Source: all media explorer, april 2025
"network" reflects the general control of popular expression, internet transmission patterns, socio-psychological skills, and so onMajor feature storiesIt's a good way to stay away from air, readability is weak, and infection is weak。
To this end, the daily newspaper explores personalized narratives, storytale expressionsIntegrating media communicationThe idea of reporting better adapts major subject stories to internet dissemination needs。
Individualized narratives to make the story more relevant and attractive
Major thematic stories often use grand narratives. As communication technology evolves and changes, decentrization, personalization and socialization of communication landscapes are taking shape, and grand narratives have become difficult to satisfy the value-seeking, emotional experiences of netizens. Making major themes more “memorous” should begin more with “substantiation”, reflecting the larger themes through small incisions, in order to find the interface between positive energy and large flows of energy in small and deep。
On 17 november 2024, the popular day newspaper published 467 village histories, retaining village “roots” and “spirituals”, describing the positive promotion of cultural “two originals” into rural cultural life in the quigen district, and the mobilization of more than 5,000 cadres over two years for the vivid exercise of village history in all villages throughout the district. The report does not start from the macro-level perspective of how government departments work, but rather focuses on historical stories from different villages and addresses them in terms of individualization with flesh and blood. It is easier to resonate with the major theme of culture, the “two-breeds”, when a wonderful story that binds the country's memory and cultural self-confidence。
Individualized narratives have led to a shift from rhetoric to dialogue. In the age of the internet, “dialogue” has become the main means of communication of the times, and it is imperative to replace “convincing” with “convincing” and “dialogue” with “communication” and “equal consultation” with “rightfully speaking”。
In november 2024, the popular daily newspaper published a column entitled “one thing: reform stories”, which was followed by a series of small, family-friendly stories, such as “two openings, restaurant owners feel quite different”, “351 tons of transformer “annual car check”, which was completed in half an hour, from the point of view of the people, focusing on “one thing” in the areas of deregistration, credit restoration, schooling, services for persons with disabilities, reimbursement of medical expenses, etc., from the perspective of the micro-perceptions of the people and the enterprises concerned, and showing the sense of access that the reforms have brought to the business and the population. Personalized writing has moved away from the limitations of preaching, adapted to internet transmission patterns and made it easier to attract the praise and attention of netizens。
For the provincial party newspapers, reporting on the work of provincial councils and provincial government centres is an imperative, both to convey party and government voices and to gain public understanding and support. In this effort, web commentary is one of the key features of the mainstream media in establishing authority and shaping public opinion。
Since 2024, the public news client has launched a web review column, the time eye, abandoning the expressions “summary of achievement” and “conclusion first”, focusing on objective representation from a third-party perspective. The column captures the characteristics of the user and focuses on the user's experience, making quality content more accurate to the user in a short, smooth and fast style. For example, each year shandong's “new spring first” was followed by online attention by four web-based reviews in the context of the first new spring in 2025, the times eye, two days in a row, of shandong's “new spring first”, and why these 10 focused reforms, “with shandong's “new spring first” school reforms,” “push!” look at how the new spring's “new spring first” brings together the economy in the provinces, “new spring first” cleaning up, deepseek,” in which journalists gathered their attention, captured the dry goods and flashpoints of the conference, combed them with a new perspective, interpreted them, met the expectations and information needs of the audience, gave them a fresh sense of freshness, without losing sight of the friends, and reached a total of 1. 05. 9 million people。
The good news title is "faceface" of individual narratives. For a long time, the trend towards “long, empty, false” titles for major feature stories in mainstream media has not only led to the inundation of high-quality content, but also inevitably to the routing of stories, rendering them less attractive and less communication。
In recent years, the highlights of the newspaper le liberación have focused on “short, realistic, new” and have refined the best details of individualized narratives into titles, which have informed the production of titles in mainstream media, particularly newspapers. For example, on 1 april 2025, the front-page newsletter of the daily newspaper liberación, " a building with a chain, an inch of cash " , described the story of a pilot “industrial upswing” in songjiang, where industrial land reached the “ceiling ceiling”, with unit area output increasing several times over the traditional plant; and on 26 september 2024, in a report entitled “shanghai's five big future industries, more than half of this year's ten industrial fair awards were related to the shanghai five” this news event was entitled “the little cube” “big man power”. In addition, there are titles such as " can't touch a canopy with a hand " , " helpload of foreign tourists " , which summarizes the news in one sentence, but also in white, plain, clear and lively。
In view of this, the daily newspaper carries out competitions for the title contest, entitled " breakthroughs " , which lead to a change in the cultural culture, improve the quality of content and the expression of innovative words. In november 2024, the popular daily newspaper, focusing on private enterprises, launched a series of reviews of the spirit of “go-and-go” “competition to the rule of law business environment”, “being confident” and “foundations of people’s enterprises” and others, which, by changing narrative perspectives, are open and simple and do not speak “right” and are more in line with the objective requirements of media-wide news dissemination, with a total of 1,056 million readings。
Story-to-speech to keep the story close to the audience
In the age of the internet, content production is carried out by means of equitable dialogue, with good stories and local expression. In major thematic stories, the role of the media is often not to convey messages directly, but to interpret and reprocess policy approaches and strategic deployments in depth. Through this process, the media can translate serious policy messages into incident-oriented stories, making the stories more relevant and readable and easier to understand by the audience. Over the past two years, the daily newspaper has been reading the news of the day in words that are understood by its members, keeping it low and communicating with its audiences on an equal footing, on the basis of such columns as " time eye " , " the public comment " 。
In january 2025, on the eve of the two games in shandong province, in 2024, the shandong economic performance data was released, and a web-based review entitled " the colors and the jobs of the times eye of 9. 86 trillion " was launched at the first time. This figure has led to an in-depth and shallow scrutinizing of the economic dynamics of shandong, which is an important backbone of the north economy, and the importance of its upswing in narrowing the north-south gap and in leading the north to an engine of economic development and strong confidence. Logical innovation, with a sense of “network”。
It is crucial to answer macro-topics such as economic data. Not only is the topic “falling down” rather than floating in the air”, but it also contains stories that are close to people's lives, showing the real impact of policies on ordinary people, and making the stories warmer to stimulate emotional resonance among audiences. In addition, using specific data, actual cases and visualized graphs, translating abstract policies and objectives into content that is actually felt by netizens can make the coverage more visible, rather than being confined to a broad concept. In this regard, a number of new feature-level media products, with major themes and positive publicity as their main focus, are emerging as examples of in-house learning。
For example, micro-letters such as “zhejiang campaign” and “oxy” are still “flaming out” today, with short video and high-speed developments and the zhejiang public dividend as the main content of the editorial commentary。
The twitter public, created by senior media figures, is good at reading high-profile events in the provinces and municipalities, bringing permeability and influence to high-quality content, and has produced a number of stories about important events in shandong, such as shandong, which was launched on the occasion of the 5th qingdao summit of transnational corporations, and shandong, which was launched after the release of economic data in the 3rd quarter of 2024。
Among them, shandong, san san is not simple! Starting from china's more than simple point of view in a complex and volatile situation, he went to shandong from the point of view of the great province to pick up the sorghum, and then he went on to say, “how can we look?” and began to say, “the 100-year-old coal city palms turned into the centre of lithium electricity” and “the new energy type of weihai `nuclear wind lights'” “the texas large-scale silicon material size production base” by means of which he expressed a new media feature, rather than flat-faced narratives, but rather direct focus, dissecting and tact. The phrases are shorter and simpler, and every one of them throws out a “burden” and constantly increases the audience's interest in reading, allowing its members to think after reading。
These provide new insights to the mainstream media in terms of critical thematic coverage: it should look for spiritual points of convergence with users, points of convergence of ideas, points of emotional resonance, and ensure that coverage is both realistic and lively “webs”。
Strong interaction is also an important form of enhancing storytelling and intimacy. In recent years, the daily mass newspaper has fully mobilized the motivation and creativity of young journalists by creating a vertical industry video account, opening channels of communication and giving them a sense of youth, socialization and interaction。
For example, in "my colleague is a robot," "i'm in the air opening the door" and "back up in the way of "the boss." in the video coverage, journalists have been decorated to tell stories about “dry goods” in the form of micro-tramas, which provide news messages and emotional values with interesting stories and screen screens on new media platforms, by replaying and recording them on the spot with plot and dialogue。
Story-to-speech news should also be expressed emotionally in a way that allows users to resonate strongly and connect emotionally. For example, in early march 2025, shandong was in the middle of a cold tide, and on that day, a popular news client released "shot-shot-to-shot" and "shot-to-shot" "foot-to-shot" "foot-to-shot" "first perspective" to show you the snow rescue! He saved more than 30 cars in seven hours of short video, intense chorus, driver's accounts, slow driving body, bringing the audience's senses to the scene, and many of his friends came out of the public mind to help others despite their personal safety。
Integrating media to make coverage more direct and effective
To accelerate the construction of an integrated and integrated media-wide communications landscape, mainstream media should focus more on the cross-cutting nature of user-based ideas, linking user thinking and user logic to content production dissemination feedback, and enabling content production in different media forms to be carried out within an organizational system. The popular press groups have been instrumental in building a new “public” media platform to accelerate the deep integration of the media。
Times news is an important component of major thematic coverage, marked by greater social interest and authority. In recent years, the popular daily newspaper has diversified content production and distribution of current news stories according to the different characteristics and needs of a disaggregated audience, seeking to develop a hierarchical, complementary, streamlined and interactive communication system. At every important provincial council meeting, the daily newspaper produces drawings, illustrations, posters, etc. These products, in the form of a focus, a framework, etc., outline and clear-sightedness, allow the audience to look at them and read them. For example, the “a thinking guide to the communiqué of the twelfth plenary session of the shandong provincial council”, “the tattoo of urban-rural integration for high quality economic development in the district”, and shandong's deployment, by popular interpretation, give current political reporting not only news value, but also learning, downloading and collecting educational teaching value。
To move away from the traditional “all for all” reporting line, greater emphasis is placed on verticalization and flattening, with a focus and focus, and efforts are being made to produce the most important feature stories. Since 2025, the popular daily newspaper has been reporting on the “composite box” of media outlets around major provincial committee meetings such as the provincial congress on innovation for quality development, the provincial congress on consumption promotion and the provincial conference on investment growth. A series of graphic posters, a graphic reading, a public quick review video, and a " time eye " web review were developed in advance. Formally, the products cover a variety of types of text, posters, graphics, videos, etc.; from the point of view of content, the products range from “quick reading” to “deep reading”, from fragmentation to systematic dissemination, and are better suited to users' information reading needs。
If communication is to be enhanced, it needs to be not only good, but also in a form that requires “scrutinizing”, just as a delicious meal needs to be crafted to get more attention. Since 2025, the times eye column has introduced a new set of innovations to make it more concise and focused. In particular, on the shandong political event micro-letter public layout, each article is tailored to reflect the subject matter of the article, or sets a suspense to attract the audience to read, with more emphasis on short sentences, short paragraphs, red words, thicker text, etc., with emphasis on the insertion of a rich frame, and paragraphs with more rhythm, which further enhance readability。
Enrichment of vectors, innovative forms and dynamic expressions will allow for the refinement and visualization of the dissemination of major subject matter reports. As an emerging way to integrate the media era, live news has strong application advantages, notably in terms of focusing on emotional transmission, expanding news channels and meeting the social attributes of users, and is an important means of meeting the diverse information needs of audiences. During the live broadcasts, journalists interacted frequently with netizens, and the interactive nature of the live broadcasts was reflected, making a useful attempt at the production and dissemination of interactive products。
In the media age, it's about content, it's about traffic, it's about technology. In this context, the mainstream media need to continuously advance deep-seated organizational restructuring, business process re-engineering, building intensive, efficient organizational structures and business processes consistent with the communications characteristics of production in the internet age, and promoting inter-sectoral convergence; maintaining technology-driven and responsive to the wave of digital technology development, embedding digital technology in content production, production, distribution, optimizing content production processes and enhancing content productivity; and keeping a close eye on digital technology development dynamics, driving media transformation in the frontier, expanding the space for mainstream media creativity and empowering the public information production depth。
Concluding remarks
In the face of complex and diverse patterns of communication and intense media competition challenges, it is the responsibility of the party to make major subject-matter stories deep-seated, to make good products, to enhance the “web feeling” and to break the “circle”. Opportunities and challenges range from successful innovations to hard spots requiring further breakthroughs, and mainstream media need further innovative expression in narratives, language styles, product models, etc., to gain more attention from users and make mainstream voices more vocal and distant。
Zhao hongjie
This paper, published in media-wide explorer, april 2025, was originally entitled “how the web of major subjects reporting” is translated。
