How to give full play to the communication advantages of the media matrix
According to the 44th Statistical Report on Internet Development in China issued by China Internet Network Information Center (CNNIC): "As of June 2019, the number of Internet users in China reached 854 million, an increase of 25.98 million compared with the end of 2018, and the Internet penetration rate reached 61.2%, an increase of 1.6 percentage points compared with the end of 2018; The number of mobile Internet users in China reached 847 million, an increase of 29.84 million compared with the end of 2018, and the proportion of Internet users using mobile phones reached 99.1%, an increase of 0.5 percentage points compared with the end of 2018. " In the era of media integration, a change with wider communication scope, more diverse forms and more active interaction has begun. The media structure, public opinion environment, discourse subjects and communication methods are all changing. Traditional media such as newspapers, radio and television have merged with emerging media such as Weibo, WeChat, APP and websites, setting off an information revolution storm, which has comprehensively improved the functions, technologies, methods and values of media resources.
The Central Committee of the Communist Party of China’s Decision on Several Major Issues of Upholding and Perfecting the Socialism with Chinese characteristics System and Promoting the Modernization of the National Governance System and Governance Capacity points out that it is necessary to "improve the working mechanism of public opinion guidance that adheres to the correct orientation" and put forward such important aspects as "building a mainstream public opinion pattern that integrates online and offline, and linking internal publicity with external publicity" and "improving the public opinion guidance mechanism for major public opinions and emergencies". In this regard, the mainstream media should follow the trend and build a strong media matrix to enhance communication, credibility, influence and guidance.
Pay attention to the innovation, transformation and integration of media resources, and build a new pattern of public opinion communication.
Comply with the development trend of media integration and promote all-round innovation in concept, content, mode, system and mechanism. The "three micro-ends" under the background of media integration ("three micro-ends" are Weibo, WeChat and micro-video; "One end" (news client) has changed the one-to-many one-way information output mode of traditional media, and the content creation is relatively short and refined to meet the convenient needs of the audience for "shallow reading" and "light reading" using mobile devices. To give full play to the advantages of media integration matrix, we should better integrate innovative ideas at all levels into the development tide based on the advantages of traditional media content and relying on big data and cloud technology, and realize the multimedia display and multimedia push of news products by building a new communication pattern.
Change the concept of communication and break the thinking barrier of one-sided combination. Financial media not only has outstanding advantages such as resource sharing, quick updating and interactive opening, but also puts the audience in the main position of communication. As the leader of information dissemination, traditional media was once the leader of information sources and channels, and people often know information through official mainstream media. In the new media era, the decentralized communication pattern has broken the existing model, and the information recipients have also become information disseminators and even become the leaders of public opinion hotspots. Therefore, the mainstream media should actively change the concept of communication, realize accurate information dissemination according to the individual needs of the audience, and adapt to the individualized, characteristic, differentiated and differentiated development of the audience.
Promote the comprehensive integration of traditional media and emerging media, promote the deep integration of the two in communication methods, information resources, mechanisms and systems, give full play to the advantages of synergy, and enhance the guiding effect of public opinion. In the era of media integration, new media platforms often become a breeding ground for public opinion. Therefore, in the process of the integration of traditional media and emerging media, we should vigorously implement the mobile priority strategy, innovatively use information, digitalization and networking technologies, and integrate, optimize and expand various mobile terminal platforms such as WeChat, Weibo, WeChat official account and APP. Relying on traditional media such as newspapers, magazines, radio and television, organically combine the advantages of traditional media in content with the advantages of emerging media in communication and technology; We should apply the advantages of traditional media to the information content editing and brand operation of emerging media, introduce advanced communication technology, cultivate professional talents, improve operational ability, effectively curb the adverse effects brought by negative information and online rumors, and constantly build new communication platforms, expand new interaction modes and build new communication channels, thus innovating ways and means of public opinion guidance.
Focus on the content, technology and methods of information dissemination, and improve the timeliness of public opinion guidance.
Content is the foundation of public opinion topic setting, and good content comes with its own flow, which is also the meaning of "content is king". In the era of media integration, in the face of the new media pattern that everyone has a microphone and everyone is a creator, we should not only actively set good topics to lead public opinion, but also realize that the communication channels of information and discourse are no longer single, and everyone can share and transmit information anytime and anywhere through the convenient channels provided by the new media platform. In the complicated wave of information, mainstream media and journalists should shoulder the heavy responsibility of leading the way and pointing out the maze for the audience. They should not only effectively integrate, scientifically explain and deeply analyze the massive information, but also provide it with high-quality content in the process of interacting with the audience. They should also further enrich the content and broaden the depth of the report according to the development trend of public opinion, and optimize and maximize the value of the content, thus leading the correct direction of online public opinion.
In the new communication environment and public opinion ecology, "technology for use" is particularly obvious. In order to improve the quality of content, it is necessary to embed advanced technology into the whole process of information content production and dissemination, and apply information technology to important links such as managing production processes, innovating content forms, improving product structure and enriching product formats. The value of "integration" is to deeply integrate the advantages of content production, information dissemination and new media technology accumulated by traditional media for a long time, and consciously increase investment in emerging technology fields such as 5G, big data, cloud computing, blockchain, digital card, etc., so as to effectively expand the information coverage, meet the diverse needs of the audience in the era of media integration, guide the audience to form a correct cognition, establish a value consensus, and seek the best effect of public opinion guidance under the joint efforts of media integration matrix.
"Mode is the most important" aims to comprehensively use various forms such as data illustration, audio, video, animation, H5 light application, etc. for more vivid publicity and reporting. Especially at present, micro-movies, micro-live broadcasts, micro-videos, micro-animations and so on brought by the linkage of Weibo, WeChat and micro-vision have been loved and widely used by people. For "micro-series" products, we should establish the consciousness of integrating resources, enrich the industrial chain, and realize the all-round improvement of mainstream media in technology, industry and mechanism; We should also pay attention to ways and means in the communication content and discourse system, develop diverse, vivid and interesting products, and adopt approachable and persuasive propaganda and expression methods to make them closer to the audience’s life.
Grasp the time effect of public opinion guidance and grasp the initiative of public opinion guidance.
Grasp the trend of public opinion and be good at grasping the best opportunity of public opinion guidance. The work of online public opinion is very important, and the mainstream media need to raise the flag and keep expanding the mainstream public opinion position. At present, new media clients, such as micro-live broadcast, micro-animation and short video, are creating a "feast of public opinion", but at the same time, they also bring about problems such as diverse network information and complex public opinion. In this regard, the mainstream media should make use of the media matrix to arrange troops, track the hot spots of public opinion, lead the development direction of public opinion, show their views and emphasize their positions in time during the reporting process, be flexible and actively respond to sudden public opinion events, and effectively grasp the best opportunity for public opinion guidance.
Improve the system and mechanism and increase the guidance of public opinion. Network information has the characteristics of fast spread, wide coverage and great influence, especially social networking sites and mobile terminals with strong social mobilization ability and frequent interaction, which bring certain challenges to public opinion guidance. While encouraging people to express their opinions freely, we should also hold our ground and expand the channels and space of mainstream public opinion, further improve the supervision mechanism and guidance mechanism of public opinion, increase the intensity of public opinion monitoring and improve the efficiency of public opinion guidance.
All levels go hand in hand to enhance the ability to control the development of informatization. First, we should establish and improve the responsibility system and procedural norms to provide a basis for the strict control of public opinion guidance and the implementation of the main responsibility, which is the institutional guarantee for doing a good job in public opinion guidance. Secondly, it is necessary to make a dynamic prediction of public opinion in a planned, step-by-step and rhythmic manner, which is the key to deal with the problem in a targeted manner and effectively grasp the trend of public opinion. Third, we should focus on social sensitive issues and focus issues, monitor public opinion trends in real time, and use big data to analyze and predict to build a public opinion security defense line. Fourthly, we should enhance the initiative and initiative, integrate the information of various new media platforms, pay attention to the diversification of reporting methods and propaganda carriers, expand communication channels, innovate propaganda methods, and enhance the appeal and guidance of public opinion reports.
(The authors are professors of Marxism College of Harbin Engineering University; Ph.D. student, School of Marxism, Harbin Engineering University)
(Source: People’s Forum, the last issue in March 2020)
Reporting/feedback