Top teacher, enabler. May 23-24, xinhua newspaperMediaThe group sponsored a special training camp in nanjing, sponsored by the xinhua media academy and the xinhua daily news service, to enhance the operational capability of the sino-chinese media. Deputy director of the people's network's data centre, general editor-in-chief of people's online, head of the zinhua legal firm weibo, chinese academy of social sciencesNew mediaHuang chuxin, deputy director-general and secretary-general of the research centre, vice-president of the institute of public information and communication of the university of the chinese academy of social sciences; shen yang, professor, faculty of journalism, qinghua university; shen, director-general of the chinese academy of culture; sichuan radio and television board; sichuan observatoire of the ceo of the institute; li xian, chief editor-in-chief of the editorial department of the zhejiang campaign; and zhejiang county media centre, secretary-general, director and chairman of the board of directors of the party, together with over 300 participants from the multi-district communications department and the county-level media centre, gathered for a two-day exchange and study. How can the feature stories be creative? How can traditional propaganda be transformed? How did the new media video create a million-degree explosion? How can ai be used to improve the efficiency of integration efforts? How can the county media get out of the divideDevelopmentRoad? In the face of this challenging reality, the news industry and the academic community are working together in special training camps to clear the fog and find answers。
Hit people and push new media wordsInnovation
In 2017, xinhua's new media pioneered the “justness” by subverting users' stereotypes of current-life journalism. According to the dynasty, the new media content is innovative in terms of its correct orientation, both energy and traffic, and user awareness, both access and precision. “... Advocacy of ideas is essentially a human endeavour, and new media practitioners need to take full advantage of the platform's strengths and master the image of the user so that the user can become a self-sensor, participant and interactive.”
The wang dynasty has refined the content of the mainstream media's business thinking into the three key words “on the ground”: “the presence” is a basic requirement for journalists and should be quickly engaged in the focus of the topic, so as not to lose sight of, avoid or lose voice; “online” reflects the web literacy of internet-era journalists and is essentially a new channel and ability to follow the popular path. “... It is the character of the mainstream media, using new technologies, tools, and methods that constantly drive innovation in the new media era. “standing the tone in the noises, placing the poles in the mind-smuggling and neutral minds, and in the crowd-flowing of people, is the thought and exploration that we are striving to promote innovation in content and in words.”。
Since its launch in may 2022, the zhejiang campaign has been planning to launch a large number of explosive articles, which have been circulated repeatedly, with 100,000 + articles being read by 85 per cent. New media technologies have evolved, but the zhejiang campaign has remained word-oriented. Li gian said: “we believe that, no matter how technical it may be, words still have the power to carry ideas and strike people in the heart, that writing is not obsolete, and that good writing should be a necessary quality for media workers.”
Li xian stated that the writing of the article should be dominated by content, striving to be human, hot and attitudeful. “... The essence of a human voice is an innovative way of speaking, based on `humanism', `the ordinary mind' of people, writing articles that allow readers to understand what they like to see; the hottest point is to hit hot spots, to speak out, to express our positions and views with responsibility and thought; and the attitude is to stand clearly, to speak out, and every article that is published supports, opposes, and conveys anything seeks to make the flag clear.”
DepthIntegrationEmbracing new technologies and innovative news production
In the new media age, new platforms are emerging, new technologies are evolving, and how can the media be creatively produced and attractive to users through new platforms and technologies
Huang chuxin believes that the rapid digital transformation of the media should take full advantage of digital industrialization and industry in order to continuously digitize content, digitize users and value media. The new mainstream media should focus on conceptual change in the dimensions of new thinking, new models, new business, new industries, new governance, etc., to produce more products with internet features and mobile modes. “mainstream media content production is fundamental and central to their survival, integration and transformation, and innovative change. How to use the internet's thinking and emerging technologies to create content products that users like is key, and content production strategy adjustments, process re-engineering, and innovative expression are issues that need to be addressed vigorously in the future by mainstream media.”
According to huang chu, media integration should be a holistic and systematic one, with the aim of building a media-wide communications system and creating new mainstream media. In that connection, he made four recommendations: a clear goal of strengthening the media-wide communications system and shaping a new pattern of mainstream public opinion; an in-depth integration project to advance the media-wide communications system; the creation of a comprehensive system platform to bring together digital resources; and an effort to improve the capacity of society to govern and improve the media in general. “media integration, as a systematic project, should be carried out in a comprehensive manner from the perspective of integration of ideas, content, channels, technology, talent, business, platform and institutional integration.”
Since the advent of the tools of chatgpt, sora and mansion, aig has influenced news production at an unprecedented rate. Shenyang describes the future development of aigc news dissemination using the eight words “false architecture to reshape society”. In his view, aigc technology would lead a new wave of convergence across media ideas and lift information dissemination to a new level. “the unlimited exercise of creativity will inspire more content creators and stimulate continuous innovation and progress in the field of information dissemination and advocacy. Aigc is fundamentally reshaping the news industry, affecting, inter alia, the creation of news content, the role of news subjects, the way news platforms operate, and the application of information technology as a whole.”
Shenyang has made her own judgement on the future development of aigc news dissemination: first, the fact-free news, some of which will be synthesized by ai; secondly, the current flow of information, which will shift from one-way to dialogue-based communication; thirdly, the emergence of non-journalist news, which now has a number of live, 24-hour video accounts; and fourthly, the omission of artificial intelligence-generated content and the proliferation of rumour stories. “aig also faces a number of challenges, such as accuracy and reliability of information, lack of in-depth analysis and interpretation, intellectual property and creative attribution, security and manipulation risks.”
Deep tilling vertically, attracting individualized users with individual content
New media platforms are growing and attracting different groups of users, from microblogging, micro-clinics, to subsequent tremors, stations b, little red books, knowledge, etc. The same content availability makes it difficult to attract the attention of different types of users. According to yuen yuen, sichuan observes the concept of differentiated operations based on the user community and has always adhered to a “platform-one strategy” to foster new media accounts and projects of different styles on different platforms. “this fine-tuning exercise, on the one hand, consolidates the group of fans of different attributes and, on the other hand, fosters the growth and progress of new media projects in competition and stimulates greater dynamism and creativity.”
These new media accounts and projects, with different fan sizes and diverse content styles, have built the whole media matrix of sichuan observation in a virtuous interactive process, forming a multi-formula development model covering dozens of platforms, such as shivering, microblogging, station b, twitter public, etc., to support sichuan observation brands. “sichuan watch, which began at zero, has been developing innovatively over seven years, from 2017 to the present, from a single news client, to a media-wide matrix of over 150 million internet fans.”。
The county-level integration media centres build the “last kilometre” of media integration, the “last kilometre” connecting the population and the “last kilometre” of grass-roots governance. There is a high level of interest in society as a whole on how to speed up the construction of district-level media centres. In 2023, the media centre for integration in angé county, through its industrial transformation, received a total of 667 million yuan, making 32 articles of the news broadcast on radio news, a typical example of the innovative development of media centres at the county level. To qing, who is responsible for the media industry, has taken the lead in industrial development and has been a leader of the party, sharing the main practices of the main media centre in angie county. He stated that the content of the report should be refined and should be genuine, effective, efficient, warm and warm, while providing authoritative, in-depth and professional information。
“each media has a clear regional dimension geographically; however, it has no boundaries in terms of the power of the news, its influence and the expansion of the media industry.” qing said that the media centre of angie county was firmly attached to the position of the owner of the news, and adhered to three principles: first, a non-theme-free campaign, with 100 highly immersed feature stories each year, which effectively brought together the essence of the cadres; secondly, a small number of non-precisions, less sub-products and less waste; and thirdly, a steady increase in the income-generating capacity of the cultural and creative industries and the creation of a strong service capacity between the various arenas。
Xinhua daily news, news reporter xian yuli, ting ding, yang yuan, wang jian yuan, shen lai, zhou xiaoyu, shoray, wen wen, wang rui mae, pan hae soldiers
