Editor's note: At the 2020 China New Media Conference jointly sponsored by the China Journalist Association and the Propaganda Department of the Hunan Provincial Party Committee, the main creative representatives of the winning works of the 30th China Journalism Awards Media Integration Award shared their creative experience on the spot, revealed the path of innovation, and explored the law of excellence. Today, we invite Wu Na, the chief creative representative of the first prize winning work "Guangming Remembrance" of the 30th China Journalism Awards and the director of the Liaison Office of Intellectuals with Outstanding Contributions of Guangming Daily, to share her creative feelings.
"Bright Remembrance" is a new media news column opened by Guangming Daily since the end of October 2018. Through this column, we hope that in addition to the newspaper page, we can also report the news of the death of intellectuals who have made outstanding contributions to our country in a timely manner through various ports such as Weibo, WeChat, clients, and websites, recall their spiritual quality and patriotic feelings, review their outstanding achievements and struggle course, thus convey the concern and concern of the Party Central Committee for the vast number of intellectuals, promote the creation of a social public opinion atmosphere of seeing the wise and thinking together, recalling famous people, and gathering and disseminating positive social energy.
Since its launch, "Bright Remembrance" has received widespread attention due to its accurate positioning, distinctive characteristics and humanistic care, and the Weibo and WeChat public accounts of many media, including People's Daily and Xinhua News Agency, have been reprinted and quoted in large quantities, forming a wave-like communication effect.
At the same time, "Bright Remembrance" pays attention to the linkage of newspaper, network, terminal and micro platforms, news, communication, new media products and other multi-genre presentation, highlighting a strong media integration attribute, has formed a newspaper, website, "two micro and one end" of the all-media report pattern, multi-platform linkage is rapid, becoming a brand column with the characteristics of Guangming Daily, and its influence continues to rise.
Wu Na, the creative representative of the first prize of the 30th China Journalism Awards Famous Column, "Guangming Remembrance" and the director of the Guangming Daily Outstanding Contribution Intellectual Liaison Office, shared her creative feelings at the 2020 China New Media Conference.
According to statistics, from January to December 2019, the relevant content of "Bright Remembrance" accumulated nearly 500 million reads on various platforms such as Weibo WeChat headline number Douyin.
On January 16, 2019, after the death of Yu Min, academician of the Chinese Academy of Sciences, important founder of China's nuclear weapons cause, and researcher of the China Academy of Engineering Physics, Guangming Remembrance first published the news of his death through various ports for the first time, and distributed a special article by Guangming Daily to report on Academician Yu Min in 2015, which made the entire report both rapid and timely, rich and readable, which aroused the attention of the whole network. Among them, the official micro-reading volume of Guangming Daily quickly exceeded 10 million in less than 4 hours, and the number of WeChat readings quickly exceeded 100,000. Since the establishment of the column, the relevant content has accumulated nearly 1 billion reads on various platforms such as Weibo, WeChat, and Douyin.
Among the 33 academicians who died in 2019, including Meng Zhizhong, a meteorological satellite expert in China, an academician of the Chinese Academy of Engineering, and the chief senior technical adviser of the Shanghai Academy of Aerospace Technology; and Liang Jingkui, an academician of the Chinese Academy of Sciences, a famous physical chemist, and a researcher at the Institute of Physics of the Chinese Academy of Sciences, the news of the death was first released by Guangming Daily, and an atmosphere of online memorial was formed.
The column content has repeatedly been listed in the top ten of Weibo hot searches, and the number of articles read by Weibo has exceeded 100 million, and the number of WeChat reads has exceeded 100,000.
"Bright Remembrance" is the result of Guangming Daily's deep cultivation of the intellectual world for more than 70 years. It is precisely because of this that it can be recognized by the vast number of intellectuals and is considered to be "a column that only Guangming Daily can run at a glance." In addition, the intellectuals who entered the vision of "Bright Remembrance" are all experts with outstanding contributions and prestige in the contemporary era, and the stories and styles of these deceased masters are left in the paper and in the heart for a long time, which has a sense of heaviness in itself.
Since its inception, "Guangming Memorial" has continuously received positive feedback from all walks of life, especially those academicians and scientists who have made outstanding contributions in their respective fields, but have worked silently and little known, Guangming Daily has reported their life deeds for the first time, published memorial articles, their families and friends, as well as colleagues and descendants in their units and fields, many of whom have expressed their gratitude to us.
For example, the person in charge of the party committee of some colleges and universities said: "Bright Remembrance" pays tribute to intellectuals who have made outstanding contributions, inherited the spirit of scientists, left valuable spiritual wealth, marked the value height of the new era, and condensed the hearts and strength of the vast number of intellectuals.
There are many touching comments in the comment area of the new media platform of "Bright Remembrance": "May every scientist who dedicates himself silently and works hard be respected by society", "This is the star we should pursue", "The master is gone, my generation should be self-reliant"...
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In the context of media integration, Guangming Ribao, as the main central news unit with intellectual readers as the main service object, takes the pulse of the new expectations of intellectuals, responds to the new demands of intellectuals, and optimizes the service work of intellectuals, not only needs to understand, grasp and judge the psychological dynamics of readers, but also presents good content in a good form and good packaging, and both are indispensable. (The author Wu Na is the director of the Guangming Daily Outstanding Contribution Intellectual Liaison Office The copyright of this article belongs to the China Journalist Association, please indicate the source of the "China Journalist Association" WeChat public account)