At this winter olympics, hunan is not the main battlefield, but rather the main battleground in hunan; without hunan athletes, hunan gold medals were created。Hunan daily newsIn the planning process, the media as a whole portrays a precise client image, consistently following user thinking, looking for a user-like perspective, and increasing user stickiness from the perspective of geography, common sense, desire for knowledge, curiosity, personalized expression, so that the expectations, attention and experience of users are constantly raised, and sport is seen, thus bringing about an overall upgrading of reporting in traffic wars。
01
Geometry: the hunan want to see less than the hunan elements
In 2015, china formally made a commitment to the international community to engage 300 million people in the ice and snow campaign. The campaign for ice and snow has escalated from a small race to a popular fashionable way of life, and has become a trend for ordinary chinese people. However, for the majority of the hunan audience, the ice and snow movement is relatively infrequent and poorly understood, which, combined with the multiplicity of terms and rules, makes it difficult to distinguish; at the same time, the winter olympics did not include hunan athletes。
From the standpoint of geographical commonality, the hunan elements of the winter olympics must be found. In the pre-hot phase, the reporting team travelled to the northeast with the exclusive launch of a series of feature stories entitled " the north searching for ice " , entitled " unrepentant: hunan ice dreams " , " unrepentant " , " unrepentant camps: future futures of hunan ice dreams " , a short-distance youth training team focusing on the “snow hide” in lake joaquin, "universal visiting olympic champion lee kinjoo: "screen smart " in hunan kid " points out from a professional point of view the great prospects for hunan youths to participate in and engage in the ice campaign; and "vlogs in the north" (2 issues) in the first perspective of the lake's south. This series of reports triggered a competition in the media。
During the beijing winter olympic games, six non-registered journalists became part of the “climate group” in five circles, deep into the streets of beijing, producing a series of hot-temperature stories about the “little blind box” and excavating a large number of exclusive hunan elements: the chief nurse of the hunan people's hospital, xu bu yong, was elected as the olympic torcher; hunan director, yongkambo, gave a short-chanced film to the opening of the team's opening ceremony; the opening of the opening of the opening ceremony of the sunflowers “crown for visitors” and “sky snowflower”; the opening of the opening of the opening of the opening of the opening ceremony; the opening of the launch of the sunflower “crown for visitors” and “sky snowflake”; the opening of the launch of the sunshine fire, which was supported by the hubnan star's smart electric arms platform; the multi-purpose road sweeper of hunan, which guaranteed a number of games; the lighting of winter lights by its windmills; the award stage of the hunan light power company; the opening of the children's dress-up by the yuyang sister; the machine of sunyang for making “clothes” for ice-creams; the designer of zhang zhangyang zhangyang as the designer of the zhuo medal. Most of these hunan elements were first published by the hunan daily newspaper, which triggered a follow-up in the provincial media, and during the winter olympics, the hunan daily olympic article featured a climate that was not home-grown and home-like。
02
Curiosity: what you want to know is what i want to know
The ability to satisfy audience curiosity in the age of mobile internet is an important indicator of the quality of content products. To be sure, a significant part of the reporting participants also went through a process of “no knowledge” of the olympic games to “understood” and “understood”. The process of doing your homework does not have to be completed completely before the race, but it does have to be presented to the audience — many times, “what you want to know is what i want to know” and more so as to stimulate “common sense” among the audience. In a sense, the strangeness of the olympic games has brought content creators closer to the audience。
On the eve of winter's winter olympics, the hunan daily news launched the winter's olympiad, and we're here. After the experience, we unilaterally announced that the ski project would be renamed “default”, that we would follow the journalists to the city of biau, that we would continue to pursue the stars, that we would fight on the ice, and quickly and beautifully, that the photographers would say that the ice canteen: victory's target, right in the middle, that hockey, the fire of the firing door on the ice, that she would come to an amazing conclusion about the winter, and that you would see a special car in winter. Journalists experience first-hand the origin, characteristics and rules of seven major projects at the scene of ice and snow, both as a self-learning process and as a parallel to the dissemination of information. The team also launched h5 " the winter oats " , in the process of storing winter oak knowledge, using young people's favorite winter oats challenges as a vehicle for breaking-in games and interactive gaming and significant hits。
During the competition, the only officially registered journalist in hunan, the hunan daily newspaper, and the entire press, cai zai xian, took advantage of their resources to launch a column entitled “kapting kazio”. The 20 short video programmes, which go into 13 galleries in the three main competition areas and go close to the 7 grand winter olympics project, are an expression of the very internet feature of “tucking cards”, a constant human perspective, youth growth, professional proficiencies, and a vivid display of the details that are beyond the reach of ordinary people in the olympic closed circle, outside the rebroadcasting lens, and have greatly satisfied the audience's curiosity and become a very special new media content product in the national winter report。
The ice blinding box, named from the field, reflects the internet's “set-up suspense” technique, with six non-ooc officially registered journalists taking turns and providing a full reading of the winter atmosphere, urban services, ice and snow experience and the human condition in beijing, zhang's family. There are 44 editions of ice blinding boxes, which are suspended every day and surprises everywhere. When beijing became the first “climate and winter olympic games”, together to take stock of the technological power of the beijing winter olympic games, and quickly come to experience the technological, cultural wind of beijing winter’s olympic games, and blow, “the winds of zhang bei, lighting the lights of beijing”!, watching the winter’s national treasure, embroidered as “the life of the tiger”, and winning the gold, the “non-working business” of the easto journalist was listening to each other, lian chun, eating spring cakes on the camel bells under his pen, and blessed winter, and these stories, jumping out of sports and presenting the city’s bottom, development and future from different angles, coincided with the demand of most audiences for information and specialization。
03
Companion: all i'm saying is how you feel
The comments are party media flags。Media integrationThere are more technical requirements for the expression of the views of the party media, and “communication” with the audience has a direct impact on communication effectiveness. During the winter olympics, the hunan daily newspaper launched the winter olympiad for different audience groups, while the inherently “young says”, “specific perspectives”, “wull-assessed review”, “thirty times review”, and “presentity of convergences” also focused on the hot topic of the winter olympiad. The whole newspaper commented that the matrix was full of fire, was ambitious, had a diverse perspective and highlighted the party's strength。
Among them, a “winter oscillation review” written by professional sports journalists, featuring “light” and “quick” comments on the opening ceremony, “the spring has come, the future has come”, which, while keeping close to the topic of the “community of the destiny of mankind” and using plain and lively language, captures the common ground of the self-confidence of contemporary chinese culture and achieves good communication. The closing comment, snowflake, in sunshine, again read the chinese-style romance of the winter olympics in a manner similar to the verse, highlighting the beauty of culture and resonating with the beauty of language。
In an effort to reach a common ground with a wide range of young users, the idea of “opening the door” of the hunan daily newspaper continues to grow, joining the hunan masters school of information and communication to open a winter olympic comic book, publishing more than a dozen high school children's reviews, challenging young children and young children, gaining momentum and new experience for media integration into deep waters。
“community” goes beyond commentary to a series of highly sensitive feature stories, so that “big theme, small mouth” can be used to write commentary articles. Two winter journalists, one travelling from beijing to zhang jiaguchi, one travelling on a “green train” from zhang's mouth to beijing, experienced it very slowly, and 100 years of “slowness” between beijing and winter olympic games, today's “fast” is a strong contrast. On 9 february, the newsletter “travel for 100 years” and the katozo column “sit on the winter olympiad!” were launched simultaneously at the zhang jiaguchi stadium, attracting high-profile attention from the zhang jiaguchi district and specifically increasing the route of the beijing railway media interviews. On 17 february, the micro-film, " through the 100 years of kyoto, feel the glory of dreams " , came on line, the first railway was built on its own a hundred years ago, when the man-style design of the world's famous characters was so much added to this day that it became a big story. History is heavy, with hundreds of years of dramatic change, concentrated in short microfilms, with a high audience and a million hits online。
04
Personalize: i can play what you want
“everyone can talk about a five-minute talk show”, “you have only three seconds to keep the audience”, and these “out-of-the-world secrets” are on the internet, with no concern, but, in a sense, they simply cannot meet the audience and have to “a little something to do with it”。
