海南大学学报(社会科学版)

实现红色文化精准传播是实现主流意识形态有效传播的题中之义。人工智能时代的到来，为实现红色文化从单向传播走向泛在传播、从有限传播走向海量传播、从饱和传播走向分众传播、从离身传播走向具身传播提供了全新机遇，并在此过程中形成了基于用户标签识别、主体深度互动、知识自我生产、系统整合推荐等四种模式。但值得注意的是新技术应用也带来了新挑战，包括技术自主诱发传播主导权失控风险、茧房效应诱发传播内容低质化风险、数字鸿沟诱发传播对象分立化风险、信息泛滥诱发传播影响力削弱风险等，为此需要以主流价值引领精准传播方向、以媒体融合丰富精准传播媒介、以现代治理明确精准传播边界、以优势资源创新精准传播内容等，提升红色文化精准传播的质量。

Realizing the targeted dissemination of red culture is the essence of achieving the effective dissemination of mainstream ideology. The advent of the artificial intelligence era has provided new opportunities for the dissemination of red culture from one-way dissemination to ubiquitous dissemination, from limited dissemination to massive dissemination, from saturated dissemination to decentralized dissemination, and from disembodied dissemination to embodied dissemination. In this process, four modes have been formed,including the user tag recognition, the deep interaction among subjects, the self-production of knowledge, and the system-integrated recommendation. However, it is worth noting that the application of new technologies has also brought new challenges, including the risk of losing control of communication dominance induced by the technological autonomy, the risk of low-quality communication content caused by the cocoon effect,the risk of separation of communication objects produced by the digital divide, and the risk of weakening communication influence incited by the proliferation of information. Therefore, it is necessary to lead the direction of targeted communication with mainstream values, enrich the targeted communication media with media integration, clarify the boundaries of targeted communication with modern governance, and innovate the targeted dissemination contents with advantageous resources, so as to improve the quality of targeted dissemination of red culture.