People’s Daily Literary World： Value Guidance and Cultural Responsibility of Newspaper Supplement

　　● "Whether newspapers can read or not mainly depends on supplements", and "reading or not" refers to the cultural characteristics of supplements.

　　In the era of rapid development, supplements can’t cater to and kitsch. On the contrary, they must be responsible, responsible and conscientious.

　　● The cultural consciousness of supplement lies in providing a broad stage for people to publish excellent works and offering elegant and high-quality spiritual food for readers. Cultural self-confidence lies in inheriting excellent quality and rejuvenating creativity.

　　At present, we are not very familiar with the characteristics, discourse system and language style of network communication, and the law of network communication needs to be further understood, but we must learn to borrow from the network.

　　　　　　

　　Supplement is an important part of newspaper. In order to enhance the communication power and influence of newspapers, supplements must consciously shoulder the heavy responsibility of promoting advanced culture, spreading knowledge and enlightening thoughts. In recent years, due to many reasons, readers and authors of supplements have lost more: the diversity of cultural choices, the exclusive newspaper and the eye-catching scenery of supplements are no longer; Literature has lost its social sensational effect, and people’s enthusiasm for literature and attention to supplements have decreased; The core readers are getting older, and the supplement is still not attractive to young readers; The ranks of authors are shrinking. Due to the fierce competition in the media, the publishing threshold is lowered, and the author resources are constantly divided.

　　The rapid rise of new media, such as the Internet, and its unique characteristics of immediacy, mass and strong interaction have also brought pressure to traditional print media. As a supplement with a long history, it is also inevitably impacted. Facing the changes in the mode of public opinion production and communication, and the changes in readers’ reading habits, the supplement bears the heavy responsibility of nourishing the soul and rallying strength. How to better play the role of spreading the spiritual value and spiritual pursuit of Chinese culture requires further clarification of ideas, a clear understanding of advantages, self-confidence and in-depth thinking.

　　Pay attention to news, jump out of news and highlight cultural characteristics.

　　The supplement has a history of more than 100 years since its publication. Although the supplement is the supplement and extension of the news magazine, since the founding of New China, the supplement has always kept pace with the society and the times, closely linked with the new life, and has a strong sense of the times and a fresh breath of life, which is deeply loved by readers.

　　In the traditional sense, supplements are mostly pure literary supplements. In recent years, in order to meet the increasing multicultural needs of readers and expand their communication power and influence, after a relatively large reform and adjustment-from literature to art to cultural field, the content of supplements has become wider and wider, and the forms have become more flexible and diverse. As far as People’s Daily is concerned, in addition to literary supplements, there are also supplements such as art, collection, reading and in-depth research, which further enhances its news, richness and readability. This is the adjustment and response made by newspaper supplements in the face of the rapid development situation, which reflects the trend of newspapers from focusing on the advantages of hard news to focusing on the advantages of soft news at the same time.

　　Of course, this adjustment also means that the newspaper has changed from focusing on the quality characteristics of the supplement to focusing on the combination characteristics of the new and the new. The so-called combination of literature and innovation is to embody both the characteristics of newsprint and the characteristics of "culture" On the one hand, close to reality, close to life, close to the masses, pay attention to major news events, major theme propaganda and social hotspots, and highlight the theme of the times; On the other hand, the theme that readers care about is expressed in the form of literature and art, which conforms to the characteristics of the supplement, so that readers can gain a deep understanding from the corresponding literary works, that is, follow the news and jump out of the news.

　　There is also a key sign of jumping out of the news, that is, fully embodying the profound humanistic spirit and cultural character of the supplement and maintaining independent reading and aesthetic value. The important characteristics of supplement are cultural, nourishing and rich. It shows the style of newspaper in the profundity of thought, condenses poetry and painting in the surging life, conveys the power of culture in the publicity of historical rationality and humanistic value, and makes the supplement works stand up to chewing. This is a must for the supplement to "moisten things silently". Zhao Chaogou, a famous newspaper reporter, said: "News is the soul of a newspaper, and the supplement is the face of the newspaper. Whether a newspaper can stand or not depends mainly on the supplement." Here, "enduring" refers to the cultural characteristics of the supplement itself.

　　Closely obeying the overall situation of national construction, cooperating with major theme propaganda, paying attention to social hotspots and focal points, complementing the content and form with newspaper news through literary and artistic works with individuality, and taking into account the realistic concern and literary characteristics, have become the remarkable characteristics of newspaper supplements, and are also the new reading growth points of newspapers in recent years.

　　Adhere to character, lead value, and reflect spiritual height.

　　Adhering to character means carrying forward mainstream values, inheriting the essence of culture and reflecting the height, thickness and temperature of the times. The responsibility of the supplement is to publicize and explain the party’s literary principles and policies, to unite the common ideals of society and establish a good moral style, to spread advanced culture and to guide the healthy development of culture. Under the current situation, it is necessary to strive to carry forward the deepest cultural soft power of the Chinese nation and spread the deepest spiritual pursuit accumulated in Chinese culture. Only by adhering to the organic unity of value guidance and cultural character, inspiring people with excellent works and shaping people with noble spirit can newspaper supplements enlighten readers deeply.

　　Nowadays, China has entered a period of social transformation and reform, and profound changes have taken place in the world, the country, the party, the people and the public opinion. The cultural environment in which we live is more complicated, and the construction of a cultural "soft environment" is particularly urgent. Supplement is a mirror of social culture, observing the social life at all stages and levels, and is a benchmark in the process of social and cultural development. At this time, the supplement should more consciously adhere to the correct direction of public opinion, pay extensive attention to the complex reality of social transformation, strive to grasp the cultural life and inner world of contemporary people, produce more excellent works, enrich people’s spiritual and cultural life, and refine the cultural depth and spiritual height for the society with its profound ideological, unique artistic and unique aesthetic functions.

　　At present, it is also an era of rapid development. The material temptations are increasing, and people’s hearts are easy to float. Coupled with the popularity of fast food culture, the fragmented dissemination of information and the uproar in the network public opinion space, it is of great significance to build a spiritual home and stick to the supplement. A writer said that when society is confused, supplements should stay awake; When society is too utilitarian, supplements should give more dreams to life. This dream is ideal belief. Supplements can’t cater to and flatter the vulgar, especially in the historical process of building a socialist cultural power and realizing the great Chinese dream of the Chinese nation. Supplements must be responsible, responsible and conscientious, and show social integrity and transmit positive energy with works that combine ideological and literary features. The sincere and artistic expression and lofty spirit of the supplement have far-reaching significance.

　　Give full play to your advantages, feel confident, and constantly bravely surpass them.

　　In the final analysis, the advantages of newspaper supplements are the advantages of orientation, brand, humanistic connotation, and the advantages of a fixed readership cultivated all the year round. At the same time, they also have their own unique advantages: fast and slow, dynamic and static, specialized and miscellaneous … Although they are attached to newsprint, they do not correspond to news events one by one, so they can not be rigidly expressed objectively and directly, thus showing the depth and temperature of words and inheriting the works more. Therefore, the works of the supplement are not necessarily the latest, but they can be the most elegant; Not necessarily the fastest, but you can pursue the deepest; It may not be the most eye-catching, but it can appeal to both refined and popular tastes and make people remember it deeply. Its another interpretation of news events, its professional cultural stance on key issues, its rich nourishment for the people of the world, and its lasting refreshing cultural fragrance.

　　Only by recognizing the advantages can we have full consciousness and self-confidence. Mr. Fei Xiaotong pointed out that cultural consciousness means that people living in a certain cultural and historical circle have self-knowledge of their culture and have a full understanding of its development process and future. In this sense, cultural consciousness is actually the awakening, mission and responsibility of culture, and cultural self-confidence is the inheritance, development and transcendence of culture. As far as newspaper supplements are concerned, cultural consciousness lies in providing a broad stage for people to publish excellent works and offering elegant and beautiful spiritual food for readers; Cultural self-confidence lies in inheriting excellent quality and rejuvenating creativity. Supplement is an important part of China’s cultural construction, and it should be the defender, creator and disseminator of advanced culture. Cultural self-confidence will bring more development opportunities for supplements with unique advantages. While many newspaper supplements are shrinking, there are still many newspaper supplements that have remained unchanged for more than half a century, and they are constantly developing and exploring from subject matter to genre, from planning to column, from works to authors. This growing confidence comes from the recognition and inheritance of excellent cultural connotations on the basis of cultural consciousness, and it is a brave transcendence of the inherent way on the basis of cultural consciousness.

　　Innovate ideas, broaden horizons and leverage new media.

　　In order to keep up with the development of the times, the supplement should adhere to the innovation of ideas and means, broaden its horizons and be close to the forefront of cultural development. On the basis of maintaining traditional characteristics, supplements should further expand the scope of content, increase service, practicality and interest, and extend the perspective to a wider field; Strengthen planning, improve writing style, create fine products and strengthen brands; At the same time, it innovates the layout form, integrates aesthetic and fashion elements, highlights the flavor of the times, and makes static words full of movement and interest. If content is an inevitable requirement to retain readers, layout innovation is an important means to win readers.

　　Innovation must also learn to borrow from new media. At present, new media are constantly joining the news communication camp, from portals to search engines, taking advantage of the news productivity of traditional media. Supplement innovation should also learn to enhance its competitiveness with the help of the network: it can join hands with the network to promote the second and multiple dissemination of excellent works of supplements on the Internet, effectively expanding the readership and authors; The network’s attention to cultural hotspots and literary thoughts can be introduced into the innovation process of supplements, and readers’ needs can be understood through interaction with readers; Pay attention to the excellent works and authors on the internet, carefully screen, process and verify, turn network resources into supplement resources, and cultivate a group of young audiences for newspapers. At present, we are not very familiar with the characteristics, discourse system and language style of network communication, and the law of network communication needs to be further understood, but we must learn to borrow from the network as soon as possible.

　　Recognizing the advantages, defining the responsibilities and facing up to the shortcomings will help the supplement to find a correct position in the multi-culture and make a response. In today’s homogeneous newspaper news, supplement is an important embodiment of heterogeneity. When the advantage of news is weakened, news changes from fresh to fragile, but supplements may become durable goods and collectibles because of the ideological depth and cultural height of their words. At a time when the weather is myriad, the flowers are dazzling, and the new media seems to occupy many advantages, the supplement is firm, solid, rich, vivid, exquisite and elegant, which will provide people with more opportunities to nourish their body and mind and calmly think, and provide a pure land for one side to put their hearts. Supplement will be promising in the new century of cultural prosperity and development.　

　　People’s Daily (24th edition, November 29th, 2013)