Around the Lunar New Year in 2022, the Cyberspace Administration of the Shaanxi Provincial Party Committee, with the theme of enhancing the "four forces" of online media and telling the story of Shaanxi's high-quality development, adopted flexible and diverse forms according to the changes in the epidemic situation, and organized major online media in the province and prefectural and municipal Cyberspace Offices to carry out online media New Year grassroots activities. Focusing on topics such as greeting the 20th National Congress, implementing the spirit of the Sixth Plenary Session of the 19th Central Committee, rural revitalization, Spring Festival Spring Festival, epidemic prevention and control, resumption of work and production, and social services, the website platforms have gone deep into people's homes, factories and enterprises, fields, and urban communities, and written a large number of news reports of fresh activists, effectively creating an online atmosphere for welcoming the New Year and celebrating the New Year. According to incomplete statistics, each website platform has set up 145 special columns, launched 108 live broadcasts, written more than 14,800 original manuscripts, and launched 5,171 new media products such as short videos, H5, group pictures, and dynamic posters, of which 27 hits exceeded 10 million, and the total number of activities read reached 180 million.
First, strengthen the series of special reports, multi-perspective panoramic presentation of Shaanxi new year.
From January 28 to February 15, the Cyberspace Administration of the Provincial Party Committee organized all website platforms to open a special column for the 2022 Shaanxi Online Media "New Year Grassroots" activity, carefully planned special reports, increased the classification of manuscripts, carried out innovative theme activities, and strived to create a "fist product" for the Spring Festival online publicity. Shaanxi Network closely follows the current central work of the province, and displays special content and collects key manuscripts through many sections such as "Moving Forward with Determination and Welcoming the 20th National Congress", "The Sixth Plenary Session of the Nineteenth Central Committee at the Grassroots Level", "Warm New Year's Heart Is Concerned with the 'Epidemic' Line", "Practicing the 'Four Forces' We Are in Action", "New Year and New Atmosphere", etc. The mass news network highlights the "Year of the Tiger" element, launches a series of dynamic posters in the special topic, uses the shape of "Meng Tiger" with tiger words to create a festive atmosphere; combined with the Beijing Winter Olympics to organize relevant topic publicity, walks into nearly 30 ski resort projects in the province, and actively publicizes and looks forward to the development prospects of Shaanxi's ice and snow sports industry. From the Chinese New Year's Eve to the first day of the Chinese New Year, the audio connection traffic police, firefighters, obstetricians, passenger transport commissioners, cooks, museum docents, etc., allowing workers and netizens to gather in the clouds for the New Year; typical figures reported "Hanzhong Car Service Section Linker Wang Weixuan: "Little Tiger Baby" Driving "Iron Tiger"" truly recorded the busy Spring Festival of Spring Festival service guarantee workers. The Hanzhong Cyberspace Administration excavated the local culture of the two Han Dynasties and the three countries, and launched the special activity of "Han Feng Nian • Hometown Passing" with the theme of "Han Feng Nian on the Clouds", leading netizens into the festive and joyful scenes of local tourist attractions such as Tianhan Long Street and Zhuge Ancient Town.
Second, do a solid report on the resumption of work and production, and see the scene of spring returning to the earth in the subtleties.
Since the current round of epidemic prevention and control in our province has achieved a stage victory, all units have continued to devote themselves to the report on the resumption of work and production under the condition of fighting for more than 30 consecutive days. The reporters went deep into the front line of production to fight side by side with the laborers and cheered for the high-quality development of Shaanxi. The mass news network walked into the construction of key projects and key industries in the province and published "Countdown! "Introduction to Hanjiwei" Qinling water transmission tunnel is about to be completed", "Xi'an BYD: nearly 70,000 people diligently guard a pure land", "the most "magnesium" truck "original" manufactured", "resumption of work and production rate of 100% Xi'an Longji Leye production and epidemic prevention two mistakes" and other manuscripts, vigorously publicize the progress of various units in responding to the call of the provincial party committee and going all out to do a good job. Western Network and China Business Network aimed the camera at urban workers, innovatively using "24-hour slow live broadcast" and other forms to show the first day of work after the Spring Festival; walked into the Deshan Love Kitchen that provided free love meals during the epidemic period, organized enterprises to donate love to grass-roots workers, and strengthened the power of network public welfare with practical actions. Focusing on the theme of rural revitalization, the Cyberspace Administration of Xi'an, Baoji, Weinan, Ankang, and other places organized local online media to go to villages and households, and collected and wrote reports full of local atmosphere, such as "Breeding Layman's "Fortune Record"," "Wangjiazhuang Village: Beautiful Scenery Dresses Up a New Life," "Nandi Village Has "Three Green Onions," "Factories Resuming Work, And Spring Ploughing Ready for Farming," and other local reports, vividly showing the positive changes in rural industrial enrichment. The Internet Information Office of Yan'an instructed online media to actively do a good job in ensuring the supply of the Spring Festival market, focusing on publicizing the positive local practices of taking advantage of the "Spring Festival Golden Week" to achieve a bumper harvest. The Cyberspace Administration of Yangling Demonstration Zone focused on the achievements of agricultural science and technology innovation, and organized the media to launch "Fruits and Vegetables Say "Good Year"", "Dragon's Beard Vegetables", "Tiger Tiger Shengwei", "Oda Seven", "Everywhere Makes Money"" and "Mushrooms" are very busy! " and other featured manuscripts are loved by netizens.
Third, do in-depth folk culture reports, leading netizens to regain the memory of their hometown.
In this grassroots activity, all units worked the temperature and thickness of the content, always paid attention to local people and local affairs, and portrayed the deepest memories of the people for the Spring Festival in their hometown with heart and affection, which aroused strong resonance among netizens. For example, in the Shaanxi network manuscript "Shaanxi New Year Taste Keywords", 4 respondents from different regions and different ages in Shaanxi told about the New Year in their hometowns, and used 6 groups of keywords to outline the Shaanxi people's attachment to the "year". The Western Network specially planned "'Art' Greeting the New Year - Shaanxi Excellent Literary and Artistic Works Network Exhibition" to concentrate on displaying local folk art programs in our province such as Northern Shaanxi Yangge, Ansai Waist Drum, Hengshan Storytelling, etc., and presented a "festival cultural feast" for netizens. The Cyberspace Administration of Xianyang continued to give full play to the advantages of the "Meet Xianyang" online propaganda brand, and used short videos to promote local characteristics and folklore, which quickly became a hot spot on the Internet. Baoji Cyberspace Administration guided the launch of "Tiger Tiger Vitality! Reports such as Shaanxi Fengxiang Clay Sculpture Tiger Coming to Visit the New Year, The Taste of the Streets and Alleys of Qianyang, Shaanxi, and Shaanxi Linyou: Celebrating the New Year with Zhang Lanterns were forwarded by Xinhua News Agency, Guangming Daily and other central media. The video "Celebrating the Year of the Tiger, Welcoming the Winter Olympics, social fire "making noise" out of Tongchuan's spirit" under the guidance of the Tongchuan Cyberspace Administration attracted the attention of young netizens to the traditional intangible cultural heritage of "social fire". The original video "Looking for the Most Yearly Zhenba Cuisine" produced by the Cyberspace Administration of Hanzhong has made the food culture in southern Shaanxi a hot topic of discussion among netizens, attracting nearly one million clicks.
Fourth, do live publicity and reporting, tell real stories to connect the hearts of Chinese and foreign people.
Various online media have also increased innovation in external communication, constantly exploring communication means that integrate China and foreign countries and connect people's hearts, so that the Youhua group and Youhua people in Shaanxi have voluntarily become the promoters of Shaanxi's new image. The International Online Shaanxi Channel organized reporters to interview a number of foreign anti-epidemic witnesses and listened to them tell the story of China's fight against the epidemic: Ma Wenxuan, an international student who touched netizens with "I am a foreigner, but not an outsider", recalled his unforgettable experience from participating in the fight against the epidemic to spending the Spring Festival in Shaanxi; Ya luo, a Ukrainian student who participated in the fight against the epidemic at Chang'an University in the key area of the epidemic, shared the touching story of fighting the epidemic with Chinese teachers and students. The English channel of "Discover Shaanxi" invited foreign friends in Shaanxi to participate in the New Year blessing activities, and also launched a bilingual new media product "Fuhu Yingchun • New Year Special", taking netizens to visit the Terracotta Warriors, Huashan and Muslim Streets to explore Shaanxi's characteristic cultural relics with the theme of "tiger". In Xi'an's "I Spent the New Year in Xi'an - The Xi'an Spring Festival of Indian Telford", the Owner of the Indian Restaurant, Telford, shared with Chinese friends the preparation methods of their traditional cuisines and deepened their understanding of each other's cultures.