MEDIA professionals have been urged to be innovative and follow new technological trends if they are to survive in the fast-changing sector, where new media is taking over.
Speaking during a lecture to 22 senior editors attending a Seminar on Media Professionals in Zimbabwe in Changsha yesterday, Hunan Daily Express group senior editor Yan Bin said media transformation, content production should closely follow cutting-edge technological trends, adding that it was essential to co-ordinate resources, leverage on technology and align with specific contexts, focusing on the user to deepen user engagement and achieve smooth, effective and empathetic communication.
“What’s new about new media lies in its diverse forms and presentation methods: articles, H5 pages, animations, audio, video, livestreaming, data journalism, graphic posters and more,” he said.
Yan said whether traditional or new media, content production should never lower its standards or tone, but should uphold social responsibility.
He said media professionals should target captivating angles when producing their works.
“Storytelling is king in communication and the ability to tell stories is the most important communication skill,” Yan said.
“The success or failure of an individual, a business, a nation or a religion depends on its storytelling ability.
“Storytelling is humanity’s most vital cultural power. Stories contain information, viewpoints and — most importantly — emotions.”
- ‘Media transformation, content production must closely follow cutting-edge tech trends’
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The Hunan Daily deputy editor added that the younger generation “are true digital natives” and that they have access to diverse information channels, broader perspectives, more active thinking and distinct personalities.
“The ideological strengths, value judgments and guidance provided by mainstream media ultimately rely on their [younger generation] acceptance and resonance,” Yan said.
“We need to lower our stance, understand and get closer to our target audience, turning ‘what’s important’ into what is ‘needed’, and what is ‘meaningful’ into something ‘engaging’.
“Only by doing so can we use high-quality content to strengthen confidence, unite people’s hearts, warm their spirits and build a shared sense of purpose. This will create powerful ideological leadership and foster a clear, positive space in public discourse.”
Yan said media professionals should always be wary of the title of an article as it determines traffic.
He said today, video is a comprehensive carrier of communication and that moving from readable to visual, from one-dimensional to multi-dimensional, the consensus that “no video, no spread” is increasingly shared by many.
“With the popularisation of 5G, short videos have experienced explosive growth. In the mobile internet era, short videos are the most direct, easiest to disseminate and most efficient; compared to text and images, they carry more information and offer stronger interactivity,” Yan said.
“At the same time, whether it’s professional media, self-media or individuals, anyone can shoot and upload videos anytime, making it easier to shape public opinion and create viral online content.”
Yan said for traditional media to transition to new media, “structural adjustments were necessary: conflicts and controversies should be brought forward”.
The seminar is being sponsored by the Commerce ministry of China and was organised by the Hunan International Business Vocational College.
