Lianbo+ |
2024 marks the 30th anniversary of China’s full-featured access to the international Internet.
Over the past 30 years, Internet technology has developed rapidly, leading new changes in social production, creating new space for human life, and expanding new areas of national governance. At the same time, the Internet has become the main battlefield for public opinion struggles.
To make the party's voice the strongest in cyberspace requires clear understanding, forward-looking planning, and effective governance. Since the 18th National Congress of the Communist Party of China, the Party Central Committee with Comrade Xi Jinping as the core has attached great importance to the construction of the all-media communication system, put forward a series of major conclusions, and made a series of important arrangements.
On June 30, 2020, General Secretary Xi Jinping presided over the 14th meeting of the Central Committee for Comprehensive Deepening Reforms. The meeting emphasized the establishment of an all-media communication system based on content construction, supported by advanced technology, and guaranteed by innovative management, firmly occupying the commanding heights of public opinion guidance, ideological guidance, cultural inheritance, and serving the people.
No matter how the media format evolves, high-quality content will always be the "hard currency" in the field of public opinion. The influence of news media is always based on content.
On February 19, 2016, General Secretary Xi Jinping hosted a symposium on the Party’s news and public opinion work in Beijing and delivered an important speech.
On February 19, 2016, at the Party’s symposium on news and public opinion work, the General Secretary pointed out that as the situation develops, the Party’s news and public opinion work must innovate concepts, content, genres, forms, methods, means, formats, systems, and mechanisms , enhance pertinence and effectiveness.
Following the path pointed out by the General Secretary, online media have actively used AR, VR, H5, mobile live broadcast, dynamic news, short videos, Vlog and other content product forms and methods to launch a large number of integrated high-quality and popular products, interpreting new trends in new voices. ideas and promote mainstream values.
"Military Photos", "One Minute of China" and "New Thousand Miles of Rivers and Mountains" launched by People's Daily's new media have become integrated media products that everyone can't put down; The work of the screen; China Central Radio and Television further promotes the integrated communication of "ideology + art + technology" and strives to create a new media platform full of innovation, creativity and surprises. CCTV News "Current Affairs News Eye" and "Anchor Talks Broadcast", A large number of CCTV new media current affairs brands, such as "CCTV Express" and "Study Every Day" on CCTV.com, "Echoes of Xi's Voice" on CCTV.com, and "Lecture Center" on International Online, continue to innovate ways and means of publicity and interpretation with Internet thinking, allowing the party to The innovative theory "flies into the homes of ordinary people."
Science and technology are the primary productive forces, and the core technology of the Internet is our greatest "vital gate". From "paper and pen" and "lead and fire" to "light and electricity" and "numbers and the Internet", seizing opportunities and responding to challenges is the only way for media development.
In this regard, the General Secretary carefully warned: "We must pay attention to technological innovation, work on visual presentation and interactive communication, and use methods that netizens like to hear and see, so that the number of users for positive publicity will continue to expand and user stickiness will continue to increase."
In recent years, new technologies such as 5G, big data, cloud computing, holographic projection, augmented reality, artificial intelligence, and the metaverse have continued to emerge, boosting the innovative communication of online media.
In the exhibition area of the China Online Audiovisual Conference, China Central Radio and Television focused on new online video technologies such as 5G and AI.
For example, China Central Radio and Television has built a media cloud IT basic resource support platform, a news integrated cloud production platform, a big data platform and other technical support systems, established a TV and new media data collection and analysis platform, and built a one-click multi-post, carrier An all-media communication matrix with diverse, rich channels and wide coverage; Chongqing Daily Newspaper Group was the first in the country to build an "all-media content production technology support platform" and won the highest honor in the field of domestic news technology - the "Wangxuan News Science and Technology Award" Prizes.
Whether it is traditional media or emerging media such as the Internet, management work is crucial. Doing a good job in the management of online media in the new era is an inevitable requirement to comply with the information revolution.
The General Secretary made clear demands to "strengthen the management of emerging media in accordance with the law" and "focus on integration with one hand and management with the other to ensure that integrated development advances in the right direction."
Institutional and mechanism innovation is a strong driving force for the development of online media, and efficient and dynamic institutional mechanisms are the key to the stable and long-term development of online media.
Whether it is copying the traditional management model or relying on a single management method, it cannot adapt to the development requirements of online media. Only by giving full play to the role of all parties and using multiple means can the comprehensive management capabilities of online media be innovatively improved.
In recent years, many integrated media centers have introduced management methods, content control systems, evaluation and supervision systems, and work process specifications based on their own characteristics, and have customized new systems and mechanisms. Among them, the integration and innovation of the acquisition and editing process, the integration of the organizational structure, the construction of the content production system and the communication chain rank among the top three institutional innovations.
"Qiushi" established an all-media development center specifically responsible for new media business, carried out enterprise-like reforms for seven directly affiliated media, and took the lead in completing the innovation of the party magazine development system; the organizational structure of the innovative media department of the Integrated Media Center of Wangjiang County, Anhui Province , changing the logic of dividing traditional media departments into functional divisions, and striving to create a "central kitchen" all-media centralized command and efficient coordination working mechanism; Zhejiang Daily Newspaper Group started by adjusting the organizational structure, reorganizing and optimizing the reorganization of editorial and procurement The development process has formed a working pattern of "one collection, multiple products, multimedia dissemination"...
In addition, based on specialized and vertical user market segments, setting up studios and other content production units to promote the reengineering of production processes has also become an innovative management move for online media.
The journey of thousands of miles is going strong, and we must concentrate on writing a new chapter. Focusing on the strategic goal of building an all-media communication system and shaping a new pattern of mainstream public opinion, Chinese online media will soon meet in Kunming, the spring city, to brainstorm and express their opinions on topics such as continuing to build strong momentum for mainstream public opinion and promoting the formation of a good network ecology. With a more high-spirited theme, they are responsible for promoting Media model for Chinese modernization.
Director System｜Luo Hongbing Wei Quhu
Producer｜Wang Jingdong
Editor-in-Chief｜Li Xuan
Editor｜Lu Yang
Proofreading｜Li Dan, Sun Jie, Yan Tiantian, Mao Changzhi
Produced by China Central Radio and Television Station CCTV.com