In the new communications context, how to make the audience willing to see, understand and move forwardCurrent affairs coverageWhat? How can we, in the face of an ever younger group of new generations of readers, take a people's perspective and interpret the development agenda? For the local party media, keeping young people in the context of mobile transmission is a central proposition for future development。
September 2022HenanRadio and televisionElephant newsThe grouping of dominant forces, oriented towards the movement side, created a "preparation headline" for the current political brand, reshaping local party media coverage. For more than a year now, as a new media channel for the “young” era, the “preparation headlines” have been based on “henan news channel” and are based on new perspectives and new thinking to explore the new expression of the “temporal” era. In the midst of loud public opinion, the “preparation headline” won traffic from the angle, advanced quality in depth, measured by temperature and in a more regular manner, and reaped a large number of young fans in the new media。
In all types of news, the news of the times is naturally distant from the internet, and young netizens are not likely to be concerned if they are in the same position as elders when they are making new media. How can the news of the times be young and become a flashshot like the news of the people? This is a common problem for local party media and the direction that elephant news is looking for in building the “headlines” column。
I. A new perspective on the work of a provincial centre to create a "hand-in-hand" for leaders
Current political reporting is the central and most important part of local mainstream media news coverage, and it is important to convey the party's policy spirit, build social identity and connect the government and people of the party committee. As an actor in the early transformation of the new media in henan province, elephant news-making new media are “forecasting headlines” and “time” factors have contributed to the innovation of local media coverage。
From a “time” perspective, the henan provincial council and the provincial government, in their new phase of development based on henan, looked forward to 30 years of thinking, decision-making and development, building the pillars of henan's practice to modernize china. In the face of the new situation, leadership at all levels can perform their duties better only if they are aware of the future deployment of the provincial council. This, in turn, places greater demands on current political reporting by local party media。
In the process of promoting media integration, at the new media level, elephant news has opened up the search for innovative news coverage as a “headline project” and the “headlines” column has emerged in this context。
In terms of media integration's “portrait”, both in terms of current political journalism and in terms of party propaganda, it is necessary to adapt to the new patterns of transmission in mobile internet language, to “discuss” the word “prosecution”, to view the audience in a posturing manner and to give it a high level of intellectual acceptance, based on an increase in the availability of more information, and to allow the audience to accept the views of the sender。
Traditional news stories, which focus only on the events themselves, are often more monotonous, and in the new media age it is difficult to produce “silent” effects and resonate with audiences. As the new media of the times, the “preparation headline” has, since its inception, made clear the strict requirements of “deeper” to keep the henan political hotspots close to them and to set the issues in a smart way. Each issue is carried out in the context of the major decisions, events, conferences, etc. Of the henan provincial council, covered under the heading “henan news channel”, while at the same time effectively supplementing and connecting, writing “out of the news and looking at the news” in a way that conveys to every audience the reflections and insights behind the decisions taken by henan provincial council against the central spirit, uu henan reality and the advanced practices of the provinces, and “knows better what it says” and “knows better”。
For example, when the shanghai university of transportation opened the academy of the zhengzhou institute, the elephant news introduced the "campus call school" and "how henan" in a game of chess, which was accompanied by the "henan news network" and did not stop the news coverage at the event itself, but extended to the search for "the introduction of campus name schools and the construction of innovative vehicles" by general secretary xi jinping, zhejiang, in conjunction with the “innovation drive, zhengxi province, and zhang province” strategy currently being implemented in lower henan, which has led to an in-depth analysis of the “camp name school” in henan. This set-up of topics brings the average reader closer to the current news and allows more people to read the layout of the provincial council。
The local party media are innovative in their current political reporting and are by no means business. “deeper” content creation, which gives a clear picture of what's behind the news, is more visible on the mobile side, easier for the audience to read, and more accessible to young netizens. The elephant news, for example, " how the “frontier” of the headline is changed " , was launched against the background of a study conducted by the henan provincial commission, leading mainly to sinyang, a revolutionary old district. It is well known that shinyang is at the border between henan and the provinces of hubei and anhui, the “frontier” of henan. However, the leadership of the henan provincial council has raised the need for a “frontier” consciousness. What does it mean to have a province's “front line” to fight for “front line”? The elephant news, which goes from word to word, provides an in-depth analysis of how local development can break through the ideological shackles, break the constraints of territorial space and further proposes “to jump out of henan to develop henan”. Ii. The new language speaks well of the affairs of henan, allowing the current political news to live up to time, both in the province-wide development context and in the streets, and listening to the news. For local media outlets, the new media are trying to “up and down” not only select the angles, find the right entry points, dig deeper into the depth and breadth of the news, but also make the new culture a new one, so that they are young. For too long, current political reporting by some local party media has been difficult to resonate with young internet users. To win over young people at the end of the new media, it is necessary to do so. It can't always be written in great words and words, close to people's lives, in words that people understand and understand. This would not only make the news more interesting, but also bring it closer to the reader and better convey the message。
In building the "headline" of the elephant news, the anti-television media has not turned it into a new time media for a short video, but rather a “mixing” of text, pictures and videos, which not only feature stories from henan news, but also creative short videos about the subject. At the same time, in the style of words, breaking the traditional style of current political reporting, not making long speeches, not doing official essays, opening the door, speaking the words, saying "right bullshit." each story is about 1,000 words. In our view, short does not mean simple content. Each story seeks to find a match between the “big country” and “provincial priorities” on the one hand, and “people-to-people” on the other hand, so that the audience can understand, understand quickly, resonate with each other, and so that the attraction, inflammation and dissemination of current political reporting can grow. For example, how can the coverage of the second series of thematic educational encounters in henan province be brought closer to the lives of ordinary people so that their content can “fly into ordinary people's homes”? In the second series of articles, the headlines and the second series on education in henan are three parts of the text: “down in the air” and “thought in the air” and, from the beginning of the title, bring people closer to each other, a rational analysis of the contents of the paper, and a clear link between the subject education and the food and clothing industry, “springs of the rain and the lack of sound”. Following the henan provincial council's economic working session, elephant news launched the “drive” for the headline from the provincial council's economic working session, reporting entry points not to write about the provincial council's economic working session, saying that henan's economic development performance this year, but to ask a question: “do you have a review of the year 2023 when it's almost over: how much do you make and what's the new plan next year?” then we moved to the meeting, which provided us with a window of observation and reflection on the issue of making money. The reporting layer is moving forward, further raising new questions: how can henan's economy maintain its strong growth in the face of the continuing decline in the real estate market? While the issue is being studied in depth, the positive developments in the henan economy have been reported. At the end of the report, it was further suggested in the form of a commentary that “can we remain the same with the changing times, the changing environment, and the changing henan?” the text, through the “wielding” of the antenna, the “preparation headline”, is always new from the point of view and precise from the point of view, and makes clear the provincial council's assertion that the launch was followed by a strong reaction in henan province, where the mainstream media in various municipalities transmitted the text, with good dissemination. It is not easy to speak of local politics in plain language. Language has a temperature and an attitude to text, so that the news can live. This is also the direction that the “headlines” have been working on, and at the end of every story, the elephant news is accompanied by a “micro-view” that gives a more intuitive expression of opinion and direction to public opinion. Iii. The power of new dissemination to expand content, and the ability of political news to spread in mobile break-through circles if you have a sense of the internet, is crucial. As a local party medium, it is necessary to build on the social media language that young people are familiar with, to live and to make current news alive, fashionable and young. With its "short, real, new, live" feature, the "predictant" has quickly appeared in the new media in henan. “live” is reflected not only in reporting but also in dissemination. Elephant news, in its dissemination of “preparation headlines”, has shifted from one-way to interactive, service-oriented and scene-based communication, working towards a framework expression of “mainstream values + mainstream audiences + web-wide delivery + precision”. The “headlines” place great emphasis on mass communication, providing access to new media platforms such as elephant news, weibo, micro-cyber public, and multi-channel distribution based on official accounts such as elephant news and headline, with a growing audience。
For example, following the announcement by the national commission for development and development of the establishment of the directorate of private economic development, a number of comments were received from netizens in the back of the elephant news station asking about henan's plans. Having followed the concerns of the netizens, elephant news launched the "booking the headline" private economy first step in henan, drawing attention to the concerns of the netizens, and in-depth analysis of henan as the province of the private economy. Through a web-based question, the media broke it, and “precipitated the headline” achieved a mixed harvest of slogans and traffic。
