In the era of change, how does propaganda change?

Source | Zhejiang Propaganda

Author | Zhijiang Xuan

Those who hold pen poles often lamented that the field of publicity is changing with each passing day and changes.

This is because the propaganda work is at the forefront of the trend, and it can always discover the changes of the times at the most keenly, and at the same time, it also touches the tingling tingling caused by change.

In the era of changing the situation, how does propaganda change?

The "ostrich mentality" is not desirable, "those who pretend to be sleeping" can not wake up. The only way out is to grasp the underlying logic behind the change, see the core cards of the real world, accurately understand change, scientific response, and active change.

Picture source: petal beauty

one

In the noisy network space, the sound of many mainstream media seems to be more and more difficult to reach the hearts of people. The public, especially the youth groups, has developed a set of highly related discourse systems, but the mainstream media lacks initiative and active conference.

Take the "three -child" policy, for example, some mainstream media theory is often "why", and netizens pay attention to "how to raise". Such news.

Some of the main theme songs have lost their kindness like "a large river wave width". The high -frequency lyrics "dedication", "love", "beautiful" as if they are created by AI. The resonance of the audience.

There are also some mainstream media accustomed to writing "big blocks" articles, which have not yet adapted to fragmentation, visualization, and instantaneous dissemination requirements. "Can't get the" one -click three company "of netizens.

It must be seen that the original interpretation of the one -way instilling and simple interpretation, netizens have not bought it. Netizens like to express directly and unwavering, and have thoughts and thoughts. In order to build a benign interactive relationship between the official and the public opinion field, you must have "user consciousness", learn to speak more, say what the masses understand and listen, and talk and communicate in a comfortable way.

two

A report shows that the number of Douyin users has exceeded 1 billion, and the daily survival exceeds 800 million; the mobile terminal B of station B has reached 276 million, the daily life exceeds 79.4 million, and the average daily use time for active users is 95 minutes ... I read newspapers and watched TV TV. People have more and more eyeballs on platforms such as Douyin and B Station.

The author's intuitiveness is that the TV at home has opened less and less, and the scene of a family of three grabbing remote controls can never be seen again. In the traditional sense, the "field" has been transferred to the small screen of the one billion people.

This shows that the communication pattern has changed profoundly. If we still adhere to tradition, stay in a "comfort zone" with peace of mind, and dare not kill them, and go to the main battlefield of the mobile Internet, we will be difficult to carry the responsibility of propaganda workers. People's heart.

In fact, in the face of the strong rise of the emerging communication platform, many mainstream media are retreating, and the communication, influence, and guidance have been greatly impacted.

Under the new communication pattern, the platform advantage and channel advantage are decisive advantages. Perhaps the mainstream media has become a big V account after its own efforts, and some famous reporters and commentators have also become a net red blogger, but "sending a fence" is not worthy of being too proud. "A small group of people" slide a few more times.

Therefore, we must promote more high -quality content, advanced technologies, professional talents, etc. to bring together to the Internet, tilt towards the mobile end, accelerate the creation of major new communication platforms, and build new mainstream media.

Only by mastering your own communication platform and producing more high -quality content to grasp the eyeballs, can we better make traditional mainstream sound covering mobile terminals, dominating the Internet, and reaching young people, so as to continuously expand the mainstream value influence territory and let the influence of the influence of the value of the value of the influence of the influence of the mainstream value. The party's voice is more open, wider, and deeper.

three

The world pattern is "east -rising and west", and the "offensive and defensive conversion" of public opinion battlefields is an unstoppable trend and trend.

The total amount of GDP in my country ranks second in the world, surpassing 70%of the United States. The United States wants to suppress and curb China. This structural contradiction must be accompanied by road disputes, institutional disputes, and people's hearts.

In the international public opinion field, in the past, the West was always "answering". We "answers" and followed their logic, often the more they justified the more passive. CNN founder Turner once boasted Haikou: "Where is the lens of CNN, where the agenda of the Security Council is discussed."

"Kou Ke goes, I can go." How can we bring our "question" and let them "answer" and bring them into our rhythm and logic?

The answer is to take the initiative to make and release cards with a positive and stable situation, and to attack in the local area. For example, pay close attention to realistic problems such as the United States and Western political polarization, social differentiation, and institutional defects, fight offensive warfare, speed decisive war, and external operations, expand their bases, and accumulate small victory as a great victory.

At the same time, based on the great logic of cultural self -confidence, it is different to clarify the large country with a population of 1.4 billion and the country with a population of 20 million. How about China and the development of good development, you can't always give pointers by others.

Only at the offensive middle school to attack can a solid armor in the defense.

Four

The situation is changing rapidly, and the environment is constantly changing.The key to the propaganda work is like an endless river. The key to whether it can gather the most extensive people's hearts and gain the broadest world is the rock of the rock and the source of innovation that is always surging.Grasp the ancient laws in the world of wind and clouds, change insights, and embrace changes, so that every step of the propaganda work in this era can be done.

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