How to make major theme explosive works -20122 China New Media Conference "Building a New Highland for Mainstream Public Opinion" content innovation

Hunan Daily All -Media Reporter Liao Huiwen Liu Hanzheng

In recent years, news units across the country have adhered to positive innovation, highlights content construction, and reported new brilliance around the major theme of the media era. How is the major theme explosion? On the afternoon of August 30, the 2022 China New Media Conference "Building a New Highland for Mainstream Public Opinion" was held in Malan Mountain, Changsha. The forum focuses on the winning works of the China News Award Media Integration Award, and the experience of Boutong reported by Sunac Report.

Casting the soul, singing the strong sound of the times

Put up the banner of mainstream public opinion and build the "backbone" of mainstream value. In recent years, news units across the country have consciously used the party's innovation theory to create souls, sing the strong sound of the times, and make positive energy and main melody higher.

There is no such thing as a micro -political film "Pilot" from the perspective of the party history, and the creative micro -film "Wangbei Dou" cut in from the perspective of science fiction. Determine the power of the product. The mainstream media's finale of the town must directly hit the major theme, and use the highly integrated integration of journalism and art to win the audience.

Distinctive, clear positioning, timely report, and authoritative content. Bright Daily's characteristic brand column "Bright Reserture" uses news, communications, short videos and other genre to pay tribute to contributing intellectuals, inherit the spirit of scientists, and forms sound waves of stories and long -standing paper rooms and hearts of the late famous masters. Effects, bring together positive social energy.

"Closer to the news scene" "Details are the top priority" is the experience of Tianjin Jinyun New Media Group. Yan Zheng, deputy director of the group video center, said that when he created "Zhang Boli without the Bold Hero", the team tapped clues, accumulated emotions, and sought to refine from details. , Medicine's heart.

"Learning history and history, to find the token and proof of the party history of the" help lecture ", and go to the sea borrowing the ship." Wang Xiaoying, director of the Xinhua Daily's All -Media Social News Department, introduced that Xinhua Daily's "Horn Corner Reminder -Decoding" Xinhua Daily "Old "In the early century of the newspaper", relying on the 369 layout, 351 reports and articles of the old newspaper, interpret history, visit the present, and activate the party history stories in the party newspaper.

For the people, write the people's story

Establish Marxist journalism, to truly serve the people and reflect the voice of the people, in order to effectively improve the party's news and public opinion communication, guidance, influence, and credibility.

For the people, it is sinking and "seeing". The 36 -day follow -up shot showed a 28 -minute documentary "Life and Death Golden Yintan". In the early days of the epidemic, the People's Daily's new media team went deep into Wuhan Jinyintan Hospital to record the daily and life and death of doctors and patients, so that people saw the story of tens of thousands of ordinary people. Li Zhiwei, editor -in -chief of the Third Room of the New Media Center of the People's Daily New Media Center, introduced that in recent years, the People's Daily New Media has planned and produced a series of major current political theme products around the theme of "being the people", such as "River Love" with ecological themes. "One Thousand Years".

Using the story of ordinary people to tell the changes of the times, let users resonate with emotion. The precision poverty alleviation created by the Hunan Daily's new Hunan client first promoted the new media works of the Eighteen Cave Village to win the China News Award for four times. "After the Vlog of Long Jin Biao in the Eighteen Caves Village", "The Farther Family in the Village" is the story of "one person" and "a family" that jumps out of the frame of portrait expression. "Because all the materials are from the people, from 'small' and 'low places', our works will have the power of moving people." Yan Bin, a member of the party group and deputy editor -in -chief of Hunan Daily, concluded.

What kind of Chinese story is there of four kilometers? The full media reported by the surging news report "Above 4 kilometers of altitude", using 360 panoramic video technology with readers to see the Xinghe of the Huangheyuan, the snow and ice of the Yangtze River, and the true and wild nature of the Lancang River source. Zhang Zehong, director of the Surging News Data News Department, said that, in addition to the ultimate vision, they focus more on the herdsmen's family -Lausanne and Cairen Ma family from the grasslands of the traditional circle grassland to ecological guardians. It is the vivid embodiment of the whole people's participation in the construction of a national park.

For the people, it is the urgency of the people. "Who will care about the diseased pigs?" Li Sha, the host of Shandong Radio and Television, "Ask the Shandong" column, uses 8 layers of progressive serial questions, and let the responsible comrades in charge of the relevant departments acknowledge that there are negligence and loss at work at work. question. Time disadvantages and zoom in positive energy, condense consensus in the Internet era, and make the network space full of positive power, in order to fully play the strongest voice of mainstream public opinion in the new era.

Innovate, enhance mainstream value

Innovation is a scarce resource and a must for media development. In the context of new technologies and new environments, some media have continued to break through and take innovation as an important mission and theme of the development of news and public opinion work for the media, and set new benchmarks for the development of media development.

"The highest TV Olympic Games, the highest number of new media in the Winter Olympic Games, the Olympic Games with the highest number of new media, and the largest cross -media dissemination." The results of the Winter Olympics. Highlights are inseparable from innovation. The Central Radio and Television Terminal with the internationally leading 4K/8K ultra -high -definition broadcast technology, cutting -edge independent research and development ultra -high -definition special shooting equipment, and the most elite broadcast technology guarantee team, which guarantees the realization of the "Technology Winter Olympics · 8K Olympic Games" goal. At the same time, a number of new media products were produced, which ignited the Olympic enthusiasm of more audiences. "The innovative expression of major theme transmission needs to reduce the threshold for user understanding, and the expression and personality expression." In 2020, "Foreigners Watching a well -off China" became a short video of international communication explosion. Zhang Xiao, director of video director of China Daily New Media Center, analyzed how to use the "Fable Story" to tell the story of Chinese well -off stories.

At the most difficult and most adorable moment of the war in Wuhan, a bowl of hot dry surface boosted everyone's confidence. Ma Li, editor -in -chief of Hubei Changjiang Yunxin Media Group, introduced that the Yangtze River Yun planned to launch a linkage report "Use the Food of the Hometown as a Hot Noodles", Fujian Shaxian Noodles, Guizhou intestinal noodles, Lanzhou ramen, Henan stew noodles, Tianjin halogen noodles ...... One sheet full of affectionate creative posters warmed Wuhan. New media's creativity has evoked people's longing for fireworks on earth, and it has also gathered the hearts of the people across the country.

[Responsible editor: Lu Wei intern: Yang Shuwen]

[Source: Hunan Daily · New Hunan Client]

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