China News Service, Beijing, August 19th. The 12th Beijing International Film Festival "Cultural Power Short Video Summit Forum" was held online on the 17th.
The media academia and industry experts who attended the meeting said that short video is a trend symbol in the current communication field, and the new communication method empowered by short video should be fully utilized to activate the vitality of Chinese culture and help show a more three-dimensional, real and comprehensive China.
Wang Dapin, Deputy Secretary of the Party Committee and Secretary of the Disciplinary Committee of Communication University of China, said in his speech that the world has entered a major change unseen in a century, and the status and role of culture in the competition of comprehensive national strength has become more prominent. Communication University of China provides experience and reference for further running the short video unit of the Beijing International Film Festival.
Wang Dapin pointed out that the current booming short videos have continuously provided strong technical support and multiple paths for the dissemination of Chinese culture due to their characteristics of dispersion, interaction and personalization; how to use the form of short videos to activate the vitality of Chinese culture and better show the Chinese culture The essence of excellent traditional culture is an important topic of the times.
In the speech session of the forum, Zhu Yannan, Secretary of the Party Committee and Director of the Development Research Center of the State Administration of Radio and Television, said that short videos have an important propaganda role in inheriting the red gene and continuing the red blood. new business.
The "short, flat, and fast" characteristics of short videos make them integrated into all aspects of social life and contain new potential for services.
In addition, in the turbulent international situation and the severe global challenge environment, short video empowers new ways of communication, helps to show a more three-dimensional, real and comprehensive China, and promotes the construction of a community with a shared future for mankind.
Ye Zhenzhen, Secretary of the Party Committee, Chairman and President of People's Daily Online Co., Ltd. pointed out that in promoting the development of content technology, professional media should grasp the four key points of "specialization", "refinement", "leading" and "leading". Give full play to professional advantages; pay attention to users' needs for high-quality and high-quality content; attach importance to the public opinion guiding role of content; provide direction guidance for content creators to help them better participate in video content creation.
Therefore, mainstream media should deeply explore the content value and data value of short videos, and promote the building of a cultural power supported by a content power, data power and industry power.
Qian Tong, member of the Standing Committee of the Party Committee and editor-in-chief of Xinhuanet, focused on explaining the positive role of short video production and production in major current affairs reports, emphasizing that mainstream media should adhere to the "cultural style" of major current affairs reports - highlighting the "humanistic style" in the content of the reports , grasp the audience's psychological concerns and emotional needs; reflect the "technical style" in the production technology to enhance the audience's sense of interaction and participation; highlight the "youth style" in the form of reporting to enhance the dissemination effect of the video; In the way, it shows the "artistic style", so that the subject matter is small and the content is unique.
Hu Zhifeng, deputy secretary of the Party Committee and vice president of Beijing Film Academy, analyzed the current short video development trend from three aspects: cultural subjectivity, mainstream value and platform dominance.
Hu Zhifeng pointed out the problems of insufficient content concentration, insufficient industry concentration, and insufficient brand building in the field of online short video, and proposed that to promote the further development of the short video field, it is necessary to improve the top-level design, strengthen the correct value guidance, and at the same time continue to Strengthen the expansion of industrial brands, and promote the platform, content, brand, and industry to become bigger and stronger.
Yu Lan, deputy editor-in-chief of China News Service and president of China News Network, said that the visual-oriented media attributes of short videos and the characteristics of multi-directional communication and fission-type release make them have high potential for cross-cultural communication and become a popular medium in the field of communication. trend symbol.
Combining with the practice of international dissemination of short videos by China News Service in recent years, Yu Lan believes that the further development of short videos in a culturally powerful country needs to break through the "difficulty of balancing shallow fragments and essence", "difficulty in balancing individuality and commonality", and "inheritance". Difficulty in Integrating with Innovation" three balancing problems to help Chinese culture "go global" and create a new model for cultural overseas in the field of short videos.
Lu Shaoyang, a professor and doctoral supervisor of the School of Journalism and Communication of Peking University, interprets the emerging field of "goodwill communication" from the perspective of academic circles, and proposes that goodwill communication is a form of communication that takes culture as the guide, emotion as the link, and communication as the means, and its values It is both selfish and altruistic.
In the production and dissemination of short videos, it is necessary to grasp the common "favorable communication" video types such as life and culture, pay attention to the topics that young audiences are interested in, and emphasize the "me-based" first perspective to create a narrative angle, In order to better play the role of short videos in promoting Chinese culture.
Ke Rongyi, director of the New Media Center of China Daily, pointed out that there is still a lot of room for development of short videos in my country to achieve mutual learning and exchange of civilizations in international communication. Therefore, in short video communication channels, it is necessary to pay equal attention to traditional channels and emerging channels, and to pay attention to the development of Internet video platforms. build.
It is necessary to promote the formation of a "big external propaganda" pattern, comprehensively expand the main body of communication, and enhance the public's awareness of external communication; at the level of communication content, it is necessary to realize the reconstruction of the discourse system and the narrative system, and combine the perspective of the transmitter with the perspective of the audience, so as to improve the communication content. Close to the psychology of international audiences.
Ding Xiaoyang, deputy director of Beijing Radio and Television Media Center and executive deputy editor-in-chief of Beijing Time, believes that due to the high production threshold and production cost of high-quality videos, the production and dissemination of high-quality cultural short videos in my country is still insufficient.
We should fully recognize the important role of short videos in cultural communication, improve the professional level of the production team, establish an overall chain from the core to the product, and deeply integrate Chinese cultural concepts into the creation of short videos, so as to truly "speak" Good Chinese Story".
Wang Xiaohong, Dean, Professor and Doctoral Supervisor of the Undergraduate School of Communication University of China, took the short video of "out of the circle" as an example, and pointed out that the cultural short video should break through the focus on a single aspect of Chinese culture and present a more complete cultural form. .
Wang Xiaohong further proposed three advantages of using short videos to tell cultural stories well, namely broad cultural "visibility", vivid cultural "experience" and active cultural "creativity".
On the same day, various activities in the short video unit of the 12th Beijing International Film Festival with the theme of "China and the World in Short Videos" were held.
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