To further implement General Secretary Xi Jinping’s important instructions on building a comprehensive media communication pattern and follow through the spirit of his important speech during his visit to NKU, the teacher and student practice team of the School of Journalism and Communication recently traveled to Beijing for in-depth media practice, observation, and interviews. They gained firsthand insights into the cutting-edge trends of communication in the era of intelligent media.
People's Daily: Embracing AI Technology with Integrity and Innovation
At People’s Daily, the practice team visited the new media center and the online public opinion data center of People's Daily Online. The relevant leaders introduced the innovative application of AI technology in new media at People’s Daily. After that, the practice team held a seminar on new media technology with relevant leaders from the People’s Daily, focusing on discussing the technical construction of the newspaper’s key lab and the application prospects of AI technology in public opinion management and guidance.
In the newspaper’s office hangs a photo of General Secretary Xi Jinping with the newspaper staff. It not only shows the General Secretary’s great concern for journalists, but also inspires the journalists to keep in mind the General Secretary’s earnest instructions and work hard for the Party’s news and publicity cause. Shan Xuegang, Deputy Director of the public opinion data center of People's Daily Online, emphasized that in applying AI technology, the People’s Daily will fully implement the important decisions and deployments of the CPC Central Committee, adhere to the correct political direction and value orientation, effectively enhance the level of social public opinion guidance, and actively serve the broad masses of the people.
Workers' Daily: Focusing on the Core Work of the Trade Union and Improving Communication Effectiveness Using AI
At the Workers’ Daily, relevant leaders showed the practice team led by Professor Sun Dehong and Zhou Peiyuan around the newspaper’s exhibition hall and convergence media center, and carried out discussions.
Li Xin, Director of the newspaper’s Technology Department, said that to build an influential communication platform, the Workers’ Daily will continue to explore new paths for intelligent content production and improve the accuracy and interactivity of reports to attract more young readers, continue to focus on the core work of the trade union, further refine the newspaper’s visual system and digitalization level, enhance information services, and strengthen the integration and co-construction with trade unions at all levels.
CGTN: Telling China's Stories Well Empowered by AIGC
At CGTN, the practice team visited the CGTN Creative Lab and held a new media technology sharing session with experts from academia and industry. They gained a better understanding of the innovations of cutting-edge technologies in the media field and the possibilities brought by generative AI technology in telling China’s stories well.
By watching the fully AI-generated work “The Legend of Mulan”, the team members recognized the creative transformation and innovative development of excellent traditional Chinese cultural IP through generative AI technology.
At the new media technology sharing session, the relevant leader pointed out that CGTN has been focused on innovative applications of AI and other new technologies, as well as innovative practices in integrated news reporting. The AI-powered interactive page launched during China’s Two Sessions in 2024 is a practical example of innovation in integrating technology and media, which has made the government work report more visualized and diversified in presentation style, and enhanced its readability. Experts at the meeting agreed that generative AI technology is reshaping the news production process and expanding the forms of communication. AIGC technology can unleash human abilities and bring a more interactive and immersive experience to the audience. In the face of rapid technological iteration, media professionals should focus on the present and plan for the future. At this critical juncture where media convergence continues to deepen and new mainstream media emerges, AI technology serves as a new engine for media transformation and a new driving force for social development.
Beijing News: Exploring AIGC Technology Application and Innovating Content Production Models
At Beijing News, the practice team visited the practice base for media innovation of the convergence media sharing platform and carried out in-depth discussions with the journalists. Editorial board member Guang Wei introduced the newspaper’s basic information, organizational structure, achievements in media convergence development, and application of AI technology with typical examples.
Regarding AIGC-empowered news production, Wei Xuedong, chief 3D animator of the newspaper’s video news center, said that Beijing News is exploring the application of AIGC and has started to use audio, video and digital human broadcasting in content production. The future focuses will be on utilizing AI to enhance work efficiency in news production, collaborating with third parties to promote technology development and iteration, and exploring new models of intelligent content production.
Through this research trip, the practice team deeply realized that AI technology has created a new paradigm for content production and communication and the development of the media industry. It has become a driving force for media convergence and intelligent transformation.
The practice team mentor Zhou Peiyuan said, “The ‘4-together’ teacher and student summer social practice provides a great opportunity for the joint growth of the teachers and students. This year’s practical activities are centered around ‘media convergence and AI’. We visited the mainstream media, researched technological development, and learned about the latest industry practices. I, along with everyone, have learned new knowledge, broadened horizons, gained insights, and enhanced our comprehensive abilities in the new media environment of the new era. I hope our students will take the internship opportunity in the media system to lay the foundation for becoming excellent journalism and communication talents in the future.”
Practice team members said that this research trip is highly rewarding and they will apply the knowledge and insights gained to their professional studies and practice. They will adhere to integrity and innovation, use AI to empower the dissemination of socialist advanced culture and core values, drive the development of AI-empowered new quality productive forces, open up new areas of development, build new momentum for development, and contribute to the grand chapter of Chinese modernization.
