A few days ago, Guan, the president of the car selection network, talked with the secretary-general of the National Image Communication Research Center of Tsinghua University, the deputy director of the Institute of Public Relations and Strategic Communication, and the researcher to discuss the change and unchanging of media development.
What changed was the way of communication.
Nowadays, people are used to transmitting text, music and video files through QQ, WeChat and other applications ... However, the emergence of rich media messages will end all this, and this revolution is driven by 5G technology.
5G technology is also driving the media revolution. Pan Jianxin said: "On April 8th, the three major operators jointly released a white paper, which mentioned the concept of rich media information. Simply put, rich media information means that users can send and receive pictures, audio, video, location, contacts and other forms of 5G messages of other mobile phone users without downloading an APP or adding friends. This is a brand-new technological revolution. The future will be the era of information flow. Although everyone is a communicator in the media era, the media that can control the information flow in the future is the best media. "
In Pan Jianxin's view, information flow breaks the traditional centralized information distribution mode dominated by editing, and establishes a personalized recommendation engine based on machine learning to provide users with endless information, which is a new direction of media development driven by 5G+ Internet technology.
Although the new technological revolution has changed the way of information dissemination, users are still surrounded by massive information, so the media that creates and integrates fine content will stand out.
What remains unchanged is that content is king.
The epidemic struck and the whole people were grounded. The number of visits on the mobile side has increased, but why is the number of self-media decreasing?
Pan Jianxin said: "Under the epidemic, some profitable self-media studios have been shut down, which is an important reason for the decline in the number of self-media. However, some non-media people use this time to carefully create content and publish it on various media platforms. This reflects from one side that in the mobile era, content is still the core competitiveness of the media. "
No matter how the media structure evolves, the content is Wang Yong's. Pan Jianxin thinks: "Print media, radio and television, Internet, mobile terminals ... Although media forms are undergoing diversified development under the impetus of technological revolution, the content is the same strain, which is particularly important in the media era. In the Internet age, we receive countless messages every day, which is unimaginable. All of us can only see 4% in our lifetime. Therefore, only high-quality content can attract the attention of the audience, and producing high-quality content is the direction of media research and development. "
How to innovate in persistence?
After the outbreak, the communication environment has changed dramatically, and the self-media traffic of copying corporate propaganda information has plummeted. Some anchors in 4S stores copied offline sales words to the live broadcast room, which was criticized by netizens ... So, the media was confused and the manufacturers panicked. What should I do in the future?
Towards integration, this is Pan Jianxin's suggestion to the media. He believes: "The media is between the sender and the receiver of information, and its role is to break the wall between the sender and the receiver. On the one hand, the media should integrate with consumers and understand the needs of the audience. On the other hand, the media should integrate with enterprises, tap news as close to the facts as possible, and let the value of the media really play out. "
Guan put forward his own views on selling cars in the shop. He said: "Why can selling oranges and selling tea live online attract consumers to buy? The reason is that the anchors show the core selling points of the products in the most intuitive way. Full and juicy oranges make people drool, and clear and transparent tea soup makes people salivate ... Obviously, the anchor of agricultural products does not simply promote the selling points of products, but from the perspective of communicating with consumers, it suddenly narrows the distance with consumers. This is a place worthy of learning and research in the automotive industry. "
The most important thing is that no matter whether it is a suggestion or a management point of view, it is not to encourage communication practitioners to subvert the existing business work, but to expand and innovate based on their core business. They have grasped the unchangeable essence of communication in the complicated and changeable phenomenon.
Chinese and foreign experts have the same view on the changing and unchanging media. Tom Hammerschmidt, the executive editor of The Washington Herald, said in the American drama House of Cards, which once swept the world, "The proliferation of Twitter, blogs and media is superficial, but it is only a flash in the pan. These are neither the foundation nor the prosperity of this newspaper. Our core readers are eager for serious news, and I only work for them for 80 hours a week ... "
The COVID-19 epidemic is still raging all over the world, and China's economic development is facing unprecedented challenges. On the surface, the above factors have changed the existing communication environment and accelerated the media differentiation. In essence, the technological revolution of the mobile Internet has pushed the media pattern towards drastic changes, and no matter how the media pattern changes, the content is that Wang Yongyuan is the right way for the media to adhere to.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.