Media urged to tell stories connecting audiences

Voices of ordinary individuals should be heard and grassroots stories with vivid details should be told to create valuable news content that is able to connect and influence audiences in the digital era, experts said at a high-level forum on Friday.

"Our stories are not reported only to elites, but also to ordinary people, especially Generation Z. So besides basic information and data, we should pay attention to details and stories of people," said Zhou Baohua, vice-president of the School of Journalism of Fudan University in Shanghai, during the Media Integration and Development Forum 2023 held by People's Daily and Wuhan government in Wuhan, capital of Hubei province.

Sun Weimin, chief engineer of the Cyberspace Administration of China, said at the forum: "No matter how society develops and how the media evolves, only by sticking to good content can a story truly resonate and reach people's hearts. We should dig out stories that connect with grassroots groups, show the extraordinary values of ordinary life and cheer for the positive state of ordinary people."

Officials, media leaders and communication experts agreed that what has remained unchanged in changing times is the real value of stories — stories with a human touch, stories telling a country's unique characteristics.

Over the past decade, Chinese media accelerated integrated development in terms of institutional mechanisms, policy measures, talent and technologies, said Tang Heng, deputy secretary-general of the Publicity Department of the Communist Party of China Central Committee. He said that while promoting media integration, it's important to use new technologies and innovations in linking and serving the people.

Yu Shaoliang, editor-in-chief of People's Daily, said that in-depth media integration has ushered in a new round of transformation.

"The interaction and integration of different media forms and smart technologies require us to remain open-minded and rethink the combination of elements," Yu said.

Sun Shangwu, deputy editor-in-chief of China Daily, said that the media witnesses the development of the country, showcasing the brilliant modern civilization of the Chinese nation.

"In the new era and on the new journey, we will stay committed to innovation, and accelerate the progress of deepened integration and development. By telling the stories of the new era we are experiencing, we will contribute to the construction of a strong country and the great rejuvenation of the Chinese nation," he said.