Media Integration Technology | Analysis of the Path to Better Coverage of the Paris Olympics from the Perspective of Smart Media
2024-08-13
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The Paris Olympics will be held from July 26 to August 11, 2024. Athletes, coaches, journalists and spectators from all over the world will flock to France to enjoy the carnival brought by sports. Sports reports carry people's hopes for beauty and dreams and have strong professional attributes. In the era of smart media, sports news presents new features and trends. In view of this, clarifying the changes in the communication ecology brought about by smart media can not only further explore the mechanism of technology in theory, but also further guide news activities in practice.
1. Communication Transformation Brought by Smart Media
Smart media is a combination of technologies such as the Internet of Things, big data, and artificial intelligence with media. The rapid development of smart media has brought new imagination to information production activities. Nowadays, technologies such as machine writing, drone photography, and VR panorama have been widely used in news practice. Although the concept and connotation of smart media still need to be further scientifically defined and improved, it is undeniable that new technologies and new applications are becoming increasingly mature and popular, and a new era of media "smart media" has arrived. News communication is undergoing all-round and multi-level changes and reconstruction.
1. Diversification of production entities
The new wave of technology has blurred the boundaries between "media" and "non-media", and the combination of technology and media has gradually built a communication pattern of "everything is media". In the news production system, the subjects of news production are no longer limited to people, but also include intelligent machines, intelligent objects, and technology-based enterprises with relevant technologies and big data. The subjects of news production are becoming more diversified. Big data and sensors are more involved in content production, helping the media to efficiently identify and screen information, making news reports more in-depth, objective, and predictive.
2. Visualization of information presentation
As visual animals, humans are much faster and more receptive to images than to texts. The strong intervention of technology has weakened the information intermediary role of the media and journalists. The Internet of Things, big data, virtual reality and other technologies are widely used, and a series of visualization technologies have greatly improved the viewing experience of the event. For example, in the archery competition of the Tokyo Olympics, the high-tech sensor system not only makes scoring faster and more accurate, but also displays the heart rate of archers on the screen in real time, allowing the audience to experience the tense atmosphere of the competition. Track and field events also introduce VR and other technologies to restore the wonderful moments of sprinters running at the highest speed from multiple angles. At the Hangzhou Asian Games, digital torchbearers came on the waves and lit the main torch together with the athletes, stunning the world... The iterative evolution of science and technology will undoubtedly push this Olympic Games to a new level in terms of information visualization and further deepen the audience's deep understanding of the Olympic Games.
3. Social distribution
The Internet has activated individual values, and information sharing has become an important way to express oneself and seek recognition. Under the trend of smart media, users customize information according to their personal preferences. Content providers use algorithm models to match highly similar information in massive amounts of information based on the user's preferences when using news products, and generate a recommendation list. In this process, like-minded users gather to form communities and present themselves through further communication.
4. Real-time experience feedback
The development of digital technology has turned the process of users screening information into a process of producing information: a search keyword, a short stop, a casual like, all reflect their information preferences and receiving habits. The information transmission and reception scene constructed with technology as the medium has broken the limitations of time and space and communication barriers. For the media, this can collect the audience's experience feedback in real time and optimize product content; for the audience, they can participate in the content creation of media narratives according to their personal wishes. Information and data are integrated and communicated between the human body and the machine, the reality and the virtual, and are constantly adjusted to meet the needs of users in multiple dimensions and trigger emotional resonance.
Platform media are relatively ahead in terms of user feedback on major sports events. At the Qatar World Cup, Douyin's live broadcast room launched the interactive function of "watching and chatting" and carried out a series of fun activities. Sports enthusiasts gathered in the comment area updated in real time to experience the novel experience of watching the game on a small screen, comment on and complain about the event itself and the platform functions, and complete the co-creation of media content for the football event. It can be foreseen that with the strong support of intelligent technology, the multi-cross collaboration within the media and the linkage cooperation between different media at the Paris Olympics will provide more possibilities for better grasping user emotions and responding to user needs in a timely manner.
2. Empower with intelligence and build a three-dimensional communication pattern
Human-computer interaction has a profound impact on all aspects of news production. Facing the Paris Olympics, a major global media event, news media should seize the opportunity, integrate resources, strengthen the layout of intelligent technology applications, and promote the leap of communication power by improving productivity.
1. Reshape the production process and focus on diversified co-creation
With the integration of information resources as the driving force, we will strengthen the construction and maintenance of news databases, establish an intelligent and diversified content production system, and improve the productivity of news information. We can integrate information such as Olympic events, event records, participating athletes and their growth processes, and realize the query and analysis functions of relevant data by building a unified database, so that relevant information can be quickly processed when needed in reports. At the same time, we will strengthen cooperation with big data, Internet of Things and other enterprises, universities, and research institutes to develop information production tools, such as writing robots, simplify the news production process, improve news production efficiency, and allow journalists to focus more on the excavation of deep facts or the exploration of more media forms. We will cooperate with local athletes, coaches or spectators who go to the scene to watch the game, invite them to participate in content co-creation, make full use of relevant social networks, enrich news perspectives, and achieve the integration of interpersonal communication, organizational communication and mass communication.
2. Innovate product forms and enhance interactive experience
With news product innovation as a breakthrough, we will strengthen the integrated use of new technologies and new applications, break through the barriers between the physical world and the digital world, and enhance the user's immersive experience. On the basis of focusing on the events, we can expand the scope of content and launch interactive functions that fit the characteristics of our own platform. With the help of VR, we can present the Olympic events in a panoramic view, set up experience functions according to different events, and integrate various media forms such as pictures, audio, video, and animation, so that users can "compete" with athletes in a low-traffic, low-latency, and multi-dimensional way. We will launch a series of virtual anchors and digital anchors to integrate sports with culture, fashion and other industries, derive multiple programs, and explore multiple scenes. Combined with Wensheng video technology, users can produce their own exclusive images and actions to enrich the visual experience. According to local customs and practices, we will carry out virtual check-in activities to stimulate enthusiasm for participation by issuing electronic certificates, Olympic peripherals or other physical rewards.
3. Expand distribution channels and achieve accurate and efficient dissemination
Focusing on the optimization of operation and promotion, we will accurately grasp the personalized needs of users, promote the iterative upgrade of news label setting and recommendation mechanism, and achieve more accurate and effective reach. Further improve the intelligent media quality of all-media journalists and editors, and actively adapt to the intelligent distribution model with algorithms as the core. Pay attention to the latest public opinion trends of the Olympics, carefully set news keywords and topic words, improve retrieval efficiency in content segmentation and related recommendations, and provide personalized and customized information services. Promote with the help of media accounts, big V accounts, and self-media accounts at all levels, share content and link topics with them, build an intelligent communication matrix, and promote communication fission. Establish a working contact mechanism with social media and platform media, cooperate in topic hosting, content recommendation, data sharing, etc., analyze the trend of network hot spots, and dynamically adjust the content layout.
4. Improve the feedback mechanism and create a closed-loop communication system
With instant feedback and response as a guarantee, we will continue to optimize content production and dissemination strategies, improve the news production service system, and maximize the dissemination effect. We can arrange for a dedicated person to operate the two microblogs and one terminal to make the account more personalized and individualized. We will carry out multi-level interactive activities to give users the opportunity and platform to express their opinions and suggestions, so that they can participate in content production. After the launch of news products, we should focus on communicating with netizens, and understand the real dissemination effect through real-time monitoring and analysis of their behavior, messages and related data; with the help of intelligent management systems, we can timely visualize the daily browsing, commenting, forwarding, and likes data, analyze the reasons for changes and trends, compile a scientific dissemination index, and provide timely feedback to form a basis for production decisions.
3. Issues that need attention
While smart media empowers media development and brings novel news experiences to the public, it also brings new problems that need to be paid attention to and avoided in Olympic reporting practices.
1. Data orientation exacerbates privacy and security issues
From a technical perspective, all kinds of information about people are digitized. In order to obtain better information services, users' location, hobbies, receiving habits, forwarding comments, browsing history and other information resources are comprehensively collected to form the so-called user portrait. Although the collection and use of this information are mostly regulated by relevant agreements, the relevant laws and regulations are still not perfect, and users' personal privacy is difficult to be effectively protected. Faced with a large-scale global event such as the Olympics, people from different historical and cultural backgrounds will inevitably have different perceptions of data privacy, and data security issues are more complex and diverse. Therefore, when the media uses artificial intelligence technology to mine data information, they must not only maintain professional ethics and standardize the construction and use of databases, but also take the initiative to understand the policies and regulations on data privacy protection in different countries and regions to ensure that they do not cross the line.
2. Model-based production leads to a lack of humanistic care
The comprehensive involvement of artificial intelligence technology in the content production system has greatly improved the timeliness of news. Especially for sports reporting, high-speed, low-latency automatic broadcasting technology and automatic editing technology of event highlights provide users with a more convenient and personalized information experience. However, these technologies are based on algorithms, object recognition, portrait recognition and other technologies, and have shortcomings in writing perspective, originality, and critical thinking. It is difficult to express complex emotions and lacks the humanistic care of journalists and editors. Therefore, in reporting on the Olympics, we should look at various technologies rationally, insist on professional journalists as the main producers and artificial intelligence as an auxiliary, play a gatekeeper role, pay attention to vulnerable groups, improve the quality of reporting, and convey positive cultural values.
(III) Algorithmic recommendation leads to news imbalance
Relying on algorithmic models, the media can filter out news information that meets the audience's preferences, and then achieve accurate push. For users, it seems that the information is becoming more and more to their taste, but in fact, in the similar or highly related information flow, the vision is becoming narrower and narrower, the thinking is becoming more and more solidified, and they are trapped in the information cocoon without knowing it. Facing the Olympic Games held every four years, the media is not only an information dissemination platform, but also a public opinion forum for heated discussions, and bears the social responsibility of guiding the public. The media should maintain its composure in the hustle and bustle of traffic supremacy, make up for the shortcomings of the values recommended by the algorithm, give full play to its dominance and initiative, find the best balance between personal interests and public interests, lead mainstream public opinion, inject positive energy into Olympic reports, promote the spirit of sports, and enhance cultural confidence.
(IV) Intelligent creation infringes on the copyright of the event
The full use of intelligent technology, especially the extensive application of big data capture and information generation technology, facilitates the media to create content based on the popularity of topics and create traffic hits, but the practice of reorganizing information from public sources by technical means and then disseminating it is suspected of infringing copyright. In addition, there is a strict copyright authorization mechanism for live broadcasts of Olympic-related events. Secondary creation and sharing without permission, or using technical means to dilute the genuine copyright logo, are very likely to cause copyright disputes and affect the media's own image. Therefore, the media should strengthen copyright awareness, consciously resist creative entities, information content and communication channels that have infringement risks, maintain the sports communication ecology, and actively enrich reporting perspectives by strengthening cooperation and exchanges with copyright holders or conducting peripheral reports.
Source: Media Commentary WeChat Official Account
Editor: Zeng Min
Second trial of Feng Luyu
The third trial of Chen Fawen
