Red Culture Enabling Civic and Political Education in Colleges and Universities in a Digitalized Environment: Exploring the Path of Benefit Enhancement under the Perspective of Enterprise Operation

This study is based on the digital environment and explores ways to enhance the effectiveness of red culture in college ideological and political education from the perspective of corporate operational efficiency. A three-dimensional framework for integrating red culture into higher education ideological and political education in the era of integrated media has been systematically constructed. To uncover the intrinsic mechanisms of red culture dissemination, this study proposes a research hypothesis based on communication theory: media interest (PB) and media perception frequency (QD) positively influence cognition (BU) and attitude (XW), which ultimately impact cultural identity (ID). A questionnaire incorporating these five dimensions was developed accordingly. Structural equation modeling (SEM) was employed for empirical validation. Based on empirical findings and corporate operational logic, the study proposes four pathways for enhancing benefits in the integration of core values, mutual learning of management methods, collaborative practice, and co-construction of campus culture between ideological and political education and corporate culture. Descriptive statistics show that students have high levels of cognition (e.g., BU3 = 4.51) and identity (e.g., ID2 = 4.22) toward red culture, but there are differences in media perception frequency, particularly in meeting channels (QD4 = 2.74), which are significantly lower. Confirmatory factor analysis (KMO = 0.876, Bartlett's test p < 0.001) and composite reliability (CR > 0.7) and average variance extracted (AVE > 0.5) confirm the scale's good validity. After model correction (removing the insignificant QD4 path) in SEM analysis, the model fit was ideal (CMIN/DF = 1.347, RMSEA = 0.035, GFI > 0.9). The study indicates that course instruction (PB3) and campus activities (QD5) are the core communication channels.