Audiovisual communication ｜ Grasp the law of modern information communication and create "two innovations" to promote the entire media matrix

Author: Jinan Radio and TV Station Lu Ying and Zhang Cuili

Source: "All Media Exploration" June 2022 issue

Abstract: Culture is happy, and the country is strong, and the culture is strong. In the era of the entire media, the law of information communication has undergone profound changes, and various media at all levels should meet the needs of the audience, innovate and spread methods, communication channels and communication methods, and be the transmission of "two innovations" of excellent traditional culture. Essence

Keywords: modern communication rules; media fusion; "two innovations"

In the era of the entire media, how to effectively grasp the laws of modern information communication, continuously innovate the communication methods, spread channels, and spread means, and build a large -scale communication pattern of Chinese excellent traditional culture in the era of all media. The key to function.

1. The changes in the law of communication and the needs of audiences in the era of all media

From September 10th to 22nd, 2021, we issued a network survey questionnaire to the citizens of Jinan through Jinan.com and Wireless Jinan News Clients, receiving 522 valid questionnaires. Through data analysis, we can intuitively see the changes in the law of communication and the needs of audiences in the era of the entire media.

1. Improvement of communication methods. The survey shows that 53%of the audience is more willing to understand traditional culture through the new way of communication (17%of the audience via WeChat Weibo through WeChat Weibo, and 20%of the audience via short video). At the same time, 92%of the audience agrees with the new way of interpreting traditional culture, which shows that the audience prefer to participate in the spread and construction of excellent traditional culture through the "immersive" interactive exchanges.

2. The expansion of the communication channel, the mobile terminal occupies a leading position. The survey showed that 67%of the audience used to use mobile phones and other mobile terminals to obtain information in real time through the new media platform and released them in real time through the new media platform. For example, when we watch cultural performances, we upload the pictures and videos taken by mobile phones uploading the new media platform. This behavior seems simple, but in fact, it has completed the spread of traditional culture. The main body of dissemination and even N times, the strong spread of new media.

3. Change of the characteristics of communication. The current information dissemination is characterized by fragmentation. Excellent traditional culture can break the length and tediousness of overall communication. Through second creation, it is divided into many communication points (such as short videos and other forms). Accepting efficiency of information.

2. The practice of various media at all levels in promoting the "two innovations"

In recent years, various media at all levels have used new media, new technologies, new concepts, and new expressions to build a full media communication pattern of "two innovations".

1. Promote the excellent traditional culture to the people's hearts with diverse themes, rich types, and innovative cultural programs, and establish self -confidence in national culture. For example, in the "China in the Classics" created by CCTV, the host as a contemporary reader, spanning thousands of years with many sages in history, let the audience feel the wisdom of the princes. For another example, the 2021 Henan Spring Festival Gala, Henan Satellite TV and "Mid -Autumn Festival Wonderful Tour" and other "Chinese traditional festivals series" programs, the main creators cleverly combine traditional culture and scientific and technological methods, bringing a round of view of viewing and online heated discussions, so that letting the Internet and Internet hot discussions, letting the Internet, letting the Internet, letting the Internet, letting the Internet, letting the Internet. Excellent traditional culture enters ordinary people's homes. For another example, the documentary "Qilu Family" created by Shandong Radio and Television, through the innovation of the system, vividly tells the "Qilu family style" in the birth of the excellent traditional culture of Confucius and Mencius, and was praised by the People's Daily.

2. Fully focus on the creative transformation of excellent traditional culture and create a "two innovation" to promote the all -media matrix. Taking various media at all levels of Jinan as an example, the first is to promote the integration and development of the media, innovate and spread methods and communication channels, and publicize and promote the excellent traditional culture of Jinan in a wider and larger scale. The media at all levels in Jinan have exerted their own advantages and created a number of new media communication platforms such as Tianxun Spring City, Ding Dong FM, Ai Jinan, and Xinyao River. Through graphic, short videos, cloud live broadcasts and other forms, China ’s outstanding traditional culture has been reported. The media at all levels of Jinan also strengthened the effective links of third -party network platforms such as CCTV, CCTV, People's Daily, Weibo, WeChat, and Douyin, and used the spread of the entire network to promote the excellent traditional Chinese culture. The second is to create a series of masterpieces to promote the spread of outstanding traditional culture in the region. For example, Jinan Radio and Television has launched boutique documentaries such as "The Ball of Big River", "Seeing Nanshan", "Remember Mashan", etc., which fully demonstrate Jinan's long history, culture, relics, legends, scenery, village and town layout, folk customs, product cuisine, etc. Vividly and profoundly explain the cultural characteristics of Jinan, and tell the story of Jinan with the lens. The third is to create high -end brand activities, polish the city's cultural business cards, and give outstanding traditional culture a new symbol. For example, Jinan Radio and Television signed a co -construction agreement with China Li Qingzhao Xin Qiji Society, set up Jinan Er'an Research Institute, exerted the advantages of all media resources, carried out "Er'an" cultural innovation research and cultural industry development; "" Sound Sound Spring City "famous poems such as poetry and essays and other Jinan urban cultural brand activities, providing an innovative carrier for excellent traditional culture. Fourth, through the grass -roots media center, the "last mile" spreads the "last mile" of traditional culture. For example, Jiyang Rong Media Center opened the cultural column "Non -Heritage in Jiyang" in the public account, of which "Jiyang Muzi Li Dan Shell Painting" and "Jiyang Playing Trouts" and other contents of the entire network of praise and repost volume broke through 10W+; opened columns such as "Good Opera" on the client of Jishui Yang mobile client, and showed the unique charm of the national non -heritage project Jiyang Guzi Yangge through the new media platform to win praise from audiences at home and abroad. Fifth, the spread of literary performance groups and formal carriers has become an indispensable part of publicity. For example, the Jinan Acrobatic Troupe adheres to the creation of excellent traditional cultural themes, of which more than a thousand performances of the "Fanci" series have played a good publicity effect. The formal carrier was invisible, and Jinan City also carried out the traditional cultural graphic of the cultural walls of the neighborhood and the bus station plates to form outdoor communication matrix. 3. The shortcomings of each media in the "two innovations" work

1. Municipal -level and district media are not enough to dig in the in -depth excavation of regional outstanding traditional culture. In -depth interpretation and in -depth communication of local historical and cultural monuments and characters, there are fewer in -depth transmission, and there is a lack of content. It is necessary to integrate the outstanding local culture into the production of media content and enhance the cultural consciousness and cultural confidence of the local audience.

2. The "pan -entertainment" tendency of new media spread is not compatible with the national nature and inheritance of traditional culture. Modern fast -paced life has made people get used to the entertainment information of "fast food". In order to "eyeballs", some media have a tendency to "pan -entertainment" for traditional culture. And the communication power has been impacted.

3. The media's awareness of the audience in the spread of excellent Chinese traditional culture is not strong, and the dissemination effect is not good. At present, the audience has changed from "looking" information in the past information to big data to actively "push" information for the audience. Due to the different degrees of acceptance and understanding of excellent traditional culture at all ages and academic qualifications, if the awareness of the public is not strong in the communication, the audience will "turn a blind eye" and "indigestion", which will affect the effect of communication.

4. The lack of professional communication talents, and the construction of the systemic echelon talent team is incomplete. Most of the content production of excellent traditional culture is completed by reporters and director of mainstream media. The mainstream media are restricted by the system and mechanism, the source of funds is insufficient, the talent loss is serious, and the production of outstanding works is serious.

Fourth, do a good job of "two innovations" of Chinese excellent traditional culture

1. Promote the deep integration and development of the media, so as to better play the propagation, guidance, influence and credibility of new mainstream media in the "two innovations". All kinds of media such as radio and television, newspapers, networks, and commercial new media platforms should be deeply integrated, singing "a song" and knocking "a gong" to form a matrix communication camp, and continuously expand the new Chinese traditional culture dissemination. path. At the same time, mainstream media such as radio and television and newspapers must also look at and spread the excellent traditional Chinese culture from the perspective of a full media, and firmly grasp the initiative of the public opinion field in the entire media.

2. Strengthen the awareness of the audience, spread the excellent culture of the excellent culture, to highlight the three aspects -facing the public, the youth, and the world. Excellent traditional culture is not enough to do research. It should be used in modern communication to establish the consciousness of the audience. In the form of the audience, the excellent traditional culture moves from the book to the public, the youth, and the world. Why are you facing youth? Middle -aged and elderly audiences watch the show, even if they feel good, they rarely comment, but young people are different. They will like, forward, and barrage. This communication will be superimposed to spread the value. Therefore, traditional cultural creation and communication should pay more attention to contemporary and interaction, and its core is the spread of the public.

3. Innovate and spread technology and means to improve the scientific and technological content of communication excellent traditional culture. Traditional cultural communication should make full use of network thinking and emerging technologies, use the characteristics of information mobile, socialization, and intelligence, innovate AI technical means, and experience the charm of national traditional culture through many sensory elements such as visual audiences. 4. Continuously innovate propaganda channels to promote the complementary advantages of mainstream media and business platforms. The mainstream media exerts the advantages of credibility, the business platform exerts traffic advantages, and jointly forms a new model of publicity with strong interaction and high user stickiness. For example, Jinan Across Troupe and Jinan Radio and Television Station and Douyin Business Platform jointly conducted the second transmission of mobile live broadcast and short video of Quancheng Memory. Essence

5. Improve the institutional mechanism, vigorously cultivate professional talents, and strengthen policy support. First, governments at all levels give full play to the leading role of fiscal capital guidance and support the "two innovations" propaganda and reporting of mainstream media in the territory. The second is to establish and improve the talent echelon that adapts to the era of all media, pay attention to the cultivation of experts and scholar -type editing teams with corresponding cultural quality, and encourage reporters to create more excellent traditional cultural masterpieces with depth, temperature, and power.

"All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X. Pioneer in August 2021.

The purpose of running the journal: Focus on the frontier of the media integration, exchange practice and exploration experience, strengthen the guidance of news and public opinion, create a research and communication platform, and help the media to comprehensively and develop.

Main columns: Special articles, front -line focusing, integration transformation, communication point, public opinion observation, news practice, audiovisual communication, county -level media, case analysis, intelligent application, media rule of law, all -media talents, business management, etc.

Submit mailbox: [email protected]

Contact number: 0531-85196441

- END -