The preparation for the Beijing Winter Olympics has provided a good opportunity for the development of China's ice and snow sports. Scientific and technological innovation has become a clarion call on the way forward for China's ice and snow sports. "Winter Olympic Science and Technology" has become a "phenomenal" upsurge in major media, fully demonstrating the charm of scientific and technological innovation, and igniting the whole society's attention to science and technology and ice and snow sports.
In the publicity report of the Beijing Winter Olympic Games, People's Daily People's Sports launched the large-scale popular science and technology media program "People's Ice and Snow, Ice and Snow Science and Technology Talk", which actively responded to the requirements of media integration, made full use of the rich financial media resources and financial media matrix in the People's Daily, and actively cooperated with brother units and partner units to open up "the Internet, the Internet, WeChat, newspapers, and books" And other resources to realize the full network and full media communication of high-quality content, actively promote the practice and exploration of in-depth media integration, create various forms of financial media products, and achieve good social benefits. It has become a typical case of financial media "information collection, multiple generation, and multiple communication", and a practice of "media integration" under the special scene of the Winter Olympics.
Five dimensions, presenting a panoramic view of the "Winter Olympics of Science and Technology"
General Secretary Xi Jinping pointed out that "like our country's road to becoming a powerful country, China's ice and snow sports must also take the road of scientific and technological innovation. On the one hand, it must adhere to independent innovation, and on the other hand, it must actively absorb the world's advanced technology and training methods.". In order to show the spirit of front-line scientific researchers and their outstanding contributions to the hosting of the Beijing Winter Olympics, disseminate the scientific and technological innovation achievements behind the Winter Olympics and popularize the scientific and technological knowledge of ice and snow, under the joint guidance of the Science and Technology Department for Social Development of the Ministry of Science and Technology of the People's Republic of China and the China Agenda 21 Management Center, People's Sports launched the large-scale popular science and technology media program "People's Ice and Snow, Ice and Snow Science and Technology Talk", focusing on "ice and snow sports science and technology", which is a pioneering initiative in the field of sports communication in China. It has successfully expanded the boundaries of sports communication, and realized "sports communication" and "science and technology communication" by taking advantage of the important and special communication task of the Beijing Winter Olympics The success of cross-border.
In order to distinguish itself from various reports of "Winter Olympics Science and Technology", the people's sports team of People's Daily Online fully discussed, deeply thought and accurately positioned the communication differentiation advantages of People's Ice and Snow · Ice and Snow Science and Technology Talk.
The theme of People's Ice and Snow · Ice and Snow Science and Technology Talk is "the scientific and technological innovation road of China's ice and snow sports". It focuses on the innovation achievements of the key projects of the national key research and development plan "Science and Technology Winter Olympics", and selects typical representative projects from the five dimensions of hosting, participating, watching, safety assurance, and comprehensive demonstration The main research achievements and various future application values are presented from multiple perspectives, comprehensively demonstrating the scientific and technological support force necessary for carrying out modern ice and snow sports, demonstrating the remarkable innovation achievements in the field of ice and snow science and technology in China, popularizing the cutting-edge knowledge of ice and snow science and technology, and recording the highlights of the "Winter Olympics of Science and Technology", It tells the story of the new era of the development of China's ice and snow sports and scientific and technological innovation, leaving a historical file of the "Winter Olympics of Science and Technology" panoramic fusion media.
In the topic selection planning of People's Ice and Snow · Ice and Snow Science and Technology Talk, the People's Sports Program Group of People's Daily Online and members of relevant units of the Ministry of Science and Technology worked together, and combined with the characteristics of the key projects of "Science and Technology Winter Olympics", the focus of public opinion, the focus of international science and technology competition, the difficulties of high-tech communication, the blind spots of public scientific knowledge and many other key points, the topic was collided, and the paper was changed, Finally, determine a full range of topics.
"Ice and snow sports" is a new sport in China, and there are not many media talents who are familiar with the professional knowledge of various ice and snow sports; Most of the science and technology in different directions in the key projects of the "Winter Olympics in Science and Technology" belong to the forefront of science and technology in the world at present, and the media talents who can handle such sophisticated topics are very scarce. In order to overcome the difficulties caused by the program's wide and deep cross boundary in the two major fields of "all kinds of ice and snow sports" and "cutting-edge multidisciplinary science and technology" and the need to mass produce high-quality popular science video content in a short time, the People's Sports Program Group of People's Daily Online gives full play to the comprehensive advantages and unique value of the party media, and with the help of relevant units of the Ministry of Science and Technology, extensively integrates the ice and snow sports industry Various professional forces from the scientific and technological circles in multidisciplinary fields have jointly participated in the creation of media videos, and successfully completed the high-quality production of popular science content.
"Interview Series for Games" Focused on Winter Olympic Venues
"Ice Ribbon", "Snow Ruyi", "Ice Cube", "Snow Flying Sky", "Snow Dragon", "Snow Flying Swallow"... A number of "China's plans" for the construction of Winter Olympic venues, which are designed by China, Chinese technology, Chinese materials, and made in China, have become the distinctive "Chinese characteristics" of the Beijing Winter Olympic Games.
In the "series of interviews to host the competition", Li Jiulin, chief engineer of Beijing Urban Construction Group, Zhang Li, dean of the School of Architecture of Tsinghua University, Yang Qiyong, general manager of National Swimming Center Co., Ltd., and Li Xinggang, chief architect of China Architectural Design and Research Institute Co., Ltd. led everyone into the National Speed Skating Gymnasium, Shougang Skiing Platform, National Jumping Center, National Swimming Center National Alpine Skiing Center, National Snowmobile Center and other venues for the Beijing Winter Olympic Games will appreciate how science and technology can help the construction of venues. In addition, Chen Mingxuan, vice president of Beijing Urban Weather Research Institute, and Han Zongjie, senior engineer of China Aerospace Science and Technology Group Co., Ltd., unveiled the precise weather monitoring and accurate weather forecast for the Beijing Winter Olympics, as well as the scientific and technological mystery of ensuring the stable burning of the torch during transmission in the cold outdoor environment in northern winter.
The "series of interviews on hosting the Winter Olympics" included the major star stadiums and the hot spots of the flying torch of the Winter Olympics, which attracted much attention. In the interview program, the program strengthened the particularity of different ice and snow sports competition venues and each project of the Winter Olympic Torch, as well as the dramatic challenges in the implementation process and the solutions supported by advanced technology, showing how Chinese scientific and technological workers can achieve innovation and breakthrough from design concepts, technical processes, material selection, construction techniques and other aspects. In particular, in the interview program, rare and precious videos of key links in the construction process of various beautiful venues for the Beijing Winter Olympics were used to seize the "eyeballs" of a large number of audiences by taking advantage of the opportunity that various venues before and after the Beijing Winter Olympics became a media hotspot.
The series of interviews highlighted from "0" to "1"
The Winter Olympic Games are held in an icy and snowy environment, which puts forward higher requirements for athletes' clothing and sports equipment. In the daily training and competition of athletes participating in world-class events such as the Winter Olympics, the high-tech sports equipment provided by various professional manufacturers has an obvious impact on their training quality and competition results. In order to reflect the concept of "scientific and technological Winter Olympics", the Beijing Winter Olympics has invested a lot of scientific research in sports equipment.
In the "series of interviews for the competition", Liu Li, director of the National Research and Development Center for Winter Sports Clothing Equipment, professor of Beijing Institute of Clothing Technology, and Yang Xiaoping, deputy director of the State Key Laboratory of Organic Inorganic Composites of Beijing University of Chemical Technology, respectively explained the realization of the four core key technologies of "fast", "protective", "warm" and "beautiful" of China's winter Olympic clothing under the support of science and technology, And the breakthrough of domestic snowmobile equipment from "0" to "1". At the same time, Liu Yu, professor of Shanghai Institute of Physical Education, Wang Jiadao, director of the Department of Mechanical Engineering of Tsinghua University, and Ji Linhong, director of the Intelligent and Biomechanical Research Office of Tsinghua University, respectively discussed how to use various high-tech means to help ice and snow athletes optimize their skills, reduce air resistance and ice and snow friction resistance during the competition Three directions to improve the performance of mobilization for the Winter Paralympic Games will be analyzed for everyone.
At present, foreign brands occupy most of the market share of high-end winter sports equipment. Therefore, how to overcome difficulties, achieve technical breakthroughs in high-end winter sports equipment, and open the road of localization of high-end winter sports equipment from "0" to "1" has become the theme of the "Game Series Interview" series. Winter sports equipment is also most closely related to sports itself. Therefore, combined with the introduction of competition knowledge of winter sports, it better explained how Chinese scientists broke through the technical difficulties of winter sports equipment, especially highlighted that Chinese scientists used aerospace grade carbon fiber and high-tech equipment wind tunnel for the research and development of domestic winter sports equipment, which aroused strong interest of the audience.
Observation series interviews focus on sensory experience
Due to the viewing environment, current epidemic prevention and control management and other reasons, many spectators can not watch the Beijing Winter Olympics ice and snow games in person. In addition to the special requirements of the high-speed and ultra-high altitude display perspective of the ice and snow sports itself, how to make the audience have an "immersive" experience of watching the games without going to the scene, of course, there is no lack of high-tech support.
In the "Game Watching Series Interview", Chen Baoquan, Executive Director of the Center for Frontier Computing Research of Peking University, explained how the free interactive technology in the 5G environment enables people to enjoy the broadcast of a game independently of themselves, and realize the cool scene of "I decide what you want to see". The application of UHD 8K digital broadcasting technology to the broadcasting of the Olympic Games will bring a visual feast to the audience. Ma Yue, a senior engineer of China Central Radio and Television Corporation, revealed how the "Winter Olympics of Science and Technology" realized the goal of "watching the Olympics in 8K".
Security series interviews emphasize the characteristics of ice and snow
The fierce competition in the ice and snow made the Winter Olympic Games wonderful, but also increased the risk of injury to athletes. As an important part of the Olympic public security, medical security plays an important role in supporting the success of the 2022 Winter Olympics in Beijing. With the vigorous development of ice and snow sports in China, higher requirements have been put forward for the research and application of injury prevention and treatment and clinical diagnosis and treatment security technology in winter sports.
In the "Safety Guarantee Series Interview", Cui Guoqing, Deputy Director of Sports Medicine Department of Peking University Third Hospital, Peng Xin, Professor of Oral and Maxillofacial Surgery of Peking University School of Stomatology, Li Tanshi, Director of Emergency Department of the First Medical Center of PLA General Hospital, and Wan Weiqing, Chief Physician of Neurosurgery of Beijing Tiantan Hospital, Introduce how to build a prevention and treatment system integrating comprehensive prevention, mobile diagnosis and treatment platform development, diagnosis and treatment process establishment, and personnel team construction by using 5G, AI, cloud computing, Internet of Things and other high-tech technologies around the security features and needs of the Winter Olympics and ice and snow sports, through tackling key problems in the prevention and treatment of winter sports injuries.
Compared with the hot spots of winter sports competition venues and sports equipment, the social attention on medical security technology of winter sports in the "security interview series" is relatively weak. Therefore, in this series of interview programs, the program highlighted various possible medical treatment scenes and various high-tech solutions in the ice and snow sports, together with various video materials provided by the project party to implement efficient medical treatment under cool high-tech conditions, which solved the difficulty of "how can medical science popularization look good".
Comprehensive demonstration series interviews focus on green wisdom
As a world-class sports event, the Beijing Winter Olympics has attracted the attention of the world and become the best stage to display major scientific and technological achievements. Taking the needs of the Beijing Winter Olympics as the application scenario, it has played a good comprehensive demonstration effect.
In the "Comprehensive Demonstration Series Interview", Gao Shun'an, Deputy Chief Engineer of State Grid Jibei Electric Power Co., Ltd., introduced how to achieve 100% clean and reliable power supply and provide technical support for creating an all green power supply for the Olympic Games; Yang Fuyuan, a professor of Tsinghua University, explained how to take the opportunity of serving the Beijing Winter Olympics to break through the key technology and safety assurance technology of the whole industry chain of "hydrogen energy travel" system storage transport processing; Ma Jianjun, deputy general manager of China Academy of Railway Sciences Group Co., Ltd., explained how to focus on the three goals and tasks of passenger intelligent travel, high-speed railway operation safety, and humanistic winter Olympic services, so as to provide high-quality modern railway transportation service guarantee for the successful holding of the Beijing Winter Olympic Games; Zhang Yong, the president of China Unicom Zhongxun Posts and Telecommunications Design Institute, and Xia Junjie, the vice president of Smart City Research Institute, decrypted the efficient and intelligent Internet of Vehicles technology applied in Beijing Shougang Park; Miao Shouye, head of China Unicom, analyzed how to build an intelligent, green and ubiquitous high-quality 5G network for the Beijing Winter Olympics.
The biggest difficulty of the "comprehensive demonstration series interview" is that the scientific and technological content is very cutting-edge, the range of knowledge fields is large, and the audience's understanding threshold is high. However, the opportunity lies in that the relevant technologies in this series are all heavyweight projects in the international science and technology field. "Green" and "wisdom" are hot topics of scientific and technological development that the international community is concerned about at present. How to use "science and technology" to realize the "green" and "wisdom" of the Beijing Olympic Games is the key focus of this series of interviews, which has attracted great social attention and played a good communication effect.
Media integration and three-dimensional communication of "Winter Olympics of Science and Technology"
Media convergence is not simply copying and pasting. All media communication cannot be simplified into one side of a thousand media. The communication mode of media convergence must be tailored according to the characteristics of different communication platforms, and "delicious meals" tailored for different readers' different preferences, goals and information receiving habits.
Main field of video communication: making popular science programs more vivid and interesting
People's Ice and Snow, Ice and Snow Technology Talk focuses on video communication. Generally speaking, popular science videos have more rational scientific knowledge, and the audience will feel "cold". The form of interview video is not so "fun" in the era of lively, interesting, fast paced short videos. In order to make the People's Ice and Snow, Ice and Snow Science and Technology Talk more attractive to the audience, and make the public interested in watching the video content of the "Winter Olympics with Science and Technology" in the hot media environment of the Winter Olympics, during the production process, the program team and members of relevant units of the Ministry of Science and Technology worked together, repeatedly communicated with various project teams Profound scientific terms should be expressed as accurate and understandable as possible; The program also specially invited the project leader or main subject leader to be the guest of science popularization interview, so that the behind the scenes science and technology heroes could enter the studio to give a strong voice of the times, in order to express the lofty respect for Chinese science and technology workers; The program cooperated with guests to explain and edit valuable video materials provided by various project parties, which greatly improved the viewing of popular science interview videos. In particular, with different project themes, the program team invited professional virtual visual technology institutions to produce relevant exquisite virtual animation backgrounds for the guests, making the science interview video very beautiful and modern, greatly improving the audience's viewing experience, making the science interview video both professional and lively.
People's Ice and Snow, Ice and Snow Science and Technology Talk, a total of 25 popular science interview videos, each episode is about 8 minutes long, starting from January 25, 2022, before and after the Beijing Winter Olympic Games, on the People's Network full media matrix (various accounts on the People's Network PC terminal, People's Network+client, People's Network Weibo, People's Network WeChat, and People's Network third-party platforms) The People's Sports All media Matrix (People's Sports Weibo, People's Sports WeChat and other accounts) has been broadcast in succession. At the same time, through more media, including the CCTV Olympic Channel, the China Association for Science and Technology's "Science Popularization China" media matrix (China's own platform for science popularization, cooperative TV stations, cooperative cable TV stations and IPTV, new media), As well as nearly 100 sports, science and technology, comprehensive media platforms and relevant new media participating in the exhibition broadcast. With the success of the whole society's attention to "Winter Olympics Technology", it has become a hot spot for recommendation on various exhibition platforms.
Theme song: Sing "Cheer for Ice and Snow" with youthful passion
As we all know, beautiful music has strong appeal. In order to make the rational "Winter Olympics of Science and Technology" more attractive to young audiences, the program team broke the convention and creatively planned the theme song "Cheer up for Ice and Snow" for the popular science interview program "People's Ice and Snow, Ice and Snow Technology Talk". The lyrics were composed by senior musician Cui Shixuan, together with Peng Yuanyuan and Jiang Jingyue. The post-95 young original singer Shang Shida sang with passion, "Fueling the ice and snow with technology". Record the highlights of the "Winter Olympics with Science and Technology" with songs, and tell the story of the new era of the development of Chinese ice and snow sports and scientific and technological innovation; Pay tribute to China's scientific and technological workers with music! The program team made this theme song into a MV, and added a lot of precious videos from the "Winter Olympics with Science and Technology" project, which made this song with the theme of "Winter Olympics with Science and Technology" very cool and become a literary form easily accepted by young people. This theme song has been widely spread in various media. This MV with Chinese and English subtitles of the song "Cheer up for Ice and Snow" has also been distributed globally by the English client of People's Daily, the Facebook and Twitter account of People's Daily (traditional Chinese), the Facebook and Twitter account of People's Daily Sports (English), and the YouTube account of People's Daily (English). With the romantic and full emotion of the MV works, it moistens things and silently spreads the "Winter Olympics of Science and Technology" to the world The highlights of the Beijing Winter Olympics show the charm of the Beijing Winter Olympics and the achievements of China's modernization in the new era.
Exquisite posters: stimulate social media to spread widely
Compared with the one-way transmission of traditional media, social media has obvious interactive advantages, as well as the advantages of high convergence of interests and high trust of people with strong relationships. In order to give full play to the communication advantages of social media and facilitate the public to spread the achievements of the "Winter Olympics of Science and Technology" in their own social media, the project team of Ice and Snow Technology Talk has customized social media communication materials for Chinese scientific and technological workers participating in the "Winter Olympics of Science and Technology", using portraits of guests with extremely professional and personal characteristics, plus the People's Ice and Snow Technology Talk The complete CIS element of the column has designed exquisite social media communication posters to strengthen the interaction between science and technology workers and readers, and make the professional image of science and technology workers more friendly, vivid and fresh. Like stars, they are charming and shining. The two-dimensional code of the video address of the guest interview on People's Daily Online was added in the corner of the poster. During the communication, any audience interested in the poster content only needs to press the poster picture for a long time to view the current video of People's Daily Online by scanning the two-dimensional code. Taking advantage of the popularity of the Winter Olympics, through the joint promotion of the media, the system of the guests themselves, and all the relevant institutions and people who are enthusiastic about supporting the "Winter Olympics of Science and Technology", a wide circle of interaction has been formed, which has achieved widespread communication and diffusion in the field of social media in China, greatly enhanced the appeal of mainstream media, and played a very good communication effect.
United with People's Daily Press People's Weekly: launch financial media paper media
In the era of "video first", paper media is still an indispensable part of the financial media matrix. The video interview materials of each episode of People's Ice and Snow, Ice and Snow Technology Talk are nearly 40 minutes long. Considering the audience's habit of watching videos, the popular science video is compressed to about 8 minutes, and a large amount of valuable project information can only be painfully abandoned in the video. Based on the consideration of making full use of the valuable information in this part, People's Sports Online and People's Daily Press People's Weekly proofread and collated the complete interview records of each guest, together with the precious photos provided by the project party. On the occasion of the Beijing Winter Olympic Games, People's Weekly published the special edition of "Ice and Snow Technology Talk". This issue entered the reading room of the Winter Olympic Village. The People's Daily Press is currently planning to publish the relevant financial media books of People's Ice and Snow, Ice and Snow Science and Technology Talk, and plans to launch the standard edition and the youth edition. The youth edition adopts a vivid and intuitive presentation method and format design suitable for young readers' reading habits, and uses a large number of pictures and cartoon illustrations to display key information of the project.
Campus broadcast: help ice and snow sports enter the campus
On March 4, 2022, the launching ceremony of the Campus Exhibition of the People's Ice and Snow, Ice and Snow Science and Technology Talk of Tsinghua Affiliated High School Cooperation School was held in Yongfeng School of Tsinghua Affiliated High School. This exhibition is a series of promotional activities of the large-scale science popularization and financial media project "People's Ice and Snow · Ice and Snow Technology Talk". Through the serial program videos on the official WeChat official account of each branch school, and through the unified organization of each branch school, students can watch videos in their own classrooms by class or in the school auditorium by grade, greatly promoting the popularization of ice and snow sports knowledge, We will encourage more teachers and students to participate in ice and snow sports, stimulate students' enthusiasm for learning science, and ignite the dream of scientific innovation.
The preparation process of the Beijing Winter Olympic Games is not only a process of China fulfilling its commitments, constantly sublimating itself and developing rapidly, but also a process of providing the world with Chinese solutions, Chinese wisdom and Chinese contributions. People's Sports on People's Daily Online actively fulfilled the responsibilities and missions of the party media, seized the historic opportunity of the Beijing Winter Olympics, and through the three-dimensional and in-depth dissemination of the "Winter Olympics with Science and Technology", it demonstrated the national image in the new era, strengthened national self-confidence, and inspired the national spirit. Its systematic, professional, and ornamental nature received widespread attention, becoming an important force to boost the scientific and technological boom of the Beijing Winter Olympics.
(The author Zhu Kai is the chairman and general manager of the People's Sports Department of People's Daily Online, Peng Yuanyuan is the director of the People's Sports Department and the director of the People's Ice and Snow Department of People's Daily Online, and Wang Wei is the senior project manager of the People's Sports Department of People's Daily Online.)
(Source: News front, March 2022)
