In the new era, film marketing broadens the space.

The film market ushered in a long-lost recovery in the National Day file.

The Battle at Lake Changjin, the head blockbuster, has already sold more than 100 million yuan at the box office the day before its launch, breaking 12 movie history records, such as the single-day box office of China’s film history drama. At present, the cumulative box office has exceeded 1.6 billion. "My Father and I" followed closely, and the box office also broke 100 million for three consecutive days.

Due to the special schedule, patriotic blockbusters were given high hopes of "saving the market". And "letting the audience enter the cinema" is not only the reason why the National Day blockbuster has attracted much attention, but also the role of film marketing in the whole industry.

Whether targeting the target audience or spreading the word-of-mouth before screening, the whole process of film release is inseparable from the role of film marketing.

China’s film market has achieved the first place in the global box office last year, and is moving towards a new stage of development. The revolutionary changes brought by big data and short videos in the field of film marketing also need further discussion and exchange.

On September 25th, at the 11th Beijing Film Festival Marketing Summit Forum hosted by Beijing International Film Festival Organizing Committee, hosted by Beijing Film Academy and co-organized by Film Knowledge School, Hou Guangming, former Party Secretary of Beijing Film Academy and Secretary General of National Film Think Tank, Li Ning, Senior Vice President and CEO of Xinli Media, Sun Zheyi, President of Sunac Culture Group, Zheng Zhihao, CEO of Maoyan Entertainment, Zhang Wenbo, founder of Bole Marketing, and Xiao Yi, head of content cooperation in Tik Tok, shared the new era, the development, changes and future of film marketing.

The following is the arrangement of poisonous eyes’ speeches on the forum-

Hou Guangming: Marketing is equivalent to giving the audience a reason to enter the cinema.

The first change is a change in meaning.

In the traditional sense, marketing is only about selling films. I just need to sell the films after they are finished. Now marketing is an activity that covers all aspects of the film industry chain and goes deep into all levels. With the blessing of technology, it goes into all links.

To put it in a popular way, marketing is equivalent to giving the audience a reason to go to the cinema to see a movie. This reason is not simply given, but after the early creation and production, the whole process of filming is actually creating this reason, so with the blessing of technology, marketing can now enter all links.

For example, from the beginning of film planning, the target market is locked according to the analysis of big data, and then personalized, implanted with corresponding cultural elements, and even corresponding stars, and the corresponding plot is improved according to the needs of the audience. The production stage and distribution stage are also carried out according to the characteristics of the stage and the task of marketing.

The significance to the enterprise is to maximize the value of the film. China is now moving from a big country to a powerful country. Our movies are getting bigger and bigger in box office and production. In a sense, the risks are getting higher and higher and the competition is getting more and more fierce. This requires our marketing to accurately locate and personalize.

Second, the thinking of film marketing has also changed greatly. In the past, it was simply selling films, but now the film marketing thinking is more integrated and in-depth, and there is even cross-industry marketing.

Take this year’s Spring Festival as an example. Almost many films and all films are distributed across borders, including logistics, real estate, games and so on.

The third important change, I think, is the change of marketing channels. From traditional media to new media to all media, the time and speed of change are getting faster and faster.

Last year, due to the impact of the epidemic, including the blessing of technology, it quickly switched from offline to online, such as cloud announcement, online and offline roadshows, and almost all film industries.

The last important change is the socialization and precision of the whole marketing model.

The audience in China is very mature now. They are no longer superstitious about big directors, big IP and big stars, but they believe in their own impressions and friends’ impressions. Therefore, the word-of-mouth of friends and the rating on the Internet are very important. I think we have had a lot of experience in this precise creation.

Of course, the new methods in the middle also have a crooked path, which deserves our attention in marketing. For example, we can’t talk about heroes purely by traffic, we can’t be entertained, and we shouldn’t violate some marketing ethics to do something we shouldn’t do.

Li Ning: The essence will not change, let the emotions touch the audience.

Now our film marketing, whether in the traditional era or the new consumption era, in fact, the film marketing is a kind of packaging and dissemination around the content of the film.

Personal understanding of the spread of film marketing is mainly about the type and emotion of the film. It is necessary to accurately tell the audience that the film is about to be released and what will attract you. Please go to the cinema to buy tickets, tickets and watch movies. This desire arises.

In terms of film marketing, the development now is gradually transparency. We still have to insist on conveying the true feelings expressed by the film content to the audience, so that we can truly gain the recognition of our audience.

This type of clarity allows the audience to gain the information conveyed by the film marketing more clearly, and only when it is released can these audiences who love our film be summoned, and then the word-of-mouth will be formed after the screening, which will drive the long-term distribution and promotion of this film.

Li Huanying, which we made during the Spring Festival, is a comedy, but it conveys Chinese feelings. The The Battle at Lake Changjin premiere that we are going to make in a while, and My Father and I, which will be released soon, is actually a film about feelings of home and country, war types and action types, which is a type of indoctrination.

Just now, Secretary Hou also said that the audience of China movies are increasingly picky and professional about the content of China movies, and they have a special desire to see good movies. At the same time, they have subdivided the types of movies. Many viewers may like a certain type, such as romance, comedy, war, action, police and gangster movies, which are more and more subdivided and more professional. Therefore, our marketing is required not only to innovate in form and content.

I insist that all forms of film marketing should constantly innovate and adapt to the changes of the market, the innovation of the trend technology and the changes of the platform. However, in essence, we will not deviate from it, but we should let the emotions touch the audience and let the audience really enter the cinema for the types, characteristics and true feelings conveyed by the nature of the film.

Sun Zheyi: Marketing is the whole accumulation and cultivation of IP.

Our travel team also visited the world a few days ago. Their first reaction was that all the equipment was much worse than ours, but IP was much stronger than ours, so the recognition of this kind of users was completely different. I believe that the global data is much better than ours. What we lack is IP.

Just now, both Secretary Hou and Li Ning have mentioned a lot. Now, many publicity marketers are saying that the influence of marketing on the whole box office is actually not so great. In essence, it is whether the film is good or not and whether the film is what the audience wants. Therefore, we definitely need to put the marketing in front of content creation. We really need to know who we are selling to. When the project starts, we need to know who the film is sold to and how to sell it.

A few years ago, China basically followed the monolithic logic, but now it has seen that in the next three years, it will basically become a mainstream product line in China. The whole style of play should not regard the so-called marketing as a propaganda of a movie. In fact, marketing is the whole accumulation and cultivation of IP.

There will be a change in the future. There are more and more serialized movies and dramas now, which will lead to some changes in marketing actions in the future. Because in the future, it is not only a monolithic marketing logic, but also an IP marketing logic.

Second, I don’t think it’s wrong to cast a short video of Tik Tok and Aauto Quicker. The subsequent marketing model of IP will change, and short video is still a particularly big investment point.

We are looking at a data recently, that is, the data of Tik Tok e-commerce. Two years ago, their entire GMV was almost 50 billion, last year it was 1 trillion, this year it was 2 trillion, and three years later it was 10 trillion.

Tik Tok is our so-called second-class e-commerce, and the first-class e-commerce is only when I have a purchase demand. For example, Ali and JD.COM go to Ali and JD.COM to buy something when I want to buy it. Tik Tok actually inspires the logic of what you want to see. You don’t necessarily think you want to see it, or even you don’t necessarily think you want to see it, but Tik Tok has a large number of users and is very sticky. You can definitely see it when you brush Tik Tok, and you never know that the film is released or doesn’t want to see it until you want to see it.

Zheng Zhihao: Marketing should understand the content, the audience and the channels.

I sum up the changes in marketing cognition at this stage as "three understandings"

The first is "knowing the content". Now many marketing activities are pre-positioned and become part of the content.

We have a film with the theme of sports and running. The original name is "Starting", and the schedule has been fixed. But later, we found that the sports theme may not be able to reach consumers and reach the audience of the content well, so we later changed the name to "Great Dad" and chose to show it on Father’s Day. Different perspectives and marketing prepositions of the content have become the core and key to understanding the content today.

The second is to understand the audience. Mr. Hou also said before that we always say that there are data. In fact, whether there are data or not is not important. In essence, we understand the China audience.

There is a huge gap between the user portraits of China movie audiences and those of global users. Audiences in China have special needs for content, emotion, emotion and values, and they don’t just Follow something recognized by foreign countries, which may not work in China. Therefore, they should understand the national conditions of China.

The films we serve provide intelligent schedule selection, point-and-click selection, and suggestions on marketing points, such as schedule selection, whether to point-and-click, the location and people selected for point-and-click, and matching marketing channels. Today, we have some methodologies, and so do marketing points. In fact, the content of the same film may not be changed, but the choice of marketing points is actually biased.

There is a film with Li Ning, that is, "Serious Case of Anger", which is a typical action film and police film. Not long ago, it was Tanabata. On Tanabata, audiences in China, especially couples, needed to watch movies. In previous years, it was the mainstay of romantic films.

However, because in this user portrait, we saw a large number of female audiences’ goodwill and recognition of the director, and the width of female audiences’ viewing in the past year has continued to grow, all kinds of signs show that this can be done.

We did a lot of activities on Tanabata that day, including Nicholas Tse parachuting and watching Anger with couples. Anger hit a box office record two weeks after its release, which was unimaginable in previous Tanabata, so it is very important to understand the audience in China today.

The third is to know the channels. There are still many street sign TV advertisements in Hollywood today, but today, filmmakers in China have been able to make good use of the Internet, short videos, new media, various KOL and KOC, forums and channels with different characteristics.

Wechat has its own characteristics, bilibili has its own characteristics, and each channel has its own unique characteristics. We need to capture users’ interests and unique attributes based on the characteristics of this unique channel, so that they can really walk into the cinema.

Zhang Wenbo: Behind the channel change is the high efficiency of technology promotion and communication.

In fact, we simply divide marketing into two things: one is the output of content and the other is the distribution of content. Of course, our content refers to the secondary creation content, that is, the secondary creation based on the content of the film itself.

I went to the Beijing News in 2003. At that time, the film side took the initiative to invite reporters to participate in the press conference. It was necessary to give travel expenses and press releases to help you arrange interviews, so that you could publish this information in your newspaper, and it would be better to give a headline a big space. Because only in this way can the audience, audience, users and consumers know this information, and there is no more information.

By 2011, at that time, I had transferred from the media to the industry to engage in propaganda services. We made the film "Thirty-three Days of Broken Love". At that time, I had a strong feeling that the media-centric approach was gradually disintegrating and deconstructing, because that film should be the earliest way to spread on a large scale by social media in China.

Social media doesn’t need a so-called reporter or editor to help you edit and publish, and you can’t decide what content you want to publish. It depends entirely on the effectiveness of your own content to form a self-communication.

In fact, up to today, our whole communication logic is still the logic of content self-communication, but it has changed from words and pictures at that time to short videos now, but the audience’s information acquisition, sharing and discussion is actually based on a social logic, which is to consume this content as social money.

In 2019, I remember that the National Day was held in My People，My Country, The Climbers and The Captain, and Tik Tok began to play a huge role in the whole film marketing that year.

First of all, in that year, 30 or 40 films began to set up official tremors outside the micro-view, and continued to publish content on the official tremors. We were surprised to find that the broadcast volume of a short video may far exceed that in Weibo or any other channel, and the broadcast volume is accurate, because it is an intelligent recommendation and a way of directional communication, rather than passing by to see this exposure that may be invalid.

By last year, more than 80 films had official shakes, and there may have been hundreds of short videos with tens of millions of broadcasts a year, including selling tickets live last year and seeing applets this year. I believe the use of such applets will be a new boost.

Therefore, I think this channel is changing step by step from the era of traditional paper-based portal, to the era of social media represented by Weibo, and now to the era of short video represented by Aauto Quicker, Tik Tok. However, behind this channel change, it is actually the advancement of technology and making the whole communication more efficient.

Xiao Zhi: Short videos and algorithms bring more imagination.

As far as the platform is concerned, short video will change the technical level of film announcement, and I want to share a few points.

First of all, the production logic of materials. Most of the early promotional videos were put in pre-screening or outdoor advertisements, thinking that everyone was designing in a state of being able to read this for one or two minutes from beginning to end with a relatively devoted situation.

However, in Tik Tok, a passive, distribution and algorithm recommendation platform, all the shots in the first 20 seconds are mountains and rivers, and they are taken away without wanting to continue brushing, so the content that really attracts everyone to see behind may not be seen, so this also requires us to do new media and short video marketing, and we need to put more of these things in front soon.

The second point is the change of communication link. The original film marketing is largely exposure logic, that is, 360-degree integration.

But Tik Tok as a whole is an explosion logic, because it has certain social distribution attributes, and the explosion video effect of one million likes is far better than that of 10,000 videos with 100 likes piled together.

For example, I sometimes brush Tik Tok in the office, because it’s for public viewing, and I don’t wear headphones. My colleague next to me said that you also brushed this video? I brushed it last night, too, and then the conversation started. Movies themselves are also a kind of social behavior, and people need to watch social talks. In this process, an explosion video is very important, and 10,000 or 1 million works are lost in the sea.

The third focus is form. Now Tik Tok is not only a platform for short videos, but also a rich user scene. But in fact, as a film, the publicity period is relatively short, in which the publicity period is one or two days before the screening, and the form of live broadcast is also very important, forming a nodal exposure with a relatively high peak value.

During the Spring Festival, we did a series of live roadshows, which were crowded at that time. After Andy Lau participated in the roadshow for one minute, the cat’s eye index should have increased by more than 7,000, which is also a very large instantaneous flow, which is why we think it would be better to apply various product forms of Tik Tok.

Under the blessing of the algorithm, the efficiency of the whole film marketing will be higher.

There are some distinctive types of films that will have a very high marketing efficiency in Tik Tok. Some types of films, fantasy films, the content will be very distinctive, very easy for creators and algorithms to learn, so the recommendation efficiency will be particularly high, so this type of film will accurately connect this kind of content to people who like to watch.

It was originally said that 50% of advertisers’ investment was wasted. I don’t know where it was wasted, and now it is wasted. It is impossible to be completely accurate, but this aspect of efficiency will be greatly improved.

Seeing a good short video content of film promotion will give you great motivation to learn more, and the playing interface of vibrato audio and video has given you interactive space in some product mechanisms: the anchor point in the upper left corner is an external chain, which can be linked to small programs or special ticket-grabbing activities, or to small games, so it gives many film producers and marketing companies more independent ways to promote, especially when the external chain is opened and transferred to private domain, as Zhang always said.

To put it simply, the combination of the algorithm and the product link actually has more room for extension in terms of efficiency and crowd accuracy.

Movies will not die, but the "adolescence" of the industry should be over.

Is it a good business to sell tickets live in cinemas?

Original twist! Cai Xukun denied being underage and was slapped in the face by paparazzi. Photos of the two kissing intimately were also shown at the scene.

The content is not long, mainly to say: I did date Ms. C, both of whom were of legal age at the time, and nothing illegal happened. There used to be pigtails, but now they are all solved.

I have also suffered a lot in the past two years, and I will be more strict with myself in the future.

The netizens summed up Cai Xukun’s words: I’m really pregnant, I’m really going to have a miscarriage, and I still want to make money in the entertainment industry in the future.

Cai Xukun’s fans said: I will trust my brother and continue to support him!

But netizens found many loopholes in Cai Xukun’s words. First, the paparazzi reported that Cai Xukun’s mother asked a private detective to install a camera at the door of Ms. C’s house, which seriously violated Ms. C’s privacy and was suspected of violating the law.

Cai Xukun claims to "protect Ms. C’s privacy", but installs a camera at her door, which is the greatest invasion of privacy.

In addition, Cai Xukun’s words were entirely excerpted by his mother, but many of the actual operations were carried out by Cai Xukun and his mother.

Cai Xukun also said that he lived in self-blame and remorse. But after Mrs. C revealed that she was pregnant, Cai Xukun immediately investigated and suspected that the girl had ulterior motives and tried to force the girl to have an abortion.

If it was really because of the girl, he shouldn’t have taken such illegal and extreme measures. No matter how he looked at it, Cai Xukun didn’t seem to blame or regret it.

Cai Xukun said the two were "dating," but according to the paparazzi, the two met for the first time on the 20th and fell in love on the 21st. Because they were so careless and casual, Cai Xukun and his mother could not believe that their son had won once.

And Cai Xukunming doesn’t want children, but he doesn’t take protective measures when having sex, which really shows his lack of responsibility and responsibility.

Soon after, Cai Xukun’s studio released a statement saying that it had filed a lawsuit against netizens suspected of insulting and defaming, and that the evidence collection work had been completed and the materials had been submitted to the court.

The whole thing is really as "frivolous" as Cai Xukun said, why didn’t he reply immediately?

It took him five or six days to issue an unconvincing and flawed statement. The most critical issue of "private surveillance, invasion of privacy" is absolutely unacceptable to the public.

This incident even "disturbed" Zhuo Wei, who had been silent for a long time. Zhuo Wei even wrote a poem for the upper class, which made the direction of the story even more mysterious.

The Taiwanese paparazzi Ge Siqi’s decision to confront Cai Xukun directly means that what the paparazzi have is not what it appears.

Paparazzi Yang Yang also said: That’s it? Waiting is your piece of paper!

Then, paparazzi Yang Yang broke the news that a fan had met Cai Xukun at an event, and the two also added contact information.

Later, the girl had two relationships with Cai Xukun. She went to Cai Xukun’s house and was thirsty. Cai Xukun gave her a glass of orange juice, but she didn’t know what was in it. After drinking it, she felt dizzy.

When the girl went to Cai Xukun’s house, his mobile phone was confiscated and he was not allowed to take pictures.

The girl also had an intimate photo with Cai Xukun. This photo was taken by Cai Xukun’s assistant and handed to the girl. Subsequently, the assistant was fired by Cai Xukun.

Then the girl who was supposed to announce the news said that she began to like Cai Xukun when she was 13 years old, and when she fell in love with Cai Xukun, he was only 17 years old!

The girl also said that Cai Xukun’s father also often gambled and lost a lot of money.

"Xuan" is that while Cai Xukun replied, Wang Feng announced his concert with a hammer on Weibo.

Wang Feng’s reputation of "all melons have come out" has been confirmed once, just like Xiao Jingteng, he must be convinced!

Responsible editor:

　　Probe into the "National Skill Master Studio" of South Sichuan Machinery Factory of China Aerospace Science and Technology Corporation

　　In China Aerospace Science and Technology Corporation Chuannan Machinery Factory, there is a national skill master studio. It is full of "willful" technology experts — — I am almost obsessed with R&D and innovation. "Even if I fall asleep in the middle of the night, I will get up and write down the ideas immediately."

　　It was they who assembled and processed more than 200 types of supporting initiating explosive devices, such as Long March rockets and Shenzhou spacecraft, and made their own contributions to the successful rendezvous and docking of Shenzhou-10 and Tiangong-1 in China. How is this national "master studio" tempered? Recently, Huaxi Dushi Bao reporter made a visit to this.

　　The unique cultural wall is printed with a "broken finger hand model"

　　Walking into the national "master studio", the reporter of Huaxi Dushi Bao found a unique right hand handprint model printed on a cultural wall. The middle finger of this hand model is obviously half shorter than the other fingers, and there are eight big characters written on it, "Pay attention to safety and remember the lessons".

　　Yang Yinyu raised his right hand and said that this handprint is his. In 1981, Yang Yinyu just entered the South Sichuan Machinery Factory. As an apprentice, when he was operating at the stamping operation site, two middle fingers of his right hand were cut off because of illegal operation of the machine. "At that time, I was lucky, and the result was the price of finger disability."

　　Yang Yinyu said, "The safety risk at this point is very high. If there is fatigue operation or lack of concentration or machine failure, accidents will occur." How to avoid this kind of accident? After becoming a technical leader, Yang Yinyu realized that fine technical operation can’t be based on personal experience, but must come up with a set of fine operating standards and norms.

　　In 2004, South Sichuan Machinery Factory carried out "6S" management activities from top to bottom, which inspired Yang Yinyu’s management enthusiasm and potential as the monitor of the locksmith class. 6S are six elements: arrangement, rectification, cleanliness, standardization, literacy and safety. With this east wind, they finally formed a set of "50 Fine Management Rules".

　　In order to strictly implement the "50 Articles of Fine Management", Yang Yinyu specially painted his right hand shape on the cultural wall to remind everyone to remember the lesson. In order to avoid the damage caused by machine failure, everyone also tried to do a set of machine protection measures, "If the machine fails, it will call the police". Such an effect is immediate. Since 2004, there has been no man-made safety accident in the stamping operation site of Yang Yinyu’s team for 12 consecutive years.

　　It’s too difficult to create an atmosphere and brush glue, so build a robot to do it.

　　If he hadn’t entered Workshop 204 of Yang Yinyu’s team in 2015, young Wang Chenglong might still be an ordinary worker in South Sichuan Machinery Factory.

　　"The workshop where I used to work was mainly engaged in processing work, and now the workshop I am waiting for is mainly responsible for assembly." Wang Chenglong introduced that he came to Yang Yinyu’s team and was wrapped in a strong atmosphere of R&D and innovation. At the same time, he saw that a lot of work in the workshop was still in the original manual state.

　　"At that time, one of my jobs was to brush the glue for the gunpowder box." Wang Chenglong said that the production of an ignition powder box often requires the cooperation of four workers. One person is responsible for brushing the glue, one person is responsible for covering the cloth, one person is responsible for wiping off the excess glue, and one person checks it.

　　For Wang Chenglong, the job of brushing glue is "too difficult". It is only controlled by hand. If you are not careful, you have to start again. "I look very anxious every day, and the output is really low, but it is used for aerospace series more and more." He began to think, innovation is being promoted from top to bottom in the workshop, and everyone has their own innovative small products. Why can’t they invent and innovate a machine to help complete this work?

　　In May 2015, Wang Chenglong began to fully contact with research and invention. When I go to work during the day, I take advantage of my off-duty or weekend time, and even set aside a studio for my own innovation in my newly bought house.

　　In July and August, Luzhou was in full swing. Many nights, Wang Chenglong went shirtless and studied in a stuffy little room without air conditioning until the early hours of the morning; Even if he finally lies down to rest, his machine is still haunting him in his dream. Wang Chenglong’s innovation was not smooth sailing. In his view, the "unsolvable problem" almost made him give up several times. "If it weren’t for the encouragement and support of Teacher Yang and colleagues in the workshop, I might not be able to do it."

　　Wang Chenglong said that in the process of machine development, how the machine can evenly brush the glue for the box once troubled him. "I always think about using a brush, but it is difficult to guarantee uniformity; Later, a colleague reminded me why I didn’t try it with a syringe. " It is this reminder that the needle brushing method developed by Wang Chenglong succeeded.

　　In November, the successfully debugged "Automatic Assembly Robot for Igniting Powder Box Covering and Sticking" was brought to the factory workshop by Wang Chenglong for trial use. At the end of December, the robot was officially put into the assembly work in the factory. This little robot directly shoulders the workload of the three people in the team.

　　"We needed four people to do this job before, and the pass rate was only 50%." Yang Yinyu introduced that after using the robot, only one person needs to operate the machine, and the product qualification rate can reach 95%. Nowadays, most of the assembly work of gunpowder boxes in the factory is undertaken by Yang Yinyu’s team, and Wang Chenglong’s innovative robot, South Sichuan Machinery Factory, also intends to copy it again, and put more effort into the production of gunpowder boxes, so as to promote the development of the whole factory towards semi-automation and automation.

　　Exploring the "national" global vision is the source of its power.

　　Yang Yinyu’s skill master studio was formerly known as Yang Yinyu’s team of South Sichuan Machinery Factory of China Aerospace Science and Technology Corporation. Because of its remarkable achievements in personnel training, management innovation and team building, it was rated as Sichuan Skill Master Studio in 2014 and upgraded to a national skill master studio in 2015.

　　In their study room, there are nearly 100 medals and award-winning certificates, large and small. The National Worker Pioneer, the National Quality Trustworthy Team, the Advanced Manned Spaceflight Team, the Gold Team of Sichuan Aerospace Technology Research Institute, and the Gold Team of China Aerospace Group are all in this room. In addition, there are innovative inventions of team members.

　　Since 2004, Yang Yinyu’s team members have invented more than 100 large and small tooling machines, which have solved many problems in their work, but in Yang Yinyu’s view, these are far from enough. "We still have a long way to go towards the goal of realizing automatic operation." Yang Yinyu said that innovation can never stop.

　　Not long ago, Wang Chenglong collected the differences of light bulb manufacturing between Japan and China, and communicated with the team members. After reading the contents collected by Wang Chenglong, everyone was shocked. "You can clearly see the difference. There was no one in the Japanese workshop, and there were many people in our workshop. " Yang Yinyu said, "This shows that there is still a big gap between our country’s machinery manufacturing industry and advanced countries. Our team members should work harder for this." In the view of Yang Yinyu and his team members, when doing their job well, it is not limited to their own small studio, but the source of motivation for this studio is to look at the world, learn from advanced technology, and constantly study and innovate.

　　Huaxi City Reader Xu Qing Photo courtesy of Propaganda Department of Luzhou Municipal Committee

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The body size of BMW i4 is 4785*1852*1455mm, the wheelbase is 2856mm, the front tread is 1601mm and the rear tread is 1630mm. The body lines are smooth and dynamic, showing a forward sprint posture from the front face to the rear. In terms of tires, the front wheel adopts 245/45 R18 specifications, and the rear wheel adopts 255/45 R18 specifications, with 18-inch multi-spoke wheels, showing a unique sports style.

The interior of BMW i4 adopts modern and simple design style, which is driver-centered, providing a comfortable and technological driving environment. The steering wheel is wrapped in high-quality leather, which provides a good grip, and the up-and-down and front-and-rear distances can be manually adjusted to meet the driving needs of different drivers. The 14.9-inch high-definition touch screen on the center console integrates the functions of multimedia system, navigation, telephone and air conditioning, and supports voice recognition control, so that drivers can easily control the functions in the car without distracting themselves. The front seats provide heating function and are made of imitation leather, genuine leather or leather /Alcantara mixed material, providing excellent comfort and support for passengers. The driver’s seat is also equipped with an electric memory function to ensure that you can quickly adjust to the most suitable sitting position every time you drive. In addition, the car is equipped with multiple USB and Type-C interfaces to facilitate passengers to charge various electronic devices, and the front seats are also equipped with mobile phone wireless charging boards to make driving more convenient. The rear seats support proportional tilting, providing flexible loading space to meet different use requirements.

BMW i4 is equipped with a powerful electric engine with a maximum power of 210kW, which can provide abundant power output. At the same time, the maximum torque of the engine reaches 400 Nm, which ensures the excellent performance of the vehicle in the process of starting and accelerating.

It is said that the configuration parameters of I-series vehicles such as 3, 5 and X3 are almost the same, but the shells are different, but he willfully spent more than 100,000 yuan to choose i4, just for its unique face value and personality. As an imported model, he doesn’t need to buy home like other car owners before deducting the brand logo. The design of big nostril makes i4 look different as soon as it comes out. Some people even guess that this car is worth 600,000 yuan, which makes him feel a little embarrassed.

　　Late rice sickle harvesting in Longji Town, Sihong County, Suqian, Jiangsu Province. Photo by Zhang Lianhua (image China)

　　In Hohhot, Inner Mongolia, the contestants are welding. Photo by Ding Genhou (Image China)

　　An ocean-going freighter slowly left Shenzhen before the gulf Bonded Port Area. Photo by Shi Jiamin (People’s Vision)

　　"China’s economy has made extraordinary achievements in an extraordinary year, handing over an answer sheet that satisfies the people, attracts worldwide attention and can go down in history." Ning Ji Zhe, director of the National Bureau of Statistics, said on the 18th that China’s GDP will increase by 2.3% year-on-year in 2020, and it is expected to become the only major economy in the world to achieve positive economic growth. The total economic output has reached a new level of 100 billion yuan, and the social productive forces have reached a new level.

　　Comprehensive national strength has leapt to a new level, and the main objectives of macro-control have been achieved.

　　What does it mean for GDP to exceed 100 trillion yuan?

　　"This means that China’s economic strength, scientific and technological strength and comprehensive national strength have leapt to a new big step. It is of great symbolic significance for building a well-off society in an all-round way and starting a new journey of building a socialist modern country in an all-round way. " Ning Jizhen said.

　　Looking back at history, China’s economy has grown sturdily. In 2000, the total economic output reached 10 trillion yuan, exceeded 50 trillion yuan in 2012 and exceeded 100 trillion yuan in 2020. Within 20 years, the scale of economic aggregate will be expanded to 10 times. Looking around the world, the proportion in the world continues to increase. Per capita GDP has exceeded $10,000 for two consecutive years, ranking among the upper-middle income countries.

　　The economic aggregate has reached a new level, and the main objectives of macro-control have also been achieved.

　　The employment situation is generally stable, achieving 131.8% of the annual target. In 2020, there will be 11.86 million new jobs in cities and towns in China, which is significantly higher than the expected target of more than 9 million.

　　The price situation is generally stable, and the income growth of residents is basically in sync with economic growth. In 2020, the consumer price index (CPI) will increase by 2.5% over the previous year, which is lower than the expected target of about 3.5%; The per capita disposable income of the national residents actually increased by 2.1%, which was basically in step with the economic growth.

　　The overall balance of payments has improved, and the unit energy consumption has decreased. At the end of 2020, the balance of China’s foreign exchange reserves was $3,216.5 billion, an increase of $108.6 billion over the end of last year. In 2020, China’s energy consumption per unit GDP will drop by 0.1% compared with the previous year.

　　The economic aggregate has reached a new level and great historical achievements have been made in building a well-off society in an all-round way.

　　Decisive victory was achieved in the decisive battle against poverty. By the end of 2020, all rural poor people will be lifted out of poverty under the current standards in China, and all 832 poverty-stricken counties will be stripped of their hats.

　　The effect of pollution prevention and control is remarkable. In 2020, the proportion of average excellent days of air quality in 337 cities at prefecture level and above will reach 87%, an increase of 5 percentage points over the previous year.

　　The prevention and resolution of major risks have achieved results, financial risks are generally controllable, and the balance of local government debts is controlled within the limits approved by the National People’s Congress.

　　People’s living standards have improved significantly. China has built the largest social security system in the world, with basic medical security covering over 1.3 billion people and basic old-age security covering nearly 1 billion people.

　　Make overall plans for epidemic prevention and control and economic and social development, and take the lead in achieving positive economic growth in the world.

　　"These achievements were made when the COVID-19 epidemic ravaged the world, the world economy fell into a serious recession, and the external environment became more complicated and severe. It was hard to come by and it was only difficult to achieve." Talking about the report card, Ning Ji Zhe said.

　　At the beginning of 2020, the epidemic broke out suddenly, and China’s GDP in the first quarter dropped by 6.8% year-on-year. The CPC Central Committee with the Supreme Leader as the core has taken the overall situation into consideration, made scientific decisions, made overall plans for epidemic prevention and control and economic and social development, and led China’s economic giant to break the waves.

　　We will promote the resumption of work and production in an orderly manner, and the flow of people, logistics and capital will turn in an orderly manner. In April 2020, the growth rate of industrial added value above designated size turned positive, the growth rate of service industry turned positive in May, and the growth rate of foreign trade import and export turned positive in June … … China is the first in the world to realize economic growth from negative to positive.

　　Do a solid job in the "six guarantees" and fully implement the "six guarantees" task. Increase the fiscal deficit by 1 trillion yuan, issue 1 trillion yuan of special anti-epidemic treasury bonds, increase taxes and reduce fees by 2.5 trillion yuan, and promote the financial system to make a reasonable profit of 1.5 trillion yuan to the real economy … … A series of policy combination boxing will make the supply chain of the industrial chain basically stable. In 2020, the added value of 25 industries in 41 major industries above designated size will increase; In December 2020, the national 25-mdash; The urban survey unemployment rate of the 59-year-old employed population was 4.7%, which returned to the same level of the previous year, and the employment of residents was guaranteed; In the first 11 months of 2020, the expenditure on social security, employment, housing security and poverty alleviation related to the "three guarantees" at the grass-roots level increased by 9.8%, 9.5% and 9.2% respectively, and the grass-roots operation was well maintained.

　　We will further promote the structural reform of the supply side, and the vitality potential of market players will be fully generate. In 2020, "Opinions of the Central Committee of the Communist Party of China and the State Council on Building a More Perfect System and Mechanism for Market-oriented Allocation of Factors" and "Opinions of the Central Committee of the Communist Party of China and the State Council on Accelerating the Improvement of the Socialist Market Economic System in the New Era" were successively issued, and the pilot reform of mixed ownership of state-owned enterprises was further promoted, and the reform of power and oil and gas systems continued to deepen … … With the continuous advancement of comprehensive deepening reform, the effect of the "streamline administration, delegate power, strengthen regulation and improve services" reform continues to show. In the first November of 2020, there were 22,000 new enterprises established daily, with an average daily net increase of 12,000; In the fourth quarter, the national industrial capacity utilization rate reached 78%, up 1.3 percentage points from the third quarter, the highest point since 2013.

　　There are many favorable factors supporting the stable recovery of the economy this year.

　　The total economic output exceeded 100 trillion yuan, which laid a solid foundation for China to build a new development pattern. "The key to accelerating the construction of a new development pattern with the domestic big cycle as the main body and the domestic and international double cycles promoting each other lies in tapping the potential of domestic demand, especially consumer demand." Ning Jizhen said.

　　From the total amount, consumption is still the ballast stone for stable economic operation. In 2020, the proportion of final consumption expenditure to GDP will still reach 54.3%, which is 11.2 percentage points higher than the total capital formation.

　　From the incremental point of view, the pulling effect of consumption on economic growth is increasing quarter by quarter. In the fourth quarter of 2020, the total retail sales of social consumer goods increased by 4.6%, and the growth rate was 3.7 percentage points faster than that in the third quarter.

　　From the perspective of potential, there is still much room for improvement in giving play to the basic role of consumption. 2013— In 2019, the average contribution rate of China’s final consumption expenditure to economic growth is about 60%, while that of developed economies is generally 70%— 80%。

　　"From the situation in 2021, China’s economy has the foundation and conditions to continue the steady recovery." Ning Ji Zhe pointed out that although the pressure of "importing foreign defense and rebounding internal defense" in epidemic prevention and control is still great, the long-term positive fundamentals of China’s economy have not changed and are emerging.

　　Strong material foundation. China’s agricultural base position has been consolidated, and the total grain output has exceeded 1.3 trillion Jin for six consecutive years; The leading role of industry has been enhanced, and the industrial added value has exceeded 30 trillion yuan; Infrastructure is improving day by day, and the functions of transportation, communication, energy and water conservancy are enhanced.

　　The industrial system is complete. China has built the most complete industrial system in the world, and is the only country in the world with all the industrial categories in the United Nations industrial classification. The total volume of trade in goods ranks first in the world and it is the largest trading partner of more than 120 countries and regions. In 2021, facing the test of uncertainty, China’s complete production cooperation system and supporting capacity will continue to play an effective role.

　　The market space is vast. With a population of 1.4 billion, more than 400 million middle-income groups and a land area of 9.6 million square kilometers, China has the most growing domestic demand market in the world, and the advantages of super-large-scale market are obvious.

　　Strong scientific and technological strength. China’s total R&D investment has reached the second place in the world, and innovative achievements have emerged one after another, making it the largest international patent applicant in the world. The accelerated development of high-tech industries and strategic emerging industries has become an innovative driving force for high-quality economic development.

　　Rich in human resources. China’s labor supply scale ranks among the top in the world, 16-mdash; The 59-year-old working-age population is nearly 900 million, with 200 million skilled personnel, and the total number of R&D personnel ranks first in the world. This provides a steady stream of human capital and intellectual support for China’s high-quality economic development.

　　"In particular, the party’s strong leadership and remarkable institutional advantages are the fundamental guarantee for economic stability and social stability." Ning Jizhen said, "We will implement fiscal, monetary, employment, investment, consumption, regional and industrial policies more accurately and effectively in accordance with the requirements of the Fifth Plenary Session of the 19 th CPC Central Committee and the Central Economic Work Conference to achieve sustained and healthy economic development."

General Secretary of the Supreme Leader pointed out in the Party’s Report to the 20th CPC National Congress that to continue to promote theoretical innovation on the basis of practice, we must first grasp the world outlook and methodology of Socialism with Chinese characteristics Thought in the new era, and adhere to and make good use of the standpoints and methods that run through it. For this reason, "six musts" are put forward, the first of which is "the people must be supreme". When it comes to the "five major principles" that must be firmly grasped on the way forward, there is also "adhering to the people-centered development thinking". In the definition of "Chinese-style modernization", "modernization of common prosperity for all people" is even more impressive. It can be said that the people’s status as masters of the country has been clearly highlighted and emphasized in this report.

Since the 18th National Congress of the Communist Party of China, based on the historical view that the people are real heroes and the people-oriented ruling view, the Supreme Leader General Secretary has delivered a series of important speeches on how to adhere to the Party’s mass line, maintain the flesh-and-blood ties between the Party and the people, and earnestly safeguard the fundamental interests of the overwhelming majority of the people under the new historical conditions. To sum up, its central idea is to "ensure the implementation of citizens’ economic, cultural and social rights, strive to safeguard the fundamental interests of the overwhelming majority of the people, and ensure the people’s yearning for and pursuit of a better life." This central idea was later condensed into "people first". It is not only reflected in the material aspects such as the Party and the country’s efforts to improve the distribution system, ensure employment priority, improve the social security system and promote the policy of healthy China, but also in the spirit of effectively protecting the people’s rights to enjoy cultural achievements, participate in cultural activities and carry out cultural creation, and then become the cultural masters of this era.

The cause of socialist literature and art has always been highly valued by the party and the government, and its prosperity and development naturally cannot be separated from the norms and guidance of this central idea. How to always adhere to the people-centered creative orientation, with eyes down and center of gravity down, and provide more and better spiritual food for the people has always been a major concern of the Supreme Leader General Secretary. In 2014, at the symposium on literature and art work, General Secretary of the Supreme Leader summed up the historical experience of literature and art development, expounded the law of literature and art development with Marxist standpoint and method, and pointed out the direction for the development of literature and art in the new era. He pointed out that only by firmly establishing the Marxist concept of literature and art and truly taking the people as the center can literature and art exert the greatest positive energy. In his speech when he visited the members of the cultural and artistic circles and social science circles who attended the second session of the 13th Chinese People’s Political Consultative Conference, he pointed out: "It is a fundamental problem to find out for whom to create literature and art, and to study philosophy and social science." "The people are the source of creation. Only by taking root in the people can creation gain an inexhaustible source." In view of this, he proposed that "cultural and literary workers should go into the depths of practice, observe people’s lives, express people’s voices, and write, describe and sing people with their hearts and feelings". So, how to do this? His request is "multi-grounding gas" and constantly enhances "Foot strength, eyesight, brain power and pen power "to" cultivate feelings for the people ". In short, "there are one hundred and one thousand ways to create literature and art, but the most fundamental, crucial and reliable way is to take root in people and life". Only in this way can literature and art truly become "the horn of the times, which can best represent the style of an era and lead the atmosphere of an era".

In recent years, following the instruction of General Secretary of the Supreme Leader, the vast number of literary and art workers have made unremitting efforts to go deep into life and take root in the people, and created a large number of literary and art works rooted in history and reflecting the times, such as The Banquet at the Tang Palace, Only the Green, The Awakeing Age and Minning Town, which not only enjoyed by the people, but also achieved considerable economic benefits, prospering the literary and art market and activating cultural life. However, it should also be noted that there are still some negative errors in the field of literature and art that contradict the mainstream values of society, the real life and fundamental wishes of the people, and thus deviate from the mission of socialist literature and art. As far as the creation of movies and TV plays is concerned, there is a phenomenon that the story is separated from real life, and the large flow is out of touch with positive energy. In some places, sweet pet dramas, commercial war dramas and "legal style" occupy prime time, only using artificial flavor enhancers to adjust the storm of a glass of water, and then using beauty filters to cover up the vicissitudes of life, which not only seriously breaks away from the lives of ordinary people, but also shields and distorts the joys and sorrows that characters will inevitably produce in specific scenes, thus making the works lose their relevance to a wider audience, resonate with the same frequency of today’s great era, and convey a positive and healthy outlook on life. Although the investment in the early and late stages is huge and the cast is strong, it just can’t win the audience or even the box office. Sometimes, the interests of all parties earn a lot of money, but the voices, demands and interests of the audience are excluded and not reflected. All this needs to arouse the high vigilance and conscious resistance of literary and art workers.It is necessary for literary and art workers to launch targeted and meaningful literary criticism in order to achieve the purpose of transforming the false into the false, stirring up chaos and clarifying the Qing Dynasty.

General Secretary of the Supreme Leader once asked literary and art workers to "strengthen and improve literary theory and criticism, praise the good and discard the bad, stir up confusion and clarify the situation, guide creation more effectively, introduce fine works, improve aesthetics and lead fashion". According to this requirement, in 2021, the Central Propaganda Department and other five departments jointly issued the "Guiding Opinions on Strengthening Literary Criticism in the New Era", aiming at promoting literary criticism to better polish the weapon and grasp the steering wheel. Fundamentally speaking, this is precisely to put "people first", that is, to meet the cultural needs of the people. Its ultimate conclusion lies in the social atmosphere that people are regarded as the main body of literary expression and people are respected as important participants in aesthetic appreciation and judgment. Therefore, in contact with the spirit of the important exposition of the Supreme Leader General Secretary, "The times are the writers, we are the respondents, and the people are the reviewers", as literary and art critics in the front line, we must regard serving the people as our most sacred duty, not stick to the study and be obsessed with word games; Instead of relying on one’s own status, we should always demand and test ourselves by caring for the people, and sing praises of truth, goodness and beauty and expose falsehood, ugliness and ugliness in a language that the people can understand, thus creating a new situation of fresh and lively literary criticism.

Therefore, we should be soberly aware that with the influx of various western thoughts in the last century, "people’s nature" and "people’s literature and art" have been challenged to a great extent by aesthetics and humanity. Some people regard aesthetics and humanity as a new yardstick for judging literary creation and criticism, and try to re-understand literature and art on this basis, and even define literature and art, and draw many specious conclusions, resulting in many conceptual misunderstandings. We don’t mean to deny the significance of aesthetics and humanity to literary creation and criticism, but only think that people can’t be replaced by narrow, abstract or individual people, because it is impossible to create "human literature" in the true sense. The development history of literature and art is far more than the development history of people’s sensibility, body and desire. It should go beyond the empty time form and abstract personal experience, and be linked with the more essential direction of human progress and the future and destiny of a wider group of people. Especially today, when literature and art are no longer literature and art in the traditional sense, and literary creation is different from personalized creation in the traditional sense, but has become the production of various forces, many new literary forms are loved by the public and accepted as their own emotional expressions and even basic spiritual activities. We need to carefully screen, effectively guide, call on various means to keep pace with the times, adopt various theories, study the text in depth, be close to the object of criticism, and be sensible.While defending their cultural rights, we should effectively improve their appreciation level and broaden their aesthetic taste, so that they can really be encouraged by literature and art and gain the strength to move forward from aesthetics.

Looking back on the glorious history of our party’s leading literary and artistic work, as early as Yan ‘an period, faced with some people’s one-sided emphasis that literature and art must be formal and specialized, and then blindly worship "greatness", "westernization" and "antiquity", that is, they are keen on performing big dramas, foreign operas and ancient operas, and obsessed with "super-class love" and "abstract humanity", Comrade Mao Zedong put forward in a clear-cut manner at the Yan ‘an forum on literature and art: "Why is the problem of people one? Today, the position of writing for the people and singing for the people contained in "Speech at Yan ‘an Forum on Literature and Art" has not faded and lost its persuasiveness with the passage of time. We must inherit and carry forward the essence of Comrade Mao Zedong’s Speech, combine the current reality and the task of building a socialist modern country in an all-round way, seriously study and understand the spirit of the 20th National Congress of the Communist Party of China, further adhere to the people-centered creative orientation, launch more outstanding works to enhance the people’s spiritual strength, cultivate more literary artists with both morality and artistry, and cultivate a large-scale team of cultural and literary talents, while actively participating in the practice of literary criticism. Through my own scientific and rational observation, penetrating analysis, timely and effective suggestions and clear writing style, I will deepen the education of patriotism, collectivism and socialism,And in the whole society to carry forward the spirit of labor, struggle, dedication, creativity, diligence and thrift, cultivate a new look of the times, cultivate new people of the times who can take on the great responsibility of national rejuvenation, and make their own contributions to improve the modern public cultural service system, innovate and implement more specific, arduous and lasting undertakings such as the cultural benefit project. (Author: Wang Yonghao, Vice Chairman of the Chinese Literary Critics Association, Professor of Chinese Department of Fudan University)

China Art Newspaper (3rd edition, November 28th, 2022)

　　Author: Chen Chengwen (Special Research Fellow of Guangdong Supreme Leader New Era Socialism with Chinese characteristics Thought Research Center, Dean of Dongguan Institute of Social Governance of Dongguan University of Technology)

　　Grassroots social governance is the abbreviation of urban and rural community governance, and efficiency is the goal of grassroots social governance. The General Secretary of the Supreme Leader has repeatedly stressed the need to "improve the efficiency and effectiveness of the government" and "release positive effectiveness", pointing out that "we should not only adhere to and consolidate China’s national system and national governance system that have been tested by long-term practice, but also improve and develop China’s national system and national governance system, and constantly transform China’s institutional advantages into national governance efficiency" and "improve the social governance system of building, governing and sharing, and enhance the effectiveness of social governance". Grassroots social governance is the cornerstone of national governance. Improving the efficiency of grassroots social governance is a key link to promote the modernization of the national governance system and governance capacity. Only by adhering to the guidance of the series of important expositions of the Supreme Leader General Secretary on social governance can the grass-roots social governance "release its positive efficiency" and enhance its socialization, legalization, intelligence and specialization.

　　The effectiveness of grassroots social governance is an important measure to measure the achievements of grassroots social governance. The effectiveness of grass-roots social governance refers to the efficiency, effectiveness, benefit and demonstrated ability obtained by the main body of grass-roots social governance in a planned, purposeful and organized way. In other words, the effectiveness of grass-roots social governance is a comprehensive reflection of the correctness of the goal of grass-roots social governance and its realization. Obviously, the effectiveness of grassroots social governance is the unity of efficiency, effect, benefit and ability of grassroots social governance. The efficiency of grass-roots social governance refers to the degree of realization of the goal of grass-roots social governance in a specific period. It reflects the relationship between the input (manpower, material resources, financial resources and time) and the output (the realization degree of socialization, rule of law, intelligence and specialization) of grassroots social governance activities in a specific period. The effect of grass-roots social governance refers to the positive results produced by the main body of grass-roots social governance to carry out grass-roots social governance activities. It is manifested in the continuous decrease of crime rate in urban and rural communities; Civil disputes are decreasing day by day; Extreme events caused by prominent contradictions, frustrated life, unbalanced mentality and abnormal behavior have dropped significantly; The rate of letters and visits is decreasing year by year; Special groups are effectively managed and served; Groups with difficulties in life receive effective help and services; Wait a minute. The benefit of grass-roots social governance refers to the positive social impact produced by the main body of grass-roots social governance carrying out grass-roots social governance activities. It is embodied in the sense of acquisition, happiness and security of urban and rural community residents, which is more substantial, more secure and more sustainable.Grass-roots social governance ability refers to the comprehensive quality of grass-roots social governance subjects when they carry out grass-roots social governance activities. It reflects the possibility of the main body of grassroots social governance to complete the task of grassroots social governance, and directly affects the efficiency, effect and benefit of grassroots social governance. It can be seen that efficiency, effectiveness, benefit and ability are the four basic dimensions to examine the effectiveness of grassroots social governance.

　　Improving the efficiency of grass-roots social governance is a comprehensive social system engineering, which involves the renewal of governance concepts, the construction of governance system, the improvement of governance capacity and the creation of governance environment. Therefore, in order to improve the efficiency of grassroots social governance, we must adhere to the problem orientation, face up to the problems of grassroots social governance, fill in the "short board" of grassroots social governance, and open up the "last mile" of grassroots social governance. This requires us to do the following:

　　First, adhere to the party’s overall leadership and enhance the political leadership of grassroots social governance.General Secretary of the Supreme Leader emphasized: "the Communist Party of China (CPC)’s leadership is the most essential feature of Socialism with Chinese characteristics, the greatest advantage of the Socialism with Chinese characteristics system, and the Party is the highest political leadership. We must adhere to the party, government, military and civilian studies, the East, West, North and South, and the Party is the leader of everything, resolutely safeguard the authority of the Party Central Committee, improve the party’s leadership system that takes the overall situation into account and coordinates all parties, and implement the party’s leadership in all aspects of state governance. " The Communist Party of China (CPC) is the highest leading core of grass-roots social governance. To promote Socialism with Chinese characteristics’s institutional advantages to be better transformed into the effectiveness of grass-roots social governance, we must adhere to the overall leadership of the Party and give full play to the core role of the Party in commanding the overall situation and coordinating all parties, so as to ensure the political direction of grass-roots social governance, enhance the political leading force of grass-roots social governance, and provide a fundamental political guarantee for improving the effectiveness of grass-roots social governance.

　　The second is to strengthen the sense of community and enhance the main synergy of grassroots social governance.The General Secretary of the Supreme Leader stressed that it is necessary to "build a community of social governance in which everyone is responsible, everyone is responsible and everyone enjoys it". The action subject of grass-roots social governance is an aggregate composed of grass-roots party organizations, grass-roots political organizations, economic organizations, autonomous organizations, mass organizations, social organizations and individual citizens. In this collection, every actor occupies a different position and plays a different role. Grass-roots party organizations are the leading core of grass-roots organizations and work; Grass-roots political organizations are organizers; Economic organizations, autonomous organizations, mass organizations, social organizations and individual citizens are important participants. Grass-roots party organizations, grass-roots political power organizations, economic organizations, autonomous organizations, mass organizations, social organizations and individual citizens together constitute the "concentric circles" of grass-roots social governance. In order to give full play to the "concentric circle" role of grassroots social governance, we must establish a sense of "community", strive to improve the grassroots social governance system of co-construction, co-governance and sharing, and create a grassroots social governance community that everyone is responsible, everyone is responsible and everyone enjoys. This requires that grassroots social governance must clearly formulate the list of governance responsibilities of different actors and clarify the boundaries of governance responsibilities of different actors. Only in this way can we effectively enhance the synergy of the main body of grassroots social governance, so as to truly maximize the synergy of the main body of grassroots social governance.

　　The third is to improve the urban and rural grassroots governance system and enhance the integration and development of grassroots social governance.The General Secretary of the Supreme Leader stressed that it is necessary to "improve the urban and rural grassroots governance system that combines autonomy, rule of law and rule of virtue under the leadership of party organizations". Promoting autonomy, rule of law and rule of virtue hand in hand and integrated development is an important goal of the construction of urban and rural grassroots governance system in the new era. Autonomy is the social foundation of grass-roots social governance. Autonomy should focus on strengthening the subjective consciousness of urban and rural community residents and give full play to the subjective role of urban and rural community residents in grassroots social governance; Improve the institutionalized channels for the masses to participate in grassroots social governance; Give play to the autonomous function of village rules and regulations; Improve the system of villagers’ deliberation and consultation. The rule of law is the institutional guarantee of grassroots social governance. Efforts should be made to enhance the awareness and ability of the rule of law of urban and rural community residents, establish the authority of the rule of law, popularize the concept of the rule of law, and learn to use the rule of law thinking and the rule of law to resolve grassroots social contradictions. Rule by virtue is the ethical foundation of grass-roots social governance. The rule of virtue should focus on strengthening the moral consciousness and self-discipline of urban and rural community residents, cultivating and forming good social customs and deeply planting the ethical foundation of social order; Give full play to the moral function of voluntary service. Only by perfecting the urban and rural grass-roots governance system that combines autonomy, rule of law and rule of virtue under the leadership of party organizations can we effectively enhance the integration and development of grass-roots social governance, thus truly maximizing the integration efficiency of grass-roots social governance methods.

　　The fourth is to advocate the wind of doing things in a down-to-earth manner and enhance the executive power of grassroots social governance.Grasping implementation is the fundamental requirement of the party’s political line, ideological line and mass line, and it is also an important symbol to measure the party spirit and political achievements of leading cadres. General Secretary of the Supreme Leader has always advocated "observing the facts, making practical moves, doing practical things and seeking practical results", and "being practical" runs through the whole process of governing the country. General Secretary of the Supreme Leader stressed: "The development of the cause of the party and the state cannot be separated from the down-to-earth and down-to-earth work of the whole party. Grasping the work, whether it is to stay in the general call or to practice, the effect is very different. Telling the truth and doing practical things can best test and temper party spirit. " "We must have the strength to really grasp, the boldness to dare to grasp, the ingenuity to grasp well, and the tenacity to grasp often. We must grasp the iron and trace it, and step on the stone to keep the seal." Grass-roots social governance is a work of "connecting the antenna" and "grounding the gas". It is necessary to implement the party’s line, principles and policies, implement the social governance work deployment of the higher-level departments, and implement the specific action plan of urban and rural community governance. Obviously, working hard is also the basic requirement of grassroots social governance. Only by advocating the trend of seeking "effectiveness" with "reality", checking "effectiveness" with "reality" and promoting "effectiveness" with "reality" can we do everything in a down-to-earth manner.Only when the stakes are implemented, targeted efforts are made, precise policies are made, and the urgent problems of urban and rural community residents are focused, can the executive power of grassroots social governance be effectively improved and the efficiency of grassroots social governance be truly empowered.

　　Guangming Daily (November 30, 2023, 06 edition)

　　Wen Yiming

　　"We must fully change our thinking and innovate our expression, and we can’t just be satisfied with the ‘ between the big screen and the small screen; Porter ’ , also can’t be satisfied with the pinch head to tail, braise in soy sauce in the middle, simply cut into strips. We must strive to create more new media products that make people shine, smell it and put it down. "

　　As an important news program of CCTV, News Network has important influence and communication power in the field of radio and television.

　　As the "golden signboard" of the news program of the main station, News Network also needs to use more innovative means to reach and attract young users and expand the influence circle of mainstream public opinion. This is a compulsory course and a required question in the process of promoting media integration in depth by the main station.

　　The Party Group of the Central Radio and Television General Station clearly put forward that we should adhere to the development strategy of "paying equal attention to the network, giving priority to the network and the mobile", gathering more human, financial, material and high-quality resources to the new media, giving priority to ensuring that the new media platform becomes the "first information source" of the general station, giving priority to ensuring the first launch of the new media, and paying unprecedented attention to the strategic task of "promoting the in-depth development of media integration".

　　The editorial meeting of the general station held several special meetings to discuss in depth the topic of "How to further deepen media integration to attract young audiences".

　　"We must fully change our thinking and innovate our expression, and we can’t just be satisfied with the ‘ between the big screen and the small screen; Porter ’ Nor can you be satisfied with cutting your head and tail, braising in the middle, and simply cutting strips. " Shen Haixiong, Vice Minister of Publicity Department of the Communist Party of China, Director and Editor-in-Chief of the Central Radio and Television Station, especially talked about creating new media original content production. To innovate the discourse system and expression, we should not only tell good stories, but also be close to the language characteristics and acceptance habits of young people.

　　This has become the core element of "breaking the circle" in the future.

　　▍Cultivate CCTV news with the most network sense, and turn "creativity-driven" into a unique ability.

　　After more than 700 programs’ exploration and practice, since September, 2021, the anchor said that the network broadcast has been completely revised, and the broadcast mode, content selection design and creative planning of the program have been adjusted with the spirit of "elephants can also dance street dance".

　　The key to the experience and effect is the user. In order to gather users together, create communication, influence and explosion, it is the key to accurately grasp users’ attention and touch users’ concerns.

　　The revised "anchor said simulcast" is more suitable for the attributes of short videos and controls the duration of each program; And no longer stick to let the anchor just sit in the news studio, but will walk into the news scene and lead users from "watching the scene" to "talking about the scene" or even "singing the news"; Users’ messages are no longer simply displayed in the message area, but will be presented in the form of "barrage" in the program of the day, even read by the anchors, which increases the information content of the overall program and is more interactive and sympathetic.

　　■ The anchor said at the scene: for the first time, follow the domestic inspection and interpret it simultaneously.

　　On September 15th, General Secretary of the Supreme Leader visited Shaanxi, and he went into the fields to chat with his fellow villagers. The general secretary asked very carefully, and the villagers also answered very truthfully.

　　Kang Hui, the anchor of the team report, noticed this warm detail:

　　The fellow villager said: "Now we have some white flour, rice and pork, and life is getting better and better." The general secretary replied: "Now it is not rare to say that white flour and pork are rare. On the contrary, sometimes eating whole grains is quite good and good for your health."

　　The program fully grasped this simple and warm "on-the-spot synchronization" and was recorded by Kang Hui in Shaanxi. It was interpreted on the spot in an "authentic" way: "Although it’s just a common conversation, you can read the great changes in people’s happiness in life between the lines." This is also the first time that the "anchor said that the network broadcast" program followed the domestic investigation for simultaneous interpretation.

　　When General Secretary of the Supreme Leader visited a base of troops stationed in Shaanxi, he pointed out that space assets are national strategic assets, which should be well managed and protected.

　　After this news was broadcast in News Network, the creative team combined with the news returned by the Shenzhou-12 astronauts to produce the "Travel Day Group", which is coming home soon! Tao Pan: There is an Asset to Manage, which fully grasps the "time effect". Weibo’s topic # Space assets are the strategic assets of the country # ranks in the top 10 of the hot search, with more than 55 million readings.

　　■ The anchor said casually: Make "serious news" full of vitality.

　　September 1 ST is the first day of school. In the morning, the circle of friends was instantly screened by the video of the children’s parents "going to the wall". This hand-held video shooting is very grounded and newsworthy, reflecting certain social phenomena and parents’ real psychological activities under the background of "double reduction".

　　On the morning of the same day, CCTV news also released a video of parents "going to the wall" and actively set the topic to board the hot search.

　　On the same day, Guo Zhijian, the anchor on duty of News Network, talked about whether he could go to the scene to shoot a program reflecting the background of "double reduction" and let his "father" also talk about the experience of "going to the wall".

　　Guo Zhijian started with "Meng Wa starts school, and the beast returns to the cage", and at the end, he did not forget to say: "Happy study and happy growth! Remember: Enjoy. "

　　The netizen couldn’t help but comment: "At the beginning, it was like looking at the parents of the children at the entrance of the kindergarten, and the last Enjoy was too funny."

　　Letting the anchor of News Network appear at the school gate in casual clothes is actually a useful exploration for the anchor to trace back to social hotspots.

　　Under the background of "double reduction", the social problem of "teachers reducing parents’ addition and turning cute baby into chicken baby" needs attention and more guidance from mainstream media.

　　The creative team believes that CCTV news actually forms a closed loop of topics according to the parents’ "going to the wall" on the opening day.

　　"When public opinion itself becomes a part of news, what we actually do is to correctly feedback social conditions and public opinion, and let users feel that CCTV news is with them with grounded reports." The person in charge of "The anchor said that the network broadcast" told "Radio and Television Exclusive".

　　■ The anchor rhymes: Make plain language more tense.

　　During this year’s service trade fair, the anchor said simulcast innovatively made two anchors, Qiang Qiang and Hai Xia, on the same stage, rhyming with "three sentences and a half" and "cool saying" at the service trade fair:

　　"Small and medium-sized enterprises should be supported, and Beijing will be listed on the new exchange;

　　Service essence and exclusive characteristics, reform!

　　The cooperation space is facing great changes, and the quality and efficiency are double fulfilled;

　　The development potential can be seen, work hard!

　　"One Belt, One Road" group of heroes, enterprises along the line lined up;

　　The project is getting more and more complete, on the way! "

　　— — Excerpt from September 6 th, "The anchor said that the network rhymes! Hai Xia is strong enough to tell you about the Trade Fair.

　　"We don’t stick to the need to use news language to comment on similar topics. On the day of the Trade Fair, the Chairman of the Supreme Leader made an important speech. On the one hand, we should put ‘ Dry goods ’ Refine it for everyone, and at the same time, let the anchor say simulcast ‘ Moisten things silently ’ Fly into the homes of ordinary people. "

　　The creative team said that at the beginning, when designing the programs related to the service trade fair, they thought of using the rhyming "three sentences and a half" to express the main content of the service trade fair in a "fun way". "The last word of each sentence is in harmony with the level tone and antithesis, and we also use the English sentence on the way to show that we are always on the road, and the pun has played a finishing touch." After the release of this issue of "The anchor said that the network broadcast", the reading volume exceeded 23 million.

　　■ anchor popular saying: let "hard news" also produce new colors.

　　On September 3rd, "The anchor said that the broadcast of Zheng Li: The beautiful country was really" not beautiful "in Afghanistan" was released, and it ranked first in the hot search in Weibo. The topic # CCTV anchor said that the beautiful country was really not beautiful # The topic reading volume was 410 million.

　　Zheng Li’s "beautiful country" is actually a nickname for the United States by netizens. This kind of irony appears in the mainstream media, which is usually serious, and it is a new media language "feedback".

　　"Beautiful" = "beautiful", what beautiful countries do is not beautiful, so the title of "eye-catching" catches the user’s attention at once.

　　The person in charge of "The anchor said that the network broadcast" told "Radio and Television Exclusive" that the main station released a large number of exclusive interviews and the first scene in this Afghanistan report, which became the source of the whole network. If new media want to stand out in such a major event of global concern, they must have different ideas.

　　"We have also received many netizens’ feedback and comments on the Afghan situation on Weibo and WeChat platforms. In the title and anchor lead, ‘ Beautiful country ’ This kind of netizen’s nickname is used in the "anchor said network broadcast", which is the most direct interaction with netizens. "

　　■ anchor dialect says: let "contrast Meng" become a part of program creativity.

　　On September 14th, the anchor said that the network broadcast released "Shaanxi Wa Yan Yuxin boasted about Bao Xiaofeng’s hometown in a fancy way: the real" Liao Zha Li ".The anchor of the network broadcast Yan Yuxin and Bao Xiaofeng appeared casually again, and even used Shaanxi dialect to" string it up "for the audience at the beginning.

　　"At the beginning, we communicated with the anchors. Can we try to use our hometown dialect ‘ Say ’ News, this is really a new attempt for them. Although the broadcast program requires high pronunciation of Putonghua, we have been thinking that the broadcast anchor who speaks dialects has changed the image of the program that sits in danger every day, so ‘ Contrast Meng ’ It may be more concerned by young audiences. "

　　"This time, we changed the original reporting time, held the topic selection meeting every morning, and also communicated with the anchors of the network. They also made many suggestions on improving the reporting form and style, and the anchors also wanted to try different broadcasting styles and images."

　　The creative team told Radio & TV Exclusive that the topic of "The Anchor Says Network Broadcast" will be finalized at around 16:00 on the same day, and the program of that day will be recorded after the end of "News Network Broadcast", and the anchors of "News Network Broadcast" will also discuss with the creative team to try to be more grounded in language expression.

　　Zheng Li, for example, put forward a very good suggestion: whether props can be introduced into "The anchor said the network broadcast". In the report of Sanxingdui that day, Zheng Li vividly imitated the action of Sanxingdui bronze man, holding Sanxingdui model props in his hand, and was also called "too vivid, too vivid!"

　　For example, Guo Zhijian suggested that on some topics, the anchor can say without wearing a suit. In the program of the National Games, Guo Zhijian wore a sports suit at the reception desk. "The anchor said that the network broadcast" said today without wearing a suit. " The image of Guo Zhijian’s sportswear is also eye-catching. This issue of the National Games is coming! Guo Zhijian: Burn Your Calories instantly ignites the interaction of netizens: Teacher Guo is still a sportsman!

　　The creative team told Radio & TV Exclusive that recent programs have been trying to "explore" ideas to reach young users with different forms and means. "For example, we asked the anchor Li Zimeng to sing" You look good when you smile "for rural students, and quickly won praise from netizens."

　　Some netizens commented: "The anchor’s singing may not be professional, but his eyes are all beautiful."

　　"On September 10, the important news such as the Chinese and American leaders’ phone calls will also break the regular rhythm, make preparations and designs early, record the preemption in advance at two o’clock in the afternoon, and pass on the important news interpretation information earlier."

　　What is more important than "speed" is "grabbing users", so that core competitiveness can be injected into "new media blood"

　　"We are pursuing more than just a newsletter for a few minutes and seconds. A report is better than a shoulder victory." The relevant person in charge of the new media center of the news of the reception desk admitted frankly to "Radio and Television Exclusive" that the premise for CCTV news to become a blockbuster is to satisfy users first, and nothing is more important than users and more urgent than innovation in the new media era.

　　CCTV news reports need to be fully close to users, instead of always being condescending and reporting by traditional indoctrination, we should adjust the reporting perspective to understand and impress users with more people-friendly perspectives. "The anchor said that the network broadcast provided a new media fulcrum for the news network broadcast, which injected the blood of the new media into this trump card program that entered the year of no doubt, and had the opportunity to communicate with netizens in a friendly and down-to-earth way, which is also the reason why this program can continue to be screened in the public opinion field."

　　From September 1st to now, the column "The anchor says simulcast" has successively launched "On the first day of school, the anchor Guo Zhijian is also" on the wall "… … "China Team’s Strength Deduces a Ride (qi)", "CCTV anchor’s serial rhyming anecdote service trade fair", "CCTV anchor reveals where China team’s brave strength comes from" and "Kang Hui sends good news to these 10 people" and other programs.

　　Because of the innovation in form, netizens are waiting for the update of "The anchor said the network broadcast" every day, just like chasing dramas. Sometimes, because of the different release time, netizens will respond enthusiastically: "Today," The anchor said that the network broadcast "came early!" It can be described as full of interaction.

　　"Love is moved by truth, and we have been trying to use a more cordial way to let the anchors get out of the state of News Network ‘ Remove a little ’ Chew the authoritative information in "News Network" to users in the language of new media. "

　　According to the relevant person in charge of the news new media center of the general station, hundreds of thousands of messages poured into the live broadcast room of CCTV news on the day when 109 volunteers from Korea returned to China, so simple feelings needed a window to show.

　　"On the day’s program, we invited Kang Hui to stand and broadcast, and read some comments from netizens on the spot, which were called by netizens ‘ Break the defense ’ The topic of the program was also on the hot search. This has narrowed the distance between the host and netizens, which will be of great help to improve the communication power and brand affinity of the column. "

　　"Radio and TV Exclusive" observed that on the same day, Weibo topic # Kang Hui read these netizens’ messages and instantly broke the defense # The total reading volume exceeded 280 million, ranking second in the hot search list; Aauto Quicker’s broadcast volume exceeded 15 million.

　　Kang Hui, the anchor of the main station, said: "It has been more than two years since the anchor said that the network broadcast was launched. For new media products, it is time to update and iterate. From material selection to design to presentation, a new wave of upsurge has been set off recently. Facts have proved that ‘ New ’ Always from ‘ Break ’ Zhong ‘ Li ’ Get up, get out of inertia and be comfortable, it’s not so uncomfortable, or it won’t be uncomfortable for long. "

　　The innovation of "The anchor said that the network broadcast" is still on the premise of being correct. The first thing to stick to is the hot spots captured by "News Network", and the angle, viewpoint and emotion should all be part of "the country’s greatest" in "News Network". "The anchor said that the network broadcast" should also be unified on this basis, so that individuality can serve as a common service.

　　The anchors are full of affection when they praise heroes, open and aboveboard when they promote righteousness, and humorous or hit the nail on the head when they comment.

　　When "envy, jealousy and hate" and "Ollie gives" are uttered from Kang Hui’s mouth, the authoritative media and the vivid language on the Internet are combined, and the spread of the program is more grounded.

　　Since its launch, the anchor said that the network broadcast has launched more than 700 issues, and the topic reading of Weibo has exceeded 9.6 billion, effectively driving the average daily growth of young TV viewers by 17%.

　　With the frequency of day-to-day work and light and concise language, Anchor Talk Network has narrowed the distance with new media users by using the way of vertical screen youth and "net talk", so that ace news programs can obtain "traffic passwords" on the Internet. Its success not only lies in the continuation of the authority of News Network, but also reflects the innovative guidance of new media in the main station and the integration drive with user experience as the core, which really makes it "alive" and "spiritual".

　　▍ Taking column innovation as the incision, speeding up the new revision and upgrading of CCTV news.

　　"We must pay close attention to high-quality development, revision, upgrading and upgrading, and change one program at a time, one detail at a time, so that the big-screen programs are high-end and the small-screen programs are exquisite and delicate." Shen Haixiong specifically talked about the high-quality development of the reception desk, and made efforts to create more new media products that make people shine at the moment, make people feel excited and fondle admiringly, and strive to make more than 80% of the program columns of the reception desk into high-quality products in three to five years, so as to maximize the all-media influence of the reception desk.

　　"Radio and Television Exclusive" has learned that in October 2021, CCTV news client will be completely revised and upgraded, which will greatly supplement the tools "weapons" necessary for new media, including "5G big data, cloud computing and artificial intelligence", and promote the formation of a modern new media operation platform that can be released, tracked and interacted by users, especially in the means of user portrait and deep cultivation of users.

　　"We have been working hard to speed up the construction of CCTV news’s own platform. Only by building our own platform can we achieve the development of the sea and the sea. The goal of CCTV news client has always been to build its own user platform that can be traced, analyzed and interacted, so as to meet the needs of users as the pursuit of innovation ‘ Methodology ’ 。” The relevant person in charge of CCTV news client told Radio and Television Exclusive.

　　"Radio and Television Exclusive" learned that at present, the main station is making every effort to promote the "iterative upgrade of CCTV news client platform". The new version of CCTV news client will rely on an efficient intelligent production system to fully enhance the user experience, and create a "CCTV" convergence platform by one-click interaction between large and small screens.

　　It is understood that the CCTV news client has invited nearly a thousand mainstream media and institutions to settle in the CCTV platform, including the local main station of the main station, the famous brand column of the main station, the local authoritative media and the new government media of the national ministries and commissions, which will supplement CCTV news with more high-quality media resources with heat, temperature and depth.

　　"In the new version of the client, we will open up ‘ Direct focus interview ’ Such a section establishes a new media entrance for public opinion supervision, standardizes the format of users’ reports, collects the content of reports efficiently, and is equipped with a dedicated management background for columns. The exclusive value and advantage of CCTV news lies in its ability to connect with the big screen, connect with the news channel, interact with the big screen through the small screen, dispel doubts and dispel rumors, so as to strengthen the influence of mainstream media in the emerging mainstream public opinion field. "

　　The relevant person in charge of CCTV news client revealed to Radio and Television Exclusive that the new version of CCTV news client will attract the needs of young users in the main ways of information authority, rich content, pooling resources and building communities, and build a flagship platform of new media for the main station that meets the mainstream value, and open up the interconnection between netizens’ feedback and big-screen programs, forming a two-way mutual integration and drainage of large and small screens.

　　▍ Starting from the word "integration" and creating "innovation", let media integration move from "quantitative change" to "qualitative change"

　　Innovation is the first driving force to lead the development of the general station. The party group of the general station has repeatedly pointed out that it is necessary to embrace the Internet and create all-media with the spirit of "elephants should also learn to dance street dance", and try boldly, boldly and boldly, and practice more "unique skills" to continuously expand their influence and enhance their soft power in innovation.

　　The starting point is integrity, and the end result is innovation. The word "innovation" runs through the process of media integration and development at the reception desk.

　　Celebrating the 100th anniversary of the founding of the Party, it was reported that the total number of people reached by the platforms under the Headquarters exceeded 3 billion, among which the total broadcast volume of new media live broadcast was the highest among the eight platforms. Three topics hosted by CCTV news Weibo topped the hot search list, with a reading volume of over 11.6 billion.

　　The brand power of "watch CCTV if something big happens" is further highlighted.

　　During the Tokyo Olympic Games, the reception desk sent 800 people to cover the team, and conducted 500 TV broadcasts and over 7,000 live broadcasts of new media events in 17 days. All the 38 gold medals won by the China delegation were first launched by CCTV news clients, and the reception desk watched 47.9 billion times on the all-media platform, setting a new record for the number of sports events in the past decade.

　　Directly attacking the situation in Afghanistan, relying on the overseas reporting sites of the main station and the external communication platforms in 44 languages, 1,599 overseas TV stations quoted and broadcast the pictures of the main station, and the total number of cross-media contacts exceeded 7.333 billion. Among them, the number of views of CCTV news on the whole platform exceeded 1.389 billion, and nearly 90% of the hot search topics of new media came from the general station report.

　　Standing at the forefront of the development of media integration, mainstream media should fully explore the forms of new media editing and editing, think broadly and do it in a down-to-earth manner, turn the biggest variable of the Internet into the biggest increment of mainstream public opinion, act according to the situation, take the initiative, start with the word "integration" and create "innovation", let media integration move from "quantitative change" to "qualitative change" and answer "how to promote the development of media integration in depth"

　　1. The basic situation of "General Specification Chinese Characters Table"

　　The List of Chinese Characters with General Norms is a supporting standard of the National Law of People’s Republic of China (PRC) on Common Languages and Characters, and it is a set of universal standardized characters for recording Chinese in modern times, which embodies the norms of modern Chinese characters in terms of word quantity, word level and font.

　　The word list received 8,300 words. According to the universality of Chinese characters, it is divided into three levels: the first-level word list contains 3 500 words, which are commonly used words with the highest frequency, mainly meeting the needs of basic education and cultural popularization. There are 3,000 words in the second-level word list, which are used less frequently than the first-level words. Together with the first-level words, there are 6,500 words, which mainly meet the needs of modern Chinese text printing and publishing. There are 1,800 words in the third-level word list, which are common words used in some special fields (surnames, names, scientific and technical terms, classical Chinese in Chinese textbooks for primary and secondary schools), and mainly meet the needs of using words in special fields closely related to public life and cultural popularization.

　　2. Development of General Specification Chinese Character List

　　Chinese characters have a long history, a large number of users and complicated usage, and their learning is as deep as the sea. It is a huge systematic project to develop a word list suitable for current social language life. The development of the word list began in 2001 and lasted for eight years. It has held more than 80 large-scale meetings such as academic conferences, deliberation conferences and consultation meetings, and more than 3,000 experts and scholars at home and abroad participated in the discussion, and revised more than 90 drafts before and after. It can be said that the word list is tempered by everyone.

　　The development of word list mainly has the following characteristics:

　　First, make full use of corpus resources and adopt computer statistical technology. The main corpora used are: "Modern Chinese Balanced Corpus" of the State Language Commission (91 million words). Beijing language and culture university "Dynamic Circulation Corpus of Modern News Media" (350 million words). The comprehensive corpus of popular science education (4.04 million words), the corpus of children’s literature (5.7 million words) and the corpus of classical Chinese textbooks for primary and secondary schools (5.6 million words) were established during the development of the word list. At the same time, it also refers to the massive corpora of print media, online media, audio media, educational materials and dozens of corpora at home and abroad established by the National Language Resources Monitoring and Research Center from 2005 to 2008. These corpora provide statistical data of modern Chinese characters and lay a scientific foundation for the development of word lists.

　　Second, inherit the existing achievements and fully carry forward academic democracy. The research group systematically collected the literature related to the development of the word list, sorted out some academic and social problems that the word list must face, and then held an academic symposium to listen to opinions from various fields extensively and deeply, and held an academic deliberation meeting on the handling of some important issues to make academic decisions. This provides an academic basis for the development of word lists.

　　Third, collect words widely and listen carefully to the suggestions of relevant departments. From the fields of education, culture, science and technology, civil affairs, public security, military affairs, surveying and mapping, press and publication, cultural relics books, radio, film and television, information processing, dictionary compilation, medical care, ethnic religion and so on, we have learned about the demand for Chinese characters and collected Chinese characters that need to be added to the word list, which has received strong support from all departments. With regard to the word list and its implementation, we have listened to the opinions of the Ministry of Industry and Information Technology, the State Ethnic Affairs Commission, the Ministry of Public Security, the Ministry of Civil Affairs, Ministry of Human Resources and Social Security, the Ministry of Culture, the State Administration for Industry and Commerce, the General Administration of Quality Supervision, Inspection and Quarantine, the State Administration of Radio, Film and Television, the General Administration of Press and Publication, the relevant units of the People’s Liberation Army, the Chinese Academy of Sciences, the Chinese Academy of Social Sciences, the State Bureau of Surveying and Mapping, the Central Committee of the Communist Youth League, the All-China Federation of Trade Unions, It provides a social foundation for the development and future implementation of the word list.

　　Fourth, to facilitate people’s language life, giving consideration to stability and innovation. The standardization of spoken and written languages since the founding of the People’s Republic of China has provided a good foundation for recording modern Chinese and ensured the development of cultural and educational undertakings. The advent of the information age puts forward new requirements for the standardization of Chinese characters. On the one hand, it is necessary to improve the degree of standardization and facilitate information storage, information management and information exchange; On the other hand, the use of Chinese characters in some fields (such as medicine and chemistry) has entered the reading level of the general public, and the use of Chinese characters in society has expanded. In order to maintain the stability of Chinese characters used in society and not cause great fluctuations, the word list attaches importance to the inheritance and connection with existing norms and standards, and at the same time integrates and optimizes existing norms, broadening the scope of Chinese characters used in general fields, and carefully handling related problems such as analogy simplification and variant characters.

　　3. What is the significance of the formulation and publication of the General Specification Chinese Character List?

　　Character list is an important norm to meet the needs of language life in the new century and reflect the national character policy. The development and implementation of the word list is for the benefit of the country and the convenience of the people, to meet the needs of the application of Chinese characters in various fields of society, to facilitate people’s language life, and to promote the development of the country’s economy, culture, education, international exchange and informatization.

　　(1) to better implement the "People’s Republic of China (PRC) national common language law". The law was promulgated in October 2000, which stipulated that "the state promotes Putonghua and promotes standardized Chinese characters". The word list determines the norm of word quantity, word level and font of "standardized Chinese characters" at the general level, which makes the legal concept of "standardized Chinese characters" fall into practice.

　　(2) Better meet the needs of language life in the new century. In China in the 21st century, great changes have taken place in social language life, the scope of Chinese characters in society has changed greatly, and the concept of Chinese characters is characterized by diversity and openness. In particular, the rapid development of information technology not only promotes the expansion of the scope of Chinese characters, but also requires the standardization of Chinese characters and the standardization of Chinese characters in society. It is to meet the needs of the scope of Chinese characters and the concept of standardization in the new century and promote the information construction of the country by reasonably collecting one or two characters, adding three characters and restoring some variant characters.

　　(3) Integrate and optimize the existing norms to better reflect the writing concept in the new century. The word list inherits the normative principles and spirit of the first batch of variant forms (1955), the font list of printed common Chinese characters (1965), the summary list of simplified Chinese characters (1986), the common Chinese word list (1988) and the common Chinese word list (1988), and according to the language of the new century, The word list maintains the systematicness of Chinese characters in the general field, simplifies them by finite analogy, and restores some variant characters; Take care of the use of Chinese characters in four places on both sides of the Taiwan Strait and the demand of internationalization, and compile the Comparison Table of Simplified and Traditional Chinese Characters to facilitate communication; Adopting flexible character requirements and allowing off-balance-sheet characters to be used conditionally are all concrete manifestations of the concept of writing in the new century.

　　4. What are the major problems solved by the General Standard Chinese Character List?

　　The word list involves many problems, which is very academic and social, and it is very difficult to develop. There are five major problems to be solved:

　　First, about the simplification and complexity of Chinese characters. During the development of the word list, the problems of traditional Chinese characters recovery and analogy simplification have been discussed repeatedly. The final conclusion of the research team is: in order to maintain the stability of Chinese characters in society, the word list will not restore traditional Chinese characters in principle; The scope of analogy simplification is strictly limited to the word list to maintain the systematicness and stability of the words used at the general level; Conditional use of words outside the word list is allowed, but it is not simplified by analogy.

　　Second, on the issue of variant characters. In order to respect social habits and facilitate people’s use of Chinese characters, the word list includes 51 variants in the First List of Variant Characters, which are mainly used as names and places, such as "? Is the foundation thin? ? Shake thin? ? N "and so on. Variant characters are no longer simply referred to as "elimination and abolition", but there are clear requirements for their use.

　　Third, about the font. The font table standardizes the font style of Song Dynasty, summarizes and formulates the font rules according to the Font Table of Printing General Chinese Characters, and makes fine adjustments to the fonts of some words that do not conform to the font rules. The principles of font adjustment are: respecting the structure of Chinese characters, following unified rules and strictly controlling special cases. The principles and rules of font adjustment not only keep the font of the characters in the table systematic, but also make the font arrangement of a large number of Chinese characters have rules to follow in the future to avoid the phenomenon of new font disunity.

　　Fourth, about the attributes of the word list. The development of word list is based on a large number of statistical data, aiming at meeting the needs of using words in modern language life, with universality, modernity and standardization. Normalization is the essential attribute of word list.

　　Fifth, about the effectiveness of the word list. The development of the word list has fully considered the needs of using words in all fields of society. After the publication of the character list, the modern Chinese characters in all fields of society should use the characters in the list. In some cases, if you need to use off-balance-sheet characters, you can still use them, but you should choose glyphs that have been commonly used in history, and don’t arbitrarily simplify, create or change words by analogy. In order to ensure the effectiveness of the word list, the word list will be revised in time according to the changes in language life in the future.

　　5. Why should the Chinese Character List of General Norms be publicly solicited for comments?

　　Language is related to national livelihood and national lifeline. The publication and implementation of the word list is a major event related to the national economy and people’s livelihood. According to the spirit of the State Council’s relevant provisions on democratic decision-making and open government affairs, with the consent of the State Council, the Ministry of Education and the State Language Committee decided to publicly solicit opinions from the public before the publication.

　　It is a historical tradition for language and writing work to solicit opinions from the society. At that time, the Chinese Character Simplification Scheme and the Chinese Pinyin Scheme all solicited opinions from all walks of life. The users of the word list are all the people, and soliciting opinions from the whole society is a practical activity to promote scientific and democratic decision-making. It can fully carry forward democracy, ask the government for the people and ask the virtuous, which is conducive to the further improvement of the word list and the implementation of the word list after its release.

　　6. How to solicit opinions from the public on the General Standard Chinese Character List?

　　The Ministry of Education and the State Language Committee attach great importance to the public consultation of word lists, and set up a leading group headed by Ministry leaders and attended by many departments. Recently, four symposiums have been held in succession to listen to opinions from the fields of social writing application, universities and academic groups, news media and cultural and artistic circles, NPC deputies and members of Chinese People’s Political Consultative Conference, which have been very instructive.

　　In the process of public consultation, we will organize professional teams, unblock channels and do a good job in collecting and sorting out opinions with a positive and responsible attitude; Focus on the questions or doubts raised by the public in stages and do a good job of explanation; Adhering to the scientific spirit, we will organize experts to conduct scientific analysis and research on opinions and suggestions from all walks of life, and try to absorb reasonable components to improve the word list and promote language and writing work.

　　 People from all walks of life are welcome to actively make suggestions and put forward valuable opinions and suggestions through e-mail, letters and faxes. The draft for soliciting opinions on the Chinese character list and related materials were published in China Education News (August 13th, 2009) and China Language Network (http://www.china-language.gov.cn). For the specific communication mode, please refer to the Announcement on Public Solicitation of Opinions on the Chinese Character List of General Specification.

(Editor Liu Yi)