Reporter’s observation ｜ Ten years of media integration has moved from ＂addition＂ to ＂integration＂ and entered a new stage of all-round development.
Nanjing, April 25 (Reporter Jing Wong) Under the background of new journey, new context, new ecology and new technology, how should China’s online media continue to gather wisdom, take advantage of the situation and take the initiative? Recently, the 2023 China Online Media Forum was held in Nanjing, Jiangsu. After in-depth discussion, participants believe that media convergence is accelerating and mainstream public opinion is growing.
According to reports, "building an all-media communication system and shaping a new pattern of mainstream public opinion" is the theme of this forum. "This decade, media convergence from ‘ Addition ’ Step by step ‘ Integration ’ It has entered a new stage of comprehensive efforts and building a system. " Many guests at the meeting said that no matter how the form of communication changes, the public’s pursuit of works with ideas, temperature and depth is eternal; Let everyone become a participant, builder and sharer of a good network ecological environment.
The 2023 China Online Media Forum "All-Media Communication Shaping the New Pattern of Mainstream Public Opinion" was successfully held in Nanjing (photo by reporter Jing Wong from Yangguang. com)
Accelerate the integration of traditional media and emerging media.
Cyberspace is not only a space for people’s production and life, but also a space for the country to build consensus. The integration of traditional media and emerging media has accelerated, and the "main force advancing into the main battlefield" has made the party’s voice the strongest voice in cyberspace. Among them, the above-mentioned forum pointed out that high-quality content is the value "king" of all-media communication, which determines the height of all-media communication; Convergence platform is the traffic "responsibility" of all-media communication, which determines the breadth of all-media communication; Advanced technology is the innovative "engine" of all-media communication, which determines the sharpness of all-media communication.
Zhang Pingfa, an academician of China Academy of Engineering, analyzed the new challenges faced by all-media communication at present in his keynote speech. First, it is difficult for media communication to connect with the public, and the top-down communication model is difficult to resonate with the general public. Second, the communication model has vague positioning, insufficient traction, lack of co-evolution mechanism and extensive management. To this end, Zhang Ping suggested that all-media communication needs to promote the transformation of global communication paradigm and social consensus, and it is urgent to explore the application of advanced technologies such as 5G/6G, artificial intelligence, edge computing and personalized recommendation in media collection, production, distribution, reception and feedback, and comprehensively improve the ability of public opinion to guide communication.
With the progress of the times, Zhang Ping believes that the media has gradually developed into an infrastructure, and the media, as an extension of the human body, is close to the technical simulation stage of consciousness. Computing and communication will become the core technology of future media. Software-defined media, data-driven news, algorithm reconstruction channel, intelligent computing and 5G/6G holographic communication will reshape human media view.
Zhongqiang Hua, secretary-general of China Industry Newspaper Association, said that in order to pave the way for the integration and development of industry media, China Industry Newspaper Association and industry media jointly carried out "Doing China — — Large-scale cross-regional cross-industry cross-media cross-terminal all-media simulcast project, according to the first-line deeds of the industry, created excellent media-melting works with heat, temperature, dirt and dew.
Media integration and expansion of mainstream public opinion
At the parallel forum, a number of participants focused on issues such as how to scientifically grasp the political and communication attributes, promote the integration and development of traditional media and emerging media, and provide wonderful views and insights for further expanding mainstream public opinion.
Report to the 20th CPC National Congress of the Communist Party of China demanded to enhance the influence of Chinese civilization. Luo Juan, deputy director of the Policy and Regulation Department of National Cultural Heritage Administration, took the latest archaeological findings of Sanxingdui as a guide and shared his thoughts on shaping the new pattern of mainstream public opinion through all-media communication. "All-media communication empowers the inheritance of civilization", Luo Juan said that in the process of all-media communication of cultural relics, National Cultural Heritage Administration always upholds the background color of civilization, and seeks for pearls from the treasure house of cultural relics, so that rich history, with the help of sophisticated production and exquisite expression, can clearly explain the historical context of Chinese civilization, its brilliant achievements and its great contribution to world civilization, so that the audience can see not only cultural relics, but also civilization, spirit and wisdom; Always pay attention to the feedback from the audience, and tell the story of cultural relics in a form that is loved and heard.
In response to the construction of online content, some relevant media officials said that no matter how the form of communication changes, the public’s pursuit of thoughtful, temperature-sensitive and in-depth works is eternal, and it is even more important to insist that "content is king" in the all-media era. Insisting that "content is king" needs to highlight the characteristic advantages, innovate the discourse system and go deep into the masses.
The forum emphasized that taking the online mass line well is the embodiment of the party’s purpose. We must adhere to the people-centered development concept, understand and reflect public opinion; We should be upright and innovative, communicate on an equal footing from the perspective, be approachable in attitude, speak household words in expression, and talk about concerns in content, so that the main theme and positive energy can enter the mind in a subtle way.
Building an all-media communication system
In the era of all-staff media, where is the focus of online media?
Experts attending the meeting believe that the mainstream media should practice the requirements of "four forces" with practical actions and build a concentric circle of public opinion through "online and offline integration; Domestic and overseas linkage to build a communication community; Make friends and make progress, build a new paradigm of public opinion communication, etc., to make the mainstream public opinion bigger and stronger, and enhance the communication efficiency in online and offline, internal publicity and external publicity. At the same time, online media should give full play to its advantages in communication and technology, and continue to strengthen management innovation, so as to further enhance the people’s legal literacy, promote the formation of a good network ecology, and comprehensively improve communication efficiency and contribute.
To promote Chinese modernization, state-owned enterprises are the "national team" of economic construction, and the mainstream media are the "national team" of public opinion propaganda. The relevant person in charge of the State-owned Assets Supervision and Administration Commission said that state-owned enterprises will actively adapt to the development needs of online media, further accelerate the construction and application of new infrastructure such as 5G networks, data centers and satellite Internet, accelerate the layout and development of emerging technologies such as artificial intelligence and big data, and help the integration and intelligent development of online media with high-quality communication technology, so as to upgrade the entire industrial chain of online media.
It is worth mentioning that some experts have suggested that everyone should become a participant, builder and sharer of a good network ecological environment. "With the rapid development of the Internet and the expansion of network users in the whole society, illegal and immoral behaviors such as using information networks for fraudulent activities and fabricating and spreading false or vulgar negative information through online media have also emerged." According to Zhang Xinbao, a professor at the Law School of Renmin University of China and vice president of the china law society Network Information Law Research Association, this is a manifestation of the public’s weak awareness of the rule of law on the Internet and lack of knowledge about the rule of law on the Internet.
Zhang Xinbao said that cyberspace is not a place of extra-legality, and it also needs to follow legal norms and maintain legal order. Cyberspace governance needs the participation of the whole society. It should further enhance the awareness of the rule of law in the whole society, cultivate the public’s awareness of the rule of law in the network, and unite the consensus on the rule of law in the social network.