The authors, Zhang Qianyu and Xia Xiangzhou, are respectively the editor-in-chief of the Contemporary Party Member Magazine and the content director of the Contemporary Party Member Magazine.
Content is the cornerstone of strengthening mainstream values, mainstream **, and mainstream culture. Party newspapers and party periodicals and other mainstream newspapers should adhere to the principles of party spirit, firmly grasp the correct orientation, take deep roots in the content, make good use of the content to seize the first field, keep the first field, and faithfully perform the party's news work duties and missions.
Stand firm in political positions and unblock the "upper feelings" and "lower intentions". The surname of the party media is the party, and publicizing and explaining the party's innovative theories is the primary political task of the mainstream. The party's innovative theory is in practice, develops in practice, and serves practice. When the mainstream ** in the propaganda and interpretation of the party's innovative theory, it is necessary to connect both the "antenna" and the "local atmosphere", and work hard around the "people-centered", and associate the content creation with the people's life practice, way of thinking, feeling and experience. The best masterpieces that can be listened to promote the party's innovative theories into the brain and heart in the "moisturizing things silently" and fly into the homes of ordinary people. Chongqing Contemporary Party Member Magazine consciously stands at the height of "five matters", so that "there is the party in the heart, and the people in the eyes", and the whole platform has opened special topics such as "in-depth study and implementation of the socialist thought with Chinese characteristics in the new era"; Invite well-known experts and scholars from the Party Building Research Institute of the Organization Department of the Communist Party of China, the Party School of the Communist Party of China (National Academy of Administration) and other units to jointly create a special edition of the party class that can be used; Jointly with relevant ** and departments, jointly held the "Please rest assured that the party will strengthen the country with me!" "The micro-** contest and the Daxing survey and research solicitation activities have successively attracted 60 million people to participate.
Unleash the integration efficiency and focus on "online" and "offline". At the party's press work forum, the general secretary pointed out that "if you can't pass the Internet, you won't be able to stay in power for a long time." "To pass the Internet well is to manage and use the Internet well; To manage and make good use of the Internet is to attach importance to the Internet, adapt to the Internet, enhance initiative, fight the battle of initiative, and draw concentric circles of "online" and "offline". The Internet affects the world, and focus, personalization, and customization are the new trends of content dissemination in the Internet era. In the face of this new trend, we can't just stay in the mainstream "single-handedly", but let the people participate, and the people are the creators of fresh content, so that "everyone is a microphone" can play a positive effect. In other words, if the mainstream wants to gather the "online" and "offline" centripetal force, it is necessary to take the online mass line in the new era, resolutely abandon the "self-oriented" thinking mode, and activate the productivity of the **field, so that UGC (user-generated content), PGC (professionally produced content), OGC (professional production content), etc. become the new force of content creation, create an open full-scale platform, avoid the content creation method of "behind closed doors, do your own set", and get out of "who writes and who reads, who writes and who reads" The awkward road. Taking Chongqing Contemporary Party Member Magazine as an example, in recent years, we have upgraded the July 1 client and opened the "71" application function, columnists, certification bodies, and self-leading platforms can independently handle the settlement and become the original content provider, and there are currently more than 200 columnists who have opened the "71", and the "71" in Chongqing District and County has achieved full coverage.
Tell China's story well, connecting "domestic" and "overseas". * The general secretary emphasized that "it is necessary to strengthen the capacity of international communication, enhance the international discourse, focus on telling China's story well, and at the same time optimize the strategic layout, and strive to build a flagship of external propaganda with strong international influence**" If you are backward, you will be beaten, if you are poor, you will be starving, and if you are speechless, you will be scolded, which is a profound conclusion drawn from China's modern history. Telling China's story well is related to China's international status, is a major event that benefits the country and the people, and is a great cause. The mainstream is the main force in telling Chinese stories well, and we must shoulder the responsibility of telling facts, images, emotions, and reasoning, perform their duties, cooperate with each other, and change our embarrassing situation in the international community of "being unreasonable, saying can't be spread, and can't be spread", so that the world can truly understand China. Specifically, it is necessary to be familiar with international culture, understand international rules, master international languages, take the initiative to set content agendas, solve the "deficit" of content flow, and use "wall-breaking" content to make the hot topics hot, let the cold information be cool, and let the views that should be said be in place, transform the mainstream of domestic concern into the focus of international attention, and connect the two domestic and overseas fields, so as not to be led by the West. If we persist for a long time, we will change from "following along" in the past to "leading along" in the future, and the international influence of China's discourse will be enhanced. In recent years, Chongqing Contemporary Party Member Magazine has attached great importance to international communication capacity building and told Chinese stories with heart and affection. During the two sessions of the National People's Congress last year, the agenda of "foreign students watching the two sessions" was set up, and through interviews with foreign students from Russia, Cambodia, Syria, Jamaica, Pakistan, Nigeria, Iran and other countries, a series of short videos were created and launched, which were bridging news, etc., with more than 8 million dissemination.
Good content is really good", the mainstream ** must have good content if the main theme has a high frequency and positive energy has a large flow. As the mainstream, we must deeply realize that content creation is the real housekeeping skill, and good content is the "hard currency" of the world; It is necessary to adhere to the principle of "content is king", and seriously think about what kind of content the production is facing, what kind of content can be produced to seize the first field, and how to produce content to keep the first field. Only by deeply cultivating the content and making the content creation highly related to the first-class field will it flourish and be fruitful.