Editor's note.
Kandan Observation" is a media micro-comment column founded by CCTV. "Kandan" is named because the central radio network is adjacent to the Dan Bridge, and takes its meaning of "seeing the world".
The column takes the WeChat of the central radio network as the position, focusing on the concerns of people's lives, collecting and judging the views of netizens, optimizing the planning linkage mechanism, making a clear voice, and writing micro-comments according to the words and sentences.
Today, the WeChat of the China Journalists Association invited Chen Ruihai, the main creator of the "Kandan Observation" column, to share several tips for them to carry out network guidance.
The hot spot guidance of the whole ** era has only been online for 1 year! It hits the nail on the head and goes straight to the heart
The author of this article is Chen Ruihai.
In the era of omnimedia, information is overwhelming and voices are complex.
Is it true? "What do you think? "Does it make sense? ”
People are increasingly looking forward to authoritative verification and professional verification, especially the attitudes, positions and opinions of central media.
On January 31, 2023, the "Kandan Observation" column of CCTV was born at the right time, focusing on hot news, paying attention to people's livelihood issues, responding to the concerns of netizens, and showing a clear attitude.
The column is based on WeChat***, with more than 200 issues published in 1 year, and many topics have been on the hot search, with a cumulative reading volume of more than 500 million ......Take micro-comments as a sword, show the sword on the field, stir up the turbidity, and make a "loud noise" from the "small incision", so that the "positive energy" surging "large flow".
How does Kandan Watch do it?
The secret is precisely the word "precision".
Focus on the concerns of the people and set the topics accurately.
Only by taking root in the lives of the people and paying attention to the lives of the people can news reports have fresh vitality, social credibility and influence.
In terms of news topic selection, "Kandan Observation" has always insisted on focusing on people's livelihood issues.
We often ask ourselves: Is it close to the lives of the people? Is it the current focus of concern and anxiety? Is it controversial? Is there a need for emotional counseling and value guidance?
Focusing on the above issues, CCTV relied on the news command platform to focus on sorting out the hot news last night and this morning, and the recent hot topics. According to the news value, the topics will be screened and sorted, and the best topics will be selected.
On the whole, the selected topics are closely related to topics such as people's clothing, food, housing and transportation, medical care, education, and elderly care.
For example, recently, during the winter vacation of schools and the Spring Festival, people's needs for travel and family visits have increased, and they have ideas about the refund and change service charges for high-speed rail tickets and air tickets, especially the call for free refunds under special circumstances.
Kandan Observation" launched "More than 6,000 yuan of air tickets, a few minutes later to cancel only 269 yuan, when will the "high refund fee" be closed! , fully responding to the concerns of the people, sparked heated discussions in the comment area, and netizens expressed their opinions and suggestions.
On December 30, 2023, on a flight from Beijing to Chengdu, a passenger made a fuss about the flight because he failed to change seats, resulting in the flight being cancelled, but the reason given by the airline was "weather reasons", which caused heated discussions on the Internet.
Kandan Observation" quickly launched "The man made a big fuss in the cabin and caused the flight to be canceled, and the airline will be finished for a "weather reason"? ", pointed out the harm caused by ** passengers and the inappropriateness of the airline's handling methods, which was recognized by the majority of netizens.
Similarly, "Quack Pet "Little Potato"! "Hamako" is the object, the southern! "The end of the treaty without involution"! Articles such as "Killing Crazy" on the official account of cultural tourism in various places have attracted much attention because they are close to the current ice and snow tourism that is popular across the country.
I've fallen several times"! Why is the snow removal so bad after spending money this year? The article not only expresses the urgent demands of the people who expect the sanitation company to remove snow as soon as possible, but also promotes the relevant local departments to effectively solve the problem and effectively play the leading role and supervision function.
Recently, after the "coexistence of cats and monkeys" in Kunming Zoo fermented on the Internet, many netizens, especially cat lovers, were worried about what happened to cats.
In response to this phenomenon, "Kandan Observation" not only quickly sent reporters to visit the scene, but also interviewed experts from the Animal Association to analyze whether cats and monkeys are suitable to live together from a scientific point of view, and distributed micro-comments pointing out that the "coexistence of monkeys and cats" that takes care of one and the other cannot be reproduced. After the article was launched, it received widespread attention from netizens, and related topics quickly ranked 4th on the Weibo hot search list, with more than 1200 million.
Featured online messages Amplify the voice of reason.
After the occurrence of social hot incidents, they are often quickly and widely disseminated through the Internet, attracting the attention and heated discussions of the majority of netizens.
The voices on the field often show diverse and complex characteristics, and the emotions of netizens also have different performances, which in turn affect the trend and development of events to varying degrees. At this time, the central media, in particular, should take the initiative and act actively to refute fallacies and heresies, resolve extreme emotions, amplify rational voices, and disseminate insights.
In the process of collecting tweets in each issue of "Kandan Observation", we spent a lot of energy on studying the news message areas of major platforms, sorting, classifying, and screening the views of netizens, and taking screenshots of the good voices and good views in the tweets.
This kind of processing can not only make users clear at a glance, but also guide netizens' views with high-quality messages and enhance the effectiveness of opinion dissemination. At the same time, at the end of each tweet, we start with "What do you think about this?" Chat in the comment area" to guide more users to participate in the comments. High-quality reviews are also featured on the page.
For example, in ""Instant Noodles for the Hospitalized Mother-in-law", the blogger admits to posing for photos! How can there be such a low limit for the sake of traffic? In the message area, some netizens pointed out that "the short ** chaos has become a social consensus, and it is really time to rectify it for the sake of such a low limit of traffic", "For the sake of a clean and upright society, resolutely crack down on the spread of negative energy fake **, fake news" ......The good and orderly participation of netizens has achieved the effect of positive guidance of the comments themselves, and also realized the "empathy" of the column and the audience.
The reviews are accurate and in place, and convince people with reason and law.
*Positions, attitudes, analyses and opinions on news events are more expected by the audience, and are often "final".
In each issue of "Kandan Observation", at the end of the tweet, there will be a micro-commentary researched and written by a commentator from CCTV, 200 to 300 words, concise, clear, and clear, or criticizing social chaos, or calling for problems, or praising good people and good deeds......Explain the merits of the incident and tell the voice of the people.
In terms of text layout, micro-comments are often presented in short sentences, and key sentences are changed in color and bold to strengthen reading memory. This not only makes it easier for users to read, but also drives more effective point output.
"Hit the nail on the head" in the phrase "......These evaluations are a concentrated embodiment of the value of the "Kandan Observation" column.
There is a saying in the press: the smaller the word, the bigger the matter, and the fewer the word, the more difficult it is to write.
Kandan Observation" has more than 200 micro-reviews, providing netizens with a ** view of "depth, strength, and temperature", which is short and concise, clear and straightforward, and effectively expands the influence of mainstream values in building consensus.
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