China Youth Network Beijing, November 19 (Reporter Zeng Fanhua) "Weibo has always adhered to the positioning of the platform, guided first, and done a good job in the service platform. Its advantage is that it constitutes a diversified value platform for information acquisition, knowledge transmission and opinion exchange through various forms such as text, pictures, short videos, live broadcasts, and voting, and is also a full-media platform that currently has the influence of the whole network and realizes cross-field crowd participation. On the morning of November 19, the 2020 China New Media Conference opened in Changsha, Hunan Province, and Cao Zenghui, senior vice president of Weibo, made a keynote speech at the main forum of the conference.
Cao Zenghui, senior vice president of Weibo. Infographic
Cao Zenghui said that the new media form effectively breaks the traditional time and space restrictions, the information source and communication direction begin to extend towards the multi-dimensional three-dimensional space, and the future development of new media will also show the following three trends:
First, the diversified perspective of the report will become more and more obvious. Ordinary netizens and self-media provide news clues on social media platforms, professional media carry out in-depth reports, and the model of authoritative media hammering down the tone will be more mature, and Weibo will also become an important position for various information dissemination, discussion and fermentation, and consensus.
Second, the full media of content will become the ultimate goal of a complete media ecology. For the consumption and dissemination of media content, it is not only manifested in the presentation of multimedia content, but also in the dissemination, discussion and participation of content. During the epidemic period, the photo of "young doctors accompanying the elderly to watch the sunset together" has become a Weibo hit, and the high interactive enthusiasm of netizens in the live broadcast of the construction of LeishenShan and Huoshenshan Hospital is also a good example. Netizens have a positive interaction with the builder through the topic, with pictures, texts, videos and other forms of secondary dissemination on the whole network, this kind of real communication formed by getting rid of algorithm recommendation is the core value of all-media content.
Third, build a matrix effect of propagation. Relying solely on the existing media account matrix is not enough, and it is necessary to introduce professional media people including hosts, journalists, commentators and other professional media people to participate. For example, the content production mode of the @ video account is mainly to use the advantages of resources to create a column + character IP. The important task of the future media is to create a more personalized micro-matrix, multi-dimensional and multi-level high-quality content production, so that the content is more attractive and disseminated.
Source: China Youth Network
![Cao Zenghui: Media communication should make the content more personal[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)