First of allMedia integrationIt helps to expand the reach and impact of current affairs news. By combining the respective strengths of traditional and new media, current news can reach a wider audience and will play an important role in attracting young audiences in particular。
Second, media integration helps to innovate the way news is presented and to increase its appeal, motivation and impact. Through the use of multimedia technologies and modes of interaction, current news can move beyond traditional text, a single pattern of photo coverage and be presented in a more lively, visual and lively way, thereby increasing the reading experience and participation of audiences and further enhancing the reach and impact of news。
Finally, the integration of the media has brought more accurate communication strategies for current news. Through technical means such as big data analysis, current news can provide a deeper and more accurate understanding of audience needs, achieve accurate delivery of content and further enhance communication. In addition, media integration has provided new tools and platforms for public opinion-led news of the times, helping to better fulfil its social functions。
Ii. Experience and practice in the development of the integration of the media
In recent years, the central media have undoubtedly been at the forefront of the integration of the current media. In addition to traditional press releases, xinhua has produced a large number of light quantitative products, such as short videos, microblogging and news. For example, the focus on leaders ' foreign affairs activities, major policy issuances, quickly captures the audience's eyeballs with concise and quick clips, lively images, integrates serious current political content into everyday life scenes, and enhances communication ties。
The creation of the central radio and television general, the creation of a political micro-video studio, the expression of innovative words, the production of a wide range of products, such as news alerts, time micro-records, and so forth, has resulted in a comprehensive, chain-based, platform-wide mode of dissemination, resulting in a “time-out, exclusive, deeper, wider” news stream and product ecosystem, making serious current-policy content more attractive. In order to enhance the user experience, the central radio and television service fully utilizes mobile streaming media technology to provide live telecasts of major diplomatic events, etc., and to “take” users to news spots and make “higher” current political events more “generic”。
In addition, the provincial media have actively explored some of the relevant and relevant experiences. The zhejiang daily press group has launched its “zhejiang news” client, working in the field of current affairs and journalism, and has become innovative. In the form of a special thematic column, an exclusive in-depth coverage was launched on major topical issues to tap into stories and lessons learned; the use of new technologies was applied flexibly to engage users in a show-off interactive effect; and the use of short video for rapid transmission of hot spots and policy highlights enhanced the relevance and dissemination of current news。
The sichuan daily press group has created a “covered news” client, focusing on current news as a core block, spreading it through the media as a whole in a variety of forms, including text, pictures, videos and live broadcasts, using artificial intelligence, big data, etc., to achieve precision delivery and meet user-specific needs. For example, in the coverage of the two provincial meetings, live channels were set up to provide real-time access to the audience, and presentations were made by members of the board of representatives with graphics, and policy readings were presented, which provided insights into the two sessions from different perspectives。
Hunan radio and television has also achieved significant results in the integration of current affairs and journalism. The mango news platform, which combines television, radio and new media resources, has created a media-wide news matrix. Use of technology such as virtual reality (vr), enhancement of reality (ar) and innovative presentation of news in times, such as the “vr watch two sessions”, provide immersional news experiences to audiences. In the context of the rejuvenation of the current political news, the launch of events such as the youth mango festival has effectively enhanced the influence of the current political news among young people。
The above-mentioned successful exploration of the integration of current affairs and information has provided valuable lessons for innovation and development. This amply demonstrates that as long as the means and means of communication continue to be innovative in order to adapt to the changing communications environment and the needs of the audience, the news of the day can move away from the tedious stereotypes of tradition and better fulfil its values and functions。
Iii. Strategic proposals for the strategy of transition in the media
It's important that current news take the path of media integration and further improve communication effectiveness and impactContent innovationTechnology empowerment, platform buildingTalent developmentAnd so on。
- innovative content production to improve the quality of reporting. Above all, it is important to insist that “the content is the king” and that, regardless of the changes in the form of communication, quality content remains the essence of the news, and that the flow of information must not be at the expense of its authenticity and accuracy. What we have to do is dig deeper into the stories behind the news and impress our readers with vivid details and live language. At the same time, new technologies, such as short video, live broadcasts, h5, vr, animation, etc., are being used to “live” the news of the times. For example, in the coverage of major conferences and important policies, enhanced in-depth interpretation and contextual analysis will help audiences understand the implications and implications behind them and, using techniques such as data visualization, will translate complex policy provisions into graphs, presenting current and political news in a more visual and lively way and making it more accessible。
• strengthening technological empowerment and promoting intellectual transformation is a necessary trend in the integration of news and information into the current world. This includes increasing the efficiency of news gathering, editing and distribution through the use of technologies such as artificial intelligence, big data, such as smart algorithms, based on users ' browsing history and preferences, accurate delivery of news content at the time, and more targeted and effective dissemination of information. At the same time, content production and dissemination strategies are informed by large data analyses of needs, behaviours and feedback from audiences. For example, it analyses the focus and preferences of different regions, ages, professional audiences for current affairs news in order to produce more precisely content that suits the taste of the audience。
• building platforms for a media-wide communications matrix is key to integrating the development of current affairs and news. The information component will integrate traditional and new media resources, establish a unified information centre, create a production process of “one collection, multiple generation, multiple communication”, and form a comprehensive and multi-level communications matrix, with a multi-platform and multi-form delivery of content. At the same time, social media platforms will be used to expand the reach and impact of current affairs news. To attract the attention and participation of users through the opening of official accounts, the publication of exclusive content and the initiation of topic exchanges, to guide netizens to express their views, to express them and to make them more sticky. In building its own client base, website, etc., the platform's user experience and functional services will be continuously upgraded to provide customized, offline reading, interactive communication, etc., and a unique and competitive platform for the dissemination of current news。
• developing media-wide talent and a composite team is the foundation for the integrated development of current affairs and journalism. (c) to improve the comprehensive literacy and skills of journalists through training, further training and practical training, and to develop a mix of knowledge of both current and new media technology and dissemination patterns. There is a need to bring in specialists in big data analysis, artificial intelligence, new media operations, build the capacity of teams to apply technology and disseminate innovation, and provide technical support and innovation for media integration development. At the same time, there is a need to create sound talent incentives to encourage journalists to participate actively in the media to integrate innovative practices and stimulate their work and creativity。
In short, the integrated development of the news of the times faces many challenges. It is necessary to emancipate ideas, to be innovative, to explore more diverse and effective ways of communicating, based on ensuring the right direction of public opinion, and to bring the voices of the parties and the state to thousands of households with precision and vigour, and to bring to the reader news stories of the times better and closer to life。
(by shanxi daily news)
