yangtze river delta politics | why did the secretary of the zhejiang provincial party committee hold a discussion with this public account team?
2024-09-20
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on the morning of september 19, zhejiang provincial party committee secretary yi lianhong held a discussion with the "zhejiang propaganda" official account team. photo by chaozhou news reporter hu yuanyong
zhejiang provincial party secretary yi lianhong held a discussion with a public account team on september 19. according to "chao news", during the discussion, he encouraged the members of the "zhejiang propaganda" team and jointly discussed the development trends and laws of media integration to further expand and strengthen mainstream public opinion.
"zhejiang propaganda" is a platform created by the propaganda department of the zhejiang provincial party committee. it was launched on may 30, 2022. as of october 11, 285 articles have been published, of which 168 articles have a readership of more than 100,000, accounting for 59%. "mocking "small town test-taker" is a danger signal" and "history will not be condensed in one night" and other popular articles have been selected as "top ten innovative cases of applied news communication in china in 2022". over the past two years, "zhejiang propaganda", which is based on "speaking human language, focusing on hot topics, and having an attitude", has accumulated more than 3.9 million fans. according to qianjiang evening news, by the end of may this year, "zhejiang propaganda" had published nearly 1,500 original articles, with more than 80% of them having a readership of more than 100,000.
the day before the symposium, the zhejiang provincial party committee's propaganda, ideology and culture work leading group and the provincial xi jinping thought on socialism with chinese characteristics for a new era research center steering committee held a meeting. in his speech, yi lianhong emphasized that we must work hard to strengthen mainstream public opinion and build broad consensus, continuously enhance the positive propaganda guidance, media communication influence, and external publicity appeal, sing the main theme, promote positive energy, and achieve positive guidance.
when "zhejiang propaganda" started, wechat public accounts had been around for ten years. what was the reason for its "latecomer success"?
according to the official website of zhejiang media college, lai yingjie, executive deputy director of the provincial party committee propaganda department, shared the secret of "zhejiang propaganda" at an event at the school in december last year: propaganda is the work of winning people's hearts and minds, and it must resonate with the times and sense the warmth and coldness of people's hearts; insist on using high-quality content to attract readers, and the articles strive to have a clear attitude and build consensus; tell the truth, speak in plain language, speak briefly, and speak new words, and strive to make big truths come alive, make old topics new, and make deep truths shallow; in the face of changes in the pattern and discourse of the public opinion field, choose to force yourself to innovate in topic planning, content creation, and expression methods, and firmly grasp the discourse power and dominance of public opinion guidance.
according to reports, the creative team of "zhejiang propaganda" is basically composed of people born after 1985 and 1995. in a paper published last year, li pan, editor-in-chief of the editorial department, believed that four misunderstandings should be avoided in order to strengthen mainstream public opinion.
first, they disdain to win traffic and are used to internal circulation. as a member of the propaganda front, media workers should deeply understand the meaning and mission of "propaganda" and think about how to make readers stay on our works for a longer time and gain more spiritual nourishment. "zhejiang propaganda" has been competing for traffic in the main battlefield of mobile internet from the beginning. behind the traffic are human activities. every like, every forwarding, and every message from readers actually reflects their psychology and attitude.
second, they are not brave enough to take a clear stand and are used to beating around the bush. there is no need to be secretive about what you support and what you oppose, especially when it comes to issues of public concern and right and wrong. for example, in the face of some online comments that despise or even smear "small town test-takers", "zhejiang propaganda" published an article stating that the spirit of not succumbing to fate and not bowing to poverty should be encouraged. what is despicable is those "spiritual aristocrats" who use a light-hearted "small town test-takers" to negate others' years of hard work and think they are superior.
third, they are not good at expressing themselves in words, and they only pursue innovation in application. "zhejiang propaganda" rarely uses pictures and videos, not because pictures and videos have no influence, but because they want to improve their writing skills and gain influence by polishing their manuscripts. no matter how technology iterates, words still have the power to carry ideas and touch people's hearts.
fourth, they are not good at equal dialogue and are condescending and giving orders and preaching. lower your posture, learn to empathize, think from the perspective of others, and understand the feelings of readers, so that what you say can be heard, which also requires continuous innovation of the discourse system.
during the discussion on the 19th, yi lianhong listened to the progress of the work of the "zhejiang propaganda" public account and exchanged views with representatives of the main creative team. he said that "zhejiang propaganda" dared to be the first and changed the media's communication ecology. every word showed the truth and condensed the broad consensus of unity and struggle. the words shocked the audience and interpreted the traffic code of public opinion dissemination. it created articles and educated people and cultivated a vigorous team of talents. we should take the opportunity of deepening the reform of cultural systems and mechanisms, anchor the goal of strengthening mainstream values, mainstream public opinion, and mainstream culture to create new achievements, further polish the brand, and reach a new level.
the paper reporter zhang weiyang
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