Hot topics in this issue: "Consciousness Industry", Third-Person Effect, Central Kitchen

This year, Senior Luo will continue to update the "Must Answer Senior Sister" column for 25 candidates, that is, every month, the typical questions and senior answers found in the Q&A process will be summarized to reduce everyone's doubts in the preparation process and help everyone better grasp the knowledge points.

Where do typical problems come from?

All of them are from a separate group of students set up by Senior Luo 25's "Full Set of Materials".

There are senior sisters in the group who are waiting all day long, answering questions about the use of perennial materials, and eliminating the worries of answering questions for your review, and at the same time, the group provides students with review and exchange, supplementary information distribution, precautions and reminders.

Next, let's go to Kangkang's more representative questions raised by everyone in April, as well as the careful answers of the senior sisters~

01

Q: Hello senior sister, I would like to ask if the theory of self-interaction and the theory of subject-self-object-self are the same theory?

A: The theory of self-interaction and the subject-object theory are not the same theory~Don't get confused~

The theory of self-interaction holds that people are able to interact with themselves, i.e., self-interaction. In this process, people are able to communicate and disseminate with themselves and are able to take action on themselves. Self-interaction is essentially the internalization of social interactions with others, revealing that through self-propagation, people can internalize social interactions with others into personal character. For example, if you encounter some difficulties and are under a lot of pressure in your studies, and then you start to reflect on yourself, and gradually realize your problems through self-reflection, this process of self-reflection is a manifestation of in-depth interaction and communication with yourself.

In the subject-object-self theory, the subject-self is the feeler, the real self, which is embodied through the individual's behaviors and reactions around the object, while the object-self is the evaluation of oneself and the evaluation of oneself by others, which is the embodiment of the social relationship of self-consciousness. Man's self-consciousness is formed, developed, and changed in the interaction between the "main self" and the "object self", and the interaction between the two constantly forms a new self. For example, if you have been working hard to improve in class learning, in this process, you yourself have your own learning goals and motivation as the "main self", and the evaluation and expectations of teachers and classmates will form your "guest self".

In short, in a word, the theory of self-interaction emphasizes the interaction and communication between the individual and himself, while the subject-object-self theory focuses more on the interaction and influence of the individual with others in the process of self-consciousness formation.

02

Q: Senior sister, I would like to ask how to understand the concept of "consciousness industry", the book feels that it is not very clear, are there any relevant examples?

A: In our new field of communication, "consciousness industry" can be understood as those industrial activities or industries that involve in-depth research and application of human consciousness, emotion, cognition, etc. These activities may include the use of interdisciplinary knowledge such as psychology, neuroscience, cognitive science, etc., to analyze and influence the public's ideology, public opinion orientation, information dissemination effect, etc. One of the most striking examples of this is the way news outlets report and choose content. When news media report news events, they not only convey factual information, but also influence the audience's cognitive and emotional response to the event through the angle of the report, language style, picture presentation, etc. This kind of guidance and shaping of public consciousness can also be regarded as an activity of a "consciousness industry".

03

Q: What does metaphor mean in communication, and why is it said that "communication is the transmission of information" is a metaphor?

A: To understand that communication is the transmission of information as a metaphor, we first need to recognize that metaphor is one of the rhetorical devices that conveys a specific meaning by comparing one thing to another. In this context, communication is described as the transmission of information, a kind of "transmission" with concrete concepts to help us understand the abstract concept of "communication".

04

Q: In Antonio's theory of hegemony, civil society is composed of relatively autonomous private organizations that exercise the non-coercive social hegemony of the ruling class. Why are they exercising social hegemony? What does social hegemony mean here? Why is civil society exercising the ruling class?

A: Civil society can be understood as non-governmental organizations, but the existence and establishment of these non-governmental institutions are tacitly approved by the government, or even supported by the government, and are still the expression of the consciousness of the ruling class. Social hegemony can be understood as the ideological and political interests of the ruling class.

05

Q: Sister, was "The Mathematical Theory of Communication" published by Schramm or Shannon?

A: Schramm's published bibliography does not necessarily mean that Schramm's bibliography is his. For example, "The Mathematical Theory of Communication" was written by Shannon, but Schramm admired the book, which he published while serving as assistant to the president of the University of Illinois and president of the University of Illinois Press.

06

Q: Senior sister, how do you understand the development of the "free" stage into the "self-made" stage?

A: Generally speaking, the self-contained stage refers to the primary stage of the development of things, and the self-oriented stage refers to the stage of the development of things to a relatively mature stage. In the free stage, news dissemination may be more spontaneous and unconscious, and its form and content may be relatively simple and direct, and a clear purpose and system have not yet been formed. In the self-service stage, news dissemination has formed a relatively complete system, with a clear purpose and direction, which can consciously influence and guide public opinion and serve social development.

07

Q: When the audience's attention is low, what impact does an irrelevant image have on a change in attitude? big or small, and how do you understand that an irrelevant image might attract the audience's attention?

A: When the audience's attention is low, irrelevant images can have a greater impact on attitude change. Because when the recipient's attention span is low, irrelevant images may have a greater impact on attitude changes because of their novelty, uniqueness, or visual impact. And when the recipient is more engaged in attention, they are more likely to carefully analyze and interpret the information of the image, so the image that is closely related to the subject matter will influence their attitude more powerfully.

08

Q: Senior sister, can participatory journalism and citizen journalism be considered the same concept?

A: The concept of "participatory journalism" originated in the United States, and is also known as "citizen journalism" and "grassroots reporting". In his book We the Media, Dan Gilmer defines participatory journalism as "the active action of a citizen or group of citizens to gather, report, analyze, and disseminate news and information with the aim of providing independent, credible, accurate, widespread, and relevant information that democracy requires."

09

Q: Can you give an example of the third-person effect? There are no obvious and easy-to-understand examples in the book.

A: One of the obvious examples of the third-person effect is that during the epidemic, people are more inclined to think that they are not susceptible to the virus if they take protective measures, and they are more worried that their family and friends will be more susceptible to the virus. There are also some health care product advertisements or promotional advertisements, most people think that they can recognize them, and they will not be influenced by the advertising to produce purchase behavior, but will think that their family, relatives and friends, especially the elderly, will be influenced by the advertisement and produce purchase behavior. This kind of psychology and behavior of overestimating the influence of the mass media on oneself and underestimating the influence of the mass media on others is the most obvious manifestation of the third-person effect.

10

Q: Senior sister, there is an example in the book, some toy advertisements are not for children, but for children's parents, why is this also a third-party effect?

A: You see, this title is also a children's advertisement, but the audience of children's advertising should normally be children, right? But children can only be the audience, not the buying behavior, because children have no purchasing power, and it is their parents who ultimately decide whether to buy or not. Therefore, although children are the audience, the decision is in the hands of parents, so the impact of children's advertising on children is less than that of parents. In other words, we can see children as "me" and parents as "you or him", and businesses believe that children's advertising does not have as much impact on "me" as a child as "you or him" as parents, so it will have a third-party effect.

11

Q: Senior sister, what is "focusing"?

A: Differentiation refers to the increasingly obvious differentiation of audience needs in the new media environment, and communicators need to disseminate corresponding information according to the different characteristics of different audiences to meet the diverse and differentiated needs of audiences.

12

Q: There is also the "personalization of online news is mainly reflected in the personalization of publishing and obtaining news", where is the personalization of "publishing" embodied? I feel that the "one-to-one extensive service, on-demand information, and booking channels" mentioned above all belong to the category of "obtaining news".

A: Publishing personalization refers to the previous sentence, "the Internet can provide information according to demand", which refers to the Internet new media era to provide and publish relevant information for the audience according to the needs of the audience. "One-to-one extensive service, on-demand information, booking channel" is provided on demand, which belongs to the release of news ~ The Internet publishes the content that users are interested in according to user needs, and one-to-one extensive services are published and obtained, and the subscription channel is more reflected in news acquisition.

13

Q: What does it mean that a news product is a predictable construction of reality?

A: It can be understood in conjunction with agenda-setting theory. The mass media can effectively influence what facts and information people pay attention to, and the order in which they discuss the issues, by providing information and arranging relevant issues, and change the perception of the importance of things, and take the first action on the events that the media deems important. For example, the news reports that the supply of a certain commodity has exceeded demand recently, and there is a trend of price increase. When people see this news, they will increase their purchases, which will further cause the supply of the product to exceed demand, and the price will also rise. People rely on the information provided by news products to understand reality, and this understanding is guided by the direction suggested by the media, so news products are a predictable construction of reality.

14

Q: Senior sister, the seventh and fourteenth chapters of Li Liangrong's "Introduction to Journalism" both talk about "the ownership nature of the news media" and "the three major operating systems of the world's news media", and the two are basically divided into three types in terms of content: private, public and state-owned.

A: The two chapters are indeed related in terms of content, but the emphasis and specific discussion are different.

Chapter 7 focuses primarily on the ownership structure of news media. It examines in detail the different forms in which the media are owned by the State, by society or by private individuals, which are the basic elements of the press system. This chapter focuses on the ownership and ownership structure of news media, and how these forms affect the operation of news media, the content of reports, and editorial policies.

Chapter 14, on the other hand, focuses more on the workings of the news media from a global perspective. It summarizes the three main operating systems of the news media around the world, including the completely commercial operation system with private ownership as the main body represented by the United States, the fully state-owned limited commercial operation system represented by China, and the dual-track operation system represented by Western European countries. This chapter not only analyzes the characteristics and workings of different institutions, but also explores the social, political, and economic factors behind these systems.

In general, the main difference between the two is that Chapter 7 focuses more on the nature of ownership and property structures, while Chapter 14 focuses more on the operating institutions and mechanisms on a global scale. However, the contents of these two chapters are interrelated, because the nature of ownership determines to a large extent the structure and mode of operation of the news media. At the same time, different operating systems will also have an impact on the ownership form and property structure of the media.

15

Q: Is "Spring and Autumn Brushwork" one of the writing techniques of "speaking with facts"?

A: Spring and Autumn brushwork, also known as Spring and Autumn brushwork or Spring and Autumn calligraphy, is a kind of historical narration method and technique in ancient mainland China, or an art of using language. It originated in the Spring and Autumn period, and it is said that Confucius first used this brushwork when he revised the Spring and Autumn Period, the historical book of the Lu Kingdom. The characteristics of the Spring and Autumn penmanship are that praise and disparage are in the twists and turns of the writing, and do not directly make judgments in the text. It euphemistically and subtly expresses the author's subjective ideological tendencies and opinions through detailed descriptions, rhetorical devices (such as the selection of words), and the selection of materials. The main characteristics of the Spring and Autumn penmanship are subtlety and euphemism, which express the author's attitude and evaluation through obscure words. Scholars believe that every word used in the Spring and Autumn period must imply praise and disapproval, so they also wrote special works to explain the inner meaning of the Spring and Autumn Period. Therefore, it can be said that the Spring and Autumn penmanship is actually speaking with facts~

16

Q: Why is the circulation of news information smaller than the flow of news transmission channels?

A: The capacity of the news dissemination channel can be understood as the total amount that can be published by all news dissemination channels, but considering the acceptance of the audience and the judgment of the communicator, the news information is always selectively transmitted. In other words, the amount of news information conveyed is smaller than the total channel capacity.

17

Q: Senior sister, in the fourth section of Chapter 6 of Mr. Li Liangrong's "Introduction to Journalism", "The Internet Creates a New Business Format in the Media Industry", it is said that there is "collaborative filtering" in the way for users to carry out private customization, what does this mean?

A: Collaborative filtering can also be called group filtering, which is simply to use groups with common interests to recommend information that other users in the group are interested in. For example, if you usually like to follow beauty videos, then the platform may recommend other videos that beauty audiences like.

18

Q: How to answer the business process of the central kitchen?

A: The business process of the central kitchen mainly revolves around the collection, editing, generation and dissemination of news resources. Here are the steps:

Pre-planning and topic selection sharing: At this stage, the central kitchen will share clues and topic selection to ensure that each platform can obtain unified and high-quality information resources.

Unified collection of information resources: The all-media reporter of the website is responsible for the unified collection of information resources, including text, pictures, audio, video, live broadcast and other forms to ensure the richness and diversity of information.

Secondary editing of each platform: According to the characteristics of each platform and the attributes of information resources, each platform will select its own content for secondary editing to meet the needs of different audiences.

Published on the all-media publishing platform: The content after the second editing will be published through the all-media publishing platform. This platform has opened up various mobile terminals such as websites (PC terminals), Weibo, WeChat, clients, mobile newspapers, etc., and has realized the multimedia production and all-media release of news resources.

19

Q: Senior sister, what is the intensive management of online media?

A: The intensive operation of online media mainly refers to the optimization and integration of internal resources, including manpower, financial resources, materials, production, supply, sales and other links, to achieve more efficient and high-quality operation. The aim of this approach is to improve the efficiency of resource utilization, reduce costs, and increase overall productivity.

20

Q: How do you understand the concept of the senior sister's central kitchen model, can you give an example?

A: Baozi, the core of the central kitchen is to achieve "one collection, multiple generation, and multiple release", that is, through the intensive production of content, to achieve multi-level development of news information, so as to improve the communication effect and save communication costs. For example, taking the People's Daily as an example, in the reporting of major events, the editor-in-chief dispatch center can mobilize reporters with different specialties to collect and edit the information according to different interview topics and types, and hand it over to technical personnel for in-depth processing. This mode of operation allows the collected information to be more comprehensive and timely, and can be presented in different forms on multiple platforms to meet the needs of various communication channels.

21

Q: How do you combine fiction and reality with this news commentary?

A: Baozi, in news commentary, "real" refers to the news facts themselves, that is, specific and verifiable information such as events, data, and people, while "virtual" refers to subjective content such as analysis, evaluation, and prediction of news facts. The combination of fiction and reality means that on the basis of reporting news facts, appropriate subjective analysis and evaluation are carried out, so as to make the report more in-depth and wide-ranging.

22

Q: Senior sister, can the Tang Dynasty's Jinju Courtyard also be called a Di Bao? Or does it just have the nature of a Song Dynasty Di Bao, but it can't be called directly in the strict sense?

A: Di Bao is a general term for newspapers in ancient China, but this title has appeared since the Song Dynasty. From content collection, compilation, review to release, the Song Dynasty Di Bao established a relatively complete news release system. In the Tang Dynasty, it was the earliest media in China with a proven track record, and it was also the prototype of the earliest newspaper that appeared in the world.

23

Q: Senior sister, I read that there is no relevant official newspaper record of the Yuan Dynasty written in the book, do you want to be sure that this is the Yuan Dynasty?

A: Due to the relatively short period of the Yuan Dynasty, there was no time to establish a national official newspaper distribution system, but official documents in the form of Di Bao and Di Copying still exist to a certain extent, so there will be Oh here~

24

Q: Senior sister, is there anything else that needs to be paid attention to in addition to the layout, content, and style of the "Liberation Daily" in 1942? In addition, how should we understand the effectiveness of the "Liberation Daily" revision, and is there any difference between the effectiveness of this revision and the significance of the revision?

A: Baozi, the content that "Jiefang Daily" needs to pay attention to is based on what is written on the "Full Set of Materials", and we will pay more attention to what aspects are written~ The significance of the revision of Jiefang Daily lies in its milestone position in the development of the party's journalism, as well as the establishment of the development model of the party newspaper and the anchoring of the development direction of the journalism industry, and its effectiveness is reflected in the objectivity, authenticity, depth, readability and service of the news report. These two are interrelated, and together constitute an important position and far-reaching influence of Jiefang Daily's revision in the history of news communication.

25

Q: Is there any difference between this advertising self-discipline and advertising industry self-discipline?

A: Advertising self-discipline emphasizes more on the individual's self-restraint, while advertising industry self-discipline emphasizes more on the common interests and ethics of the entire industry. It can also be said that advertising self-discipline is the foundation and premise of the advertising industry.

26

Q: Sister, are 4PS and 4P the same? I see that the back is 4CS, also known as 4C.

A: It's a drop, it's the same drop. 4PS is because of the addition of the word strategy at the end.

27

Q: Senior sister, would you like to ask what is the difference between the corporate identity system and the logo?

A: The logo belongs to a part of the corporate identity system, and the corporate identity system is referred to as CIS including BI, VI, MI, and the logo is part of the VI vision~