Talk about innovations in reporting on typical figures

Let’s talk about the innovation of typical character reporting

With the development of the economy and the diversification of society, people’s understanding and requirements for typical and even typical reporting are gradually changing. From the perspective of value orientation, typical characters aim to guide the audience, inspire people, and form a healthy and harmonious social atmosphere by creating tall and lofty characters.

Paper abstract: China has always attached great importance to learning from role models. A model is a flag; a group of models is a good social atmosphere. Although the reporting of typical figures in our country has a long history, for a long time, the typical reporting in our country has been limited to the inherent traditional model, which has been unable to achieve the expected publicity and education effect, and has even aroused the rebellious psychology of the public. Our country's journalism is also progressing with the development of the economy and the diversification of society. In recent years, especially in 2005 and 2006, my country's typical character reports have shown a new and gratifying atmosphere. Digging out models from ordinary people and truly and comprehensively shaping typical characters are the characteristics of typical character reports. While we pay attention to reports, it is also necessary to think from the theoretical perspective of news reports, so as to maximize the effect of reports.

Keywords of the paper: typical reports; typical characters; rebellious psychology; civilian perspective; humanistic care

With the development of the economy and the diversification of society, people pay more attention to typical and even typical reports Understandings and requirements are also gradually changing. Reports on typical figures are still far from meeting the needs of the audience. Many typical reports have even aroused resistance among the audience. How to make typical reports keep pace with the times, make the audience sincerely convinced by typical characters, and make the spirit of publicity deeply rooted in the hearts of the people is an issue that our journalists cannot ignore. While paying attention to it, we must also conduct profound theoretical thinking. , to eliminate its shortcomings.

1. Disadvantages of traditional reporting on typical figures

For a long time, typical reporting in our country has been limited to the inherent traditional model: the reporting content is outdated and the form is formatted. The facts selected in reports often have outdated angles, lack the freshness of news, and have a strong sense of preaching; propaganda reports have a single presentation technique, lack of new ideas, and dull content, often containing clichés and clichés. In the process of reporting, the figures are deliberately elevated and divorced from reality, resulting in the typical figures in the past becoming the image endorsements of "high-ranking", "big" and "whole". Their achievements are often constantly improved and problems are avoided. Without exception, the people in the report have no selfish desires, are not self-interested, are dedicated to benefiting others, and work wholeheartedly on their careers, becoming "saints" who do not eat the fireworks of the world. Many news and publicity workers firmly believe that only if the role model is very comprehensive and has nothing wrong with it, can it truly infect the masses. The pacesetters and role models set up and promoted by typical character reports have been artificially deified for a long time. They have been divorced from the ideological and behavioral characteristics of normal people, lost their glory as individuals, and lost their basic authenticity. It makes the audience have a rebellious mentality and weakens its social demonstration role as an advanced model. At the same time, news media's tendency to illustrate politics and follow trends is also a major flaw in reporting. Following trends results in monotonous reporting content and even serious misrepresentations.

Generalizing and pursuing perfection can only damage the expected effect of positive typical reports. Many problems existing in the reporting of typical figures have profound social background and historical reasons. It can be said to be a chronic disease in my country's news reporting, and has also caused the masses' long-term rebelliousness and even resistance to typical figures.

2. The phenomenon of typical person reporting under new forms

With the development of science and technology and concept innovation, our country’s news reporting is constantly eliminating shortcomings and improving. Among them, typical person reporting A new atmosphere has also emerged. The reports of a group of typical figures such as Ren Changxia and Li Xiansheng once again let us experience the fresh air of our country's journalism.

There is a law in the American journalism world that "successful people and ordinary events" or "ordinary people and bizarre events" can become valuable news.

However, on China's heroic stage in recent years, more ordinary people have become the protagonists of the news with their heroic incidents. There are heroes among models, but not only heroes can become typical reports. In the world, no matter how great a person or noble model is, they come from the masses. The typical figures in 2005 and 2006 have verified this.

Each role model is like a neighbor in life, breaking the past distance and unattainability. Ordinary people have also become the protagonists of publicity, maximizing their appeal. Typical charisma lies in typical progressiveness and mass nature. If it is not advanced and does not have the height of the times, it cannot truly play a role of typical example, demonstration and guidance; if it is not mass-oriented and cannot be recognized and accepted by the masses, it is impossible to arouse the ideological and emotional resonance of the people. Instead of focusing on the construction of "heroic morality" that only a handful of people can accept and practice, a society should focus more on the construction of "popular morality" that most people can accept and practice.

Most of the award-winning news reports in recent years and the programs that have aroused strong responses among the audience use ordinary characters as the reporting objects, attracting people with their tortuous experiences, and using stories full of humanistic characteristics. The details touch people, and the results of the event educate and inspire people, ultimately achieving the purpose of news reporting. The news media focuses more on the living space of ordinary people and pays attention to the fate and value of ordinary people who make up the majority of society. People see the true meaning of life and the hope of society from these "civilian heroes". In this era of materialistic desires and diversified values, they fully realize that "truth, goodness, and beauty" are no longer ancient traditions and distant legends. , but the spirit of the times and national pursuits that still exist.

(2) Gathering of typical examples in the vastness

Looking back at the advanced figures in recent years, their identities have undergone tremendous changes, and they are no longer the simple workers, soldiers, etc. Social classes, their identities are more diverse. Some of them have become heroes of the new century with their moral conscience, some with their diligence and knowledge, and some with a strong sense of national responsibility. By promoting the spirit of the times that permeates every corner of China, the media is subtly changing people's values ????and life attitudes. These advanced figures from all walks of life are still the moral standards for most people today.

(3) Modeling from reality

From a value orientation, typical characters aim to guide the audience, inspire people, and form a kind of A healthy and harmonious social atmosphere. There is nothing wrong with promoting their excellent qualities and tenacity, but everything must be done in a measured way. The so-called "too much is not enough" also exists in the reporting of typical figures. In past publicity reports, journalists over-exaggerated "high, large, and comprehensive" under the idea of ??perfectionism, resulting in some moral standards being like a mirage in the minds of ordinary people. Reporting on typical figures is also inseparable from the news law of "let the facts speak for themselves", which must be people-oriented, touch people with events, and move people with emotion. The recent reports on typical figures have changed the previous reporting style of "reporting good news but not bad news" in the way of reporting, abandoning the past sublimated reporting method of flawless heroes, breaking the long-standing media's tendency to promote the flawless image of heroes. Deliberately pursue to allow people to see the ordinary side of heroes more clearly, and do not avoid the ordinary aspects and even shortcomings of advanced figures in reports, thereby making them more humane. Only when a character shows distinctive personality traits will he be highly infectious and persuasive.

(4) Media jointly publicizes typical examples

Typical publicity must form a synergy. Without a synergy, it is impossible to achieve a broad and strong effect, and it is impossible to have a strong impact on actual work. Promoting effect. Reports and publicity on advanced figures have been included in various news programs from the central to local governments, and special feature films on people and events have become more popular on various TV stations.

The People's Daily, Xinhua News Agency and other major central print news media, in addition to publishing long newsletters introducing the deeds of advanced and typical people, have also increased the number of comments. Comments that are emotional and rational have increased the depth and intensity of publicity. . On the basis of traditional media such as newspapers, radio, and television, the Internet has become another broad platform for reporting and a new way to expand the impact of typical propaganda. Each typical story appears simultaneously in newspapers, television, radio and the Internet, and the scale of multimedia syndication is unprecedented. Especially in 2006, during the selection process of people who moved China, mobile phone text messages also entered the scope of reports as a way for the masses to vote and express their opinions. The news unit has exerted great creativity, and its publicity and reporting methods are ingenious and refreshing. These emerging media and traditional media complement each other, cooperate with each other, build momentum, form new synergies, and produce new effects, making the publicity reports of typical figures more distinctive, larger-scale, and more influential, further broadening the scope of publicity of typical figures. Penetration surface further enhances the influence of typical propaganda.

(5) Follow-up reports and focus on typical people

Today’s typical character reports look more like a series or serialized novel. The reporting of characters does not happen overnight, but follows long-term attention. , conduct dynamic tracking reports. The curiosity of the audience makes them pay more attention to the news after the news. Through a character report, people often draw questions about the protagonist's future life journey. How is his life now? Does his spirit still exist? At the same time, for once is not enough A complete report, or if there is new news about the subject of the report, the follow-up report can also be followed up and supplemented. To a certain extent, tracking continuous character reports is easier to attract the audience's attention than recreating a typical character, and it can also better meet the audience's information needs.

(6) Typical examples of interactive communication and evaluation

In the past era of mass communication, because the terminal of communication was tens of thousands of viewers, the starting point of communication was often a simple person. This huge difference in quantity often makes it extremely difficult for the audience to participate in and respond to reports. For one-sided propaganda reports, the audience who is in a passive and forced acceptance state will naturally develop a resistance mentality. Today, typical publicity focuses on the value of audience participation in reporting. Viewers, listeners, and readers can participate in comments about typical figures. Especially through the Internet, people can speak freely. During the past two years of selecting people who moved China, the program staff set up a text message center and web page so that viewers could participate in the selection of their favorite advanced figures through mobile phone text messages and online voting. The interaction between transmission and reception has become a reality, and the audience can choose their favorite characters, transforming learning and education from passive to active. The typical publicity effect will naturally become more popular.

3. Successful methods of reporting on typical figures

Promotional reports on typical figures should also pay attention to strategies.

1. Use civilian perspective

If typical propaganda wants to be deeply rooted in people's hearts, it must first move people's hearts. If it wants to move people's hearts, it must start from the audience's psychology and observe the problem from the civilian perspective of ordinary audiences. Promotional coverage. The reports reflect typical personality traits and also contain simple and ordinary human nature, making the reported models have the same emotions and desires as millions of audiences. They no longer hide illnesses and avoid medical treatment during birth, old age, illness and death, and deliberately hide typical shortcomings. Only when a character shows distinctive personality traits and true human nature can he be highly infectious and persuasive.

2. Integrate humanistic care

For the news media, humanistic care has two levels of significance: first, it is the advocacy of human value and dignity; second, it is in the communication process , take the audience as the main body, respect the audience, and understand the audience. This concept not only guides reporting methods and angles, but also runs through the entire reporting process, including topic selection and planning. Putting people first and showing humanistic care in reporting topics is the key to the success of a report.

The humanistic concepts to be expressed in the report must be reflected in the content of the report. If the topic is inappropriate or has no practical significance, then the entire report will become a tree without roots and water without a source. Therefore, if you want to truly reflect humanistic care, you should choose those typical events of ordinary people that leaders care about, the masses pay attention to, and are commonplace, and have profound educational significance, so that they can be deeply touching and achieve the purpose of news reporting.

3. Detailed carving and characterization

Detailed characterization is to use the description, description and display of details to make the character's image plump, distinctive personality and clear process, so that the big picture can be seen from the small. Point to point. Detailed characterization is of significant and important significance to news reporting.

The theme is story-based, the story is personified, and the characters are detailed; the promotion of typical characters is integrated into the story, and the purpose of conveying humanistic ideas is achieved through the audience's acceptance of the story. In the performance of the story, appropriate use of scene reproduction and reporting of certain key and little-known details are used to move the audience.

4. The format is pleasing to hear and see

In media reports before the 1990s, what we saw were simple and blunt didactic reports. Today, with the mushrooming of media, it is difficult for the past reporting formats to be effective and reach an audience. What is needed now is a format that is pleasing to hear and see, mobilizing the audience's participation and pleasure, so as to achieve the purpose of communication. The interest and proximity in news value are actually the key to determining the audience's choice of reports. Therefore, only by starting from the fundamentals of humanistic care and combining the specific characteristics of the report can the purpose of news reporting be truly achieved. ;