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Media Watch | Four-dimensional force, so that the mainstream narrative can be felt and approachable

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Zhejiang Daily set up a "First View" column on the front page to systematically reshape the column reporting mechanism and work process; Carry out in-depth research on squatting, go to the grassroots and the masses to "pan for gold", and "recognize pearls" in the fiery practice; Innovate the voice and change the style of writing; Make a fuss about enhancing the "network sense" of products, and use your brains to broaden distribution channels, so that the "mainstream narrative" becomes more fresh and accessible, sensible, approachable and approachable.

It is the mission and responsibility of journalists to deeply publicize Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era and let the Party's innovative theories better "fly into the homes of ordinary people".

Comrade Xi Jinping has worked in Zhejiang for six years, leaving behind a huge ideological and practical bonanza, which is a precious resource and great wealth of Zhejiang.

In order to make full use of this treasure trove of resources, do a good job in the general secretary's report, and explain Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era from the provincial level, from August 2023, Zhejiang Daily will open a "First Viewpoint" column on the front page, constantly innovating the working mechanism, material mining, content voice, and communication mode, integrating the grand narrative with moving details, making the "mainstream narrative" more fresh and accessible, sensible, approachable and approachable.

Over the past year, the column has launched a total of 115 long-form newsletters, reviews, short videos, H5 and other financial media products, with a total dissemination of more than 1.7 billion, which has had a wide impact inside and outside the province, and has become a new exploration and vivid practice of carrying out research and dissemination of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era at the provincial level.

Gather "elite soldiers" to build "teams" and report on "coordinated battles"

In the era of new media, the ecology of public opinion has undergone profound changes. Major theme reports test the responsibility of the mainstream media and the guidance of public opinion, and are the questions that the mainstream media must do well. At the provincial level, it is necessary to systematically do a good job in reporting on General Secretary Xi Jinping's local work, and it is more necessary to study and plan and innovate and make breakthroughs with a higher position, a broader vision and a larger pattern. In this regard, Zhejiang Newspaper Group has improved its political position, taken the "first point of view" column report as the "top item" of its work, and systematically reshaped the column reporting mechanism and work process.

Concentrate superior forces and form special teams. Zhejiang Newspaper Group boldly broke the shackles of the mechanism and set up a special working class. The special team broke the departmental barriers, and selected the elite soldiers of various editorial departments within the group to form a total of 4 teams of politics, economy, culture and ecological civilization, with the president of the group and the editor-in-chief of the group serving as the captain and commanding from the front, and concentrating superior forces to fight a "coordinated battle". At the same time, in order to further standardize the collection and editing process and strictly abide by the bottom line of safety, formulate and improve the "whole process and closed-loop" special class operation mechanism including topic selection and planning, interview and writing, review and control, communication and push, and assessment and incentives, so as to provide institutional guarantee for doing a good job in the "first viewpoint" column report.

Focusing on the overall situation of the center, innovative topic selection and planning. Focusing on the major decisions and deployments of the Party Central Committee, the important meeting activities of the General Secretary, and important time nodes, the 4 teams sorted out the relevant major events and important nodes in the field two or three months in advance, and planned relevant topics; The group's work class will hold a topic selection planning meeting every month to discuss and determine the topic. Over the past year, we have successively planned and launched a series of topic selection reports that focus on the overall situation of the center and closely follow the hot news spots. For example, on August 15 last year, on the occasion of the country's first ecological day, Zhejiang Daily published a long newsletter on the front page of the headline "People do not live up to Qingshan, Qingshan will live up to people - Yucun Eighteen Years"; Focusing on the first Liangzhu Forum, we planned and launched the "Liangzhu Chronicle: Evidence and Dialogue of Civilization"; Combined with the 45th anniversary of reform and opening up, we planned to launch ""Inexplicable", "Something Out of Nothing", "Turning Stones into Gold" - Yiwu Story: Why to Stand at the Forefront of the Tide"; Focusing on the study and education of party discipline, we planned to launch "Reporter's Notes: Iron must be hard by itself"; On the eve of the Third Plenary Session of the 20th Central Committee of the Communist Party of China, a series of reports on "Xi Jinping's Reform Story in Zhejiang" were planned...... After the launch of these topics, they attracted widespread attention, providing new cases and rich evidence for the study of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, and also quickly launched the brand awareness of the column.

Media Watch | Four-dimensional force, so that the mainstream narrative can be felt and approachable

On August 14, 2023, Zhejiang Daily launched the first report of the "First Viewpoint" column on the front page.

Catch "live fish" and dig "exclusive" to enrich the news "material library"

General Secretary Xi Jinping attaches great importance to investigation and research, emphasizing that "there are thousands of channels to understand the situation, but investigation and research should be placed in the first one, which is irreplaceable and will not be distorted" "Now communication is very developed, and you can understand a lot of situations by making phone calls, sending WeChat, and looking at materials, but after all, there is a layer of separation, and there is no on-site viewing, listening face-to-face, direct questioning and 'gossiping' discussions are real and vivid."

The same is true for news interviews. Today, everything can be "clouded", everything can be "searched", and reporters can obtain information in a more convenient and lighter way, but "literature is born in love, and love is born in the experience", and it is difficult for any method to replace the research and interview that goes deep into the front line and life. "Seven points of collection, three points of writing" and "when you go out and fall, you must also grab a handful of mud" is the general principle of news gathering and writing, and it is also the requirement and norm of the creation of the "first point of view" column. For more than a year, the members of the group's special class have carried out in-depth research around the selection of topics, "panning for gold" among the grassroots and the masses, "knowing pearls" in the hot practice, excavating new stories, new characters and new details, and building a rich "material resource library" for writing the "first point of view" column report.

"Dirty" and "dewdropped". How much dirt is under your feet, how many fine products will be in your pen. In order to write the opening work of the "First Viewpoint" column, "People Live Up to the Green Mountains, and the Green Mountains Will Live Up to the People - Eighteen Years of Yucun", the reporter carried out a more than one-month squatting survey in Yucun, Anji County, Huzhou City, and visited almost every corner and every household in Yucun. "Several times, Hu Jiaren would go to the hundred-year-old ginkgo tree in the village, look at the new shoots on the branches, and silently ask: How do you say our road is going?" The spring sun shines on Wang Yucheng. At the age of 35, he has been in Yucun for less than a year, and his already thinning hair is less, and he has become what others call a 'bald old secretary'. "These expressive details and feelings are difficult to observe and feel without a lot of solid and detailed interviews. Similarly, when writing the article "Liangzhu Chronicle: Evidence and Dialogue of Civilization", the reporter squatted in Liangzhu, Hangzhou for nearly two weeks, and walked past the archaeological institute, streets, villages, museums, and heritage parks one by one. Chen Shoutian, then the leader of the Liangzhu Management Committee, interviewed him twice and listened to three lectures he gave him. In order to interview Wang Wei, the chief expert of the Chinese civilization exploration project, who was "full of itinerary", the reporter made a special trip to Xiaoshan Airport to pick up the airport and interview all the way. The article appeared in the newspaper for more than 6,000 words, but the interview record contained more than 100,000 words.

"Wading in deep water" and strengthening the "four forces". When people are on the scene and squatting on the front line, they will not only have the most real and profound feelings, but also get a lot of exclusive clues. These materials and clues make the story of General Secretary Xi Jinping in Zhejiang more real and moving, and become a key factor in improving the originality, vividness and dissemination of the "First Viewpoint" column.

For example, on December 22, 2023, Zhejiang Daily published a draft of "Inexplicable", "Making Something Out of Nothing", and "Turning Stones into Gold" - Yiwu Story: Why to Stand at the Forefront of the Tide", one of which tells how Comrade Xi Jinping promoted the reform of Yiwu Qiangxian County's power expansion. In previous books and reports, there were only three or four hundred words about this story. What happened in Yiwu at that time? Is there a consensus on reform? Is the reform going well? Through a week-long squatting, the reporter traced back layer by layer, peeled back the cocoon, from the reform office to the political research office, from the then cadres to the current cadres, from local residents to foreign entrepreneurs, etc., one by one, asked and talked about the past, and also read the information to verify repeatedly, not only got the answers to the above questions, but also unearthed new stories and new scenes such as "foreign business petitions" that had never been written and released before, and enriched the entire chapter. A scholar said that although he was familiar with the 12 words "inexplicable", "making something out of nothing" and "turning stones into gold", after reading the report, he saw an unheard story, knew the ins and outs of Yiwu's second reform, and re-understood the "Yiwu development experience" from a new perspective. For another example, when the reporter was writing "Talent Gathering and Career Prosperity - Looking Back on the Story of Zhejiang Talented Province in the Past 20 Years", he interviewed many moving details of Comrade Xi Jinping's concern and encouragement of Mao Jiangsen, an academician of the Chinese Academy of Sciences, and helping him tide over difficulties. The unique, original, and precious high-quality information obtained in the squatting interviews also helped the "First Viewpoint" column report to break the simplistic material pile-up, jump out of the flat statement, and achieve a higher quality presentation.

"Entering into it, so there is life; Out of the ordinary, so there is elegance. Over the past year, from determining the topic to drawing up the outline, from squatting on the spot to supplementing the "review", the team members have devoted themselves to the interviews of one report after another, walking with their feet, asking questions with their mouths, taking notes, observing with their eyes, thinking with their brains, excavating materials with typical significance, and exploring the essential meaning behind the materials, which has become a vivid case of journalists changing their style and strengthening the "four forces".

Connecting "earthiness" to "people's hearts" and enhancing the "affinity" of the narrative

An era has an era's reading habits and aesthetic needs. In the era of new media, new media forms such as live broadcasts and short videos are emerging in an endless stream, and people are surrounded by massive information, on the one hand, they are eager for original and high-quality content, and on the other hand, they are not interested in the "high-level" narrative mode in some thematic reports. Therefore, in order to attract the attention of the audience, major theme reports need to innovate the voice, change the style of writing, be better at narrative, and be more down-to-earth, so as to be "good-looking" and "durable", and become a fist product and an important weight in the field of public opinion to compete for the right to speak.

The opening of the "First Viewpoint" column aims to trace the origin, tell the story of General Secretary Xi Jinping in depth, and further promote the research, interpretation and dissemination of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era. Over the past year, many "hardcore" theme reports have been recognized by young audiences and aroused great repercussions, such as the article "The 20th Anniversary of Zhejiang's Establishment and Improvement of a Long-term Mechanism for Doing Practical Things for the People", which has been disseminated more than 65 million times on the whole network, and "Reporter's Notes: "Changing the Cage for Birds" and "Phoenix Nirvana" has been disseminated nearly 60 million times on the whole network, demonstrating the power of mainstream narratives to be approachable and reach people's hearts.

Insist on "speaking" with stories. A good story is better than a bunch of big truths. The end of the story is the thought, and to explore the innovation of the provincial level to study and interpret Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, it is not only necessary to tell a good concept, but also to tell a good story, and use the story to reflect the great power of thought in practice and enhance the attractiveness of the report. Over the past year, the reporters of various teams of Zhejiang Newspaper Group have told the story of General Secretary Xi Jinping with their hearts, so that readers can feel the ideological power across time and space.

For example, the general secretary's feelings for the people are a grand theme. The article "Reporter's Notes: The Story of the Spring Festival, Warm Care" focuses on the five Spring Festivals spent by Comrade Xi Jinping during his work in Zhejiang, and tells the touching stories of Comrade Xi Jinping insisting on going down to the more than 1,000-meter-deep mine of Changguang Coal Mine in Huzhou, eating dumplings with miners, and solving the housing difficulties of miners. Another example is whole-process people's democracy, which is a concept with rich connotations. For ordinary people, especially young readers, it is relatively difficult to understand. In March 2024, on the occasion of the convening of the National People's Congress and the National People's Congress, the reporter walked into Houchen Village, Wuyi County, Jinhua City, the birthplace of the country's first village affairs supervision committee, to trace the process of germination and practice of the "Houchen experience", and deeply excavate the story of Comrade Xi Jinping's research in Houchen, promoting the institutionalization of the "Houchen experience" and going to the whole province and the whole country, and concretely present the abstract concept, so as to reach more audiences.

Insist on "expressive" details. The story is not exciting, vivid, or touching, and the details are true. Authentic and expressive details can inspire rich associations and resonances. Capturing and expressing the most typical details is an important part of the "First View" column to report innovative styles and write good stories. For example, the article "Liangzhu Chronicle: Empirical Evidence and Dialogue of Civilization" tells the story of Comrade Xi Jinping's personal coordination of the "mine closure" after hearing that six quarries in Deqing County, Huzhou, which affected the safety of the Liangzhu site, after hearing that there were difficulties in shutting down six quarries in Deqing County, Huzhou, which affected the safety of the Liangzhu site. "Comrade Xi Jinping immediately decided: 'Tomorrow, I will go to Huzhou.'" This short sentence in the article, a powerful detail, shows that Comrade Xi Jinping attaches great importance to the protection of Liangzhu, which is better than a large paragraph. For another example, in the article "The 20th Anniversary of Zhejiang's Establishment and Improvement of a Long-term Mechanism for Doing Practical Things for the People", Fu Jinjie, a student of Changkeng Primary School in Jinyun County, was written to eat a "love and nutritious meal", which has two details: one is "Doctor's dish", "Almost the last row of every classroom is lined up with bottles and cans in turn. Iron teacups and glass bottles are filled with umeboshi dishes called 'Doctor dishes'. "As soon as the day is hot, the dried plum vegetables are moldy and hairy, and I am reluctant to throw them away, and I will continue to eat the moldy ones." The second is to drink milk, "braised pork, vegetables, and even milk!" Fu Jinjie hurriedly opened the package and took a sip, but almost vomited. "He had never drunk milk before, and it took him several days to get used to it." Two details, a set of comparisons, from the small to the big, let people feel the importance of Comrade Xi Jinping's implementation of the "love and nutritious meal" project in the mountainous areas of Zhejiang.

Insist on "empathy" with readers. Only when news reports reach the hearts of readers emotionally to the greatest extent can they truly guide public opinion. The "First Viewpoint" column emphasizes the flexible expression of heavy themes, using the perspective of the people and plain and simple words to get close to readers and arouse resonance. In almost every report, there is an important pen and ink used in the "little people" and "new practices" that "get dirty", "dewdrops" and "steam". Pan Chunlin, Yu Xiaoping, Wang Yucheng in "People Live Up to the Green Mountains, Green Mountains Will Live Up to the People - Eighteen Years of Yucun", Zhang Jiying and Mu Hannaide in "Inexplicable", "Making Something Out of Nothing" and "Turning Stones into Gold" - Yiwu Story: Why Bravely Stand at the Head of the Tide, Lan Yanhong and Fu Jinjie in "The 20th Anniversary of Zhejiang's Establishment and Improvement of a Long-term Mechanism for Doing Practical Things for the People", Zhang Shouchun, Wang Zonglin, Chen Zhaode in "The Times Q&A of Dachen Island", etc., ordinary people live by the side of readers, Realize the change of destiny in the tide of the times, and create a wonderful life under the guidance of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era. The stories of these ordinary people make the audience willing to read them, shorten the distance between readers and the general secretary, and naturally reach the hearts of the people. In addition, in the process of writing the "First Viewpoint" column, the members of the special class also consciously broke the "inertia" of previous major theme report writing, talked about common words, and used down-to-earth and youthful vocabulary to transform the grand narrative into a news expression that is suitable for the characteristics of the times. For example, expressions such as "Comrade Xi Jinping personally went into battle to 'shout'" and "he made an unscripted speech at the meeting and calculated the 'three accounts' for the leading cadres" were simple and natural, leaving a deep impression on readers.

Strong "network sense" and diligent "shouting" to improve the "arrival rate" of products

As the saying goes, the aroma of wine should be drunk diligently. Good ideas and good content should not only be presented in vivid and diverse forms, but also disseminated through all-round, multi-level, and multi-voice channels. Since the opening of the "First Viewpoint" column, we have made a fuss about enhancing the "network sense" of products, used our brains to broaden distribution channels, and improved the "arrival rate" of products in the continuous "shouting", expanding the coverage and influence of the column.

Enrich the "form" of products. In the "First Viewpoint" series of reports, we continue to launch new media products that are popular with the audience by story-based methods, and continuously enhance the interactivity, interest and readability of the reports, so as to make the reports more "network-like". At present, we have explored the formation of "1+N" diverse forms of reporting, "1" refers to the main manuscript of the column, mainly newspaper long-form newsletters; "N" is a variety of products produced around the theme, including close-ups, comments, long pictures, micro images, H5, etc., mainly new media products, which are convenient for Internet dissemination and expand the dissemination of columns. For example, "Eighteen Years of Yucun" depicts the green development process of Yucun in Anji County in the form of illustrations, with beautiful and smart pictures and interesting and vivid narratives, realizing the transformation from reading to "happy" reading. At the same time, the Group's new media platforms also actively cooperated with the current manuscripts, opened topics on Weibo and other social platforms, strengthened interaction, and further amplified the influence of the report.

Play the "chorus" of communication. The media at the provincial, municipal and county levels reprinted and pushed, and prominently presented in prominent positions such as the first screen of the Home. For key financial media products, increase distribution and push, and actively contact and recommend them to central-level media, "learning power" learning platforms, head business platforms, etc. For example, the series of reports on "Xi Jinping's Reform Story in Zhejiang" planned and launched not long ago was distributed and disseminated by the media at the provincial, municipal and county levels, and was forwarded by the central media and major commercial platforms, and the number of dissemination on the whole network exceeded 200 million, forming a strong communication force. These financial media reports with stories and warmth make the audience deeply feel the leadership style and deep feelings of the general secretary for the people.

At present, the "First Viewpoint" column has more than 20 main articles, including "Grasping a Good Style and Improving High Efficiency-Zhejiang Story of Organ Effectiveness Construction" and "Reporter's Notes: Revisiting Houchen on the 20th Anniversary of the Establishment of the First Village Affairs Supervision Committee in the Country: A Village's Plan and a Country's Policy", which have been forwarded by more than 20 central media such as People's Daily, CCTV, "Learning to Power the Country" learning platform, China News Network, Global Network, China Economic Net, etc., which have further improved the "arrival rate" of major theme reports. Let the party's innovative theories be added to the brain.

Source: "News Front"

Edited by Feng Luyu

Second instance Zeng Min

The third trial Chen issued a document