“Cultural and Creative IP” Empowerment Model for Red Culture under the New Media Environment

Abstract

Boasting exemplary national qualities and high educational value, Red Culture is a unique spiritual wealth that make the Chinese nation stand out from the rest nations. Under the new media environment, however, the collision between the disparate characteristics of Red Culture and new media has given rise to the predicament plaguing the communication of Red Culture. With the advent of the 100th anniversary of the founding of the Communist Party of China, both tangible and intangible cultural heritage and resources are being valued, tapped and cultivated across the country. With the cultural and creative industry in the ascendant, the concept of intellectual property (“IP”) has seeped into all aspects of our everyday lives. Against that backdrop, this study attempts to explore novel ways to link up the Red Culture resources scattered across China, to combine education with cultural tourism through the “4+5+2” cultural and creative IP empowerment model, and to pass on and spread Red Culture and add new value to the industry on the strength of influential IPs.