Let the mainstream media firmly occupy the commanding heights of communication —— Sidelights of the Political Bureau of the Central Committee’s 12th collective study
Xinhua News Agency, Beijing, January 25th Title: Let the mainstream media firmly occupy the commanding heights of communication— — Sidelights of the Political Bureau of the Central Committee’s Twelfth Collective Learning
People’s Daily reporter Wang Xiaodong Du Shangze
"I specifically mentioned the first secretary in my New Year message. I am here to extend my sincere greetings to all the first secretaries, grassroots cadres and hundreds of millions of people in the country. I wish you all a happy New Year and a happy new year! "
On the morning of January 25th, on the 10th floor of the People’s Daily New Media Building, the General Secretary of the Supreme Leader was connected with the People’s Daily reporter who was posted in Luanping County, Chengde City, Hebei Province.
This is the third time that the General Secretary came to People’s Daily and walked into this new media building.
This time, around the all-media era and the development of media integration, the General Secretary presided over the Political Bureau of the Central Committee’s 12th and first collective study this year.
After investigation, explanation and discussion, more than two hours of study were rich in content, warm and fruitful.
The General Secretary stressed, "We should make use of the achievements of the information revolution to promote the in-depth development of media integration, enlarge and strengthen mainstream public opinion, and consolidate the common ideological foundation of the United struggle of the whole party and the people of the whole country, in order to realize ‘ Two hundred years ’ The Chinese dream of striving for the goal and realizing the great rejuvenation of the Chinese nation provides strong spiritual strength and public opinion support. "
Reading the old photos in the newspaper column caused the general secretary to recall.
At about 9: 15 in the morning, General Secretary of the Supreme Leader led all comrades of the Political Bureau of the Central Committee to the People’s Daily Digital Communication Company on the 9th floor of the building.
"Good general secretary!" The employees of the company applauded warmly and rushed to say hello to the general secretary, who smiled and shook hands with everyone.
"I used to stop there and read the newspaper of the day." In the corridor, there are pictures of the People’s Daily reading columns in different periods. An old photo of the newspaper column in the former site of Wangfujing, People’s Daily, aroused the memory of the General Secretary.
The general secretary stopped before a photo of a representative member of the two sessions browsing the news of the two sessions through the electronic reading column of the resident People’s Daily.
"Does every station have it?" The general secretary asked. "Both, last year, the two sessions achieved full coverage of the representative Committee." Xu Tao, chairman of the company, replied. The general secretary nodded in affirmation.
Subsequently, the general secretary and his party walked into the broadcast control hall to watch the function demonstration of the electronic newspaper reading column.
As a carrier of integrated communication, the electronic newspaper reading column can not only read the pages of People’s Daily on that day, but also collect the contents of major newspapers such as Qiushi magazine and the media under the newspaper, and connect with platforms such as "Learning Power" in Publicity Department of the Communist Party of China. The General Secretary affirmed this practice.
The newspaper is connected to the screen, and the screen is connected to the end. On January 1st this year, People’s Daily carried out layout optimization and adjustment. Visual elements such as pictures, charts and summaries have increased significantly, and the function of electronic newspaper reading column has also been upgraded simultaneously. Clicking on a report will pop up multimedia content such as related videos, pictures and animations, making the report more stereoscopic and vivid. The general secretary carefully watched the demonstration and asked about the situation from time to time.
"I used to read newspapers in the newspaper column, but now I can listen to audio and watch videos." Li Baoshan, president of People’s Daily, said.
“‘ Chivalrous Island ’ Did you do it? " The general secretary asked. Li Baoshan replied: "This is a media studio in the overseas edition of People’s Daily. Our electronic newspaper column is also linked to ‘ Chivalrous Island ’ The content. "
After watching the demonstration, the general secretary and his party came to the glass curtain wall of the broadcast control hall to learn about the layout of the electronic newspaper reading column.
Since the 18th National Congress of the Communist Party of China, People’s Daily has accelerated the construction of electronic newspaper reading columns all over the country, from Sansha, Hainan Province in the south to frontier posts in the north. In the high-end office buildings in Lujiazui, Shanghai and Sanlitun, Beijing, the newspaper reading columns have become a beautiful landscape. At present, a total of 20,000 screens have been put into use all over the country, affecting nearly 10 million audiences every day, making it the largest building digital news media in China. In January this year, the electronic newspaper column of People’s Daily entered the Consulate General of China in Auckland, taking the first step overseas.
In recent years, People’s Daily has also promoted electronic newspaper reading columns to enter universities, communities, buildings and rural areas, and put forward the plan of "100 cities and 10,000 buildings with a million screens" to provide a learning garden and information service carrier for the "two new organizations" party member. At the same time, around the construction of the civilized practice center in the new era, the electronic newspaper column is constantly expanding its distribution, expanding its capacity and increasing its functions, providing all-round services for the countryside with the electronic newspaper column as the terminal, so that the party’s innovative theory can "fly into the homes of ordinary people".
"What is the most popular content", "Who is responsible for the installation" and "No charge" … … The general secretary has a detailed understanding of the content construction, audience interest and operation mode of the electronic newspaper reading column, and fully affirmed the practice of the People’s Daily to become a bigger and stronger outdoor mainstream public opinion position.
When leaving the broadcast control hall, the general secretary shook hands with the staff one by one and sent a New Year greeting.
Maximize and optimize the publicity effect.
At 9: 30, General Secretary of the Supreme Leader and his party came to the People’s Daily all-media news platform.
On February 19th, three years ago, when the General Secretary visited People’s Daily, the all-media news platform was still under construction, and the mechanism exploration had just started. Today, it has become the coordination and command center and innovative production platform for People’s Daily to promote the deep integration of media.
Ye Zhenzhen, president of People’s Daily Online, demonstrated the organizational structure and operation of the all-media news platform in combination with major reporting cases, which was affirmed by the general secretary.
After the 19th National Congress of the Communist Party of China, People’s Daily launched an upgraded version of the all-media news platform — — The national party media information public platform and the high-quality content of the national party media are pushed to various platforms through "algorithm recommendation". At the same time, the operating mechanism and technology of the all-media news platform have also been extended to 27 party media and county-level media centers across the country. In January this year, the party media information platform and more than 200 party media across the country launched a large-scale theme interview activity of "2019, we are all dream catchers".
The general secretary has a video link with Liu Xi, a reporter from People’s Daily Online who is interviewing in Yuying Village, Pingfang Manchu Township, Luanping County. She reports to the general secretary: "This is the photovoltaic industrial park in Yuying Village. The barren hills in the village are covered with photovoltaic panels, totaling 6,000 mu. Villagers rent land for the construction of photovoltaic power plants, with a minimum rent of 30 mu and an annual income of 3,000 yuan. "
"There is a poverty alleviation female cadre who is devoted to her work. In order to take care of the children who are still breastfeeding, she rented a house with her mother in the village." Lv Xiaoxun, a commentator of People’s Daily, is the first secretary of Yuying Village. He has been working in the village for half a year. He reported to the general secretary his personal feelings of becoming a frontline cadre for poverty alleviation: "Respond to the call of the general secretary and go to the grassroots to strengthen ‘ Sili ’ I am particularly educated. The villagers are very grateful to the party for its good policies, and the work of grassroots cadres is very devoted and powerful! "
The general secretary listened carefully to their introductions and encouraged journalists to take the grassroots, especially the front line of poverty alleviation, as a platform and a rare opportunity for learning and experience.
The key to media integration lies in the integration of people. In recent years, under the mechanism of all-media news platform, more than 260 editors and reporters of People’s Daily have set up 45 media-integrated studios according to the mode of "interest combination and project construction", which has promoted the realization of integrated planning, integrated interview and integrated communication, and the productivity and innovation of all-media news have been significantly improved.
The general secretary went to the editors and reporters of Rong Media Studio and shook hands with them. The reporter of "Spicy Finance" Studio told the General Secretary that they made a series of fusion reports around "China’s rice bowl is in his own hands"; The name of the studio "A Book of Politics and Economics" caused a lot of laughter in the hall. The "Learning Power" studio was named after the earnest entrustment of the Supreme Leader General Secretary that "China should always be a learning power"; When "Chivalrous Island" reported the situation of the studio to the general secretary, the general secretary nodded frequently: "I often watch."
When the General Secretary encouraged the editors, he emphasized that mainstream media such as party newspapers, party magazines, party stations and party websites must keep up with the times, boldly use new technologies, new mechanisms and new models, accelerate the pace of integration and development, and maximize and optimize the publicity effect.
After leaving the hall, the General Secretary and his party went to the People’s Daily electronic page wall to browse the pages of People’s Daily in different periods. See the fifth edition of the newsletter "Do a good job and win people’s hearts — — When investigating and handling cadres’ violation of discipline to build private houses in Ningde area of Fujian Province and commenting on Perseverance and Invincibility, the general secretary said: "I remember this thing."
The general secretary took the lead in applauding "well done"
"The general secretary is coming, the general secretary is coming!" At about 9: 50, General Secretary of the Supreme Leader and his party came to the People’s Daily New Media Center on the 14th floor of the building.
On the morning of February 19th, 2016, the General Secretary visited the People’s Daily for the first time, and recorded a Lantern Festival greeting audio in the new media center, which became a screen-brushing product. On that day, it was forwarded on WeChat more than 20 million times, and the number of hits on the whole network in the past three years was more than 250 million times.
The General Secretary and his party walked into the new media release hall to learn more about the development of new media in People’s Daily through the big screen display and the introduction of Ding Wei, director of the new media center.
At present, People’s Daily has formed a media phalanx covering more than 10 kinds of carriers such as newspaper, internet, terminal, micro and screen, covering an audience of 786 million. The download volume of People’s Daily client exceeded 250 million, the number of fans in Weibo exceeded 130 million, the number of users of WeChat in WeChat official account exceeded 24 million, and the English client was officially launched before the 19th National Congress of the Communist Party of China. The influence of People’s Daily’s "two micro-ends" and the activity of netizens are in the forefront of mainstream media. The general secretary nodded frequently after listening.
In practice, People’s Daily’s new media innovation has carried out personalized production, visual presentation and interactive communication, resulting in many new media products with great social repercussions.
On the eve of the Army Day in 2017, the People’s Daily New Media produced an H5 interactive product with military uniform photos, which achieved fission communication, with the cumulative number of views exceeding 1.1 billion, setting a communication record for H5 products.
"After countless storms, the sea is still there! After more than 5000 years of hardships, China is still here! Facing the future, China will always be here! " This golden sentence in the keynote speech delivered by the General Secretary at the opening ceremony of the first China International Import Expo on November 5, 2018 was made into a vertical video by the new media of People’s Daily and released on the Tik Tok platform, with a broadcast volume of over 56 million.
"How long have you not told your mother the truth? How long has it been since you’ve eaten mom’s cooking? How long has it been since you walked with your mother? How long have you not held your mother’s hand? " A micro-video called "Holding Mom’s Hand" has moved countless people … …
The general secretary stopped in front of the big screen, carefully watched the demonstrations of these products, and nodded his praise from time to time.
"The five-star red flag flutters in the wind, and the victory song is so loud … …” The singer of this song "Singing the Motherland" is a young editor and reporter of the People’s Daily New Media Center. During the two sessions last year, they directed and performed the flash "China is awesome" in the subway car in Chengdu, which made the whole car boil. Many passengers couldn’t help singing and clapping. A middle-aged woman took out a tissue and quietly wiped the tears from her eyes.
At present, there are nearly 170 million young netizens under the age of 19 in China, which is more than 1/5 of the national netizens. They are called "aborigines" of the Internet. How the mainstream media influences the younger generation, the People’s Daily new media has made many useful explorations.
"Time is a museum, where we miss her … …” To celebrate the 40th anniversary of reform and opening-up, People’s Daily’s new media launched pop-up shop with the theme of "Time Museum" in Beijing, Shanghai, Shenzhen and other places, and also entered the National Museum to participate in the exhibition of "Great Change", and visitors lined up from the second floor to the first floor.
After watching the demonstration of new media products, the general secretary took the lead in applauding and praised "doing well".
Before leaving the new media center, the general secretary shook hands with the staff one by one. He said emotionally: "Patriotism is an eternal theme, and publicity in this area should be strengthened. You should persevere."













