Nie Zhi (Professor, Master's Supervisor, Secretary of the Party Committee of the School of Marxism, Hunan University of Technology and Business) Yang Jiangyao (Master Student, Hunan University of Technology and Business. ）
The report of the 20th National Congress of the Communist Party of China pointed out that it is necessary to "strengthen the construction of the whole communication system and shape a new pattern of the mainstream". The mainstream shoulders the heavy responsibility of shaping the mainstream and is the backbone of the dissemination of mainstream ideology. In the context of the great changes in the pattern of news communication, efforts should be made to strengthen the authority, break through the barriers of communication, play the role of "fixed star", and make up for the shortcomings of the chain, so as to build a new type of mainstream and shape a new pattern of the mainstream.
1. Pay attention to the supply of high-quality content and strengthen the authority.
High-quality news content is an important support and support for news work. Whether the mainstream can win the trust of the people, the key lies in whether its discourse content can give the people a sense of gain, and the mainstream must do a good job in the following "three passes" in the integration and transformation, and create conditions for shaping the new pattern of the mainstream with high-quality content production.
First of all, choose a good topic and improve the supply of content. No matter how the form of communication changes, the public's pursuit of high-quality content is eternal, and we should adhere to the principle of unifying the party and the people, devote ourselves to conveying the voice of the party and the people, and explore good themes in the "user needs". Based on big data technology, we can mine user demand biases, popular trends and social hotspots (medical reform, price trends, property market, pension security, etc.), and focus on solving people's pain points and slots; Combined with the general policy, analyze the problem from the overall situation, report the truth, pay attention to the beauty of the situation, tell the stories around the people, and write good works that convince the people on the basis of responding to the interests and value demands of the audience.
Second, check the review to ensure that the content is credible. The lack of "gatekeepers" has led to a surge in fake news, reverse news, and homogeneous information on the Internet. Authenticity is the life of the first, and the mainstream should carry the banner of "gatekeeper", by optimizing the review system, taking into account the "speed" and "depth", seizing the first opportunity, winning with professional ability and real strength, and promoting the improvement of its own credibility. Implement the "human-machine collaboration" gatekeeping model, assist professional manual editors on the basis of good technical checks, review the orientation and authenticity of content, realize the transformation from winning by quantity to winning by content, and avoid the homogenization of content production.
Finally, we should do a good job of form and innovate the expressiveness of content. The content determines the form, and the form has a dynamic reaction to the content, and the form should be innovated on the basis of ensuring the improvement of the quality of the content. Explore the deep integration of AI + social + ** including AR and VR) to improve the expressiveness of content, strengthen the user experience, meet the escalating consumer needs of user-centrism, give full play to the advantages of scenario-based news, and help the mainstream build a people-centered discourse expression.
2. Adapt to the trend of intelligent communication and break through the barriers of communication.
The right proposition also needs to be supported by strong communication power. "The readers are in the first place, the audience is in the first place, the tentacles of propaganda and reporting must be stretched out, and the focus and foothold of propaganda and ideological work must be placed in the first place. It is necessary to adapt to the trend of intelligent communication, and use advanced technology as the support to solve the problems of "not being able to spread, not widespread, and not deep", and occupy the position of network communication.
First, we should make good use of algorithm recommendation technology to achieve niche communication. The application of algorithmic recommendation technology strengthens the "user-oriented", and the network communication concept of "audience-oriented and content is king" should be adhered to, the distribution principle of algorithmic recommendation technology should be adapted, and the focus communication strategy should be implemented. Use big data technology to capture the audience's basic information data such as gender, age, education and its information imprint, form an accurate portrait of the individual, promote information dissemination from heavy rain flood irrigation to small rain drip irrigation, and enhance the mainstream communication power.
The second is to use blockchain technology to establish a national storytelling platform. Relying on the advantages of blockchain technology, such as distributed consensus, recordability and non-usurpability, a national narration platform can be established that is visible to all subjects, and each subject provides facts and expresses opinions on an event from different angles. Give full play to the role of the "block community" as a bridge connecting the public and guiding the main body, resolve the problem of information asymmetry, bridge the gap between the private and official fields, and reshape social consensus.
Third, it is necessary to use the AIGC large model to strengthen the information search service. In the era of network communication, the massive amount of information is mixed, which increases the cost of users to obtain effective information. The AIGC large model, represented by ChatGPT and Wenxin Yiyan, reshapes the way of content generation and narrative, making interactive feedback more accurate, and with the application of related products, the acquisition and use of such products will become more and more convenient. It is necessary to strengthen cooperation with the development enterprises and research institutions of AIGC products, provide them with policy support and incentives for technology research and development, make good use of their strong digital technology capabilities, develop intelligent party media "chatbots", collect and classify and analyze various user data in a timely manner in dialogues, realize anthropomorphic dialogue, actual measurement, accurate feedback, and emotional regulation, promote the government service model of "information + service", increase user stickiness and loyalty, and make government affairs new and become the main channel for the public to actively search for authoritative information.
Third, do a good job of supervision and guidance, and do a good job of "fixing the star".
To shape a new pattern of the mainstream, it is urgent for the mainstream to play the role of a "fixing star", lead the thinking, clean up the source, and create a good network ecology. "Supervision and positive propaganda are unified, not opposite", the mainstream should not only take the initiative to speak out, positive guidance, but also pay attention to supervision, and maintain personal value while supervising public power, so as to gain the trust and support of the audience and enhance their own credibility.
On the one hand, it is necessary to pay attention to investigation and research and give full play to the function of supervision. "Only when you arrive at the scene can you have the right to speak, and only when you go deep into the scene can you have the right to speak", the mainstream ** can get clues through Weibo, WeChat and other channels, but "clues" are not equal to "events", only by going deep into specific events, doing a good job of investigation and research, and obtaining real first-hand information, can we avoid the phenomenon of weakening their own credibility such as "false rumors" and "reversal of public opinion". It is necessary to adhere to the only way to "go to the grassroots level, change the style of work, and change the style of writing", strengthen the footpower, eyesight, brain power and pen power of journalists, and report the truth in the fiery life practice of the masses and the source of news events, safeguard the legitimate rights and interests of the people, amplify the voice of positive energy, and squeeze the bad with the good.
On the other hand, it is necessary to pay attention to ways and means and give full play to the leading function. Improving the ability to guide is the eternal theme of propaganda and ideological work, and we should give full play to the main role of the mainstream in guiding work. Therefore, it is necessary to pay attention to collaborative guidance, strengthen the collaborative linkage between the old and new mainstreams, different types and different levels of the mainstream, cultivate professionals at all levels to become positive energy opinion leaders, and realize agenda resonance through multi-subject linkage and multi-platform collaborative action mechanism; Interactive communication is another important way to enhance guidance and credibility, and it is necessary to operate the comment area and smooth the interaction channels, so as to respond to the concerns of the audience while increasing the human touch and capturing the hearts of the people.
Fourth, strengthen the construction of grassroots media and make up for the shortcomings of the chain.
The construction of a full-scale communication system should run through the four-level mainstream chain. As the "last mile" of mainstream voice communication, the district and county-level financial center is closer to the people, which is an important link to enhance the credibility of the mainstream communication, guidance, influence, and credibility, but it is also the weakest link in the construction chain of the four levels of financial development, provincial, prefecture, city, district and county. Therefore, it is of structural significance and overall value to break through the bottleneck of district and county-level financial development and make up for the shortcomings of the four-level integrated development chain.
First, it is necessary to strengthen mission responsibility. It is necessary to adhere to the general principle of "politicians run newspapers", smooth the coordination mechanism with the first-class, provincial, and prefectural and municipal levels, give full play to the pivotal role of the district and county level, convey the party's voice to the grassroots people, and meet the needs of the public for information acquisition.
Second, it is necessary to base itself on local characteristics. District and county-level financial institutions should deeply cultivate local resources, pay attention to creative innovation, and create high-quality cultural special programs and columns with youthful vitality, which can not only meet the cultural needs of the public, lead the audience with excellent culture, but also increase user stickiness and create income; Break the traditional thinking, with the help of new services such as short publicity and live broadcasting, spread the best image, create a city business card, drive the development of local cultural tourism, agriculture and other industries, and boost local economic and social development with the power of financial development.
The third is to make up for the shortcomings of talents. The construction of the mainstream at the grassroots level should ultimately be implemented on the "human" factor, and a special fund for the introduction of grassroots financial talents should be set up to support the introduction and training of talents in the construction of grassroots financial centers, and solve problems such as personnel recruitment and staff allocation; Improve the talent training mechanism, cultivate a group of compound science and technology communication talents who can be competent for the work of financial excellence, and build a grassroots mainstream construction team with party spirit principles and excellent business level; Combined with the new characteristics and new needs of young talents, the talent incentive mechanism should be formulated, which should not only emphasize the mission guidance, but also improve the material security.
This paper is the phased result of the Hunan Provincial Graduate Research and Innovation Project "Research on the Unique Advantages and Paths of Blockchain Empowerment of Mainstream Credibility Enhancement" [CX20221194]. 】