National "Rural Internet Red" Cultivation Plan: Promote the high -quality development of rural public cultural services

National "Rural Internet Red" cultivation plan:

Help rural public cultural services

High -quality development

In order to help rural revitalization and improve the degree of rural civilization, since 2021, the National Public Cultural Development Center of the Ministry of Culture and Tourism (referred to as the "Development Center") coordinated more than 3,000 cultural museum resources across the country to "cultivate rural Internet celebrities and help rural revitalization". For the theme, implement the national "rural Internet celebrity" cultivation plan, cultivate new cultural volunteers of "rural Internet celebrity", and empower rural revitalization.

Discover and cultivate outstanding "rural net reds"

The national "rural Internet celebrity" cultivation plan, through innovative forms such as online sea election, guest assistance, netizens interaction, micro -variety shows, live broadcast promotion, guest interviews and other innovative forms, to discover and cultivate a group of outstanding "rural net red" volunteers, let the "country rural villages" "Internet celebrity" became the spokesperson, promotional, cargo, and image ambassador of rural revitalization, and became a new type of cultural volunteer in the digital era. The masses are affordable.

In order to cultivate and build a group of active and positive "rural net reds", the Development Center adheres to the correct orientation. Standards, self -discipline conventions, and self -discipline conventions, the ideological consciousness of "rural Internet celebrities" strictly control the ideological consciousness, character cultivation, resources, special long, creative planning, and team spirit. That is, in the Internet or in a certain field, it has a certain heat influence; the value of the heart has a certain recognition and personality characteristics in the "face value"; , That is, the Internet with goods and promotion is strong. At the same time, it is also agreed that "rural Internet celebrities" are led by the core values ​​of socialism. They adhere to high -quality, high -quality, rooted in the countryside, devote themselves to voluntary services, standardize daily behavior, and consciously maintain the image of public figures.

National Licent Liech Media Promotion

National linkage, multi -platform matrix promotion, making loud volume is a major feature of the national "rural Internet celebrity" cultivation plan. In February 2021, the Development Center issued the implementation plan of the National "Rural Internet Red" cultivation plan to various places to clarify the theme of event, organizational institutions, schedules, and incentive mechanisms.

In March, the central video launched the national "Rural Internet Red" cultivation plan and the topic of "There is a treasure in the village" to open the national registration channel; through the selection of various places, 791 "Rural Internet Red" short video passed the review and displayed in the central video display, played on the central video display, and played. The amount exceeds 12 million.

In April, the National Public Cultural Cloud "Rural Internet Red" cultivation plan was launched. The curator of more than 20 cultural museums including the Cultural Museum of the County Cultural Museum of Anhui Province and the Jindan District Cultural Museum in Zhuhai Province in Guangdong Province served as the volunteer. Video playback volume exceeded 100,000.

Since May, Kuaishou has released a "treasure in the village" super talk, and the short video playback volume has exceeded 33 million. Beijing, Inner Mongolia and other places have successively carried out the selection of local "rural Internet celebrities". A total of 16 provinces and regions in the country recommended 330 outstanding players to participate in the event. The project has formed a strong volume in the country, and many "Internet celebrities" are actively participating.

The project also adopts the "content+service" integration media startup method to create an immersive experience. On May 13, 2021, the national launching ceremony of the project was held in Wuyi Mountain, Fujian. The event lasted for nearly 6 hours through the central video and the national public cultural cloud. Through the live broadcast form of the immersive experience of the media, the beauty of Wuyi Mountain's beautiful scenery, food, good tea, and non -heritage has continued to promote it. More than 3.6 million people watch it online.

With the help of netizens and expert reviews, the volunteers of the top 20 "Internet celebrities" stood out. After strict review, 231 players were finalized in the online voting session. From late May to the end of August 2021, netizens voted for their favorite "rural net red", with a cumulative number of voting of 31.83 million.

In September 2021, the Development Center invited relevant authoritative experts in the industry to conduct on -site evaluation of the works of the finalists, and conducted independent scores from the 4 dimensions of energy value, heartbeat value, starlight value, and combat value. After comprehensive netizens (80%) and expert review scores (20%), the top 20 "rural net reds" nationwide were finally released, mainly distributed in Beijing, Heilongjiang, Fujian, Jiangxi, Hunan, Guangdong, Guangxi, Yunnan, Yunnan, and Yunnan. Shaanxi and other places.

Drive local innovation practice

Promote brand innovation expansion

In order to increase the promotion of local cultural tourism resources, the Development Center jointly launched 7 special promotion activities for Rong media in Wuyi Mountain in Fujian Wuyi Mountain, Heilongjiang Wuda Lianchi, Hebei Mulan Padding Field, and Beijing suburbs. , Together with the local literary and artistic tour guides, they led netizens to "cloud appreciation" local cultural tourism resources. Each activity online viewing exceeded 200,000, causing a warm response.

Hubei, Hunan, Sichuan and other places innovatively launched the province's brand activities. Among them, Hubei Province held the second Jingchu Rural Cultural Tourism Festival, released 30 "village tour" boutique lines in Hunan, Hunan and Jiangxi, and 17 cities and prefectures in Hubei launched the theme of cultural tourism themes in Hubei. , 103 rural cultural tourism "Internet celebrities" live broadcast on the spot; Hunan Province carried out the second "Cultural Tourism Country Rural Good Charm · Internet Red Taking you to Xiaoxiang" Rural Cultural Tourism Net Red Contest, Douyin topic exceeded 230 million times to play Quantity; 10 units including the Sichuan Provincial Department of Culture and Tourism jointly launched the "Live Live Tianfu" rural revitalization plan to allow the people to "get more", let the Sichuan goods "get angry", and let the countryside "pretty", forming a good demonstration, which has formed a good demonstration Drive the effect. In order to increase the cultivation and promotion, during the Spring Festival in 2022, the Development Center and Sina Weibo launched the "Southeast and Northwest of the Northeast" event of the "Rural Internet Red" Cultivation Plan for the Development Center. Let the local "rural Internet celebrities" lead netizens to appreciate the New Year's customs and fresh styles of Fujian's gloss, Xinjiang Shule, Jilin Yanbian and other places, and the topic reading exceeds 14 million.

Since March 2022, the Development Center cooperated with the China Agricultural Film and Television Center to launch the "Township Treaty" program of the 2022 "Rural Internet Red" cultivation plan, inviting the national gold microphone host Xiao Dongpo to lead the host, with the "rural new farmers" as the The protagonist, highlighting the village, non -genetic inheritance, returning home entrepreneurship, and folk handicrafts. It is broadcast on the national public cultural cloud and broadcast on the national public cultural cloud and broadcast platforms in Shandong Satellite TV and hundreds of television broadcasting platforms across the country. , Nostalgia Shen Dan (Following Fans of 201 million), Nianxiang Zhou Zhou (11.529 million fans), Shancun Xiaojie (14.778 million followers) and other "top flow" three farmers bloggers appeared on the show The difficult journey and fruitful results, interesting the original intention and persistence of typical characters such as leaders and industry leaders in the rural revitalization industry. It was listed as a key program for radio and television in 2022 by the State Administration of Radio, Film and Television, and the ratings.

Upgrade service mode

Help the village rejuvenation

With the advancement of the project, more excellent, positive energy "rural net red" new cultural volunteers have been emerged in various places, which promotes high -quality development of rural public cultural services and empowering rural revitalization.

The implementation of the project also provides many new development ideas for the industry. On the one hand, the project has expanded the cultural volunteer service content of the grass -roots cultural museum (station). The grass -roots cultural museum (station) follows the new needs of grassroots mass culture, actively participate in the cultivation of local "rural net reds", and provide volunteer support for platforms, training, promotion, and publicity; The promotion of hometown was introduced in the photo, and the content of the grass -roots cultural volunteer service in the short video era has been expanded, and experience has accumulated the reform of the supply -side reform of rural public cultural services.

On the other hand, the project innovates the form of volunteer service forms of Rong Media. "Rural Internet Red" participated in the micro variety show program, and formed a strong promotion lineup with the host, cultural scholars, traffic guests, etc., and launched topics sharing, literary performances, talent PK, production, walking, walking, walking, walking, walking Experience and other diversified programs, through national platforms such as public culture cloud and central video, and promotion, direct recording of multi -directional display, deep integration of cultural core and variety shows, strong ornamental, and easy to attract netizens to "onlookers".

Leading the formation of new rural cultural volunteers is also the effectiveness of the project. "Rural Internet Red" has rooted in the countryside, and has special talents in the fields of non -heritage, literature and art, food, food, etc., is good at new media operations, integrates people's lives and production, and endorsed, promoted, and carried out for their hometown or other peoples. , Powerful, get rich. The continuous implementation of the project is conducive to leading and gathering a large number of new rural cultural volunteers.

In addition, the project innovates the development path of rural cultural tourism. With the help of the new media's strong communication power, "rural Internet celebrity" promotes rural "green mountains and green mountains" to fans across the country and even the world, and "Internet celebrities" punching points, "net red" food, "net red" food, "net red" Red "gifts, etc. Culture is empowerment, "rural Internet celebrities" singing, rural tourism is hot, villagers are affordable.

Article Source: China Culture News

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