"Collusion" and dance with thousands of participants

Drunken September is a good time to travel. Although I sat in the classroom, my heart wandered to the distant Xinjiang. It was only because of a book called "Discovering Xinjiang" that I had a strong urge to walk away.

"Discovering Xinjiang - A Cadre Aiding Xinjiang and the 8 Seasons of "Journey to the West" by Di Duohua

Speaking of my relationship with this book, it was due to an academic seminar organized by the school in the new semester. At the beginning of my postgraduate studies, I was fortunate to have the opportunity to listen to a special lecture by Di Duohua, a senior media person and deputy director of the Internet Public Opinion Center of the Central Cyberspace Administration, on "Mobile Internet Ecology and Public Opinion Risk Control".

Mr. Di Duohua's lecture was vivid and interesting, and the skillful citation of cases and the analysis of stripping away the cocoon made me suddenly enlightened. As a "benefit" to listen to the lecture, I also unexpectedly harvested Teacher Di's new work "Discover xinjiang". The book is the secret of the behind-the-scenes story of the large-scale cultural tourism recommendation activity "Journey to the West" planned and implemented by Mr. Di, and it is also the interpretation of the code for the success of this network communication activity. With a book in hand, xinjiang's charming style comes to the fore, but through the beautiful picture and beautiful text, I not only understand the reason why "Journey to the West" has become a phenomenon-level spread, but also understand the importance of Xinjiang.

Planned by the Cyberspace Administration of the Xinjiang Uygur Autonomous Region Party Committee and co-sponsored by the Department of Culture and Tourism of the Xinjiang Uygur Autonomous Region, the "Journey to the West" aims to show the outside world the stable, harmonious and beautiful cultural tourism recommendation activities of the real Xinjiang. They invited network big V, travel experts, etc., in less than 17 months, to implement 8 consecutive seasons of "Journey to the West", with a total communication volume of 9.87 billion yuan on the whole network, becoming a brand activity recognized by the industry and academia.

"Discover xinjiang" is composed of three parts, the master so westward journey, the westward journey to take the true scriptures, ten questions about Xinjiang, etc., the whole book three-dimensional display of Xinjiang's customs and customs, the words are full of true love and true feelings for Xinjiang, watching can not help but make people fascinated by Xinjiang.

Xinjiang is located in the northwest border of China, which is not only rich in resources and unique in style, but also has important strategic significance for the security of China's northwest region and even the whole country. With the unremitting efforts of the masses of all ethnic groups, the Party Central Committee's strategy for governing Xinjiang has taken root in the north and south of the Tianshan Mountains, and today's Xinjiang has economic development, social stability, and ethnic unity, but there are still people in the Western world who hold prejudices and misunderstandings about Xinjiang, and even deliberately attack and smear Xinjiang under the banner of "human rights.". Therefore, it is still very important and urgent for the world to understand the real Xinjiang, and the "Journey to the West" has cleverly promoted the realization of this goal.

Carefully reading "Discover xinjiang", you can understand that the reason why the "Journey to the West" activity is so successful, model innovation, comprehensive perspective, and clear stance are all important factors that cannot be ignored. The book provides cutting-edge examples of innovative practices in the industry in every way, with three main focuses.

First, opinion leaders are the vanguard, and the agenda is set "semi-open." In the past, there were always people in local propaganda who preferred grand narratives, emphasizing that the propaganda content was large, the standing position was high, and the tall things seemed to be fine products, but after the rise of new social media, the effect of such grand narrative propaganda became weaker and weaker, and it could not attract the attention of the younger generation of audiences. They prefer timely interactive communication, the inspiration of opinion leaders, and the narration of "people around them". Therefore, the "Journey to the West" cleverly borrows the influence and authenticity of opinion leaders, so that Big V can be the vanguard of the whole communication activity, carry out small-area precision operations, win the audience, and drive the vigorous development of tourism in Xinjiang. In addition, the "Journey to the West" campaign is also a useful exploration of the official agenda set to adapt to the new Internet environment. In the traditional flow of information, the agenda is set by the communicator. In the era when mass media such as radio and television were dominant, the agenda setting was unilaterally arranged by the communicator from the theme, content, means of propaganda, media, etc., and the mode of monopoly of power by the communicator was also determined by the one-to-many, centralized communication media at that time, which led to the normal flow of information being linear, and the audience opinions had almost no intervening gaps. Feedback from some and only part of the audience can be screened back to the source of the communicator through official open channels, with a small impact. However, the new environment of the new media era has reversed the position of the audience in one fell swoop, and the identity has suddenly changed from the audience to the secondary communicator, and even the communicator itself. In this media background, we can see the invaluable features of the design of the "Journey to the West" event. Although the whole event is set by the official agenda, it is not stuck to the dominant model of traditional news dissemination, and the planners are keenly aware that in the era when everyone has a microphone, the traditional agenda setting can no longer cover the overall situation, and "conspiring" and "dancing" with thousands of participants, and promoting the "semi-open" agenda setting is the new way out. "Journey to the West" cleverly borrowed the east wind of "Journey to the West", first tree brand and then invited big V, on Weibo, Douyin, WeChat public account, Kuaishou and other social platforms to publish their own real travel records, the event into a long-term spread of explosive IP, and in the next few years to develop in a timely manner, the communication effect continues to carry out implicit diffusion.

Second, the perspective channels are diversified, and the all-media communication is carried out. The "Xinjiang is a Good Place, Journey to the West" online theme communication activity is not only a tourism recommendation activity on paper, but also a set of "combination fists" that include paper publications, mainstream print media, online media, social platforms, and online radio. In the front of the network, there is a big V enthusiastically creating momentum, and then there are authoritative voices from the People's Network and Tianshan Network; there are also overseas editions of People's Daily and "Discover Xinjiang" in the print media; and there is Himalayan support in the audio media. Different forms of media focus are different, the official media highlights professionalism and in-depth thinking, self-media vivid, vivid and touching, with their own strengths to show their magic, and finally enriched into a communication mechanism for the integration of audio- and video-text, making the amplitude of communication explode. As recorded in the book, the first season debut "walked offline for 8 days, online communication for a month, without spending a penny on advertising and buying traffic", achieving the excellent result of "spreading more than 200 million people". The momentum surged forward, really emitting the voice of Xinjiang, and even exporting the story of Xinjiang to overseas.

The comprehensiveness of the "Journey to the West" activity is also reflected in the diversity of participants' identities. In the book "Discovering Xinjiang", the participants range from 19-year-old college students and travel experts to senior media people, university professors, and professional writers, and their diverse identities bring the richness of perspective, and the narrative of others brings about the objectivity of upgrading. Big V relies on step by step and true feelings, bringing the true face of Xinjiang to the fans under the radiation of their influence, and the essence of this online communication is interpersonal communication, with a strong ability to continue to influence, fans are convinced of the rich beauty of Xinjiang, and can still rely on their own credit to continue to influence the people around them. Because of this, the follow-up "I speak for Xinjiang" public welfare activities can reach 400,000 people's participation. If it were not for such a meticulous layout and objective presentation, the author would not have the courage to discuss the sensitive issue of "whether Xinjiang is safe" at the beginning of "Discover Xinjiang", and this activity is the best answer to this question.

Third, the stand is firm and unrelenting, and the vision is broad and the overall situation is broad. In the field of communication science, no matter how much the Western media boasts about freedom of opinion, it cannot be denied that the media, as a limited resource, must have an indelible class attribute. A good communication activity, to maintain the right body, the vision must not ignore its social significance and public welfare value. The reason why the "Journey to the West" is so successful has been decided from the very beginning, and the height of understanding Xinjiang and the positioning of the target of the activity are doomed to not be a simple, instantaneous hot search term, but a continuous activity to build a stable and stable collective memory of Xinjiang by netizens at home and abroad.

The importance of Xinjiang is the value of its positioning as a national strategic outlet, and Teacher Di, as the ninth batch of cadres of the central state organs to aid Xinjiang, has experienced the vision from Beijing and experienced repeated walking practices, and deeply understands the significance and value of this. Internet public opinion into the room, can not easily give the right to speak to people, whether the cultural soft power can be improved, is reflected in the volume of this word. In recent years, Xinjiang's economic and social development and counter-terrorism and stability maintenance have achieved remarkable results, but the encirclement of the Western world has not been alleviated, and media people need to be soberly aware of their own goals and positioning. The planners of "Journey to the West" are not "making IP" and "picking up data", they have greater ambitions. They guide the talents not only to discover the highlights of Xinjiang's beautiful scenery, but also to strive to promote local cultural publicity and drive the sustainable development of tourism and commerce.

I deeply feel that this is a work full of emotions, the passion and surprise of the people jumped on the paper, like the sea of flowers in the summer of Ili; this is also a work of wisdom condensation, the analysis and thinking of industry experts and academic professors are sober and profound, like the winter night of Altay; this is also a work of sincere and worrying thoughts, the author, together with thousands of workers who work hard in Xinjiang construction, like the poplar forest of Changji Mulei, is deeply rooted in the Xinjiang they love, and a piece of Dan heart is hidden in it. Becoming a nutrient nourishes the development of the northwest frontier of the motherland.

The author is Sun Mengtian, a graduate student at the School of Journalism and Communication, Hebei University

Source: China Net