“How can an elephant learn to breakdance?” and “The essence of new media communication is to establish interactive relationships with the audience in an instant.” These thought-provoking statements reflect the profound changes in the media landscape, public discourse, and communication methods driven by rapid advancements in information technology in the age of full media.
On October 15-16, the 2024 China New Media Conference was held in Changsha, Hunan, attracting over 1,000 representatives from central government departments, provincial propaganda departments, national and local media organizations, online platforms, journalism schools, and research institutions. Key discussions centered on how to strengthen mainstream discourse in the wave of media integration, exploring ways to “break boundaries” and enhance the effectiveness of fostering a new mainstream media narrative.
Exploring New Mechanisms for Mainstream Media Development
With the rise of platforms like short videos, WeChat, Weibo, and various apps, a significant question arises for mainstream media: How can they keep pace with these developments and maintain their position in guiding public opinion and thoughts?
During the opening ceremony and main forum of the 2024 China New Media Conference, leaders from major state media outlets, such as People’s Daily, Xinhua News Agency, and China Central Radio and Television, along with representatives from provincial propaganda departments and internet companies, delivered keynote speeches. They discussed the construction of adaptive production and communication mechanisms for full media and the paths to deeply advance systemic transformations in mainstream media.
“Our focus should be on enhancing our political capability to lead journalistic skills, leveraging technology to develop news reporting, and supporting our operational capabilities to truly strengthen the party’s ability to communicate effectively, guide public opinion, influence society, and build credibility,” said Xu Lijing, deputy editor-in-chief of People’s Daily.
Liu Jian, vice president of Xinhua News Agency, emphasized the importance of technology, stating, “Understanding and leveraging technology is essential to avoid errors and keep pace with the times.”
Hu Jinjun, a member of the Party Leadership Group and deputy director of China Central Radio and Television, advocated for a spirit of innovation, likening it to “teaching an elephant to breakdance,” highlighting the need for deep integration of traditional and new media and the interplay between culture and technology.
Beijing University of Posts and Telecommunications proposed a comprehensive cultural computing brain and a big data service system focused on Chinese cultural studies to support new media development. President Xu Kun believes that enhancing the ability to disseminate culture is crucial for in-depth exploration of the identifiers and values of Chinese culture.
Content is King: Rooting in the Community Must Remain
“In the age of full media, our speaking styles, tonalities in writing, and perspectives on communication must adapt, yet one thing must not change: our commitment to grassroots engagement,” shared Yang Chuan Yuan, assistant director of the Integrated Media News Center at Zhejiang Radio and Television Group, during the main forum.
In September 2023, Zhejiang Radio and Television launched “In an Instant,” a new media column focused on “Reading Theory from a Different Angle.” The awkwardness of changing the screen when the topic shifts to theory is a challenge faced by mainstream media. Yang believes that the key lies in transforming the writing style and perspective to make substantial themes more accessible and relatable to the public.
How can we identify breakthrough points for content innovation? In recent years, new media labs have emerged as rapid response units on the frontlines. During the content innovation forum at the 2024 China New Media Conference, exemplary case studies from “My Studio” were showcased. Several guests shared pertinent examples.
“Soft-coding around big themes allows us to first transform concepts, then visuals; we must connect emotionally before we can relay reason if we want audiences to engage,” said Liu Lili, head of the “Hit Words Studio” at People’s Daily.
How can we generate significant traffic for uplifting content and ensure mainstream values resonate widely? Zhang Jinjin, head of the “Go Through Studio” at Guangming Daily, suggests using approachable anecdotes to address complex issues, making the content engaging while fostering emotional connections with the audience.
Founded in 2021, Guangming Daily’s “Go Through Studio” has produced numerous successful media products during significant national events and has frequently appeared on trending lists. “Journalists must maintain their unique intellectual rigor, adopting diversified perspectives and innovative expressions to breathe new life into cultural reporting,” Zhang emphasized.
Accelerating the Transition of Media Integration Towards Smart Technologies
“The intelligent transformation of mainstream media is shifting from sporadic technological innovations to a comprehensive media ecosystem construction, with this transition accelerating from digitalization to intelligent systems,” stated Tang Weihong, director of the People’s Daily Research Institute, during the “Integrated Innovation, Smart Communication” technical application forum.
Activities at the China New Media Technology Exhibition, such as virtually visiting the moon or interacting with the “Digital Qu Yuan,” have become vital in showcasing how technology empowers media integration. Major state media outlets and institutions like China Media University presented foresighted and innovative technological achievements.
At Xinhua’s booth, an interactive experience called “Digital Moon” lets visitors don VR goggles and “travel” to the moon. “True interactive experiences stem from the coordination of data and algorithms,” explained Ding Xinke, director of the digital holography studio at the key laboratory.
At China Media University’s booth, the classic film “Lei Feng” was presented in a stunning 4K format. “Our lab uses a self-developed bi-directional coloring algorithm to restore old films facing degradation challenges, reviving them with new vibrancy,” said PhD student Zhai Yanzheng.
“Currently, artificial intelligence represents a pivotal direction for the integration of culture and technology,” stated Zhao Zizhong, director of the New Media Research Institute at China Media University. “It’s fundamentally changing traditional news production and dissemination processes, reshaping the entire media landscape.”
