Relying on traditional culture to create high -quality content to achieve long -term development: Cultural tourism network anchors seek new breakthroughs

In the recent period, a number of well -known anchors of the cargo have faded out of the public's vision. At this time when new faces need to carry new traffic, Dong Yuhui, who transformed e -commerce anchors by the teacher of the education institution, stood out. As a former New Oriental English teacher and the current oriental selection salesperson, the English words that Dong Yuhui's live broadcast room has soared from time to time allows consumers to obtain and learn knowledge at the same time. Dong Yuhui also became the new celebrity who had a live broadcast room with excessive knowledge and mouth. The popularity remained high and was nicknamed by netizens as the clearing of the live -and -cargo industry.

Dong Yuhui's popularity has made the industry think again: At the moment when the live broadcast has been integrated into the daily life of the public, why is the cultural travel and knowledge anchor more and more popular? What kind of network anchor can go long -term? How can the network anchor in the culture and tourism industry maintain vitality and continuously enhance their attractiveness?

1

Cultural tourism content live broadcast popularity and value both

According to the "2021 Douyin Pan -Knowledge Content Report", the broadcast volume of pan -knowledge content has accounted for 20%of the total platform playback volume. At present, Douyin's pan -knowledge content has covered six categories six categories: living skills, science popularization, humanistic art, education, sports, sports, and workplace. Pan -knowledge content is widely recognized by users. On average, one of each of the five playbacks is a pan -knowledge content. The data of "Douyin Live 2021 Ecological Report" also shows that in 2021, the number of live broadcast viewers of Douyin traveling increased by 245%year -on -year. Travel anchors traveling throughout the river cross the sea and mountains and rivers, and bring netizens to appreciate the beautiful scenery of the distance.

▲ Cao Zhen lives in the Forbidden City

Cao Zhen was a winner of the National "May 1st" Labor Medal in 2021 and the Gold Award of the Fourth National Tour Guide Contest. When the offline tourism was affected by the epidemic, he actively turned to the live broadcast and opened his "cloud guided tour" career in Douyin. Because of a good host and lecture, coupled with rich experience in tour guide, Cao Zhen's fans and traffic accumulation have not experienced too long. It started to double.

"The development and prosperity of the webcast and short video industry have brought more convenient information acquisition channels, richer information content, and more interesting knowledge to the general public. Of course, the culture and tourism field are no exception. The rapid development of the media has also changed more new changes. "Cao Zhen said.

In Cao Zhen's opinion, more and more tourists have been separated from the state of "getting on the car, taking pictures of attractions". They want to know the historical and cultural context behind the attractions and understand the story behind the cultural relics. In the past two years, affected by the epidemic, travel and tourism are limited, but people are still yearning for "poetry and far away". "In this context, more and more tour guides are transformed into the anchor of the scenic spot to explain the cultural characteristics and cultural relics knowledge of the scenic area for online tourists. The cultural communication is more efficient, faster, and stronger. "Cao Zhen said. It is understood that Cao Zhen now lives for 6 days a week, and is divided into two games a day. In his live broadcast room, the highest real -time watching audiences have more than 40,000 people.

In addition to the field of tourism, traditional cultural content such as non -heritage and national tide has also become a hot topic of online live broadcasting. For the online live broadcast industry, traditional culture such as non -heritage has also brought new ideas. A new route is provided.

▲ Zhang Yichen's "Spring Flower Club Open" National Wind Performance Studio Studio

Zhang Yichen, a master of the cool dog star, Gao Bowen, the head of the Shanghai Relief Troupe, for many years, and many years of Suzhou Bulleton has accumulated his deep traditional rap art skills. I have received both traditional technical education and the "Internet generation", which can be described as the dual temperament of classical and modern. He showed Sanxian and Pipa for netizens in the Cool Dog Live Broadcasting Room, and also sang pop music and national style music. In 2021, Zhang Yichen also won the title of "Live+Ambassador Ambassador". "To innovate the development of traditional culture such as non -heritage in the new era, we must break the original fixed model on the basis of protecting and inheriting excellent culture, and find the way young people like, such as integrating with pop music, film and television works or stage dramas , And spread these outstanding works through new forms such as webcasting, "said Zhang Yichen.

"Compared with the traditional media, the network live broadcast is fast, the coverage is wide, and the information is richer. In this environment, the network anchor should take the lead, to promote the excellent culture as its own responsibility, make full use of the advantages of the webcast, spread positive energy to spread positive energy And valuable content. In addition, as more and more audiences touched the Internet, the audience of watching the live broadcast of the network tends to be aging, and online anchors need to improve their cultural cultivation and connotation, guide the audience to establish a positive outlook on life, values "Zhang Yichen said.

2

Continuously strengthen learning and improve content quality

In terms of spreading scientific and cultural knowledge, enriching spiritual and cultural life, and promoting economic and social development, online anchors shoulder important responsibilities and play an important role. A few days ago, the State Administration of Radio and Television, the Ministry of Culture and Tourism promulgated the "Code for Conduct of the Internet anchor" (referred to as the "Specifications"). According to the "Specifications", online anchors should consciously strengthen their learning and master the knowledge and skills necessary for anchor work. For live broadcasts in the fields of medical care, financial finance, law, education, etc., anchors should obtain corresponding practice qualifications, and conduct practice qualifications for the live broadcast platform. The live broadcast platform should conduct qualification review and record for the anchor. Industry experts believe that the "Specifications" further clarify the standards and requirements of the online anchor's positive behavior, as well as behaviors that cannot occur during the process of providing network performances, and designated the bottom line and red line for the behavior of online anchors. The promulgation of the "Specifications" will also help improve the overall quality of online anchors, govern the chaos in the industry, and standardize the industry order.

"With the continuous development of science and technology, the media is now developing in full swing, but after all, webcasting and short videos are new forms. Many practitioners, including regulators, are exploring their development laws, in order to promote the health, orderly, orderly, orderly, orderly, orderly, orderly, orderly, orderly, orderly, orderly, orderly, orderly, orderlys and orders of the entire industry Long -term development presents high -quality, positive energy, and interesting knowledge and content for the public. "Cao Zhen believes that the introduction of the" Specifications "has delineated the boundary of the behavior for the network anchor, which can effectively reduce the inferior content produced to pick up traffic. It is conducive to encouraging online anchors to bring more live broadcasts with traditional cultural characteristics and rich knowledge. Short video creators produce more high -gold content.

Cao Zhen believes that he should accept and like to spread the characteristics of scenic spots and the excellent traditional Chinese culture through the new forms of live broadcasts and short videos. "The self -media industry is very hard, and it is even more tired than the tour guide. The whole process cannot stop during the live broadcast. I have always insisted on explaining that when creating short videos, I have to write documents, shooting, editing videos, etc. The inner love is difficult to stick to the end. In addition, anchors and creators must continue to study, update and enrich themselves in order to continue to be new, meet the needs of the audience, and bring the real valuable live broadcast and short video works to the audience. "Cao Zhen said.

"A qualified network anchor, in addition to having strong personal talents and professional knowledge, also has the right three views, as well as the ability of aesthetics, and discern. Be enthusiasts can maintain long -term vitality in the live broadcast, and constantly provide audiences with high -quality live broadcast and video content. "Zhang Yichen said.

(Photo confession in the respondent)

"China Culture News" on July 16, 2022

The second edition published a special report

"Relying on traditional culture to create high -quality content to achieve long -term development: Cultural tourism network anchors seek new breakthroughs"

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Editor -in -chief: Chen Xiaoyue

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