Thermal image observation of nuclear energy transmission: an overview of the "two sessions" nuclear energy information in 2015
Source: Chinese Journal of Nuclear Industry (date: 2015-04-15)
During the "two sessions" in 2015, nuclear energy once again became a hot topic and aroused widespread concern from all walks of life. Various news reports around the motions and proposals of deputies and members, as well as topics "fermented" by these reports, with a large number, comprehensive perspectives, broad perspectives, and detailed content, enable the industry to do media communication. The strength is once again amazing.
After the Fukushima nuclear accident, the focus of nuclear energy shifted from "cold" to "hot." Today, it is highly concerned by public opinion and has become the new normal of nuclear energy development. Looking at the various nuclear energy topics reported to the media during the "two sessions" this year, one outstanding feeling is that it is rational. This is a huge change for many media that take the "Fukushima nuclear accident as their first impression" to be able to put aside "conflict" and "eye-catching" and turn to a more rational view of nuclear energy.
The hot topics of nuclear energy during the "two sessions" have been widely reported and are well known in the industry. We don't need to read too much. However, some changes in the phenomenon of transmission itself and the underlying logical relationships are quite interesting. Therefore, reflecting on the gains and losses of news propaganda is essential for the nuclear energy industry to further create a good public opinion environment.
Hot Three Elephants
Objectively speaking, nuclear energy has always been in the category of niche communication because of its own particularity. Now it has become one of the hotly discussed areas of the "two sessions" in recent years, and it is really a gift from the Fukushima nuclear accident. On March 11, 2011, the Fukushima nuclear accident occurred. At that time, the "two sessions" of the country were nearing the end, so nuclear energy had not yet formed a hot topic of the "two sessions." But from the "two sessions" in 2012 to the "two sessions" in 2015, nuclear energy has unexpectedly become a hot area that has received widespread media attention. In 2015, the two major nuclear energy hotspots of the "two sessions" focused on topics such as nuclear energy haze control, "going out" of nuclear power, inland nuclear power construction, and "Hualong No. 1". Combining these hot spots, and then looking at the nuclear topics of the "two sessions" in recent years, There are three transmission phenomena that deserve attention.
Spread fast. This type of transmission is the mainstream form of nuclear energy hotspots during the "two sessions", and it is mostly one transmission. Its characteristics are: the content of the report is simple and direct, the viewpoint is clear at a glance, no background information is added, no information integration processing is performed, the dissemination speed is extremely fast, the audience field is wide, and it can arouse the general attention of the whole society. There are many forms of this kind of news reporting: First, directly reporting the motions and proposals of delegates and members. This method is most common during the "two sessions", and there are countless cases, such as "Hunan Daily" "Taohuajiang Nuclear Power Station Construction" and so on; the second is on-site interviews, which is better than the rest. Such as: "Developing nuclear power is the only way to control smog", "Hualong-1" can withstand the impact of large aircraft "," Selecting a nuclear power plant site: no distinction between inland and coastal regions "," Inland nuclear power restart is only waiting for the "starting gun" ", etc. The third is a video or online interview, the content is multi-faceted, the question and answer content is not processed, directly posted, and quickly disseminated. For example, the "Voice of China" "Guest on the CCTV" program interviewed Sun Qin, a representative of the National People's Congress and chairman of China National Nuclear Corporation, involving nuclear power safety, the role of nuclear power in controlling haze, the development of inland nuclear power, and the "Hualong One" going global, etc. topic. Xinhuanet interviewed members of the National Committee of the Chinese People's Political Consultative Conference, Chairman of China National Nuclear Corporation He Yu and representatives of the National People's Congress, Zhenghua Guo of Taohuajiang Nuclear Power Plant, People's Daily interviewed members of the National Committee of the Chinese People's Political Consultative Conference, Liu Wei, general manager of China Nuclear Power Engineering Corporation, etc. .
"Fermentation" spread. This type of transmission is mostly a secondary transmission based on a primary transmission. Its characteristics are: screening of a topic that has been spread, adding background information, and integrating processing of the information, and focusing on a topic with a new news headline, which has attracted the attention of the industry and related fields. There are many ways to express such reports. One is to change the source of information and spread the hot topics again. For example, the Shanghai Securities News reported that nuclear power should go in three steps. It is an interview with members of the CPPCC and the general manager of China Power Investment Corporation. Lu Qizhou conducted a second communication on the topic of "going out" of nuclear power. The second is to interview again to add new content, such as "China Securities News" "Hualong No. 1" is expected to sign an agreement with the UK this year. The third is to add background information on the basis of a dissemination of information and report on the integration of information, such as "21st Century Business Herald", "Hunan and Hubei Provinces Call for the Resumption of Inland Nuclear Power Projects", and "21 Members of the First Financial Daily" The joint proposal proposes the large-scale development of nuclear power news reports, adding background information to integrate reports. The fourth is to directly reorganize the background information to form new topic views, such as the "Huaxia Times" report that "the nuclear power restart gap is huge, inland nuclear power is ready to go", and "China Business Network", "Who is promoting nuclear power Reorganization "and so on.
Conflict of opinion. This form of transmission is not abnormal and is a mixture of the first two types of transmission. Its characteristics are: constructing two camps on the same topic, forming a conflict of topics. The media either directly reports the views of the pros and cons, or reports the views of the pros and cons, or combines the pros and cons of the pros and cons. Views are tit-for-tat, forming a vortex of public opinion, creating hot attention. This type of dissemination is particularly prominent in the inland nuclear telephone questions during the 2012 “two sessions”. But as people's understanding of nuclear power deepens, the confrontation will gradually return to rationality. On the controversy over inland nuclear telephone questions this year, the communication returned to rationality. Although the voice against nuclear power inland has also attracted media attention, it has not caused controversial communication reports. From this, media rationality and public rationality can be sensed.
Hot Logic
Before exploring the internal logic of the three hot forms of communication, it is important to understand that it is the basis of media reporting. No matter what form of communication, media reports are based on the selection and judgment of public information. In other words, the more facts the media have, the more information they have, the better it will be able to form reports quickly, and they will not deviate from the factual basis. And if the public information is mostly fragmented information, media reports are likely to produce fact or opinion deviations, which is contrary to the mainstream will of the industry.
This is evident from reports of the Fukushima nuclear accident. The Fukushima nuclear accident occurred. At that time, the media had little information about the nuclear industry. The factual basis for its reports was mostly derived from the harm caused by the Fukushima nuclear accident, so negative reports were flooded. Subsequent changes in the report have only been completed after a lot of positive information and facts released by nuclear industry entities such as China National Nuclear Corporation.
Based on this understanding, exploring the internal logic and laws of the three types of communication will help the industry to create a benign environment for public opinion.
Fast propagation logic. The essence of rapid dissemination is attention to national, national, social, or public interests. When industry topics are linked to major national strategies and major social issues, they are easily spread widely and quickly. This can be either a positive topic or a negative topic. Take this year ’s “two sessions” hotspot, for example, the media ’s attention to “Hualong One” is based on the fact that “Hualong One” is a third-generation nuclear power technology with complete intellectual property independently developed by China, but its implicit The concern is that "Hualong No. 1" is a major scientific and technological achievement of the country, and it is the first national nuclear power brand in the true sense. It is an important symbol for the transition from a nuclear power country to a nuclear power country. Another example is the "going out" of nuclear power. The media focus is that this is a symbol of national strategy, a symbol of national strength, and a sign of increasing national strength. The hotspot logic for nuclear power to control haze is that haze has become a major social problem and a problem of people's livelihood. Nuclear power can help solve this social ill. In fact, this is one of the important reasons why nuclear energy can successfully emerge from the negative public opinion of the Fukushima nuclear accident. The Fukushima nuclear accident happened. The reason why negative public opinion about nuclear energy swept up was because nuclear energy had become a major social problem at that time, but since 2013, haze has frequently occurred and the media's attention has shifted from the social problem attribute of nuclear energy to its clean energy attribute. So successful public opinion counterattack.
The logic of "fermentation" transmission. Fermentation propagation is similar to rapid propagation, but its internal logic is more focused on the speculation of mixed conflicts of various interests. Such as the intersection and conflict of interests between enterprises, the intersection and conflict of interests between enterprises and the industry, the intersection and conflict of industry interests with national interests, social interests, and the interests of the people. Report. For example, inland nuclear power covers the intersection and conflict of interests of all parties. The media will combine the latest news facts with background facts to make a comparative analysis, so that the views are hidden in the facts. In fact, not only inland nuclear telephony questions, but almost every topic in the industry, fermented communication will incorporate the factual basis of the interests of all parties in the report to form its own point of view. It's just that these facts are either light or dark.
逻辑 The logic of public opinion conflict. The logic of public opinion conflict is very simple, that is, "chaos" will be hot, and its essential feature is to maximize and phenomenonize conflicts of interest. When there is a dispute, there is a topic. The more intense the argument, the more heated the topic. This type of communication basically revolves around topic figures and controversial events. Both sides have opened channels of information, and the media can freely choose facts and sources of information, which can easily form a swirl of public opinion. For industry, this kind of communication is very easy to get out of control, because in the end, it may change from industrial issues to social issues, from rational debates to irrational arguments. As reported by the Fukushima nuclear accident, it was completely a discussion of social issues at that time, and it has only gradually returned to rationality until today. The controversy over inland nuclear power was similar in the same year, and eventually evolved into a war of words. Last year's debate on the restructuring of the industrial structure also had such a taste. The warring parties stood on their own positions, each said its own words, and did not give up.
Hot push
From the logic of the three types of communication, in fact, they all imply a media perspective of conflict of interest.
Based on the understanding of the communication logic, if the industry can pay attention to it, form organic interaction with the media, guide the media propaganda from the front, and promote mainstream hotspot communication, a good public opinion environment can be formed. Judging from the two sessions this year, China Nuclear Group and China Guangdong Nuclear Power Group, two major industry players, have actively taken actions and achieved good communication results. Here you can show their own approaches, each with its own strengths.
China Nuclear Group is a big opening and closing ceremony, forming a comprehensive interaction with the media and proactively communicating with each other. 3 representatives of the National People's Congress and 6 members of the CPPCC actively entered the media and responded eagerly to the hot issues in the development of China's nuclear industry, forming a mainstream Public opinion. The development achievements made by China's nuclear industry can be vigorously publicized during the "two sessions", especially the hot spots of the spread, and the public opinion atmosphere and tone have basically formed during the "two sessions", providing a good basis for the widespread dissemination of subsequent hot topics. Factual basis. China National Nuclear Corporation also successfully created an open and friendly "big nuclear" image in the media.
Taking the "two sessions" in 2015 as an example, Sun Qin, chairman of CNNC, took the lead in accepting an exclusive interview with reporters from Xinhua News Agency and was a guest on CCTV. The Central Cyberspace Office, the SASAC News Center and the group company jointly organized nuclear activities approaching new state-owned enterprises and innovations, focusing on issues such as "Hualong One" and nuclear power "going global", with more than 20 such as Xinhuanet and People's Network. The media held discussions and exchanges. Sun Qin and Qian Zhimin and other group company leaders actively visited and met with the main leaders of Shandong, Shaanxi, Hunan, Heilongjiang, Fujian, Guangxi, Sichuan and other provinces and cities participating in the "two sessions" to discuss cooperation and development plans. Other representative members also took the initiative to respond to social concerns and carried out extensive public communication and publicity work in accordance with their actual work and the reform and development of the group company. For example, nuclear power should start from the baby, nuclear power development is safe, inland nuclear power is ready, actively implement the nuclear power integration of nuclear fuel and go global strategy, to become a nuclear power country must have its own nuclear power brand, and call on the country to urgently need to strengthen the overall planning of mineral energy And other reported articles.
Unlike China Nuclear Group, which provides open facts, proactively answers questions, and allows the media to interpret it on its own, China Guangdong Nuclear Group focuses more on media propaganda skills, does a good job of raising media attention, and guides the perspective of media reports to promote the spread of nuclear energy hot spots. The techniques for promoting hot spots of the Guangdong Nuclear Power Group are worth learning from.
The first is to write enough about the wording of the content of the proposal. He Yu's CPPCC proposal "Promote a new round of scale development of nuclear power to achieve the strategic goal of national energy structure adjustment in the long term", the word "scale development of nuclear power" attracted the attention of the media. In addition, the national strategy of haze and "going out" is bundled with the content of the proposal, pushing the media to look at the development of nuclear energy and "Going Out One" from this perspective. The proposal was also initiated by He Yu and submitted by 21 people. In subsequent news reports, "21 members jointly proposed to promote a new round of development of nuclear power" became the focus of media attention. A joint proposal of 21 members highlights the importance of the proposal, thereby promoting media coverage of the importance of inland nuclear power construction. This is a small-scale approach, doing a lot of proposal work, attracting media attention.
Second, the concept of "nuclear power restart" was used to form the focus of the "two sessions" public opinion. During the "two sessions", Guangzhou Nuclear Power released news to the media that Units 5 and 6 of Hongyanhe Nuclear Power Station were approved by the National Development and Reform Commission, marking the official restart of domestic coastal nuclear power project approval. "Nuclear power restart" quickly became a topic of widespread media attention, and the effect of the communication was very prominent. In many news reports of the "two sessions," they all started on the basis of "nuclear power restart", and also became a hot topic for representatives. (Liu Xing)