微纪录片《十一书》发布一周时间,在各网络平台的总播放量达亿,观看用户集中分布在18~29岁年龄段——从《十一书》看主流短视频如何深入人心

A week after the release of the micro-documentary Eleven, there were billions of people playing on various web platforms, watching people in 18 to 29 years of age -- how popular the mainstream short video can be seen in 11 books

  近年来,短视频成为互联网传播的新形式,其传播形式尤其受年轻人的追捧,许多优质内容为观众带来了新的传播体验,成为当下的一种视听潮流。近日由中央党史和文献研究院、中央“不忘初心、牢记使命”主题教育领导小组办公室、国家广播电视总局联合出品的微纪录片《见证初心和使命的“十一书”》(简称《十一书》),受到社会广泛关注和好评,为积极传播和践行社会主义核心价值观做出了新的探索。

In recent years, short video has become a new form of Internet communication, its communication form is especially popular with young people, many high-quality content for the audience to bring a new communication experience, become a current audio-visual trend. Recently, the micro-document \"Eleven Books \"(abbreviated as\" Eleven Books \"), jointly produced by the Central Academy of Party History and Literature, the Office of the Central Leading Group for Education on the Theme of \"Never Forget Your Mind, Keep Your Mission in Mind\" and the State Administration of Radio and Television, has received wide public attention and praise, and has made new explorations for the active dissemination and practice of socialist core values.

  “我志愿加入中国共产党,拥护党的纲领,遵守党的章程,履行党员义务,执行党的决定……”一头鹤发在阳光的照射下闪闪发亮,84岁的牛犇和身后党员同志们齐声宣读入党誓词。与此同时,贺页朵短短的“宣誓词”也令人热血沸腾。两位党员虽分处两个不同的时代,但拥有着同样的初心。悄然间,一场横跨历史与现实的对话让纪录片的张力顿显。尾声处,当牛犇带领众人于贺页朵写下入党誓词的榨油坊前庄重宣誓,看着牛犇因激动而颤抖的手,观众内心亦同样受到震撼。

“I volunteered to join the Communist Party of China, uphold the Party's program, abide by the Party's constitution, fulfill the obligations of the Party members, and carry out the Party's decisions.... At the same time, the short "oath" is also exciting. Although the two members are divided into two different times, they have the same initial mind. Quietly, a dialogue between history and reality makes the tension of the documentary manifest. At the end, the audience was also shocked by the solemn oath in front of the oil press that led the crowd to write the party's vows.

  微纪录片《十一书》共11集,每集用5分钟,再现了一位位共产党人的感人故事。该片突破了传统纪录片的表达方式,通过把故事和纪实元素相结合,实现了重大题材的高密度输出和红色主题在网络上以短小精悍形态传播的尝试。

The micro-documentary \"11 books,\" a total of 11 episodes, each in five minutes, reproduced the touching story of a communist. The film breaks through the expression of the traditional documentary, through the combination of the story and documentary elements, to achieve the high-density output of major themes and red themes in the network in short and tough form to spread the attempt.

  在文化学者周逵看来,“无论微综艺、微纪录片还是其他短视频传播内容的节目形式,都有力地证明了短视频已经成为一种贴近时代、符合受众观看习惯的传播形式,是对既有的传统传播形式的补充和创新”。

In the view of the cultural scholar Zhou Kui,\" no matter the program form of micro variety, micro documentary or other short video communication content, it is proved that short video has become a kind of communication form which is close to the times and conforms to the audience's viewing habit, and is a supplement and innovation to the existing traditional communication form \".

  与以往大部分纪录片相比,《十一书》邀请知名演员采用讲述人的方式,加上情景演绎重现,让书信内容变得更加生动,让英雄形象变得更立体。“明星作为讲述人,能够吸引青少年的关注,不过关键是如何使二者更加契合。”中国青少年研究中心少年儿童研究所所长、研究员孙宏艳说。

Compared with most previous documentary films, Eleven invites famous actors to use the narrator's way, plus the scene deduction reproduction, makes the letter content more vivid, makes the hero image more three-dimensional. \"As a narrator, stars can attract the attention of teenagers, but the key is to make the two more relevant. Sun hongyan, director and researcher of the institute of juvenile studies at china youth research center.

  在网络平台播出时,该片顺应媒体融合时代移动优先的原则,每集短小的体量,更加适合移动端、网络平台的观看和分享,也更加符合当代年轻人的观看习惯。相关数据显示,《十一书》发布一周时间内,在芒果TV、腾讯视频、快手、抖音、微博、哔哩哔哩、趣头条、梨视频等网络平台的总播放量达亿。在优酷和爱奇艺两家平台的热度值均超过3000。其中,观看用户集中分布在18~29岁年龄段。可以看到,该片受到了众多年轻人的喜爱,准确的数据刷新了人们对主流视频的新认知。哔哩哔哩上有网友发弹幕表示:“《十一书》这部微纪录片让我真切感受到了什么才是中国共产党人的初心和使命!”北京大学艺术学院学生张艺璇认为:“这部纪录片让11位先烈从屏幕中走到了现实,化为我们身边有血有肉、有情有义的同龄青年,让我们这些生活在和平年代的人更加珍惜现在的幸福生活。”

When broadcast on the network platform, the film conforms to the principle of moving priority in the era of media integration, each episode is short, more suitable for mobile end, network platform viewing and sharing, but also more in line with the viewing habits of contemporary young people. According to the data, within a week of the release of the book, mango tv, tencent video, fast hand, twitter, weibo, beep, fun headlines, pear video and other network platforms totaled 100 million. the heat values of the two platforms in youku and iqiyi are all over 3000. Among them, the viewing users were concentrated in the 18-29 age group. It can be seen that the film has been loved by many young people, accurate data refresh people's new understanding of mainstream video. On the beep a netizen on the screen said:\"11 books \"this micro-record film let me really feel what is the chinese communists'initial heart and mission!\" Zhang yixuan, a student at beijing university's school of art, said:\" the documentary has brought 11 martyrs from the screen to reality, turning them into flesh and blood, sentimental and righteous young people of the same age around us, and made those of us who lived in peace more cherish the happy life we have now.\"

  打通历史与当下,在革命烈士和当代观众之间找到交集,是主流短视频实现最大传播效果的关键。借助短视频的传播载体,微纪录片《十一书》通过邀请牛犇、吕中、张嘉译、李建义、吴樾、海清、张艺兴、杜淳、黄轩、杨烁、赵秦、杨奇鸣12位优秀演员作为主讲人,为观众讲述了英烈们的感人书信。他们或以扮演者讲述,或以切身经历体会,为观众深情演绎“十一书”背后关于信仰与牺牲的革命故事。在复旦大学新闻学院研究员唐俊看来:“该片巧妙地借用了艺人这个主观能动性很强的元素,并给予他们一定的自身表达空间,联系了历史与现实,形成一个囊括了艺人与历史、历史与观众、艺人与观众三个维度的双向交流格局,让英雄人物与观众之间的联系被构建起来,通过艺人自身的带动能力加深了观众与历史的熟悉感。”

It is the key to achieve the maximum transmission effect of mainstream short video by solving history and present, finding the intersection between revolutionary martyrs and contemporary audience. By means of short video transmission carrier, micro documentarythrough invitation of Niu Yun, Lv Zhong, Zhang Jiayi, Li Jianyi, Wu Kui, Haiqing, Zhang Yixing, Du Chun Chun, Huang Xuan, Yang Shuo, Zhao Qin, Yang Qiming 12 excellent actors to the audience to tell the audience the moving letters of Yingli. They tell the story about faith and sacrifice for the audience by telling them as a actor, or through experience. In the opinion of Tang Jun, a researcher at the School of News at Fudan University, ``The film has borrowed the element with strong subjective initiative, and given them a certain space of expression, linked history and reality, formed a two-way communication pattern including artist and history, history and audience, artist and audience, so that the connection between hero and audience was built up, and the familiar sense of audience and history was deepened by the ability of the artist's own driving ability. ``.

  中国传媒大学新闻传播学部学部长高晓虹评价该片,在艺术表现手法大胆创新,着力从情感切入,挖掘革命烈士丰富的内心世界,运用网络时代的语言和叙事,把尘封的革命先烈书信生动地呈现在观众面前,实现了历史与现实的隔空对话。“《十一书》最大的特点就是从普通人的视角出发,将11位英烈还原为普通人,以情动人,让观众产生共鸣共情,这也符合当下的传播规律。”腾讯视频纪录片工作室总监朱乐贤说。

Gao Xiaohong, the minister of journalism and communication at Communication University of China, commented on the film, boldly innovating in artistic expression techniques, focusing on exploring the rich inner world of revolutionary martyrs from the perspective of emotion, using the language and narration of the network era to vividly present the dusty letters of revolutionary martyrs in front of the audience, realizing the spaced dialogue between history and reality. \"The greatest characteristic of the Eleven is to restore 11 British martyrs to ordinary people from the perspective of ordinary people, so that the audience can resonate with each other, which is in line with the current law of communication. Tencent video documentary studio director zhu lexian said.

  随着5G时代来临,主流短视频的传播价值还将进一步凸显。国家广电总局网络视听节目管理司副司长李忠志说:“在网络视听这个空间里,过去我们往往担心主流内容缺乏吸引力,通过《十一书》的传播我们增强了信心,看到了正能量主流价值的力量。”

With the advent of the 5G era, the dissemination value of mainstream short video will be further highlighted. \"In this space, we used to worry about the lack of attractiveness of mainstream content,\" said Li Zhongzhi, deputy director of the network audio-visual program management department of the State Administration of Radio, Film and Television.

推荐阅读“2018新闻传播学院院长论坛”举行  “2018新闻传播学院院长论坛”11月10日在厦门大学举行。人民日报社副总编辑卢新宁,福建省委常委、宣传部部长、秘书长梁建勇,厦门大学党委书记张彦,教育部高等教育司司长吴岩等与会并致辞。

Recommended reading \"2018 School of Journalism and Communication Dean Forum \"held \"2018 School of Journalism and Communication Dean Forum\" held at Xiamen University on November 10. Lu Xinning, deputy editor-in-chief of People's Daily, member of the standing committee of the Fujian Provincial Party Committee, Minister of the propaganda Department, Secretary-General Liang Jianyong, Secretary-General Zhang Yan, Secretary of the Party Committee of Xiamen University, and Director of the Department of Higher Education of the Ministry of Education, Wu Yan, etc.

第五届世界互联网大会  由国家互联网信息办公室和浙江省人民政府共同主办的第五届世界互联网大会于11月7日至9日在乌镇召开。本届大会以“创造互信共治的数字世界——携手共建网络空间命运共同体”为主题。

The Fifth World Internet Congress, co-sponsored by the State Internet Information Office and the people's Government of Zhejiang Province, was held in Wuzhen from November 7 to 9. The theme of the Congress is \"Creating a digital world of mutual trust and common governance - building together the Community of Cyberspace Destiny \".


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