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不理解新媒体 基层宣传就可能“做啥都不对”

2017-08-15 06:42:10   中国青年网

一篇官方宣传稿,在内刊上四平八稳地用点官话、套话,没有人挑战你,但如果你把这样的文章发到外网,用户就要戳戳点点。

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工作中常接触一些基层宣传工作者,听到一些相似的困惑:在当下这个信息传播时代,干起工作来常常“不会了”,感觉做什么都不对。

本来想给工作添彩,可跟网友说了一句气话、重话,结果就被处分了;一个稿件用了多种文学修辞,文采飞扬地写完,却成了画蛇添足的负能量,被各种调侃;吭哧吭哧干了一年没人搭理,某天手一滑把“脱贫攻坚”写成“脱皮攻坚”,就被百般嘲讽;既然爱招事儿,那么干脆就以静制动,把头缩起来,结果因为更新不及时,被通报警告了……

每当我耐着性子听完他们类似的抱怨,倒也有一些同情与理解。这个世界的传播模式变得太剧烈:环境变了,从单向度的宣传进入万物皆媒时代;信息消费模式变了,从阅读需求到复合需求;用户口味变了,不同平台的用户有不同风格与习惯;渠道变了,信息传播的来源太多了,永远不知道下一颗“子弹”从哪里来。

人世间最大的痛苦,就是世界变了,你没变。

如果说以往的宣传,就是发表一些文章,鼓吹本单位良好形象的话,那么,时至今日,新闻信息的传播通道和媒介组织不再是线性发展和叠加关系,而是一个重新打乱、重组、再度媒介化的过程。新闻宣传工作就是要在不同的平台上,用符合那个平台的方式,在关键的节点上释放出关键价值。

鲍勃·迪伦有一段经典表述:“作为一个表演者,我为5万人演唱过,也为50人演唱过,而为50个人表演难度更高。因为5万人会融成单一人格,但50人不会。”

今天的宣传工作面临着这样的变化:单一渠道变成多元渠道;单一文字需求变成多元内容消费;单一人格变成不同个体的差异人格……抱守一个套路,注定是死路。拿不出才华与深度,甚至连真诚都没有,怎可能总能那么一劳永逸?

比如,一篇官方宣传稿,在内刊上四平八稳地用点官话、套话,没有人批评你,但如果你把这样的文章发到外网,用户就要戳戳点点。网民揪住官微里一个“小差错”做文章,即便小题大做,你也不能情绪化地与之对骂,你觉得自己是“小编一枚”,网上会把你看成“一级政府”。

基层宣传工作者得有“万能充电器接口”的姿态,掌握用户思维。用内容消费的视角看待宣传,用产品消费的视角看待内容,用渠道运营的思路看待影响力。身逢互联网大潮、传播格局巨变的大时代,理解不了“全媒体”,就难走出“做啥都不对”的信息泥淖。“说服”是两个字,说了,服了,如果某些基层干部只讲“说”,不讲结果,不管用户是否“服”,恐怕没有真正理解这个时代。

在互联网时代里,“不装”和“得体”是两个重要词语,只有理解和掌握这两个表述,才能早早走出“啥都不会了”“干啥都不对了”的价值虚无,扎扎实实做一点有益的工作。

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