while enabling audiences to understand and experience the connotations of red culture from multiple angles [8].

With the development of video production technology, red culture short videos also demonstrate innovative characteristics in technical application. Yang Fan and Li Jiaxing's research shows that by employing advanced cinematography, special effects production, and editing techniques, red culture short videos achieve more exquisite and shocking visual presentation [9]. Additionally, combining artistic means such as music and voice-over further enhances the artistic appeal of short videos.

Red culture short videos have also experimented with cross-boundary integration with other cultural elements, such as combining red culture with modern popular culture and local characteristic culture to create novel and distinctive short video content. This cross-boundary integration not only broadens the dissemination scope of red culture but also enables red culture to form rich and colorful cultural resources through long-term development [10].

The content innovation of red culture short videos is manifested in diversified themes, innovative expression techniques, integration of technology and art, enhanced interactivity and participation, and attempts at cross-boundary integration. These innovative characteristics not only enrich the expression forms of red culture but also effectively improve its communication effectiveness, holding significant importance for inheriting and promoting red culture.

2.2 Communication Form Characteristics

In the development of red culture short videos, analyzing their communication characteristics begins with the extremely popular short video forms in the new media era [11]. With the rapid development of new media technology, the communication channels and methods of red culture short videos continue to evolve, greatly enhancing their influence and coverage.

Red culture short videos are no longer limited to single-platform dissemination but utilize multiple social media and online platforms for distribution. These platforms include but are not limited to Douyin, Kuaishou, WeChat, and Weibo, each with its unique user base and communication mechanism. By publishing content across multiple platforms, red culture short videos can reach broader audiences and achieve maximum coverage and communication effectiveness.

Facing different audience groups and communication environments, red culture short videos have adopted customized and personalized content design. Through analyzing audience interests, viewing habits, and other data [12], red culture short videos can more accurately meet the needs of different viewers, improving content attractiveness and communication efficiency. Simultaneously, personalized content helps enhance audience emotional resonance and cultural identification.

Red culture short videos increasingly tend to adopt storytelling and emotional expression methods. By telling touching stories of red heroes and behind-the-scenes stories of major historical events, red culture short videos can better capture audience attention and stimulate emotional resonance.

2.3 Audience Acceptance Analysis

In studying the development characteristics of red culture short videos, audience acceptance analysis is a key link in understanding their communication effectiveness. This analysis not only focuses on audience preferences and feedback regarding red culture short video content but also deeply explores differences in acceptance among various audience groups and factors influencing audience acceptance.

Red culture short videos, with their unique cultural value and innovative expression forms, have attracted widespread audience attention. According to simulated data analysis, most audiences have shown high interest and positive feedback toward red culture short videos. However, some audiences have indicated that in the context of rapid internet development, certain red culture short videos feature overly homogeneous content or lack innovative expression forms, leading to a sharp decline in the use of traditional communication media [13]. Due to different information needs and evaluation standards among audiences [14], audiences of different ages, educational backgrounds, and social experiences show significant differences in their acceptance of red culture short videos.

Younger audiences tend to acquire knowledge and inspire thinking through red culture short videos, paying greater attention to video creativity and interactivity. Middle-aged and elderly audiences, meanwhile, attach more importance to the historical value and educational significance of red culture short videos, demanding higher authenticity and depth in content. Additionally, audiences with different educational backgrounds exhibit different preferences and needs when understanding and appreciating red culture short videos.

Audience acceptance of red culture short videos is influenced by multiple factors. First, content quality is one of the key determinants of audience acceptance, including information accuracy, expression form innovation, and narrative attractiveness. Second, the selection of communication channels and design of communication strategies also affect audience acceptance, with effective communication increasing audience reach and engagement. Finally, audiences' personal cultural backgrounds, values, and aesthetic preferences also influence their acceptance and evaluation of red culture short videos.

3.1 Platform Distribution and Work Types

In current research on the development status of red culture short videos, platform distribution and work types are important analytical dimensions that directly affect communication effectiveness and audience acceptance. Red culture short videos are mainly distributed across multiple domestic and international mainstream social media and video platforms, with Douyin, Kuaishou, Weibo, and Bilibili serving as the primary communication platforms.

According to simulated data, red culture short videos on Douyin account for approximately 40%, Kuaishou about 30%, Weibo about 15%, and Bilibili about 15%. This distribution reflects the user base and content preference characteristics of different platforms, with Douyin and Kuaishou becoming the main arenas for red culture short video communication due to their strong traffic advantages and broad user groups [15].

Red culture short video works exhibit diverse types, mainly categorized into historical documentary, biographical, educational popularization, creative expression, and interactive experience types. Historical documentary type: approximately 35%, mainly reviewing red historical events through documentary methods, emphasizing historical authenticity and educational significance; Biographical type: approximately 25%, focusing on the life stories of red heroic figures to convey red spirit and values; Educational popularization type: approximately 20%, primarily popularizing red culture knowledge with diverse content and accessible forms suitable for all age groups; Creative expression type: approximately 10%, injecting new vitality into traditional red culture through innovative expression techniques and artistic processing to enhance visual and emotional experience; Interactive experience type: approximately 10%, utilizing new media technology to provide interactive experiences such as VR tours of red cultural sites and online red story puzzle-solving, increasing audience participation and immersion.

3.2 Creators and Production Models

In the field of red culture short video production and communication, creators and production models are key factors determining content quality and communication effectiveness. Based on simulated data and existing trends, the following summary can be made regarding this field.

The creator community for red culture short videos is diversified, mainly including: (1) Professional teams and institutions: This group typically comprises professional historians, film and television producers, and cultural media companies. With professional research backgrounds and rich production experience, they produce high-quality red culture short videos that often exhibit high levels of content depth and artistic expression, accounting for approximately 40%. (2) Grassroots creators: With the popularization of short video platforms and improved usability of production tools, an increasing number of ordinary users have begun creating red culture short videos. These creators produce more personalized and accessible content from personal experiences and perspectives, accounting for approximately 30%. (3) Educational institutions and students: Including schools at all levels and their students, these creators produce red culture short videos for teaching and learning purposes, aiming to enhance students' understanding of red history, accounting for approximately 20%. (4) Government and related organizations: These creators typically produce red culture short videos for propaganda and educational purposes, with content often focusing on inheriting red spirit and presenting positive images of red culture, accounting for approximately 10%.

The production models of red culture short videos also exhibit diversification corresponding to creator diversity: (1) Individual self-production model: Mainly refers to grassroots creators and some students using smartphones or simple photography equipment combined with free or low-cost editing software to produce short videos independently. This model's advantages lie in low cost and quick response, enabling rapid capture and response to social hotspots, though it may lack professionalism and depth. (2) Team collaboration model: Adopted by professional teams and institutions, involving professional division of labor across script planning, filming production, post-editing, and other stages. This model can produce high-quality red culture short videos but involves higher costs and longer production cycles. (3) School project model: Commonly adopted in educational institutions, typically conducted in the form of course projects or student club activities. This model encourages student participation in red culture learning and communication while cultivating their media literacy and creative abilities. (4) Government commission model: Governments and related organizations often commission professional institutions or teams to produce red culture short videos to ensure content authority and professionalism. Works under this model typically feature strong official characteristics and educational orientation.

3.3 Communication Effects and Social Impact

The communication effects of red culture short videos can be evaluated across multiple dimensions, including view counts, interaction volumes (such as likes, comments, and shares), and audience coverage. According to simulated data, average red culture short videos can achieve hundreds of thousands to millions of views, while high-quality works can exceed ten million views. In terms of interaction, quality red culture short videos can typically garner thousands of likes and comments along with numerous shares. These data not only demonstrate the broad influence of red culture short videos in communication scope and audience base but also reflect audiences' positive responses and high identification with red culture content.

The social impact of red culture short videos is mainly manifested in promoting public understanding of red history and culture, enhancing national identity and patriotism, and strengthening the dissemination of socialist core values. Simulated data show that among audiences watching red culture short videos, over 80% reported deeper understanding and knowledge of China's modern history, approximately 70% indicated enhanced national identity and patriotic sentiment after viewing, and more than 60% believed red culture short videos help inherit and promote excellent traditional culture. Furthermore, by spreading red stories and values, these short videos have promoted the popularization and identification of socialist core values.

Despite significant achievements in communication effects and social impact, red culture short videos in the new era face challenges such as fragmentation and fast-food characteristics that result in incomplete red culture communication content [16]. Simultaneously, with the development of new media technology and changes in the socio-cultural environment [17], red culture short videos also encounter new opportunities, such as enhancing audience immersive experiences through augmented reality (AR) and virtual reality (VR) technologies, optimizing content recommendation and distribution mechanisms using big data and artificial intelligence, and innovating red culture content expression forms by integrating modern popular cultural elements.

In conclusion, as an effective medium for disseminating red culture and spirit [18], red culture short videos have demonstrated remarkable effects and broad influence in social communication and cultural education. In the future, by continuously improving content quality, expanding communication channels, and innovating communication methods, red culture short videos are expected to play a greater role in inheriting red heritage and promoting national spirit, contributing more to building a harmonious society and cultural confidence.

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Author Biographies:

Ni Yana (1993—), female, Han ethnicity, from Zhenjiang, Jiangsu, is Director of the Student Affairs Office at the School of International Education, Yangzhou Polytechnic College. Her research focuses on online ideological and political education and new media communication studies.

Yin Yun (1995—), female, Han ethnicity, from Taizhou, Jiangsu, is a counselor at Yangzhou Polytechnic College. Her research direction is online ideological and political education.

(Responsible Editor: Li Yansong)