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summary:the so-called "all-staff video transformation" has become a media image project that causes internal friction, involution, and internal damage. transformation is about using technology to reduce the burden on content production, allowing high-quality products to take the lead, news to the forefront, and garbage to go away. none of users’ dissatisfaction with the media is that the media is “not video-oriented enough”, nor is there any blame that media technology is not advanced or media integration is not cool. the focus is on the lack of real news content and high-quality products. i flipped through the channels on the tv and couldn't watch any of them. i flipped through a stack of newspapers and "read" them in a minute or two. it lacked real visibility and thought!

produced by tucao youth

regarding the popular video, visualization and long-form media products of sunac, i wrote a paragraph in the circle of friends, which resonated with many colleagues, and posted it for discussion:

do you really like that kind of stinky and long reading that is full of comics, screenshots, and emoticons? i don't like it very much. why do you have to use stinky and long comics and screenshots when you can clearly write and explain it in words? the same is true for comments. if it can be expressed in words, use words as much as possible instead of short videos. the so-called "visualization" will only lose efficiency. just like when i was particularly disgusted with wechat communication, several long paragraphs of voice messages suddenly came over me. text is the clearest, most effective, and direct way to express news and comments. if "pictures" are not particularly exciting, are not sudden on-the-spot, and do not have the "irreducibility of text," and the other party's cultural level is not particularly low, then do not use pictures and visuals. present.media integration and transformation are about the connection between "high-quality content" and users, not about playing things that you are not good at, which not only produces image and video garbage, but also wastes users' time.

the reason why i write this paragraph is because i have had enough of the visual garbage that has no news information content and consumes both eyes and traffic. if you don’t refuse directly, he really thinks that the so-called media integration is to transform everything that can be expressed in traditional words into visuals. he really regards those smelly and long comic screenshots as the result of transformation. he really thinks that readers like to see that kind of "one picture" "yes."when the solar terms change, the circle of friends is filled with those solar terms posters. without template generation, it would be quite hard to do this stuff, but to be honest, no one would watch it! why bother using such a "picture" to create a sense of existence?

my friend lao xu, who was a commentator, posted on moments, and i agree with his point of view. he said: short videos are very popular nowadays, and some of my friends who used to have sharp writing skills have also begun to play with videos.the penetrating power and appeal of chinese characters are unparalleled.so i always thought that those who can write should not record videos. if you can record audio, don’t record video. there are so many familiar daga, their videos are so embarrassing that i can’t bear to watch them.

indeed, the writing is so good, it is the most consistent with the "simple, clear and direct arrival" required by news and comments.coleridge said that poetry is "the best words arranged in the best order." then, news and comments should be composed of the fewest words arranged in the most appropriate order.according to the western philosophical tradition, language is logos, that is, reason. from the perspective of the audience, the loneliness and rational thinking of silent text reading help readers and audiences construct "rational and autonomous selves." from an expression perspective, the immersiveness and linear logic of printed text contribute to clear, logical and efficient expression. if you cannot think clearly, you must not be able to write clearly; if you cannot write clearly, you must not be able to explain clearly; if you cannot write clearly, others cannot see it clearly. it is most reliable to write it as a solid, say it is a liquid, think it is a gas, and write words.

of course, video and image expression also have irreplaceable advantages, but from the perspective of clarity and effectiveness, text expression should have priority, and news style should restrain the use of video and fusion. from the perspective of expression and reception, video expression should be used to a minimum. i mentioned the "irreducibility of words" earlier, which is very important. when words are not suitable for expression, cannot be expressed, and cannot present that kind of visual subtlety, then it is best suited for video, image and comic expression. videos taken at the scene of emergencies, shocking moments, expressions of key parties present, etc. these are all irreducible by words, or in other words, words cannot reflect the charm (benjamin’s words), then use short videos. but now short videos and "one picture" are really overused, and visuals are also used without restraint, which poses a huge burden on readers' understanding.posters, cartoons, pictures, videos, and voices not only fail to increase the simplicity, clarity, and transparency of expression and communication, but instead constitute a huge barrier to reading and build a wall between the media and the audience.

videos, long pictures and all-media forms should be a bridge between products and audiences, conducive to increased understanding and transparency of opinions and information. instead of becoming a disgusting dyslexic person.text helps the audience save time and understanding. if you can understand it by reading text, who would want to watch a video?

the words have no sound, but they are deafening. written expression should have priority and foundation in communication. first, straighten out the written word, and then pursue expression and performance in other media forms. written skill is the basic skill. so when i talk about news commentary, i generally focus on textual commentary and expression. this is the starting point and high point. text comment writing should be the beginning of the comment industry. even if you go in the direction of tv anchors, online anchors, and short video comments in the future, you must start with text comments.it is best to go to print media for your first job. without sufficient training in text comments, making video comments directly will be unstable and difficult to stand out. printed text has the highest requirements on thought, logic, and writing. if you can control the writing, the transformation will be easier.

what is the biggest problem facing the current media transformation? is it because no one reads the text?is it because readers dislike words and don’t want to read them? of course not, it’s just that i don’t want to read “junk text”. instead of reflecting on junk text and the big problem of losing contact with the audience, "whoever writes it reads it, who writes it reads it." instead, they replace junk text with a bunch of junk videos, cartoons, screenshots, and long pictures, thinking that videos can turn stone into gold. , this is a misunderstanding of transformation and integration.we should have a panic about "high-quality content", not a panic about technology, form, or video. junk text should be replaced with high-quality text. there should be exclusive news, high-quality features, and comments with unique viewpoints, so readers will naturally buy into it. without the fundamentals of high-quality written content, creating a bunch of messy, smelly, and long stuff will only produce new types of garbage. text is the foundation for media expression and the main way for readers to obtain information. don’t get carried away by changing your mind and toss yourself and readers on short videos.

a few days ago, a media announced a "big move" in transformation, but the comment section was filled with "criticisms." i selected a few high-profile comments in the comment section for reference: 1.television doesn’t care about the common people, and the common people naturally don’t care about the television either.2. tell the truth, speak human words, tell the truth. this is the vitality of the media. media that tells lies, lies, clichés, empty words, and bullshit will naturally be abandoned by the audience. 3. you can’t see any valuable content. this is the real reason why tv stations and newspapers are declining today. self-media is popular because there is still some valuable content in a large amount of information. 4. any media that is not close to life has no vitality, regardless of the carrier and technology used. 5. people who came out of the tv station used to look up, never thinking that... the times have abandoned you, and there is no time to say goodbye! 6. if you don’t say goodbye to being the first to make money, if you don’t completely return to the first of the audience, and if you don’t keep up with the trend of science and technology, you will definitely fail! 7,as a state-owned media, it fails to use its resources to conduct in-depth interviews and reports. it either directly uses press releases or compiles some indifferent news. how can such a program attract viewers and listeners?

none of these blame the media for being "not video-oriented enough", nor do they blame the media for not having advanced technology or cool media integration. the focus is all on the lack of real news content and high-quality products. i flipped through the channels on the tv and couldn't watch any of them. i flipped through a stack of newspapers and "read" them in a minute or two. it lacked real visibility and thought!

transformation requires reducing complexity to simplicity, not simplicity to complexity. turning something that can clearly be written into a video into a video, turning something that can clearly be described with a title into a long picture, turning something that can be described clearly in 300 words into a media-fusion garbage made up of countless emoticons, this is tossing around,the so-called "all-staff video transformation" has become a media image project that causes internal friction, involution, and internal damage. transformation is to use technology to reduce the burden on content production, let high-quality products come out, let news take the lead, and let garbage go away, instead of being trapped in the technical system and increasing the burden on news producers.staying up late at night, bald and hurting your body, produces products that cost money and effort and no one cares about.