Nurturing Generation Z with the Great Spirit of Party Building and Innovating Communication Methods | Time | Party Building

To do a good job in spreading the innovative theories of the Party, young people are an important group and an important aspect of testing the effectiveness of communication. The report of the 20th National Congress of the Communist Party of China proposes that the entire party should regard youth work as a strategic task, arm young people with the scientific theories of the party, and inspire young people with the original aspiration and mission of the party. As the most active and dynamic force in current Chinese society, Generation Z specifically refers to the youth group born between 1995 and 2010. This is a generation that moves forward with the new era and is also the leader and builder of China's future.

One hundred years ago, the new youth of China did a great thing, creating the CPC and forming the great spirit of party building. The source of this spirit is the spiritual support for the CPC to create a century long great cause with great struggle, and it is also the precious spiritual wealth that nourishes the growth of Generation Z. Making good use of this spiritual wealth and replicating the original aspiration, mission, and red genes in the bloodline of Generation Z is related to the future and destiny of the Party and the country, as well as the casting of new talents in the era of national rejuvenation. It is the common political responsibility of the entire Party. To answer the question of this era, it is necessary to innovate communication methods to make Generation Z yearn for and continue to inherit the great spirit of building the Party.

Innovative content expression, activating reading immersion

High quality content production is the core competitiveness nurtured by the great spirit of party building for Generation Z. Through deep integration of resources, continuous transformation of knowledge, and re contextualization, we innovate content expression, enrich presentation forms, eliminate the distance between ancient history and real life, achieve the "re coding" of the great spirit of building the Party, stimulate the reading immersion of Generation Z, accept, recognize, and follow the noble spirit.

Generation Z grew up in an era of relative material abundance, living in an information explosion of the online society. The abundance of material and information has made Generation Z mentally active and interested. Generation Z is brave enough to accept new things, willing to showcase themselves, full of enthusiasm for exploring the unknown, and has a strong sense of subjectivity and social participation. Generation Z pursues the "anime" culture and is keen on the national style and China-Chic. Its cultural label is "follow the heart and pay for love". These youthful nature endows Generation Z with vitality, passion, imagination, and creativity, and also becomes an advantage for young people to learn and practice the great spirit of building the Party.

We should be guided by the aesthetic preferences, cultural needs, and consumption habits of Generation Z, starting from real-life scenes, and using vivid and vivid historical materials to transform abstract spirit into scenes, stories, and experiential projects that Generation Z enjoys. With rich visual quality and vivid character narratives, we should bring Generation Z into the scene and atmosphere created by the story, forming a "sense of immersion" that has a firsthand feeling of the great spirit of building the Party, making young people willing to watch, enjoy, understand, and remember.

To refine the abstract spirit into knowledge content that connects with Generation Z, and continuously provide value guidance. For example, one can select "keywords" from the great spirit of building the Party and conduct interesting and meaningful case extraction; Vivid and vivid historical materials can also be used to establish the image of a Communist Party member with a full personality; The connection between historical context and contemporary society can also be utilized to showcase the charm of idealism, heroism, patriotism, and noble character, encouraging young people to consciously transform abstract spirits into tangible, perceptible, and replicable life practices and concrete behaviors. At the same time, we should use the integrated media platform to closely follow the lifeline of serving Generation Z, deeply integrate the dissemination of the great spirit of founding the Party with information services, government services, life services, education and training, and provide practical assistance to Generation Z.

Enriching narrative methods and gathering attention value

Generation Z is a typical network native with high sensitivity and dependence on digital technology. The 2022 Generation Z Insight Report shows that as of June 2022, the active users of Generation Z have reached 342 million, accounting for 23% of the total population. The average monthly single person usage time of Generation Z is 7.2 hours, which is higher than the average duration of the entire network. From the time allocation of Generation Z, the activity level from 21:00 to midnight the next day is significantly higher than that of all network users. According to data from other research institutions, the attention span of Generation Z is only 8 seconds. Such a short attention span means that we must focus on "attention", the most important resource of the information age, to nourish Generation Z with the great spirit of party building.

Capture attention in fast-paced reading with vivid and interesting narrative designs. Traffic is the concentrated expression of attention on the Internet. Attracting traffic requires having hotspots, which is an important step in capturing the attention of Generation Z. The dissemination of the great spirit of building the Party should be in line with the hot topics and make efforts. On the one hand, we can borrow the traffic that Gen Z has detonated on the Internet platform. For the video works that have "gone out of the loop" and "exploded", we can use the combination of "raw materials" and "new ideas" to carry out secondary creation to attract the traffic of the popular products. On the other hand, it is also possible to actively create hot topics and ignite traffic by combining important themes, major events, major anniversaries, and holidays. In May 2018, on the occasion of commemorating the 200th anniversary of Marx's birth, the Shanghai Municipal Party School of the Communist Party of China and five other units jointly launched a series of audio party courses titled "Post-80s Teach Marx to Post-90s", which is a successful case. Eight young doctors born in the 1980s from the Party School, using a youthful discourse system and cute online language, narrated Marx's extraordinary life in 19 short audio episodes through storytelling, which was warmly sought after by young people. The cumulative listening volume of the course has reached 320 million people, and these young teachers have quickly become mainstream influencers.

Using a fashionable narrative design to fix attention in a fragmented environment. Generation Z's attention is particularly brief, exhibiting an extreme decline in endurance in maintaining focus time. This requires the use of attention focusing, transfer, and reinforcement tools to construct an attention loop and effectively guide the behavioral choices of Generation Z. Among them, stimulating the "red culture check-in fever" among young people is a new path. For Generation Z, clocking in, touring, and sharing hair rings are important daily rituals. We can use technological means to design red culture check-in points, restore and present red historical stories, highlight red cultural historical symbols, launch "red cultural tourism" cultural and creative products, make abstract spirit visible and tangible, and turn online attention into offline action.

Strengthen technical empowerment and make good use of anime

Generation Z is a loyal user of social media, preferring short videos, animations, comics, games, facial expression packs and other forms of content consumption. Its interests, communication contexts, and social scenes are closely related to "technology", "media", and "platforms". The unique "anime" world is the field of its ideological, emotional, cultural, and entertainment activities. Make good use of the living anime, and become the cultural attachment point of empathy generation Z.

Summon participation and unleash the cultural creativity of Generation Z. The experts are in the folk, and Generation Z is the "folk expert" of anime cultural innovation. They deeply discuss the content of the program through bullet comments, comments, ratings, likes, reposts, secondary editing, mixed editing, and publishing analysis posts. Some even stimulate their creative desire, forming their own high-quality audio-visual and graphic works, reflecting the subjectivity of cultural innovation. To spread the great spirit of building the Party to Generation Z, we must exert this main force. At the beginning of 2019, Bilibili launched a 7-episode original Chinese anime called "The Leading Wind", which tells the life path and ideological process of young Marx, as well as his winding love with Yanni and his revolutionary friendship with Engels. The first episode was launched less than a month ago, with 130000 bullet screens, more than 10 million readers, more than 1.02 million broadcasts, more than 160000 comments on topics related to the "leader" of Sina Weibo, and many fans. Some netizens praised it as "the anime of socialism". This case provides a reference for leveraging the cultural creativity initiative of Generation Z.

Correctly guide and give play to the role of "anime" information assimilation and construction. From the perspective of modern cognitive psychology, the human brain is a nimble and delicate "information processor". When faced with various external information, the human brain does not simply accept all of it, but rather distinguishes, filters, and transforms it. The result may be absorption, exclusion, or acceptance of some while excluding some. This is the process of assimilation and construction of information by the subject. Generation Z is in the golden age of the establishment and formation of values, and the main body is particularly active in the assimilation and construction of information. This requires the use of "anime", short and concise language, vivid and vivid technical expression, and the attitude of looking at the people, to communicate, and improve the effectiveness and arrival rate of the spirit of the Great Construction Party.

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