Author: Ma Xiaojuan, Associate Professor, School of Arts and Media, Kunming University of Science and Technology.
The general secretary has repeatedly emphasized the need to use new technologies and new applications to innovate communication methods, promote integrated development, and improve the influence of the mainstream. In the construction of the new mainstream**, attracting young people is a key goal. The key to the success of "Xia Ke Island" WeChat to attract young people is value innovation and content innovation, for other party media, you can learn from these strategies to better attract young people with innovative communication methods, and maximize and optimize the guiding force of the new mainstream.
Attracting young people: the key goal of the new mainstream innovation construction. How to attract young people? As the mainstream, party media at all levels are actively exploring in various integration practices. Party media WeChat*** has always been a basic and important platform in the construction of a new mainstream. In February 2014, the editorial department of the overseas edition of "People**" founded and operated the "Xia Ke Island" WeChat *** is a typical case that emerged in this process, and in 2018, as the light cavalry of the ** field, "Xia Ke Island" won the first prize of the 28th China News Awards. According to Dugu Jiuduan, the person in charge of "Xia Ke Island", their survey found that its readers are basically young people, most of the audience has a bachelor's degree or above, and the main distribution areas are first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen and some provincial capitals, and the audience quality is high. At present, the number of subscribers to the "Xia Ke Island" WeChat *** has reached 1.3 million, and the total number of users on various platforms on the network has also exceeded 10 million, and the users are young and highly viscous. As a positive example of the construction of the new mainstream, it is worth discussing its innovative audience strategy in depth.
Value Innovation Boundary: The Spiritual Attraction of Moral Discourse and Responsibility. As a "fairy tale for adults", martial arts has used various literary and artistic forms such as movies, TV series, and games to build a chivalrous rivers and lakes and moral world with the core of traditional Chinese values. The network ** field is also a point of view supported by reason and morality, and the aesthetics contained in the words "Chivalry Island" and the mobilization of chivalrous morality are extremely attractive discourse calls. Dongguo Zhishu, Dongfang Qiubai, Dugu Jiuduan, Situ Gezi, Gongzi Wuji, etc., as the five founders and signed authors of "Xia Ke Island"**, have laid the peculiarity of this official field: the spirit of responsibility that integrates the chivalrous atmosphere of folk romance and mainstream values. The authors on "Xia Ke Island" are also wearing various mysterious names, just like the attraction of transcendent space experience in online games to young people, the power of discourse innovation is a powerful weapon in the digital world. "Xia Ke Island" innovates the way of discourse in the reporting and reporting of hard news: often uses titles with personalized characteristics, such as calling themselves island uncles and island sisters, and calling each other island friends and audiences, and creating aesthetics and equality narratives with this communicative language style; He likes to use short sentences and vernacular, borrows hot words and expressions from the Internet, and writes in a relaxed and humorous style. "Xia Ke Island" attracts young people to pay attention to their homeland and society with the chivalrous spirit and happy style that young people yearn for, effectively guides contemporary young people to establish a correct world view, outlook on life and values, and also provides an effective plan for a new type of mainstream to promote and stimulate young people's responsibility and realistic mission.
Content innovation: the integration of innovation and the diverse interaction of the audience. **has always been the mainstream** most competitive news product in terms of content offering. "Xia Ke Island" is backed by the mainstream of the overseas version of "People**", and the integration and innovation of real-time sharp comments on international, economic, social and other hot events under the framework of current politics: first, there are authoritative sources, which can interpret the party's principles and policies in a timely, objective and rational manner, and often do not avoid sensitive and complex issues, and are also very accurate in grasping the scale. The second is that since the creation of the "Xia Ke Island", a total of less than 3,000 articles have been published, and there are about 5 tweets per week, and most of the articles are exclusive and original, but not many. Third, it is interesting, good-looking, and powerful in form and content. The audience is also an important component of the content innovation of "Xia Ke Island". The interaction between the young audience in the comment area behind each *** article is with a sense of fun and "we all know", making the comment interaction a part of the content. "Xia Ke Island" also explores multiple possibilities of content production, such as transforming "running news" into holding various online and offline activities, event reports also have content attributes, and become an effective means to connect audiences and stimulate activity, through innovative forms of interaction with the audience, deepen emotional concentration, attract young people and retain young people.