If this nationwide online collection and broadcasting event is regarded as a "professional competition" in the field of Internet content creation and communication, then judging from the results, one thing is surprising: there are experts in spreading positive energy online, and there are a group of "sweeping monks" who are not inferior to traditional formal media practitioners in terms of media literacy and professional narrative communication capabilities. The best among them even surpass them in some skill dimensions. Among them, there are aerospace photographers who used their lenses to lock in the miracle of speed and capture the moment when Shenzhou 21 "pierced" the moon; there were blind female college students who recorded that they continued to receive help from kind people on the 1,200-kilometer journey back home; there were people who overcame numerous crises after the founding of the People's Republic of China and walked out of the 300-year journey. The struggle process of the annual cycle is narrated, and it talks about the knowledge blogger in the hearts of the people… These works are either professional, touching sincere, or vivid. The delicacy and freshness of individual perspectives form an active and valuable complement to the solemnity and calmness of the mainstream narrative of media organizations.
It is not difficult to find that a content production and dissemination pattern has emerged: on the supply side of high-quality Internet content, traditional mainstream media, emerging platforms, and an increasing number of individual bloggers who are emerging in the vertical field are forming a value confluence and working together to create a new communication pattern of "diversity coexists and beauty is shared."
Behind the formation of such a new situation, there are profound new characteristics and new trends driving the production and dissemination of Internet content. Looking around, a lot of changes have already taken place. Just recently, China Central Radio and Television's "2026 Spring Festival Gala" and Station B, the exclusive barrage video platform for the Spring Festival Gala, jointly announced that this year's Spring Festival Gala will introduce the participation of UP hosts from Station B for the first time. The Spring Festival Gala director team actively solicited opinions from UP hosts during the planning process of the gala, and the average age of the latter was less than 30 years old. The Spring Festival Gala has always been called the "spiritual New Year's Eve dinner" of the Chinese people. Now it takes the initiative to break the path dependence and strives to break the cultural circle from "watching the Spring Festival Gala" to "playing the Spring Festival Gala".
From the Spring Festival Gala's pursuit of innovation, we can see that the traditional definition of a creator's "identity" is also quietly undergoing adjustments based on Internet thinking. Looking further, today, the "moat" of content creators and disseminators is being redefined – it is no longer a barrier of identity or exclusive privileges, but is characterized by the full flow of creativity. In the vast ocean of the Internet, how can "good voices" become louder? How to discover "good stories" that are marked by the times, how to tell them well, so that more people are willing to like and forward them, and use their fingertips to promote the transmission of positive energy? In the current reshaping of the Internet communication landscape, "content is king" is still fundamental, but the ice-breaking of mechanisms and concepts is even more critical – whoever can tell a good story is a good narrator.
It can be said that with the development of society and the progress of the times, people's needs for spiritual life have become further enriched, and their appreciation and creativity have also increased. More and more people are not only satisfied with reading and watching, but also have the internal drive to participate in the production and dissemination of spiritual culture. Therefore, on the leading mobile Internet channel, mainstream media organizations and emerging platforms as well as outstanding Internet content creators "compete" on the same stage, each showing their strengths, widely stimulating innovation and creativity, and producing more high-quality masterpieces filled with positive energy, which will jointly form the mainstream and normality of online content production and dissemination.
Win large traffic with high quality, let the large traffic surge with positive energy, and the traction of policies is also accelerating. Just last year, the Propaganda Department of the Shanghai Municipal Party Committee and the Cyberspace Administration of the Municipal Party Committee launched the "Shanghai Nine Articles" to promote the creation of high-quality Internet content. Support the construction of high-quality Internet content creation clusters, and provide outstanding content creators with support such as settlement, rewards, and professional title evaluations…Shanghai is actively embracing more individuals with creative enthusiasm and ability through top-level design and policy guidance.
From an online collection of high-quality products, to the opening of the "National New Year's Eve Dinner" to welcome new talents, to a city's institutional introduction of talents, a signal gradually became clear: to stimulate the vitality of innovation and creation, it is entirely possible for the general public to become the main body of cultural creation. Broadly speaking, this is an inevitable requirement for building a culturally powerful country, and we must better gather the wisdom and strength of all people. From a practical perspective, this will further force mainstream media to accelerate the pace of systemic change and win future-oriented initiatives with content advantages through content innovation, expression innovation, and technological innovation.
As a journalist, I also feel that a group of Internet bloggers and influencers who can easily produce "100,000+" or even "1 million+" or "10 million+" hit works have made many colleagues sigh with emotion, "It's really rolled up." How to learn from the user thinking and quick response capabilities of large platforms? How can we learn from some excellent bloggers the creative experience of "telling big stories through small incisions"? There may be a lot left for practitioners in professional content production and dissemination organizations to think about.
