First, the definition and characteristics of new media
(1) The definition of new media. With the development of digital technology, there is no unified definition of new media. However, compared with traditional media, new media is a new media form developed after traditional media such as newspapers, radio and television. It is a form of communication that uses digital technology and network technology to provide users with information and entertainment services through the Internet, wireless communication networks, satellites, computers, mobile phones, digital TVs and other terminals, such as Weibo, WeChat, mobile newspapers, QQ and forums. (2) The characteristics of new media. At present, with the rapid development of the Internet. The "new media era" represented by Weibo, QQ and social networking sites has arrived. According to statistics, there are 503 million netizens in China, which means that every three people have 1 person to use the Internet, and the average online time of netizens is 2.6 hours per day. Weibo has more than 900 million mobile phone users, more than 300 million mobile phone users and more than 300 million users. In view of the rapid development trend of new media and its influence in society, new media can be summarized into four main characteristics: First, richness. First of all, there are more and more new media platforms, and the degree of integration between platforms is getting higher and higher. QQ, BBS, BBS, Post Bar, Blog, Podcast, MMS, Newsletter, Weibo, WeChat, etc. , one account has been used for multiple platforms; Secondly, there is a huge information base behind the new media, and the correlation between information is getting higher and higher; Thirdly, the new media integrates the form of multimedia, which can easily realize the integration and transformation of words, pictures, FLASH animation, audio and video, and realize the combination of pictures, texts, sounds and images. The second is real-time. Traditional media information dissemination is slow, and there is a great opportunity and lag. The new media, based on digital and network technology, can immediately convert the information that is happening into digital information, and then transmit it to the audience of information through network transmission, thus realizing the synchronization of "occurrence" and "release", breaking the distance between time and space, making people feel as if they are there. As long as they have a computer or mobile phone, they can get information anytime and anywhere. The third is interactivity. Different from the one-way indoctrination of traditional media, new media has good interaction, which is one of the reasons for the rapid development of new media. The new media has completely changed the original way of information dissemination, making everyone become a "self-media"-that is, the audience of information, and can also become the publisher and disseminator of information, fully catering to the needs of young workers eager to express themselves, and at the same time greatly improving the enthusiasm of youth league members to actively participate in activities. The fourth is the group. "Birds of a feather flock together, people are divided into groups", and new media is no exception. Almost all new media platforms have strengthened the virtual social function, enabling young workers to establish social circles based on virtual networks and gain recognition and satisfaction. The most typical example is QQ group.
Second, the use of new media strategies
1. Attach importance to the role of new media in promoting enterprise group construction. At the beginning of 20 12, the General Office of the Central Committee of the Communist Youth League issued the Implementation Opinions on the Widespread Use of Weibo in the Communist Youth League, and then the Hubei Provincial Committee of the Communist Youth League issued the Opinions on the Widespread Use of New Media in League Organizations at All Levels in the Province. The Wuhan Municipal Committee of the Communist Youth League held a working conference on the propaganda front of the Communist Youth League in the city and a special training course on learning and using new media. Sinopec Group also set up a youth work committee in due course. It can be seen that the use of new media to carry out the work of the Communist Youth League in enterprises has become a development trend. It is of great significance to take the initiative to incorporate the construction of new media platforms into the league building work, which can convey the voice of the world youth; Give play to the role of the Communist Youth League as a bridge and link between the Party and the youth; Can play a positive publicity image; Internally, it can enhance the cohesion of young employees in enterprises. It can be seen that the use of new media has brought new opportunities for the league building work.
2. Flexible use of new media in combination with the actual work of League building. New media is a tool, not a display. Only by finding the right starting point and combining point according to the actual situation of League building can we give full play to the advantages of new media in propaganda and mobilization. In the publicity work, we should make use of platforms such as Weibo and mobile newspaper to publish the work and activities of the Youth League in time, and carry out the publicity work of the Youth League in a way that is easy for young workers to accept; In the ideological guidance of young workers, it is necessary to combine the annual work plan of the Communist Youth League with short-term key work, such as party building project, spiritual study at the 18th National Congress, and May 4th commendation meeting, so as to create a good public opinion atmosphere among young workers. In terms of organizational mobilization, we can use QQ group, WeChat, etc. to publish activity notices and carry out network mobilization, which avoids the disadvantages of top-down mobilization and achieves the greatest effect.
3. Establish and improve the new media management system, so that new media can form a joint force. Because the Youth League Committee of the company is in the initial stage in the application of new media, to maintain its stable and orderly development, it needs the support of relevant new media maintenance management systems. On the basis of the original experience, we should explore the establishment and improvement of a set of maintenance and management systems, such as the new media account confidentiality system, the information release audit system, the public opinion handling system, and the assessment system for the use of new media by the Youth League branch, so as to promote the safe and sustainable development of the new media system through institutionalized and standardized construction. While building a new media management system, coordinate relevant management departments to integrate new media resources and carriers, and further form a joint force, such as combining advanced models, enterprise "Double Eighth" project dynamics, party building work resources, company "party building window" with mobile newspapers, Weibo, WeChat, QQ group and other forms of carriers, so as to give full play to the ideological guidance effect of youth league members and promote youth to grow into talents based on their posts.
4. Get close to young workers with network language and strengthen interactive communication. Different from government news, new media should try to avoid serious and rigid style, and be good at getting close to young workers with "online chat" that young people can easily accept, so as to establish a vivid and friendly "anthropomorphic" image of group organization. Not only that, but also through the new media, we should strengthen the interaction and communication with group companies, provincial and municipal league organizations, enterprise league organizations of all brother units and youth groups of the whole society on the network platform, effectively guide public opinion and enhance our credibility and influence.
5. Cultivate backbones and build a Communist Youth League team that makes good use of new media. The train runs fast, all by the headband, and the vitality of the Communist Youth League organization comes from the enthusiasm of the Youth League. In order to maintain the normal and orderly development of the new media work of the Communist Youth League in enterprises, it is necessary to train a group of league cadres who "treat, use and manage" new media well. The study and application of new media should be regarded as one of the important contents of the Communist Youth League training class. By strengthening the ability of the Communist Youth League to flexibly use new media, we can further grasp the ideological lifeline of the youth league members and carry out the organization work of the Communist Youth League in a targeted manner. Third, explore ways to use new media.
1. Weibo-Strengthen external publicity and enhance its influence. According to the unified requirements and deployment of the group company, Sina Weibo of @ Youth Wuhan Petrochemical was registered on 20112, and began to "test the water" in the application of new media. After more than a year of exploration and construction, the number of fans in Weibo has reached 10 1832. In the first half of 2065, on April 38+03, Weibo Information 195 was published, with a cumulative number of views exceeding 60,000 and cumulative comments exceeding 1000. With the group company @ China Petrochemical News Network, Youth Working Committee @ Youth Petrochemical, and @ Youth Jinling, @ Youth League Committee of Zhenhai Refining and Chemical Company, etc. 133, and 68 provinces and cities such as @ Youth Hubei, @ Youth Wuhan, @ Qingshan Government Affairs, @ Happiness WISCO. Four basic principles should be adhered to when using Weibo to carry out the work of the Communist Youth League in enterprises: First, we should persist in seeking truth from facts, and Weibo will not publish any unconfirmed information, participate in comments and forward false news; Second, timely release news in combination with the actual work of the Communist Youth League Committee and the company's development. For example, Weibo released the good news that the second phase of hydrogen production and wax oil hydrogenation was successfully started, which attracted the interaction of the brother company Weibo and formed a good public opinion atmosphere; The third is to strengthen interaction, actively guide public opinion, and promote themselves with the help of "leading" Weibo platforms such as group companies; Fourth, never make a "disharmonious" voice, violate morality, create negative public opinion, and disclose confidential information within the company.
2. WeChat-strengthen internal interaction and enhance cohesion. Wechat is favored by more and more young workers because of its free and convenient service. In order to fully implement the spirit of "two all-round youth", the public WeChat account of "Youth Wuhan Petrochemical" was registered and opened, which brought innovation to the ideological guidance work of young workers. Through public WeChat, you can publish a newsletter to young employees twice a month, which will broaden the channels for young members to know about the company. Through the WeChat platform, timely release the good news of the "Double Eighth" construction and the typical deeds of advanced figures, further enhance the pride and sense of belonging of young workers, and increase the cohesion of the Communist Youth League organizations.
3.QQ group-multiple coverage, listening to the voices of young people. In recent years, a large number of post-80s and post-90s young workers have joined the "Double Eight" construction team of Wuhan Petrochemical Company. In order to better integrate into these new workers and understand their ideas and needs, a multi-level and multi-QQ group has been established. By establishing QQ groups for new employees at all levels, we can keep abreast of the ideological trends of young employees and communicate with them more quickly and conveniently. At the same time, guiding the establishment of QQ groups in general branches and branches of various youth leagues can attract young backbones more pertinently, use the functions enjoyed by QQ groups to share professional and technical information and feelings, and promote the rapid growth of young workers; By vigorously supporting young workers to establish exchange groups of various interest groups, they can independently carry out active and healthy cultural and sports activities and enhance the cohesion of the Communist Youth League organizations. Up to now, * * * has created five QQ groups for new employees of grade 08 ~ 12, more than 20 QQ groups for youth league branches, and multiple interest exchange groups, thus realizing multiple coverage of youth league members.
4. Mobile Newspaper-the propaganda position of the Communist Youth League in the new media environment. In order to build the propaganda position of the Communist Youth League under the new media environment, Wuhan Petrochemical Youth Mobile Newspaper is a faster and more effective propaganda carrier under the unified management of the Propaganda Department. The content of mobile phone newspaper should be rich and true, and it should closely focus on the key work of the company. It is mainly composed of company news, league work, league branch activities, English corner, growth inspiration and common sense. Due to some restrictions, mobile newspapers are mainly distributed to party branch secretaries, league cadres and some activists in the workshop.
5. Micro-video-attract more youth league members to participate in group activities. The "micro" of micro-video lies in its micro-duration, micro-production and micro-investment, and it is deeply loved by young people because of its short, pithy and flexible form. By shooting "micro-video", the propaganda text can be transformed into a more intuitive video form, which is more vivid, vivid and easier to understand and accept. 20 12 the first microfilm "home" was tried to shoot, which caused a strong curse among the youth members. After being reprinted online, it has been sought after by more young workers, effectively stimulating the youthful vitality of the Communist Youth League.
Fourth, the use of new media deficiencies and reflection
New media has brought innovation to the work of the Communist Youth League. However, there are still some problems in practical application: First, the company is in the trial operation stage of "Double Eight", some league cadres are too busy to maintain individuals, branch Weibo and QQ groups, and a few league cadres are not skilled in using new media tools, which leads to the unbalanced development of league organizations in using new media. Based on the above problems, in order to promote the role of new media in the work of the Communist Youth League, we should set up a case analysis course for League cadres, and conduct targeted training for League cadres with the help of the company's all-round training for all staff. Second, the new media maintenance management system is not perfect. Due to the rapid development of new media, the use of new media to carry out the work of the Communist Youth League is still in the exploratory stage of "crossing the river by feeling the stones", and there are some problems in some work processes. According to the development requirements of system flow, informationization and standardization, it is imperative to formulate relevant management systems. It is necessary to hold regular meetings of Communist Youth League Committee and Communist Youth League branch secretaries to discuss, review and formulate systems, and establish and improve the new media maintenance management system as soon as possible.