Research On Media Communication Innovation In Major Theme Reports

2018 is the reform year for China's radio and television.The opening of a new round of reforms from the central to local radio and television stations means that China's media integration has set off a new wave.How to grasp the "time effect" of major theme reports and enhance the "four forces" is an important topic that all media must attach great importance to now.The "two sessions" report is typical and important.Studying the innovative experience and shortcomings of the "two sessions" in the context of integration is of great significance for exploring the path of major theme reports.This article takes the report of the "two sessions" of the Inner Mongolia Radio and Television Station in 2019 as a sample,and uses the case analysis method and the framework analysis method to explore the dissemination of media innovation in major theme reports.In the "two sessions" report,Inner Mongolia Radio and Television has planned a remarkable case of media-based innovation communication through innovations in thinking concepts,content production,expressions,and means of communication,providing a new era of media integration and innovation.Ideas.At the same time,the "two sessions" report of Inner Mongolia Radio and Television has also revealed some shortcomings,such as the influence of traditional thinking,the lack of conspicuous characteristics of media content,the unskillful grasp of new media technology,and the need to promote the means of operation and maintenance.For major theme reports,first of all,the media report thinking concept should be “new”,and be innovative in terms of macro planning,agenda setting,and discourse style.Second,content production should be “true”,enter the grassroots level,and be small and big.,height,temperature,angle as the main points of content innovation;again,the form of expression should be "more",pay attention to the power of form,through the setting of special column,title form,editing arrangement and multimedia combination report,increase the sense of content In the end,the means of communication should be “wide”,identify gaps,integrate regional resources,expand communication positions,interact with multiple channels,integrate new technologies and new methods,and build three-dimensional all-media.Communication pattern.