Jianzhou SMS

Hainan Province-1988 On April 13, the first meeting of the Seventh National People's Congress adopted a decision on the establishment of Hainan Province and a resolution on the establishment of Hainan Special Economic Zone; On April 26th, 1988 was officially listed by the CPC Hainan Provincial Committee and Hainan Provincial People's Government. Since then, Hainan has become the youngest province and the largest special economic zone in China, and its development has entered a brand-new historical period. China is a pearl in the South China Sea and the second largest island in China after Taiwan Province Province. China has the smallest land area and the largest ocean area.

Provincial capital: Haikou. The total land area is 33,920 square kilometers, the forest area is1714,700 hectares, and the forest coverage rate is 5 1%. Tropical natural forests account for about half of the forest area in the province. Hainan is located in the tropics, with an annual average temperature of 23-25 C between east longitude 108 degrees 37 minutes,-10.05 minutes and north latitude -20 degrees10 minutes, with the coldest in February. Long summer without winter. When the northern countries are frozen thousands of miles away, it is still warm and warm here, and you can take a sea bath. The island covers an area of about 34,000 square kilometers and has a population of 7 million, including about 65,438+200,000 ethnic minorities such as Li, Miao and Hui. It is estimated that there are currently more than 3.2 million Hainan villagers and their descendants (foreign Chinese) overseas, and it is estimated that the fourth and fifth generation descendants should exceed 5 million. Wenchang, the hometown of overseas Chinese, has a larger overseas population than the island. At present, Hainan folks and their descendants are all over five continents, especially Thailand, Malaysia, Singapore, Indonesia, Vietnam, the United States, Canada and Australia.

Hainan Island is at the same latitude as Hawaii in the United States, and there are many tourist resources along the coastline of 1528 km, which can be developed into a world-class tourist destination. The island has a pleasant climate all year round and is rich in minerals, animals and plants, especially oil and natural gas. Tropical rain forests and mangroves are rare forest types in China, which are ideal places for scientific research, tourism and teaching. 4200 species of plants have been found, accounting for 15% of the national plant species, and nearly 600 species are endemic to Hainan. Among 4200 species of plants, there are more than 400 species of trees and shrubs, accounting for 28.6% of the species of trees and shrubs in China, of which more than 800 species are timber trees with high economic value; There are more than 2,500 kinds of medicinal plants, accounting for about 30% of the national medicinal plants, including 137 kinds of plants with anticancer effect; Fruit trees 142 species; 89 species of oil plants; There are nearly 200 other economic factories. There are 104 species of reptiles in wild animals, accounting for 29.5% of the whole country; There are 76 species of mammals, accounting for 18.6% of the country. Hainan's rich biology occupies a very important position in China, and protecting biodiversity is one of the key tasks of Hainan forestry. There are 58 species of national key protected plants, including first-class protected plants 1 species, second-class protected plants 19 species and 38 species of third-class protected plants. Protected animals 133 species, including national first-class protected animals 14 species, second-class protected animals 87 species and provincial protected animals 32 species.

Hainan Province is located in Asia, in the middle of the Pacific Economic Circle, facing Leizhou Peninsula across Qiongzhou Strait in the north, including Hainan Island, Xisha Islands, Nansha Islands, zhongsha islands Island Reef and its territorial waters. There are Wuzhishan, Limuling Mountains and terraced fields in the middle, surrounded by plains of different widths. The island has modern facilities such as Qiongshan meilan airport and Sanya Phoenix Airport, which have become one of the top ten airports in China. The expressways around the island and high-star hotels are all over the province, providing people with high-grade food, accommodation, transportation, sightseeing, shopping and entertainment. The suitable climate and excellent beaches make it full of ideal bathing beaches and summer resorts, such as Luhuitou in Sanya, Yalong Bay, Dadonghai and Tianya Haijiao, Xiuying Sea in Qiongshan, Qinglan Bay in Wenchang, Changpo in qionghai city, the north and south coasts of Tongguling, Monkey Island in Lingshui, Fish Scale Island in Dongfang and Shimei Bay in Wanning. There are also wonders of volcanic eruption along the coast (such as the underwater village of Guilin in Qiongshan City and the lava cave of Maanling) and mangrove coastal landscape. Monkey Island in Nanwan, Lingshui County is often mentioned. Wuzhishan is the highest peak in Hainan Island, which is extremely majestic. The former site of Qiongya Column in Qiongzhong is a memorial to the modern revolution. Li nationality is only distributed in Hainan Island, with a population of 654.38+200,000. They are good at textiles, printing and dyeing, clothing, and their diet has distinctive national characteristics, making them the most important ethnic tourism resources in Hainan.

Hainan Island's charming seawater, snow-white beaches, bright sunshine, charming underwater world and legendary ethnic customs will definitely make you linger. The four seasons here are like spring, flowers are in full bloom, melons and fruits are fragrant, sunshine, beaches, sea water and air, as well as Li Miao girl and Xinglong Le Kang Hot Spring, all of which exude the unique charm of this tropical island.

2. Customs:

Hainan people are very generous! Hospitality!

South Island, the only tropical island province in China, is known as "a few unpolluted pure lands" in the world. There are four distinct seasons on the island, and the forest coverage rate exceeds 50%. Hainan is a colorful world, with five major tourist elements of sunshine, sea water, beach, green and air, and unique natural scenery of tropical islands. Unique ethnic customs.

National customs

The residents of Hainan Province come from Han, Li, Miao, Hui, Tibetan, Yi, Zhuang, Manchu, Dong, Yao, Bai, Dai, Wa, She, Shui, Jing, Tu, Mongolian, Buyi, Korean, Tujia, Hani, Yi and Gaoshan. There are Li, Miao, Hui and Han nationalities living in the world. For thousands of years, the primitive and unique ethnic customs have made the social appearance of the island more colorful. Among them, the most distinctive is the living customs of Li and Miao nationalities. According to historical records, the Li nationality is an aborigine in Hainan. As early as ancient times, Li compatriots cultivated and burned land on this land, and the national customs were simple and simple. They have long been famous for their unique national culture and gorgeous brocade technology. Li compatriots mainly live in the foothills or river basins with relatively flat terrain in Wuzhishan area. These villages vary in size and are patchwork. The low thatched cottage is hidden between the dense coconut trees and Penang coconut trees, and the gap between the trees is surrounded by small vegetable fields surrounded by bamboo fences, and all kinds of vegetables are delicate. The clear stream flows in front of the house, giving people the feeling of "walking into the villa". Penang coconut is a valuable gift for Li people to visit relatives and friends.

Hainan Miao people bite their hands and have sex.

"Give my brother a hand. The more I bite, the more I can see my sister's affection. Castle peak does not always leave traces. Seeing that tooth mark is like seeing a person. " This is a ballad spread among Miao people in Hainan. Biting hands is a unique way for young Miao people in Hainan to express their love. On holidays, especially on the third day of March, young men and women sing beautiful and moving songs under betel nut trees, mango forests, streams and grass slopes to express their ideals, interests and wishes and seek their Mr. Right. Later, young people picked up bows and arrows and harpoons to catch fish in the river, and girls cooked rice and fish by the stream until the sun went down. If a young man likes the girl he loves, he will sing the opening song outside the girl's boudoir (the hut where young women live) with a bow, a nose flute and leaves at night. If girls don't sing the closing song, they will open the door, light a bonfire and dance with each other on the grass or bamboo forest to express their feelings for each other. At this time, after listening to the boy's courtship, the girl shyly took the boy's hand and took a bite. If you bite gently and politely, young people will understand that the girl is refusing or suggesting that she has the right person. If the girl bites hard and even shows signs of bleeding, it means that the girl is very devoted to him and is willing to accept the love of the young man. After making a promise, they took out their favorite handwritten letters, such as rings, earrings, bamboo hats and waist baskets, and gave them to each other as a promise to show their lifelong companionship.

Characteristic activity

Hainan folk festivals:

The residents of Hainan Province include more than 30 nationalities including Han, Li, Miao, Hui, Yi, Dong and Yao. There are Li, Miao, Hui and Han nationalities living in the world. For thousands of years, the primitive and unique ethnic customs have enriched the social outlook of the island. Among them, the most distinctive is the life customs of the Li nationality.

Li nationality is an aborigine in Hainan. They have lived in Wuzhishan area in the middle and southwest of Hainan Island for generations, with a population of 654.38+0.3 million. The Li language belongs to the Li branch of the Zhuang-Dong language family of Sino-Tibetan language family, and its cultural characteristics are closely related to the Zhuang and Buyi nationalities in southern China. Li nationality is divided into five branches: Qi, Xiao, Run, Sai and Mobil.

Most Li villages are located in valley slopes or mountain basins, surrounded by dense trees or spiny bamboo. The traditional houses of Li nationality take thatched cottages as their homes, which are called "boat-shaped thatched cottages". It is said that the ancestors of the Li nationality came across the sea by boat, so it has always been a tradition to live in boat-shaped houses. Li nationality is a nation that can sing and dance well. On festivals, Li Men and women will sing or dance all night. Every year, the third day of the third lunar month is a traditional festival of the Li nationality, and the Li people will hold a grand celebration.

Li people have mastered textile technology for a long time. Huang Daopo, a female weaver in Yuan Dynasty, learned advanced cotton spinning technology from Li nationality. Generally, the basic colors of Li brocade are black and brown, and blue, red, white, blue and yellow alternate. Patterns include people, animals, plants, landscapes and mascots. The traditional dress of Li nationality is that men are wrapped in red or black headscarves, with open tops and cloth towels around their waists; Women's wear has different branches, but skirts are their common clothing.

Hainan Island is rich in folk culture, which has spawned many unique folk festivals.

On the fifteenth night of the first month, Hainan Qiongshan will hold the annual Flower Festival. Every year from February 9th to19th, Xinpo Town of Qiongshan City and many places in the province will hold a four-day "Junpo Festival". This is a folk commemoration in memory of Mrs. Xian. The third day of the third lunar month is a traditional festival for young Li Men and women to pursue love and happiness. Both Li and Miao people in Hainan have the custom of celebrating "March 3rd". Hainan International Coconut Festival is held at the end of March or the beginning of April every year (during the third day of the lunar calendar), which is a large-scale tourism and cultural festival integrating tourism, culture, folklore, sports and economy. Mid-Autumn Festival is an annual Danzhou Folk Song Festival. The main activities of the song club are Danzhou folk songs, Quyi competition and "enjoying the moon". "Hainan Happy Festival" is held every year 1 1 at the end of the month.

As the creators of Zero Distance in Nanjing said, the news they are doing now does not conform to the traditional concept of news, but it is newsworthy from a new perspective. It can solve problems for ordinary people. This kind of news is not only spread, but also has many service functions. People's livelihood news integrates news reporting, public opinion supervision and social service, which is the transformation and innovation of media role.

On July 23, 2003, it was first broadcast on the Economic Life Channel of Anhui TV Station. Over the past year, the highest weekly average ratings of this column reached 24.89%, setting a record of 3 1%, and the annual advertising revenue exceeded 50 million yuan. The success of "The First Time" proves the replicability of the mode of "People's Livelihood News on TV", which indicates that the third revolution of China TV news with the direction of "People's Livelihood News" discussed by scholars has a good prospect.

"People's Livelihood News on TV" is a summary of new TV news programs that are welcomed by local TV stations and pay attention to people's lives. It refers to a program type based on a wide range of social news, based on people's daily life, and paying attention to the living conditions and spiritual space of ordinary people in content. "TV livelihood news" can be traced back to Nanjing's large-scale live news column "Nanjing Zero Distance" at the earliest. On New Year's Day, 2002, "Nanjing Zero Distance" was officially launched on Jiangsu TV Metropolitan Channel. In the 60-minute program, this column provides news, complaints and practical information related to people's lives from the perspective of civilians, which has won high ratings and achieved good economic benefits. At the beginning of 2004, Nanjing Zero Distance won an exclusive advertising agency fee of 6.5438+0.088 million yuan through bidding. This breaks the myth that TV plays are the most profitable, and proves that news programs can completely surpass TV plays or variety shows.

It is the good advertising revenue that drives the development of people's livelihood news columns around the country. Shi Jing's City Time, Chengdu Satellite TV's Contact with Chengdu, Jilin Satellite TV's Seeing the City and Hainan Satellite TV's Live Hainan all show that this trend is still expanding. So, what experience have these pioneers accumulated in the establishment and operation of people's livelihood news columns in other regions? This paper begins with two columns: Nanjing Zero Distance and First Time.

Morphological characteristics of "People's Livelihood News" column

The selection is mainly based on news stories around the people.

The news of government activities and meetings is usually compressed at the bottom of the screen and appears in the form of rolling subtitles. For example, among the 65438+ 170 news items in Nanjing this year, there are only 5 news items about the party and government, and as many as 93 negative and critical news items. Jing Zhigang, the founder of Nanjing Zero Distance, said: "We care more about ordinary people. What we are doing is the wishes and difficulties in people's lives. From the subject matter, it is a disaster report and accusation, but in fact it is the living state and a mental state of ordinary people. It is these things that support our ratings. "

The topic of "The First Time" also clearly outlines the outline of "reporting stories that happen around people". Taking July 14 as an example, some contents are as follows:

"Yunnan girl was abducted and trafficked, and Feidong police rescued her skillfully", "Li Xia was pinned down by a tree, and everyone was in a hurry to save her", "Bricks fell from the wall, hurting the sleeping girl", "Baohe Park: 50 or 60 bags of construction waste were added overnight", "A major car accident occurred in Feidong County", "Failure to buy medicine destroyed the door" and "Anhui's first heart-changer was discharged today".

A lot of news information

A piece of news is often shortened to tens of seconds, which greatly enhances the information capacity. Nanjing Zero Distance broadcasts at least 25 to 30 news items in a 60-minute program every day. The first daily news collection was 50 to 60 articles.

The "fastest" reporting speed

Journalists from Nanjing Zero Distance often arrive at the scene before the fire alarm and 1 10. Similarly, in Hefei, viewers often see the "first time" interview car arrive at the scene before 120 and 1 10 on TV, which has exerted certain pressure on these industries.

Arrangement of civilian perspective

The two programs not only realized the civilian perspective in material selection, but also made great efforts in program arrangement, and embodied the civilian perspective with a lot of interpretation and induction. The first time summarizes the content into three parts: social news, life information and complaint hotline. The three parts are the civilian perspective and humanized arrangement of the column. For example, traffic accident reports are mainly for people to take warning and contain humanistic care spirit. In addition, The First Time gives full consideration to the characteristics of live broadcast, breaks the block-like and fixed arrangement mode, emphasizes the timeliness, divides the column into six time periods, reasonably adjusts the positions of wonderful content and general content according to the changes of audience flow during the broadcast of this program, puts the important news that just happened (mainly social news) in the most prominent position, inserts the important news that is happening at any time, and uses Zuo Fei subtitles throughout the program.

This arrangement brings unpredictability and expectation to the audience, creates new highlights and highlights for watching, and tries to retain the audience from a holistic perspective.

The mechanism behind the achievements of "People's Livelihood News"

Material safety

At present, the first direct command is 1 10 (excluding technicians). In terms of equipment, there are 13 large equipment and 12 small equipment. There are 10 interview vehicles, and it is these solid material foundations that ensure that 50-60 fresh news can be collected every day.

Change the way of working

Completely put down the shelf of provincial TV stations, give up the original working mode and change the work style. I plunged into the streets of Hefei and called on everyone to be a "street reporter" and a "community reporter". The interview group was divided according to the administrative divisions of four districts and three counties in Hefei. Although the boundary gradually blurred in the later operation, it played a role in reversing the concept in the early stage.

People's participation

Fully mobilizing the masses to provide news clues and listening to the audience's opinions on social events is the source of vitality of people's livelihood news. Nanjing Zero Distance receives about 200 calls and 300 complaints from listeners every day, and about 70% of news clues come from listeners. There were 6 hotlines and 13 operators in the first time, and about 1000 hotlines were connected every day. In addition, Zero Distance in Nanjing also collected the audience's opinions on hot topics and announced them at the end of the program. On one occasion, "Nanjing Zero Distance" published a field survey "Should the toll station of the Yangtze River Bridge be demolished?" As a result, 10000 calls were received.

Integrated marketing promotion column

If we want to run the column as a commodity, we must make use of various opportunities to promote it among the target audience. Make full use of various media forms to carry out integrated marketing, such as airship, banner, bus, network, radio, street distribution programs, etc. To expand the visibility of columns. Holding activities is another effective promotion method. For example, Nanjing held a "Happy Sending" event at zero distance to send TV sets to the audience. "Nanjing Zero Distance" also invited some big brands to jointly carry out promotional activities in communities, and selected 80 communities with strong purchasing power and dense population in Nanjing to carry out promotional activities for two years every weekend. In this way, the promotion of columns and channels is effectively bound with advertisers.

Problems faced by innovation model

At present, people's livelihood news is booming in TV stations all over the world, and we often hear cheers. However, some scholars have pointed out the hidden worries of the people's livelihood news model. The news tide of people's livelihood on TV is somewhat similar to the rise of metropolis daily in print media in previous years. Concerned about people's lives, there will inevitably be critical reports, which involve the interests of some units, and even need to discuss institutional issues, especially the reports of catastrophic accidents. It is understood that many institutions and units in Nanjing are afraid of journalists, so it is best not to meet them. Professor Lu from Tsinghua University School of Journalism and Communication pointed out that at present, TV news programs on people's livelihood must do a good job in public relations and optimize the reporting environment. In addition, it is also very important to establish appropriate reporting strategies for the long-term development of the column. Some deep-seated problems should be discussed without violating the style and principles of the column. "First Time" proposed that the reporting strategy should be based not only on principles and policies and news discipline, but also on the current situation and relationship of local interests of all walks of life.

In the final analysis, the success of the column is not only reflected in its influence, but also in its advertising revenue. In terms of column advertising management, these pioneer columns have also accumulated valuable experience. In the next issue, we will take the first time as an example to discuss the characteristics and innovative experience of column advertising management.