| In the report of the 20 th National Congress of the Communist Party of China,it was emphasized that socialist cultural construction should "deepen cultural exchanges and mutual learning,and promote the better integration of Chinese culture into the world".Against the backdrop of the current international discourse power of "the West is strong and I am weak",heritage resources,as an important component of China’s excellent traditional culture,need to be further valued in domestic and external dissemination.This is the key path to enhance cultural soft power and build a cultural power.This article focuses on the "World Heritage" section of the People’s Daily(Overseas Edition),presenting the content production mode,process,and characteristics of the section in the form of a research report.This article conducted in-depth research on the editorial department of the "World Heritage" edition,and conducted in-depth interviews with 2 main journalists and editors,2 department leaders of the edition,2 interns of the edition,2experts and scholars who contributed,and 3 loyal readers to gain a comprehensive and in-depth understanding of the content production concept and mechanism of the "World Heritage" edition.At the same time,a total of382 samples from its publication on June 6,2019 to December 31,2022 were selected as the analysis objects.The report content was analyzed from six aspects: report theme,genre type,content source,emotional orientation,column setting,and content scope.On the basis of clarifying the macro structure,combined with micro levels such as title,person,vocabulary and syntax,image usage,and layout composition,explore the content characteristics.Finally,based on the conclusions of on-site research and content analysis,some shortcomings were pointed out,and based on this experience,improvement suggestions were summarized and extended,attempting to provide some reference ideas for the future development of heritage content media in China.Research has found that the main focus of the "World Heritage" version is domestic,with positive emotional guidance.The reporting themes are rich and diverse,closely following the latest development trends.In terms of genre selection,communication and news are mainly fragmented,and the content of comments is slightly weak.The elite team of authors relies heavily on our professional media reporters and experts and scholars in the field of heritage,which to some extent ensures the credibility of the heritage content.In terms of column setting,there are currently no diversified columns,mainly maintaining the "View the World" comment column and the "View World Heritage" column expressing the wisdom of China’s heritage protection.In terms of content characteristics,emphasis is placed on using anthropomorphic tone,novel titles,storytelling,and the use of multiple images to enhance the fun of the content,and strengthening the ability to guide public opinion through a large amount of positive energy content.Adhere to the principle that content production should be based on practice,be close to reality,present reality,and present as much heritage knowledge as possible.In addition,the content of the page is filled with a large number of unique comments and insights,effectively promoting the responsibility of a major country and consciously constructing the image of a "heritage country".The "World Heritage" version,as a typical heritage dissemination practice of mainstream external media,can be optimized from the following aspects based on its current content production status.At the same time,it has certain reference significance for the future development of heritage media:cross-border talent cultivation should be done well,and audience thinking should be strengthened;Optimizing content and emphasizing the dissemination of heritage value content;Create a high-quality new media platform matrix,prioritize content quality,value interactive feedback,and leverage the power of a wide audience to truly enhance heritage confidence and enhance social civilization level. |
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