Looking at the excellent media works that won the 28th China Prize for Journalism, it is impressive. From these award-winning works, we can see some commonalities of excellent works: always pursuing news, attracting users to participate and interact deeply with the help of advanced technology, which are vividly reflected in the works of media integration.
On March 5th, a meeting of the 13th National People’s Congress opened in Beijing. The picture shows the reporter interviewing NPC deputies. Photo courtesy /CFP
Journalism is life.
The China Prize for Journalism evaluates news works, and the basic judgment to measure the quality of a news work is the strength and weakness of news. Therefore, journalism is a very important measure in the evaluation of the China News Awards.
Guangxi Daily’s short video news "Liuzhou Rongshui Breakthrough | Guangxi Daily reporter" lost contact "for dozens of hours, and sent back the latest picture of the disaster area after crossing 40 landslides! Being able to stand out and win the first prize is because of its outstanding news. In such a sudden disaster as flash floods, these short videos have good timeliness and sense of scene, which not only promptly refute rumors and respond to social concerns, but also vividly present the touching image of grassroots party member cadres in emergency rescue and disaster relief, which has aroused strong resonance among the audience and achieved good communication effects.
The short video news "online celebrity Shops Queuing Survey" selected by Shanghai Radio and Television Station is good at depth. The reporters’ team was divided into different groups, and it lasted for three months to make unannounced visits in multiple identities, such as customers, scalpers and shopkeepers, revealing the deep-seated reasons behind the chaotic queue in online celebrity stores. From this, it can be seen that no matter how the media carrier and form change, it is the eternal value pursuit of journalists to expose the truth through in-depth investigation in view of the hot spots of social concern.
Plug in the wings of advanced technology
Under the background of media integration, new technologies are constantly emerging, which brings more possibilities for news editing and production. It is refreshing to integrate the media boutique "showing off skills". Technological innovation drives the innovation of expression techniques. The Road to Public Servants, released by CCTV Audio & Video, selects the most typical scenes, images and sounds in the political experience of the Supreme Leader General Secretary, and comprehensively uses various technical means such as a mirror to the end and three-dimensional projection. In just a few minutes, the protagonist has completed a 48-year time-space roaming, which shows the political character of the Supreme Leader General Secretary "always being a public servant" and creates a sense of sight. In particular, the expression of "one mirror to the end" fits perfectly with the ideological realm of the Supreme Leader General Secretary for 48 years.
Technological innovation brings innovation in discourse system. China Daily’s short video news "British Little Brother Counting the Key Words of" Two Sessions ",through the film and television stunt keying technology, reduced the British little brother Fontaine and put it on the desk. Through the novel form of interaction between Fontaine and the items on the desk, it reviewed the hot words of the two sessions in the past few decades, concisely combed the context of China’s economic and social development, and finally led to the exposition of the Supreme Leader General Secretary on" Chinese Dream "and" People ",which profoundly clarified that" People are " Through technical innovation, this work tells the story of China in a way that overseas readers are willing to accept and easy to understand.
Technological innovation forces content innovation. The Paper published the H5 product "Long Interactive Comic Book | Tianqu: A 36-year Water Diversion and Drainage Repair by Huang Dafa, an old village party secretary in Zunyi", with water as the main line, and various reporting forms such as pull-down long comic book, progressive animation, 360-degree panoramic photos, atlas, audio, video, interactive experience, etc., showing the historical long scroll in which Huang Dafa led the older generation to build canals to get rid of poverty and drove the new generation to get rich. Zhejiang news client’s short video news "In a word, let the mountains and rivers be as beautiful as poetry", the main creative team lasted for more than two months, and went to mountainous areas, islands, villages and cities for on-the-spot interviews, shooting and painting, which integrated various artistic elements such as painting, calligraphy and poetry, and was innovative in content and form. The title changes through the focus of landscape painting, resulting in naked-eye 3D effect. In the transition part, the blooming effect is used to realize the switch between ink painting and real scene, so as to achieve "seamless connection". The real scenes of eight regions are more artistic with poems with vertical subtitles.
Interactive experience leads to "viral" spread
In the era of mobile internet, news communication should not only meet the information needs, viewpoint needs and emotional needs of the audience, but also fully consider participation in interaction, so as to improve the arrival rate and effectiveness of communication and win the recognition of the audience, especially young people. The most impressive interactive "explosion" in 2017 is a typical case of embedding patriotic themes into phenomenal media products-the "military photo" H5 of the People’s Daily client. The successful screening of this work tells us that we should pay attention to people’s emotional experience in the new media communication pattern. The information dissemination mode from "you talk and I listen" to "communication and interaction" is not as good as the immersion mode of "personally participating and being in it". News is no longer the so-called "objective news", but the "temperature" news that is integrated into people’s emotional identity.
On April 20, 2017, China’s first cargo spacecraft "Tianzhou No.1" carried out its mission at Wenchang Space Launch Site. CCTV conducted a close-range VR live broadcast of the launch. The audience can not only face the shocking visual impact of the rocket launch through the screen, but also get an all-round immersive experience in rocket hoisting and transshipment. Through the multi-screen interactive mode of TV, PC and mobile social media, it seamlessly covers 72 hours before and after the live broadcast, achieving good communication effect. This live broadcast has made the news three-dimensional and sensible, changed the audience from passive acceptance to active acquisition, and enhanced the interactivity of news dissemination. It is a successful attempt to integrate the media form into live TV broadcast.
????Looking at these award-winning works, we have an intuitive feeling: in the era of media integration, media products in news production will be further developed by leaps and bounds. No matter what changes have taken place in the form of media products, the basic news cores such as synchronizing (restoring) news scenes, pursuing the truth and promoting social progress will not be lost. On this basis, with the development of media integration technology, there is still a lot of room for imagination in the way news content is presented. Intelligent media products combining big data and artificial intelligence, multi-technology integration, multi-role expression, professional production and user participation to complete the news dissemination process together will become a new trend of media production in the new era. (Zhen Zhe: Deputy Director of the General Editorial Office of zhejiang daily press group; Ren Qi: Vice President of Zhejiang Media Research Institute)?