xinhuanet chu xuejun: mainstream media cannot ignore any new media forms that win audiences
2024-09-14
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"only by not missing any opportunity to effectively empower technology and not ignoring any new media form that can promote communication and win audiences, and by using advanced technology to drive transformation and upgrading, can mainstream media keep up with the trend of the times and firmly occupy the commanding heights of network communication."
on september 13, chu xuejun, party secretary and chairman of xinhuanet, delivered a keynote speech entitled "promoting the high-quality development of mainstream media with systemic change" at the 2024 bund new media annual conference. the event was hosted by the paper, a subsidiary of shanghai media group, and the theme of this year's annual conference was "embracing systemic change."
chu xuejun pointed out that the third plenary session of the 20th cpc central committee held not long ago made a series of strategic arrangements, including deepening the reform of cultural systems and mechanisms and promoting systematic changes in mainstream media. how to turn the blueprint planned by the central government into reality is an issue of the times that every journalist must answer.
chu xuejun, party secretary and chairman of xinhuanet
in his opinion, mainstream media will face several core issues in the future. first, mainstream media need to correctly and effectively guide public opinion in the new environment where the online public opinion ecology has undergone profound changes.
"no matter how the public opinion environment changes, we must give full play to the role of mainstream professional media as a weather vane, ballast, and timpani, set the direction in major issues, maintain neutral themes in ideological agitation, and set the tone amid the clamor of many voices," said chu xuejun.
chu xuejun stressed that the role of guiding public opinion should be mainly based on positive reporting, but this does not mean that mainstream media dare not face up to real problems. for social hot issues, mainstream media should adopt a variety of methods to report with attitude, sharpness and force, and occupy the commanding heights of network guidance.
secondly, under the new trend of technology leading media transformation, advanced technology is an important force enabling the development of mainstream media. chu xuejun believes that with the widespread application of ai technology in recent years, the media field is undergoing a new transformation, and mainstream media should embrace technology and can only follow up, not retreat.
"when using technology, we cannot just rely on technology. we must actively explore ways to break out of the circle and the information cocoon effect to effectively solve the problems of circle communication and information cocoon effect." chu xuejun mentioned that in order to maintain the security bottom line of artificial intelligence, mainstream media need to break out of the circle with high-quality content and use mainstream values to control algorithms.
how can mainstream media do better in the technological revolution? chu xuejun proposed two aspects of "both must and must". the first "both must and must" means that mainstream media should not only build their own algorithms and continuously improve their communication and push capabilities, but also conduct reverse content output, set more hot search topics that reflect mainstream values, and work with platforms to optimize the content words recommended by the algorithm, so as to influence the algorithm with mainstream values.
regarding the other "both", chu xuejun said that it is necessary to use big data, cloud computing, and artificial intelligence technologies to improve database, resource aggregation, and value mining capabilities, and to use generative ai to achieve new creative aesthetic angles and new dimensions of content production that are beyond the reach of humans. it is necessary to make good use of technology to liberate manpower and improve content productivity, and it is also necessary to adhere to the people-oriented approach and content-centric approach to achieve efficient human-machine collaboration and the organic integration of content and technology.
"how to comprehensively enhance international communication capabilities under the new situation in which the international balance of power is rising in the east and declining in the west is also the most pressing topic facing the mainstream media today." chu xuejun believes that as the main force of international communication, the mainstream media must be aware of the new changes taking place in international communication, seize opportunities and build on the momentum, innovate external discourse expression, build diversified and three-dimensional communication channels, deepen foreign exchanges and cooperation, strive to break through the western discourse trap, break through ideological difficulties, and play a key role in changing the discourse deficit and reversing the international pattern of "strong west and weak east."
chu xuejun finally said that promoting systematic changes in mainstream media requires not only content, technology, channels, and system upgrades, but also strong support from institutional mechanisms, talent, and funding. it requires systematic integration and overall promotion of all elements in all links, as well as deeper exchanges, mutual learning, and cooperation among the media.
the paper reporter yang zhe and intern zhang shiyu
(this article is from the paper. for more original information, please download the "the paper" app)
