How does the propaganda department of the student union do a good job in new media and traditional media?

From a global perspective, the transformation from traditional media to new media is not very smooth, especially in China, because the development of new media in China is particularly rapid, which directly or indirectly subverts the development model of old media. In this case, can traditional media still adhere to the original talent standards and employment mechanism? Do you want to accept Internet thinking and user thinking? How to combine social responsibility with market orientation? These are all issues that traditional media should consider in talent strategy. If we regard new media as media, we will find that the talents possessed by new media and traditional media are very different. New media people seem to be born to obey the laws of the market, while traditional media people seem to be born with certain political consciousness.

First, three kinds of talents urgently needed by traditional media

In recent years, a noteworthy phenomenon in the press is that talents from traditional media are flowing to new media. You know, many people in the traditional media still look down on the new media, because it seems that compared with the old media, the new media is still not like the media, or not in our traditional sense. However, this may be the problem. Why must new media be like the media? You can also call it new media, and the concepts of media and media seem to be being broken. For a long time, many people in the traditional media have been adhering to a media thinking, claiming to be the media and being proud of the media. In their eyes, the new media is not a media, not a regular army, but a straggler.

So in this case, we can see what changes have taken place in the demand for talents in traditional media. In other words, what kind of talents do they need more today?

(1) Excellent content provider

There are basically three levels of human information dissemination. The first layer is the fact layer, which can also be said to be the notification layer, which simply tells you what happened. The second layer is the interpretation layer, which involves the truth and needs professional explanation. It should be noted that not everyone is interested in the truth. The third layer is the viewpoint layer, which can be described as the meaning layer, and the audience at this level is even less. These three levels also correspond to the three stages of news reporting, namely, information stage, story stage and comment stage.

You're welcome to say that the new media seems to push the traditional media to the second level, that is to say, the speed of the new media has an advantage in the information dissemination at the first level. If we look closely, we will find that most of what we can call good content today comes from traditional media. Good content still depends on traditional media? Although the new media has produced many good forms for us, most of the good content seems to come from the old media. Therefore, it seems very meaningful to discuss content as king at this level. Conversely, the traditional concept that channels are king now seems to belong to new media. For example, how did Tencent win its opponent? Looking at it now, it defeated the arch-rival of the portal website by its products. In other words, those who make products beat those who make media. What does this mean? It shows that we may have reached the era of product media, and the media is more like products than media. This may be something that many people don't want to see, and the content seems to be controlled by the form. Strangely enough, the result is not entirely political. It seems that the media has changed itself.

Today, we don't lack channels. What we lack is content, valuable content. We seem to have entered an era with too many channels. In reality, we are stuck in traffic jams everywhere, but on the information expressway, we are unimpeded. The problem is that we lack weighty content. If our content only stays at the information level, or even drops to the point of data consumption, then we will only become story consumers. When multiple channels encounter less content, the richness of channels may set off the shortage of content. Simple pipeline thickening and increasing the number of pipelines will expand the flow of content. Perhaps it is in this context that Wang Cai's content gradually gives way to the channel. It seems that the channels are unimpeded, and good content has become a scarce product. From channel scarcity to content scarcity, channel liberation gives way to content liberation.

Maybe we can also divide the content into three forms according to communication. The first is the spread of facts, or more technically, the spread of events, which only spreads facts, does not spread opinions, and emphasizes objectivity; Second, the dissemination of opinions, often interviewing people with opinions; The third is topic communication, which is usually a background communication for what people are talking about, and often has a fan base.

After China's reform and opening up at the end of the 20th century, an interesting phenomenon appeared in the media, that is, many good journalists and articles came from the economic departments of the media and became places where talented people came forth in large numbers. This stems from the shift of China's focus from class struggle to economic construction. This phenomenon of the Ministry of Economic Affairs not only appeared in People's Daily, but also appeared in CCTV. Historically, during the Cultural Revolution in China, the international department of People's Daily was the most popular, and the best talents seemed to be in the international department. We might as well call it the international department phenomenon. According to this historical law, where will the next departmental phenomenon appear? Or has the traditional media become a place to fight alone?

We can now imagine a scene, that is, what happens when people who watch News Network meet people who watch Global Times? Because these two media seem to have been included in the category that can influence the world outlook, but the former has a slightly older audience, a stronger sense of information and a stronger sense of domestic existence. The latter has a stronger nationalist sentiment, a more prominent viewpoint and a stronger sense of international existence. For the audience who only pay attention to one information channel, it is often easier to believe the information of this channel and exclude other channels. These two kinds of media can be said to represent some living conditions of the traditional media in China today.

Under the pressure of new media, one question that traditional media may have to think about is whether news and comments should be separated. From the perspective of journalism, opinions and facts should be separated, just as editing and management should be separated. However, whether in news teaching or in front-line news reports, we can easily see a subtle change, that is, news comments are increasingly becoming an integral part of news writing. This is like a challenge to the objectivity of news, but it is not difficult to understand from the perspective of content industry, because news is not written by robots after all. Why can't machines completely replace people to write news? Apart from the consideration of employment, this is more like a question of future studies. When Google started to use search engines to capture news, it seemed to take the place of editors. It seems that machines can replace bad news writing, but not good news writing. Machines can be more cold-blooded than people. However, people can be active and objective, and machines can be passive and objective at most. Besides, news also needs emotional writing.

On this issue, we can look at the documentary. Why are documentaries more easily accepted by western society? Formally speaking, documentary is a western product. Therefore, in cross-cultural communication, formal identity is probably one of the reasons why documentaries are easily accepted by mainstream western society. Besides, who is closer to history, documentary or news? Usually we say that news is the history of tomorrow, but if we use news to form history completely, we may draw two conclusions: first, heroes create history; Second, news is a thing of the past, decaying rapidly, and it seems that it is not enough to bear the history. Literature seems to be more in line with historical requirements. However, documentaries are often not satisfied with recording history, but also affect contemporary society. So we often think that documentaries are more real than news.

What's the difference between news and documentary? The former is fast and the latter is slow; The former is objective and the latter is subjective; The former is short and the latter is long; The former is an open fragment and the latter is a closed whole; The former is like a product, and the latter is like a work; The former is free from vulgarity, while the latter is Chun Xue; The former is fleeting, and the latter is true; The former excludes art, while the latter is easily regarded as art; The former is a thing of the past, while the latter lasts forever.

From the perspective of traditional media, has our news interview level declined? At least from the perspective of TV news interview, it is rare to see a wonderful news interview program now. CCTV's "Focus Interview" and "News Investigation" programs seem to have been marginalized, and news interviews tend to be hosted. The host is becoming more and more talkative and is no longer a reporter. It used to be said that the host would not interview, but now it is said that news has become the norm. The rest of the interview highlights seem to be street shooting.

(2) People who know new media

An important direction of traditional media transformation is the integration with new media. However, a generally pessimistic view today is that people in the old media often can't do well in the new media. Why? A popular saying is that people in traditional media lack Internet thinking, and it is amazing to say that the concept of Internet thinking is accurate. Since the end of the 20th century, when online media prevailed, almost all traditional media in China have set up their own websites. However, the reality is that newspapers can't run the Internet for ten years. The reason is that, apart from the factors such as policies and systems, the biggest problem for traditional media to encounter Waterloo seems to be the lack of Internet genes.

Why is the transformation from traditional media to new media difficult to succeed? An important reason is that many old media don't want to become new media, or they are unlikely to suddenly become new media. The old and new media seem to be doing different things, and the new media will not become traditional media. The current situation is that the old media like to pull the banner of the new media and continue to do things with the traditional media.

Here, we often ignore a question, that is, how does the sender become the receiver? For a long time in the past, we paid more attention to how the audience became communicators, the so-called self-media. However, we may have overlooked an interesting detail, that is, the sender will also change to the receiver. On Weibo and WeChat, this seems obvious. Journalists come here not only to deliver news, but also as a channel to enter the audience, not to experience life.

Why do many people like watching diving programs on TV? Not only because China has some world champions, but also because several champions have married into giants. More importantly, I'm afraid most people are unlikely to go diving on the high platform all their lives. So, now someone has experienced it for them, and they are still their favorite stars. Why not? Nowadays, cultural experience is becoming more and more important, and the switch seems to be within reach. We used to have experiential interviews, but today we have experiential media. Mobile media is particularly obvious in this respect, and the media seems to stimulate our sense of touch. From hearing to vision to touch, the media experience seems to be gradually enhanced. From others' experience to self-experience, tactile media is very important.

Another problem is the confrontation between newspapers and the Internet. Few people seem to doubt that newspapers will die out now. However, it seems that newspapers are still tenacious before their demise, which is characterized by their greatest in-depth ability to finally overcome the challenge of the Internet. However, the problem seems to be here. The newspaper's retreat to the fortress may just make it lose an opportunity to embrace new media, and it is difficult to integrate the in-depth investigation and comments it relies on into the network.

(3) People who are familiar with big data and statistics.

In the era of big data, the sensitivity to numbers is becoming more and more important. Although this does not necessarily mean the revival of accurate news, it does reflect the importance of data news. Even though we have doubts about the concept of big data, our news reports do face more and more figures and statistics. Obviously, we can't just be satisfied with turning these boring numbers into interesting facts, that is, digital science. Today's digital media and digital journalists are significantly higher than in the past.

Let's look at the difference between big data and statistics bureau. It seems that the former is more reliable than the latter, because big data seems to tell more truth and it has less water. However, at present, it seems as difficult as the Bureau of Statistics to solve a problem, that is, the relationship between individuals and groups, or the relationship between minorities and the majority.

A very intuitive performance of big data is that users can be divided into many groups and strive for accurate services. Segmentation of audience is a direction of media reform in the era of big data. Only by catering to market segments and focusing on a certain market segment can we win people's favor. The more dedicated you are, the more professional you are, and people will trust you. Theoretically, this is not the patent of new media, because a key to the success of traditional media is specialization, or professionalism, which highlights professionalism and professionalism. The personalized information recommendation engine based on data mining launched by Beijing ByteDance Technology Co., Ltd. made headlines today. Since it was launched on August 20 12, it has accumulated more than 90 million users and become the fastest growing information client. Although it caused some controversy, it also brought some useful thoughts to the traditional media. Headline was originally a concept of newspapers, and now it has been widely used in new media. Similar examples are news views and news views, which seem to happen more easily in the new media era. What we can't understand is that the new media seems to promote the progress of opinions more than the old media, and it seems that opinions are turned into news, and news is turned into opinions. News posts are an example. We used to say that this is the era of opinion news. In fact, the real arrival of this era is because of new media.

Second, the traditional media talent strategy

After all, the employment mechanism of the media reflects the employment problem of the whole society to a certain extent. The media is not a peach blossom garden, and it is inseparable from the social environment for talent growth.

Speaking of the special situation of the media, if the quality of a unit is high, it is very likely that a person's ability will also be improved. But this refers more to the process than the result, because the internal friction between talented people is also great. In addition, it is often the units that ignore efficiency that attract talents together. Therefore, brain drain is usually more serious in units with many talents. This phenomenon exists in countries as big as provinces and cities.

Let's look at the dialectics of talent recruitment. There seems to be a rule on the issue of talent recruitment, that is, if the recruiting unit is particularly good, it will lower the threshold because it is confident that it can identify outstanding talents. On the other hand, if your recruitment conditions are set too high, it may often give people the impression that you are not confident enough and do not have your own talent evaluation system. Recruitment is also a talent evaluation process.

What traditional media should do now is to establish a competitive talent introduction mechanism and employment mechanism.

(A) to meet the journalistic ideals of journalists

What is the ideal of news? I hope to be engaged in journalism, think of the front line, and be eager to be a witness of news, punish evil and promote good, and expose darkness. This ideal belongs not only to young people, but also to students majoring in journalism. Not all professions will have such career ideals, and not all journalists will be born with news ideals. Frankly speaking, this ideal should be encouraged by every society.

We can often see such people in the media. The first is people who can understand. It is easy for the media to produce such people because they are well-informed, close to politics, skilled, calm and thoroughly understand the national conditions. The second kind of people also have news ideals and passions. They are an important reason for the existence of the media. They are cynical, just like cynics. The third is people who regard the media as their livelihood, like a duck to water. In a sense, the formation of these three kinds of people is also related to personal personality.

Now I choose to enter the traditional media for two reasons, spiritual and material. Take the newspaper as an example. Most people who choose to go to a newspaper are people who want to do news and pursue news ideals. But now some media, especially some metropolis newspapers in second-and third-tier cities, let journalists pull advertisements, which will make journalists who originally had news ideals feel disgusted, their spirits are not satisfied, and their wages are not very high, which is easy to cause brain drain. The contradiction with the ideal of news is the official standard. Although many people know that the media industry is not a place to make big money, this does not prevent the official-oriented consciousness from invading the news industry. This can be said to be a major difference between traditional media and new media. Traditional media is hierarchical. In China, the general view is that the higher the administrative level, the more he knows about politics, because the higher the level, the more political information he has.

I'm afraid the reform of media administrative level is not suitable for one size fits all. For example, some units are suitable for the concept of large administrative levels, and the span between levels is large, which is convenient for communication between superiors and subordinates. This down-to-earth approach is conducive to affinity. Other industries may be suitable for small administrative levels, and the gap between levels is very subtle. This hierarchical mechanism is easy to establish authority, and its weakness is that it will be regarded by many people as increasing the number of bureaucrats. It may be unrealistic to completely abolish the administrative level of traditional media at once.

This may also involve the difference between large units and small units, and the leaders of small units are mostly transferred from large units. The larger the unit, the higher the administrative level. More interestingly, it seems that the bigger the unit, the more likely its cadres are to be transferred and promoted to other units. According to this logic, the political space of small units is relatively narrow, perhaps because of this, the political level of small units is more detailed.

Generally speaking, foreign leading cadres sometimes affect the career enthusiasm of their own personnel, and lower-level units have more opportunities to select cadres within their own units.

Comparatively speaking, higher-level units will have more opportunities to engage in cadre exchanges, not only the leaders transferred from outside, but also the cadres transferred from the unit. Units with high degree of specialization tend to choose internally, while units with low degree of specialization are easy to be transferred from outside.

(two) can learn from foreign advanced employment mechanism.

Traditional media often exclude the experience of western developed countries when discussing the employment mechanism. For example, in many studies on the reform of media mechanism, it is easy to find some studies that are not controlled by the media, that is to say, these studies put many factors that do not belong to media behavior on the media, and the results are neither fish nor fowl. This is not only the political influence behind the media, but also the economic influence. For example, the study of using the media as a court, and the changes in political communication. In this regard, what we can often do is to let the media become media and let them do what they can.

From March 20 14, Dragon TV cancelled the original management structure and functions of the company, retained the legal person organization, and newly established the Dragon TV Center. The former Oriental TV Center, Art and Humanities Center, large-scale activity center, new entertainment company and Xingshang Media Company set up the Oriental TV Center, focusing on the research and development, production and broadcasting of entertainment programs, which is directly under the management of Taiwan and the Group.

This makes the complex organization more concise and clear, and facilitates the integration of the production power of Taiwan Province Variety Entertainment and the expansion of Dragon TV. The independent filmmaker system can promote the specialization of TV production and explore a new TV mode that adapts to contemporary audiences.

Nowadays, many companies have introduced the concept of human resources, which has replaced the traditional concept of personnel department to some extent. In the past, some media used to give subjective scores to journalists, which seems to be out of date.