Not only in entertainment, the value of the game, have the media noticed?

Original: Li Lei

Guide

As the medium of information dissemination, it is one of the functions of the media to promote the exchanges and innovation of knowledge and vividly to guide the public. The rapid development of society has also made the form of the media increasingly diverse. The responsibility of helping to solve social issues is increasingly arduous.

In recent years, some functional games have helped solve some social issues in innovation to have a certain inspiration for the media. In fact, the game and the media have homology and integrate with each other. The technical, thinking, and the ability to solve problems contained in the game can have a positive impact on media communication activities.

When the media "meets" the game, what kind of sparks will the two areas of cross -border two areas?

01

Three -point communication revelation in functional games

Transmitting knowledge and culture, spreading mainstream values, and promoting society to good ... This is the social responsibility of the media.

How to build social issues in the form of closeness, sensibility, and interaction, effectively guide public opinion, promote social consensus and actions, and achieve the effects of spring wind and rain and moisturizing. This is a problem that the media has been exploring and trying to solve it.

The stone of its mountains can attack jade. As a "ninth art" game, the technical form, novel form, and the characteristics of the whole people are integrated, which is showing the overflow value beyond the entertainment function.

The "functional game" born in the 1980s as an example. Its definition is not the first purpose of entertainment. It mainly highlights functionality and application, and is used to solve practical problems and industry problems. In recent years, with the continuous deepening of domestic exploration, functional games have gradually shown good social effects in helping social issues solutions and knowledge communication.

In the digital age, topics such as science and technology, health, environmental protection have certain professional barriers. As a media, it also has the functions of professional knowledge science. However, there are also problems such as rigidity, lack of innovation, unidirectional instilling, lack of dialogue and communication, and not enough grounding.

In the new media era, how can the media fulfill the media responsibilities of the media? In the process of spreading information to the public and interpreting professional knowledge, mobilize the enthusiasm of public participation? With the help of new technologies, the gap between the professionalism and the acceptance of the audience can create a common space of significance?

In the transmission of functional games, it provides unique "translation methods" or can provide reference ideas.

1. Interaction and immersion, make the content of the communication more sensitive and touching

Climate change is one of the most urgent issues in today's society, and the harm brought by climate issues is becoming increasingly obvious. In 2020, my country proposed the "double carbon" goal. A series of "new words" entered the field of people's vision, carbon peaks, carbon neutralization, negative carbon emissions ... more like carbon verification, carbon accounting, carbon audit, carbon finance, etc. Emerging positions appear in everyone's employment choices. "Double carbon" has not only penetrated into the country's development, but also is closely related to the future production and life of the people, changing our lifestyle, employment model, and consumption method from the present to the future.

At the moment, how can the media break through the traditional way, better spread the complex knowledge concept to the public, allow the public to cultivate a better consciousness, and bring more active and positive changes to the future?

Carbon neutralized popular science game "Carbon Island" may bring some inspiration.

"Carbon Island" puts the "carbon peak-carbon neutralization" implementation path that we have not yet realized in real life, and performed vividly through simulated operation. Everyone can transform into urban governance in it. From the perspective of a global manipulation of cities, build barren islands into a prosperous island that can achieve balance between economy and the environment. In this entire process of participation, it can not only transmit "double carbon" knowledge to the public, but also allow ordinary people to feel the personal experience of investing in the green economy in advance why my country should be investing in the green economy in advance. Low carbon awareness Also improved.

It is understood that the product has a cumulative number of more than 196,000 visitors in the first week of the product. If it is converted to a complete public welfare lecture of 200/person, it is equivalent to holding at least 9,800 games within a week.

Create a "experience -oriented" environment that is similar to letting the communication content is true, sensible, and interactive, and allows users to immerse themselves in depth. This is exactly what the mainstream media can learn from. Immersion and interaction, on the one hand, can improve the user experience and increase the user's participation in the topic, on the other hand, it can also enhance the user's acceptance of content, thereby strengthening the educational guidance function of content.

Huang Chuxin, director and researcher of the Digital Media Research Office of the Chinese Academy of Social Sciences, believes that the user -oriented gaming communication focuses on the experience space of virtual and realistic interchange, activating the potential of media communication with scene dissemination and empathy, and realizing the effectiveness of users' information on information. Understand and accept.

2. "Translation", incentives, let the spread of spreading

With the advancement of the times, the depth and breadth of knowledge are continuously expanding. How can we better pass on some profound and obscure and even boring content to the audience? This is also the "new problem" left to the media in the new era.

For example, the calculus knowledge known as "difficult to go to Qingtian", the functional game "Micro -Plum Calendar Adventure" is easy to resolve in the form of "3D decryption". Some of the decryption games allow people to learn and learn in the puzzle customs clearance from shallow to deep puzzles, stimulate interest, and gradually grasp the abstract complex knowledge content.

The media itself is the communication bridge between all sectors of society and the public. Facing the topic of high professionalism and high threshold for the audience, the media may wish to innovate the form of innovation and the carrier of the carrier. The distance between the audience will reduce the difficulty of the public and enhance the willingness to take the initiative. 3. Based on the audience, rebuild communication with users effective connection

The form is rigid, lacking innovation, unidirectional instilling, lack of dialogue and communication, and not enough ground. Some media will still be trapped in popular science reports, and there are overbearing presidents who "don't think you think, I want me to think". However, this self -spoken spread does not effectively attract the public.

Guo Quanzhong, a senior economist of the Ministry of Social and Culture and Teaching and Research of the National Academy of Administration, once said that the connection between many traditional media and users now is invalid, mainly manifested that traditional media users are gradually passing, and many traditional media do not have real users. In this case, the media wants to rebuild user connections.

Yu Guoming, a special professor of the Yangtze River scholar of the Ministry of Education and the director of the Academic Committee of the School of Journalism and Communication of Beijing Normal University, suggested in an article, "Only recognize reality, change ideas, and play a good role in the way closer to users. Try to incorporate the user -oriented gaming transmission into the current practical paradigm is one of the important choices for the effective breakout of mainstream media. "

Only by conforming to the development of the times, continuously innovating new content, new carrier, and new technologies, enhancing the attractiveness of media communication content, enhancing the audience's love and reading initiative, can the effective links of the media and users be activated and better serve the society.

In the case mentioned in this article, the game is not only a form of floating on the surface, but also a way of thinking -it has more deeply studying the user's preferences and acceptance, and the user -oriented creation Thinking is incorporated into the current practical paradigm, constantly updating forms, new expression, and new carriers, establishing connections with users, obtaining love and reading initiative.

Use affinity to replace high -cold, replace the desperate aspect with the person's ability, instead of unidirectional instills with two -way communication, and replace the sense of weakness with the audience. These concepts also provide a reference for the media update and optimization of communication concepts.

Just like the producer of these products -Tencent Mutual Entertainment Social Value Exploration Center, it has always adhered to this concept. In recent years, nearly 30 functional games and gaming applications have been launched, involving traditional culture, science popularization education, and society. Public services, green environmental protection and other fields have proposed innovative solutions for social issues.

For example, one of the pushing games "Putonghua Town" helps the Basic weak users of Mandarin to build a language learning bridge. Among them, the Mandarin learning activities customized for the Qinghai Provincial Department of Education have helped more than 70%of the provinces to effectively improve the level of Mandarin. Sichuan Ganzi Tibetan Autonomous Prefecture also provides Mandarin learning for thousands of teachers. This year, the "Version of Rural Revitalization" is also launched, hoping to help rural push work to better implement.

02

Innovation and co -creation, provide innovative solutions for social issues

With the development of the times, the global game industry and game technology have begun to receive more attention, and gradually surpass the game itself. In the fields of adolescent growth, carbon neutralization, rural revitalization, medical care, social public welfare, etc., the game has gradually demonstrated the value overflow effect Essence

Ma Xiaoyi, senior vice president of Tencent, believes that "the game is not just playing, or even more than culture. It is gradually surpassing traditional narrowing cognition and becoming a 'super digital scene' that can continue to create new value and new possible. With the continuous advancement of technology and the upgrading of our cognition, the game will definitely integrate into more economic development and social life, release greater scientific and technological power and richer value. "

Ma Xiaoyi, senior vice president of Tence

As a mainstream media leading social responsibility and value, it is also necessary to actively embrace the digital era, not in terms of traditional media communication forms, richer research and development content, more advanced technology, new form, practicality, and more serviceability The innovative information service products of the service creates a solution to social issues.

Huang Chuxin believes that at the practical level, the use of functional game products will effectively improve the visibility and readability of traditional news reporting models, adapt to the development trend of holographic communication in the era of mobile communication, and enhance the spread of media development with the advantages of immersion. Influence.

"Although the game is for entertainment, it is not easy to build. In the user's seemingly simple operation, the professional power is carried behind." To create functional game products, a large number of technical research and development and practice accumulation requires the cooperation of multi -party forces of production, university and research.

Huang Chuxin also believes that the development of functional game products is usually not the result of the "single fight" of media units, but the crystallization of cross -border integration with various technologies and content companies.

The "Carbon Island" mentioned above participated in professional guidance by the Central Lianhe Certification Center and Hubei Carbon Emissions Trading Center to output carbon and related professional knowledge settings and guidance; "Mandarin Town" this year's new version is also Under the guidance of the Department of Language and Text Application Management of the Ministry of Education, the team expert team of Tencent United Language Press and the National Language Promotion Base was jointly launched to escort the professionalism.

A functional game not only has technology and mechanism blessings, but also the crystallization of cross -border cooperation from all parties.Ascending and recruiting, the arms are not growing, but the people are far away;The mainstream media has always had the excellent tradition of "opening the door". In the era of merging the media, while the mainstream media played the advantages of content production, it also needed "good fakes to things."In the future, based on the common value concept and consensus, based on cross -border integration and complementary cooperation concepts, the media has strengthened cooperation with big Internet platforms and technology companies to make good use of game technology, game thinking, and game culture in content and communication.It is an effective way to promote the deep integration of the media and the game, create a communication product full of positive energy, and users who like to see, and jointly help the solution of specific social issues.

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