On November 24, four parallel sub forums of 2021 China online media forum were held in Guangzhou, focusing on three key words: content communication, responsibility and mission and technological innovation. How to find "traffic password" for positive energy content? How should Internet platforms fulfill their social responsibilities? How does the technological revolution reshape the media ecology? Guests from news media, Internet enterprises, video websites, experts and scholars and other fields discussed the above hot topics and offered suggestions for building an upward network ecology and a clear cyberspace. On the same day, the forum also issued the network media social responsibility initiative. On content communication Find "traffic password" for positive energy content "Traffic is like a coin. On one hand, Internet users trust the platform; on the other hand, it is the responsibility and mission of the platform." at the sub forum, Chen Yong, vice president of Tencent, believed that with large traffic, it is the mission of the times, the choice for the good, and the value of users and society. Therefore, in the process of promoting the dissemination of positive energy content, we should first stick to the proposition of the times and draw fresh water for positive energy; Secondly, we should innovate the connection form to boost the blooming of positive energy; Third, we should enhance value attachment, gather "good flow" and spread beauty. Chen Yong said that media integration is accelerating, and the communication technology and content innovation of all media are wonderful. A large number of high-quality works have become popular funds with a communication volume of more than 100 million or even more than 1 billion, injecting surging power into positive energy communication. Zhang Weiwei, Dean of China Research Institute of Fudan University, pointed out that the Internet is a double-edged sword. On the one hand, it has opened up a new form of life; On the other hand, if you let it go, it will lead to rumors, and algorithm big data will also create an "information cocoon room". How to build the network better? Zhang Weiwei summarized three points: international vision, original research and first-class products. "Provide the audience with products with quality, temperature and ideas that can stand international comparison and live up to the expectations of the people." Ding Wei, director of the new media center of the people's daily, mentioned in his speech that we should find a "traffic password" for positive energy content. He pointed out that users are the thinking origin of Internet content production. In the Internet environment, media development not only changes the track, but also needs to change thinking. "The difference between the new and old media is not in form, but in the relationship with users. No matter how technology changes, products and communication methods should revolve around users, and truly form a community of information communication, emotional communication and value judgment with users." Chen Rui, chairman and CEO of BiliBili (station B), also expressed his views on the dissemination of positive energy content. He introduced that the number of monthly live users of station B has reached 270 million, of which 86% are under the age of 35. "Most of the video creators on our platform are post-90s and post-00s young people, who are young, talented, creative and have more positive energy." Chen Rui said that the content of the positive energy of the main melody should be disseminated in the way that young people like and in the words they understand. On responsibility and mission Internet platforms should fulfill their social responsibilities "As the main disseminator of online news information, it is particularly important for social media platforms to establish correct values, give play to the leading role of online media, promote positive energy and fulfill social responsibilities." Wang Gaofei, CEO of sina Weibo, said in his speech that they should practice the responsibility of social media platforms and spread the positive voice of cyberspace. Taking microblog as an example, he pointed out that social media is gradually becoming the main position of online news and public opinion, boosting online media content to become a large flow. We should make the theme "cross-border", positive energy "break the circle", and turn the largest "variable" of the Internet into the largest "increment". Zhang Dongchen, vice president and chief editor of Baidu, believes that the media intelligent solution is an accelerator for high-quality content. In his opinion, the Internet platform, as the communication carrier of content, should lead the technology with values, make the algorithm a tool for users to obtain high-quality information services, and make large traffic serve as positive energy. He pointed out that the essence of the network is interconnection, but there are barriers between many apps. Baidu is willing to take the initiative to open the content ecology, and also looks forward to the concerted action of the whole industry and regulatory authorities to form a chorus of the main melody on various platforms and jointly create a joint force for the dissemination of network positive energy. At present, the number of Internet users in China has exceeded 1 billion, forming the largest digital society in the world. Internet platform governance has become a new topic. Zhang Zhian, vice president of Guangdong, Hong Kong and Macao Development Research Institute of Sun Yat sen University, believes that the Internet super platform has become one of the most important positions in the construction of network content, and has also participated in the governance of the country more deeply. For example, in the epidemic prevention and control, the data sharing of the platform is reflected. In his opinion, the governance of Internet platform is mainly to achieve three goals: the bottom is data security; The middle level is open and diverse, so that different interest groups can share inclusive value through the Internet platform; Finally, it is hoped that through the efforts of all parties, China's cyberspace will be more clean and positive. In addition, young singer and actor Zhang Yixing also talked about responsibility. He said that in the Internet era, everyone has a "microphone", and how to make good use of the "microphone" is very important. As a new youth in the new era, we should be writers and artists with a sense of responsibility for the times and let positive energy surge in the network. On technological innovation 5g, AI and other technologies reshape the media ecology "This is the Mars branch of Xinhua News Agency..." in a promotional film, the digital reporter of Xinhua news agency and the world's first "digital astronaut" - Xiaozheng appeared on the big screen. On the same day, the technology sub forum and the ultra-high definition public service network communication seminar were held to focus on new technologies. According to Xu Shanna, director of the State Key Laboratory of media integration production technology and system of Xinhua news agency, "Xiaozheng" is not only the prototype project of "meta universe" being promoted by the laboratory, but also the result of bold innovation focusing on news application scenarios. Network information is mixed. It is necessary to rely on artificial intelligence technology to intercept false information. Ye Zhenzhen, Secretary of the Party committee, chairman and President of the people's network, introduced that the artificial intelligence company of the people's network uses the system cross platform search to get through the artificial intelligence technology of words, pictures and videos for media content risk control. In addition, 5g is also reshaping the media ecology. With the help of the spark RTC audio and video real-time service of Huawei cloud, global coverage can be achieved with a delay of less than 200 milliseconds. A video on the scene shows that Huawei invited musicians from all over the world to carry out a "cloud ensemble", and the audio-visual effect is almost the same as that on the scene. "A low latency network will be the basis for media carrying," said Huang Jin, chief strategy officer of Huawei cloud, which means that people far away can communicate seamlessly. In the future, network video is not only fast, but also higher definition. Jiang Wenbo, director of the State Key Laboratory of UHD video and audio production, broadcasting and presentation of China Central Radio and Television Corporation, introduced that the corporation actively promoted the innovation of UHD TV business form and service mode around the whole link of UHD production, broadcasting, transmission and presentation technology. With the accelerated landing of 5g applications and the continuous growth of consumer demand, the UHD video industry has ushered in a key stage of development. Wei Ming, Secretary of the Party committee, chairman and general manager of Guangdong Mobile, pointed out that 5g has brought explosive growth in traffic and gave birth to the experience of "5g + financial media" with large traffic. So far, Guangdong Mobile has more than 44 million 5g customers, 20 million broadband customers and 14 million TV customers. "In the future, ultra-high definition video will enter thousands of households," Wei Ming said. (outlook new era)