Exploration of the digital dissemination mechanism of red culture in youth ideological and political education

Figure 1.

Red culture digital tools and ways of audience

Ranking	Red culture digital promotion way	Number	Proportion
1	Red culture short video	340	76.40%
2	Digital museum (APP/small program)	325	73.03%
3	Red culture documentary	281	63.15%
4	Scan electronic books about red culture	228	51.24%
5	Red culture immersive virtual interaction system with AR and VR	225	50.56%
6	Red culture database website	198	44.49%
7	Red culture broadcast and TV program	187	42.02%
8	Red culture content on social media	184	41.35%
9	Red culture music	182	40.90%
10	Digital product with red culture factors	180	40.45%

Descriptive statistical results

Variable	Classification	Number	Proportion
Gender	Male	218	48.99%
	Female	227	51.01%
Age	18-24	268	60.23%
	25-29	109	24.49%
	30-35	68	15.28%
Education background	Senior school/secondary specialized school/technical school and below	30	6.74%
	Junior college	42	9.44%
	Undergraduate	239	53.71%
	Postgraduate and above	134	30.11%
Average monthly income (yuan)	≤1000	152	34.16%
	1000-3000	126	28.31%
	3001-5000	71	15.96%
	5001-7000	45	10.11%
	7001-10000	34	7.64%
	>10000	17	3.82%

The ranking of the most impressive red culture content

Ranking	Red culture digital content	Number	Proportion
1	Red culture painting	244	54.83%
2	Red culture music	228	51.24%
3	Red culture literature	168	37.75%
4	Red culture drama	140	31.46%
5	Red culture dance	106	23.82%
6	Red culture Quyi	42	9.44%

The test results of mediation effect

Hypothesis	Path relation	Point estimate	Product of coefficient		Bootstrapping
					Bias-corrected 95% CI		Percentile 95% CI
			SE	Z	Lower	Upper	Lower	Upper
H1a	IA→I→PE	0.988	0.704	4.728	1.758	2.623	2.035	3.687
H3a	GP→CE→PE	1.311	0.818	5.517	1.620	11.364	1.684	6.495
H3b	GP→ME→PE	0.636	1.364	4.406	0.168	3.265	3.698	5.879
H3c	GP→PC→PE	2.425	0.356	2.432	1.229	2.548	2.912	4.369
H4a	CE→PC→PE	2.139	0.803	3.237	1.847	8.546	0.652	3.068
H4b	CE→PT→PE	1.174	0.976	5.234	1.068	5.252	-5.456	6.184
H5a	ME→MT→PE	0.824	0.937	6.455	3.135	6.523	-5.662	-0.415
H5b	ME→PC→PE	1.229	4.672	3.852	-9.266	-0.255	-3.488	3.975
H5c	ME→PT→PE	2.141	5.364	0.331	1.059	15.595	-6.952	7.084

Influencing factor index system

Source level	Influencing factor
Personal level	Individual attribute (IA)
	Interest (I)
Social level	Government policy (GP)
	Cultural environment (CE)
	Media environment (ME)
Promotion process level	Media technology (MT)
	Promotion content (PC)
	Promotion talent (PT)

Path relation test results

Research hypothesis	Path relation	Nonnormalized coefficient	SE	Z	P	Estimate	Result
H1	IA→PE	0.146	0.107	5.047	0.003	0.162	YES
H2	I→PE	0.158	0.138	3.704	0.002	0.149	YES
H3	GP→PE	0.231	0.135	5.32	0.000	2.012	YES
H4	CE→PE	0.222	0.116	5.547	0.000	1.090	YES
H5	ME→PE	0.133	0.065	4.94	0.000	0.332	YES
H6	MC→PE	0.220	0.096	3.286	0.001	0.175	YES
H7	PC→PE	0.237	0.116	2.858	0.003	0.932	YES
H8	PT→PE	0.175	0.318	4.129	0.000	0.253	YES

Hypothesis conclusion

Hypothesis	Path relation	Influence coefficient	Result
H1	IA→PE	0.162	Support
H2	I→PE	0.149	Support
H3	GP→PE	2.012	Support
H4	CE→PE	1.090	Support
H5	ME→PE	0.332	Support
H6	MC→PE	0.175	Support
H7	PC→PE	0.932	Support
H8	PT→PE	0.253	Support
H1a	IA→I→PE	0.988	Support
H3a	GP→CE→PE	1.311	Support
H3b	GP→ME→PE	0.636	Support
H3c	GP→PC→PE	2.425	Support
H4a	CE→PC→PE	2.139	Support
H4b	CE→PT→PE	1.174	Refuse
H5a	ME→MT→PE	0.824	Support
H5b	ME→PC→PE	1.229	Refuse
H5c	ME→PT→PE	2.141	Refuse