From May 20th to 22nd, the 31st China News Award Media Integration Award and the preliminary evaluation meeting for the new media news column was held in Beijing. This year's preliminary evaluation committee consists of 31 judges, including relevant responsible persons from the news and publicity authorities, comrades from the new media work of central and local news units, new media experts and scholars. What are their comments and suggestions on the works participating in this year? What are the innovations of media integration products? Today, let’s hear what these initial judges said.
Tianli
Personal Dean of the Institute of New Media Research, Peking University
Short video live news and mobile live broadcast project judge
This year's short video live news and mobile live broadcast participating works have distinct characteristics and outstanding highlights, with the following characteristics:
First, focus on the central work, focus on the main theme line, and the main position of mainstream media is highlighted. The works revolve around themes such as fighting the epidemic, poverty alleviation, emergency rescue and disaster relief, respond to social concerns, cooperate with public opinion guidance, and have good publicity results.
Second, both news and ideological nature have been improved, and the news front has achieved remarkable results. On the one hand, the news sense of scene is enhanced, and the works pay more attention to the restoration of the news environment, news parties and news events. On the other hand, the news perspectives of major thematic reports are more diverse, and the news narrative is richer and more vivid.
Third, the application of new technologies is becoming more and more mature, and all-media reports are moving from "concept" to "practice". The use of technology is more rational and mature, get rid of blind worship of technology, transition from "showing skills" to selective use, and establish a good atmosphere of "technical service content".
Fourth, horizontal cooperation within the media system has been significantly strengthened, and highlights of county-level integrated media have appeared frequently. works have a wider source, and the quality of works from grassroots media, especially county-level integrated media centers has been significantly improved; the communication mechanism of "hot" works across regions, levels and platforms has been initially formed, enhancing the influence of the works.
Of course, whether it is short video live news or mobile live broadcasts, they are in the early stages of development, and some deep-seated problems are beginning to emerge. The following aspects are worth paying attention to:
First, pay attention to the integration of news elements and news expression forms. adheres to news-oriented approach and new technical means should serve news reporting. In the future, short video live news and mobile live broadcasts should pay more attention to the news nature of the report. On the basis of highlighting the sense of appearance, ensure the integrity of news elements, pay attention to the value of news, and enhance the ideas of the works.
The second is to focus on narrative exploration that re-content form. mobile live broadcast is different from live TV and live broadcasts on the Internet. It is necessary to explore the characteristics of mobile live broadcasts, give full play to their expertise, and explore its unique narrative methods from the aspects of topic selection, hosts, communication scenarios, interactive design, etc.
The third is to focus on leveraging the value of its own platform. There are many "hot products" among the participating works in , but the ones that triggered the works are often not on their own platforms. The communication influence of its own platform should be further enhanced.
Ding Wei
Director of the People's Daily New Media Center
Short video special report, New Media News Column Project Judge
Wang Jiahang
Professor of Guangming News Communication School of China University of Political Science and Law
Short video special report, New Media News Column Project Judge
1Wang Jiahang
Against the backdrop of the in-depth development of media integration, mainstream media have made great progress in video news production and mobile news column construction. The participating works of this short video special report and new media news column reflect the following characteristics:
First, the overall production of the works is well-made and the advantages of major theme reporting are obvious. The China News Award Media Integration Award has been established for four years. In recent years, mainstream media have paid more attention to this award and their works have been continuously optimized, especially major thematic reports on anti-epidemic and poverty alleviation. The mainstream media has presented Chen Zhongbing, which has concentratedly reflected the strength of mobile Internet production.
Second, short video special reports have become "conventional weapons" and competition is becoming increasingly fierce. From the perspective of the production subjects of short video special news, the gap between local media and central media is narrowing; there is no obvious gap between paper media and radio and television media institutions, and county-level integrated media centers catch up and gradually enter the mainstream vision.
3, excellent works have many highlights and are full of excitement. Judging from the initial review of works, mainstream media already have the strong strength to produce short video news topics, rich content and excellent production, reflecting the overall requirements of various media to practice the "four forces".
Fourth, the new media news columns are diverse in types and the content covers a wide range. new media news column keeps up with domestic and foreign public opinion hotspots through various forms such as sharp comments and comics, pays attention to the authoritative voice at the first time, focuses on major themes of the times, and unites people's hearts and strength for great practice.
However, while the overall quality is improved, there is still room for improvement for short video special reports and new media news columns. The themes of the submitted works are slightly homogeneous, and there are still few outstanding works. There are more topical reports in the "Toutiao Project" category, and fewer investigation reports and on-site reports. There are many excellent works from the grassroots level among the award-winning works, but some of them are still insignificant in the news value.
Overall, after several years of exploration, integrated news reports have gradually gotten rid of the traces of fancy technology and insufficient expression. How to balance the integrity and innovation and achieve a balance between technology and content is a new topic in the in-depth development of media integration in the future.
Zhao Yu
Director of the Department of Film and Television Art and New Media, School of Media and International Culture, Zhejiang University
Creative interaction, International Communication Project Judge
The topics of this year's creative interaction and international communication project cover major topics such as fight against the epidemic, poverty alleviation, resisting the U.S. aggression and aiding Korea, and the achievements of the "13th Five-Year Plan" construction. The technical implementation elements include H5, mini programs, slow live broadcast, interactive video, data visualization, organically integrating text, pictures, audio, and video, and a number of innovative masterpieces have emerged, improving the communication effect. Creative interactive works focus on major topics and show eye-catching performance. The main features are as follows:
1. Pay attention to tool optimization and launch masterpieces with demonstration effects across the industry. SVG interactive form, innovate content interaction and reading forms; slow live broadcast, with slow live broadcast as the main body of content structure, combined with H5 and VR and other elements, the communication effect is significant.
2. Pay attention to the integration of comprehensive media elements and activate the value of traditional media resources. presents important historical scenes, historical soundtracks, movie materials, etc. through multimedia technology and interactive reading methods, allowing traditional media to revitalize new vitality under the new presentation mode and stimulate the audience's collective memory.
3. Pay attention to the development of audience interactive scenarios. further optimizes expression forms such as progressive scrolls, adds blind boxes and check-in interaction modes with game attributes, to enhance the audience's interactive fun.
The main features of the international communication project works are as follows:
1. Focus on major topics and focus on borrowing external forces. focuses on major topics such as the new crown epidemic and poverty alleviation, actively carries out international dialogues, and focuses on allowing foreign Internet celebrities to make positive voices overseas through experiential visits, which has produced strong persuasive power and demonstrated a greater influence.
2. Innovate the use of sharp language and straightforward discourse methods, and explore new expression strategies for international communication. , at a time when international dialogue is increasingly full of discourse tension, has achieved good external publicity results by taking facts as the criterion, adopting a method of communication with clear views, and comprehensively using timelines, dialogue forms, and quoting humorous language.
Overall, both types of works reflect a certain degree of technological originality and content innovation, and are highly referenced for industry development. However, in terms of diversification of expression forms and targeted voice, it is still possible to explore.
First of all, although the dot-like breakthrough of the work is remarkable, the structural elements are relatively single. creative interactive works mostly adopt H5 structural elements, while international communications basically adopt short video/VLOG presentation method.
Secondly, the goal of media convergence is not to simply present multimedia elements, but to better meet user needs. interactive design must have a high orientation, and it is necessary to increase user participation through more refined user motivation and content guidance to achieve better interactive communication effects.
Finally, some works should adjust their voice to suit different audience groups. The key to , especially international communication, is by no means a language translation. From the beginning of topic selection and product design, we should deeply analyze the interests of overseas audiences to avoid one-way dissemination of information.
In 2020, the national media made a firm voice in response to major domestic and foreign news events, and made great progress in innovative use of new media expression elements. With the introduction of media technology and the increasing diversification of the needs of the new generation of audiences, mainstream media should further accelerate innovation to better respond to the needs of the times.
Wang Xiyong
Southern Daily Nanfang+ Client Deputy Editor-in-Chief
Integration Innovation Project Judge
This year's works participating in the evaluation of Integration Innovation have the following characteristics:
1. Major theme news works have outstanding performance. Major themes such as fighting the epidemic, poverty alleviation, and resisting the U.S. aggression and aiding Korea have a large proportion of works and remarkable quality, showing the characteristics of focusing on reporting on major topics and innovative expression methods. In addition, the works of hot topics such as Pudong Development, Shenzhen Special Zone, and the Civil Code are also outstanding.
2. Focus on news. The news of works has become the primary consideration for many recommendation units, and the core consensus of content is very obvious.
3. The application of innovative expression technology has achieved remarkable results. 's newer shooting technology has been used in news works, and the use of technologies such as video, animation, and H5 has become more and more mature, and the fluency of the works has been improved.
Of course, there are also some problems that need to be solved urgently:
1. There are still many forms of traditional works. In order to show the characteristics of integrated communication, some participating works appear in the form of special topics or even columns. This aggregation effect is known for its overall momentum, and it also covers up the problem of insufficient integration and innovation in a single work. This trend is worth paying attention to.
2. Works that are not very news-oriented or even lack news-oriented still exist. Some works recommend local songs, some works introduce local characters, local culture and local background knowledge, and some works are self-promotional videos for unit work.
3. County-level integrated media works still have a lot of room for improvement in the application of technological innovation. Some works submitted by county-level integrated media have good themes, but their expressions are relatively traditional.
Finally, two suggestions are made: First, in the creation of innovative works of integrating major thematic reports, we will increase the recognition and guidance of integrated innovative reports with small incisions, down-to-earth, and lively content, and stimulate news organizations to pay attention to catching "live fish". The second is to strengthen the evaluation and guidance of news content as the first consideration, and form a business orientation that "innovative technology must be attached to the core of the content."
