上海龙凤阿拉后花园

　　What is the painting style of the three giants of color TV "forcibly" in the same frame? The "blind box" lottery to bring goods is not awkward and a little happy? Xiao Ni and Yi Yi, two hosts, one is the bad COP and the other is the bad COP. What’s the matter with bargaining and cutting the boss’s nerves?

　　On the evening of June 7th, CCTV’s "Everyone Loves Made in China" brand helped Gome.A 3-hour live webcast created a sales volume of over 720 million, a cumulative viewing volume of over 60 million, and a topic reading volume of 380 million in Weibo.

　　The gratifying data is only one aspect. What’s more interesting is that the live content is constantly exploding, which can be said to be a "mudslide" with live goods!

　　"Explosion point" 1: The three giants of color TV love each other and kill each other "forcibly" in the same box.

　　Hisense, Skyworth and TCL, three famous brands in China color TV industry, account for more than 50% of the domestic market. For decades, the three giants fought hand to hand, and you chased me, which can be said to be the romance of the Three Kingdoms in Wei Shuwu.

　　Our program planning director, "Evil is born with courage": What will happen if these three families are put together at a table?

　　So there was this style of painting:

　　Hisense said: My laser tv represents the next generation of technology, which is eye-protecting, authentic and vivid in color. Even Van Gogh’s famous paintings can be confused with the real ones.

　　Skyworth said: My OLED TV is second to none, and it is most suitable for watching shopping programs. I can clearly see the red number.

　　TCL said: My TV is not only a TV, but also an intelligent robot. I don’t need hands for voice dialogue and film selection.

　　You see, everyone praises himself, and no one obeys anyone. However, when Wang Junzhou, president of Gome Retail, talked about the history of the rise of household appliances in China, the three giants shed tears at the same time, and sent out the same feeling: China’s household appliances enterprises were not easy, and they started to imitate from the 1980s. At that time, when we looked around, they were all dominated by European, American, Korean and Japanese brands.However, China’s household appliances people are not discouraged, and they are catching up bit by bit. Now, they have not only topped the world in terms of output and sales, but also stood in the forefront of the world in technology, and some technologies are still ahead of the world.

　　As the saying goes: the Big Three love each other and kill each other, and once they get together, they will forget their enmity.

　　"explosion point" 2: "blind box" brings a lot of joy.

　　Can there be a new way to play live with goods? On June 7th, during the live broadcast of "Everyone loves Made in China", our program planner came up with a coup: "blind box" with goods.

　　What is a "blind box" with goods? This link includes the boss’s all-in-one cooker, Jiuyang soymilk machine, Angel water purification system and Cobos sweeping robot. Just as the bosses of four enterprises prepared a set of self-boasting words, they were eager to try. Wait a minute, I have four cards here, and I have written four products. Whoever draws which card will bring the goods for that product.

　　The four bosses looked at each other: Why not follow the script?

　　A dramatic scene appeared — — In the process of drawing lots, it was a strange coincidence that all four people got their own products, and the four bosses secretly rejoiced: It was just to scare us.

　　The boss of Boss Electric Appliance was about to burst into tears. The host was quick-eyed and grabbed the card and exchanged it with the card in the hand of another boss next to him: Sorry boss, you can’t bring goods for yourself yet.

　　… …

　　An interesting delivery actually gave birth to the story of "civet cats for princes".

　　As the saying goes: the blind box is a strange move, and the ups and downs of the story depend on it.

　　"Burst point" 3: ruthless and ruthless, really bargaining.

　　The three-hour live broadcast sold 720 million, relying on real discounts. There is a tacit cooperation between "Wang Yidao", "Counting Nihao" and "Iraqi Ruthlessness".

　　Wang Junzhou, president of Gome Retail, is a veteran of the home appliance industry. This live broadcast can gather more than 10 BOSS delegations, which largely reflects the appeal of Wang Junzhou. Unexpectedly, an expected "Friends"-style warm-hearted drama turned into a "western" with pleasure and enmity.

　　In the white electricity link, the "old enemies" of Haier and Midea were manipulated by Wang Junzhou, causing sparks.

　　Haier took out the maternal and child refrigerator and washing and drying kit at the bottom of the closet, while Midea offered a wall-breaking machine and windless air conditioner with high cost performance. Although the products didn’t play hardball, in terms of price concessions, they still couldn’t stand the shock of Wang Junzhou and dived in succession.

　　Li Huagang, the chief experience officer and vice president of Haier Group, is also a veteran, but under the haggling price of his old friend Wang Junzhou, he even forced out a great discount on buying a casarte refrigerator to send the latest Huawei P40 mobile phone.

　　Wu Haiquan, president of Midea Group in China, also failed to recruit Wang Junzhou’s step by step. An air conditioner dropped 700 yuan and a sweeping robot was given 800 yuan.

　　Different from Wang Junzhou’s big talk, the hosts Nigmat and Yi Yi played a "double spring".

　　Xiao ni deserves to be the four-character brother of CCTV boys, and the goods are too stable! The business leaders were cut to the death by bargaining. Boss doesn’t give cheap? Turn your head and go! After lowering the price, it is necessary to "threaten" Boss— — "If it’s not the lowest price in the whole network, I’ll really go to your house and dismantle the water purifier" … …

　　Yiyi even gave everyone "grinding soybean milk" and "taking a group photo" to continue to strive for overweight benefits for the audience.

　　As the saying goes: hard and soft are applied without mercy, and the big brother is defeated. A live broadcast with both benefits and fun, and a gathering of "fireside night talk" have added many topics to CCTV’s "Everyone loves Made in China" brand boosting action. This is the beginning, and we will bring you more interesting and affordable programs.

　　Everyone loves to make it in China. Don’t you make it yet?

Author |　Wang ruoye

Edit | Mingming

On July 6, 2022, "Hidden into the Dust" was officially released, with a box office of 349,000 on the first day of release, accounting for only 2.3% of the films.

At that time, the cumulative box office predicted by Cat’s Eye for this film was 565,000, and the final box office prediction of the film by the public remained at around 2 million. As a rural literary film, even Ruijun Li, the director of Into the Dust, once mentioned in an interview that he was worried that this film would become cannon fodder for the summer file.

On August 9, 2022, "Hidden into the Dust" was webcast and landed on many video platforms such as Youku, Tencent and iQiyi. According to past experience, it is inevitable that the box office will decline after a movie is launched on the online video platform. However, Into the Dust unexpectedly broke the inherent cognition of the public.

52 days after its release and 21 days after its online broadcast, Into the Dust miraculously fell to 3.662 million box office in a single day, reaching the highest single-day box office at present. It is predicted that the box office will soar from more than 50 million to more than 80 million again, and the single-day box office is expected to soar from more than 3 million to more than 5 million. Even many netizens boldly said that they are optimistic about the box office of the film. The cat’s eye also resumed on August 30th.predictThe total box office of "Hidden into the Dust" in mainland China will break 102 million.

After the cinema films are broadcast online, it is rare that the box office increases instead of falling, so that it feeds back the film market. It is urgent for the market to find out what makes the long tail effect of the film so strong, and it is also urgent to know whether the box office decline of "Into the Dust" can be repeated.

Word of mouth solidly improves box office performance

　

"Hidden into the Dust" Douban scored 7.8 points, and now it has risen to 8.5 points, ranking first in Douban’s real-time hot book audio-visual list.Not only has it become the first Chinese cinema film with a Douban score of 8 this year, but it is also the Chinese cinema film with the highest Douban score this year.

The official Weibo, who opened the movie "Into the Dust", has only a few more than 1,000 fans. Of the 103 articles published in Weibo, only a few in Weibo have turned over 100 praises and comments. All this makes the announcement of this film seem to have a sense of "big hidden in the city".

The most famous story in the previous film was the behind-the-scenes shooting story told by Christina. Many netizens called that story "The Chocolate Factory in Christina", and this stalk of Christina even replaced "You are my God", which was very popular. However, the popularity of the stars themselves has not been transferred to movies.Before "Into the Dust" went online, the box office was in a downturn.

According to the box office trend chart of "Into the Dust", it can be seen that the box office trend in the picture presents a strange V-shape, but it grows more rapidly after the webcast goes online. On the one hand, the literary film itself is a niche film, and the number of films given in the early stage of the cinema is not enough, which leads to the decline of the box office after the release; On the other hand, webcasting enabled more viewers to see the film, and word of mouth drove the cinema box office.

It is not only "Hidden into the Dust" that still chooses to be put in the cinema after webcasting goes online.

In 2019, the popular animated film "Nezha, The Devil Child Came to the World" was launched on October 11 before it was released on October 26. However, according to the box office trend of "Nezha, The Devil Child Came to the World", the box office of the film continued to decline after it was launched. In 2021, the "520" movie "Decisive Battle Against the Black" was also launched on the online platform on May 29th, while releasing the notice of key extension. This also led to the final box office score of "Decisive Fight Against the Black" of only 405 million.

Can be like "Hidden into the Dust", there are few films that have fallen strongly after webcasting. Searching for the film reviews of "Into the Dust" on social platforms, many people choose to continue Amway with their friends after watching the movie. Many of them decided to go to the cinema to get another ticket after watching the movie on the video platform. Since the audience is willing to go to the cinema for support, the demand for films has increased for cinemas, and it is natural to increase the mutual benefit of film arrangement.

After the number of films in "Into the Dust" increased, the attendance rate was also guaranteed. This is also the effect that high reputation can bring.High word-of-mouth and high box officeThis simple sentence has been truly verified in "Into the Dust".

Short video platform helps box office rebound

　

The propaganda achievements of "Into the Dust" can go to a higher level.The short video platform also contributed.

According to the statistics of cat’s eye data, the topic broadcast volume of Into the Dust in Tik Tok has reached 2.1 billion, and it has been listed on the hot search list of Tik Tok for many times. On August 30, 2022, the number of likes on the official account of "Into the Dust" in Tik Tok has also exceeded 81.49 billion. Compared with thousands of fans in Weibo’s official account, nearly 200,000 fans in Tik Tok’s official account are really huge.

In addition to official accounts, "tap water" bloggers on the short video platform have also emerged after the webcast of "Into the Dust".Major film bloggers and online celebrity bloggers in different fields have started to publish relevant contents of "Into the Dust".

July was a smash hit, and Dong Yuhui, who has many fans, also talked about "Hidden into the Dust" in the selection live room in the East. Judging from the volume of fans in the East’s selection live broadcast room, there are not a few potential box office supporters. On August 22nd, in Tik Tok’s hot search "What’s the stamina of hiding in the dust?", the film published by online celebrity blogger Kongkong Diary with 4 million fans was praised by nearly 500,000 people. In the video, Kongkong Diary explained his feelings of watching movies, and many netizens began to post the classic lines in this video comment area. Another part of netizens who haven’t seen "Into the Dust" spoke in the comments, saying that they had been arrived by Amway and would go to the cinema to see the film.

On the one hand, among the audience groups of short video platforms such as Tik Tok, there are more rural users in third-and fourth-tier cities and counties.As a rural film, Hidden into the Dust, especially the huge display of farming culture in the film, easily resonates with netizens in Tik Tok.

And according to the cat’s eye data, the local box office growth of "Into the Dust" is concentrated in the Central Plains region where the farming industry is relatively developed, such as Shaanxi and Henan. Based on this, it is found that it is a correct and beneficial strategy to choose short video platforms such as Tik Tok to announce the content in the later stage of "Into the Dust". In the early stage, "Into the Dust" made accurate publicity for the audience of literary films in developed areas such as Beishangguangshen and Shenzhen. The main creators ran several rounds of roadshows, but the results were minimal.

The news of being shortlisted for Berlin Film Festival failed to make literary film lovers take "Into the Dust" out of the circle, but a rural blogger on a short video platform made "Into the Dust" successfully enter more people’s horizons.

On the other hand, the second creation and editing of "Into the Dust" on the short video platform is mainly based on the output of film reviews, which is very inflammatory.The expression of netizens’ true feelings can drive more people to express their views on this film and arouse everyone’s interest in this film.

Breaking the inherent circle of literary films, "Hidden into the Dust" is still accumulating after the online broadcast. How to make good use of the audience of the short video platform so that webcasting is no longer a "box office springboard" may be a new thought brought to the film market by "Into the Dust".

Can "Into the Dust" be reproduced?

　

In recent years, the only film short-listed in the three major European competitions, Hidden into the Dust, was also withdrawn in February 2022.

Due to various reasons, the film market remained sluggish in the first half of this year, and "Into the Dust", which was released in July, did not expect that the film with minority theme was expected to become a phenomenal domestic literary film. It is not a simple matter to reproduce the success of "Into the Dust".

First of all, from the perspective of subject matter, although "Into the Dust" is a literary film, its content is close to the northwest countryside, which coincides with the audience of the short video platform.With the help of short video platform, the box office can take off directly.Secondly, after the webcast was launched, the number of second-generation videos on the short video platform increased.However, different from the ordinary plot explanation, the second creation video of "Into the Dust" is mostly an emotional film review, which extends from the story of the film to the emotional expression of the group and can impress the audience to watch the movie.

There is also the support of the cinema for "Into the Dust".As early as the beginning of the film’s release, the general manager of Jinan Belle Palace Cinema once sent a message to Weibo, saying, "Into the Dust" has been streamed, but I am still arranging films for it, because I firmly believe that the sound effects on the big screen are more attractive to fans than computer screens and mobile phones. " On August 30, 2022, "Into the Dust" won the highest attendance rate on that day, which did not live up to the expectations of many cinemas.

But most importantly, we have to return toThe quality of "Into the Dust" itself passed the test.Therefore, it can be full of stamina.

At the same time, the film "Tomorrow’s Battle" was ridiculed on the short video platform for "selling badly", and the box office just passed 600 million after 27 days of release. Ruijun Li, the director, also said in an exclusive interview with Zumu News that he understood the choice of film arrangement in cinemas and cinemas in the early stage. "The audience has the freedom to choose what to watch, and the cinemas have the freedom to choose what to arrange. Even if we want to talk about feelings, the premise is to let the market operate first. Now the cinema has been’ hungry’ for a long time, let the cinema fill its stomach first, and then take care of art movies. "

It is gratifying that the market has now clearly perceived the value of the art film "Into the Dust". On September 30, 2022, "Hidden into the Dust" was postponed to September 30 after it was announced on August 2 that the key was postponed to September 12. In addition to the key extension, the proportion of cinema films is also rising, reaching 10%. Compared with the release volume of about 0.2% in the early stage, the box office data of "Hidden into the Dust" in September should be more impressive.

It can continue to ferment word of mouth after webcasting, and the box office in a single day has exceeded 4 million, and the total box office has reached 37 million.This is a miracle of a film, and it also indicates new opportunities in the film market.

　　Author | Gao Xiaohong

　　来源 | 中国广播杂志(ID:zggbzz)

　　当前，我国正面临新型冠状病毒肺炎（英文简称NCP或COVID-19，中文简称新冠肺炎）肆虐的严峻挑战。新冠肺炎疫情是一场特别重大的突发公共卫生事件，极大地威胁着人民群众的生命健康安全。截至2月18日，全国已累计确诊72530例，重症 11741 例，死亡1870例。

　　2月3日，习近平总书记在中央政治局常委会会议上明确指出：“当前疫情防控形势严峻复杂，一些群众存在焦虑、恐惧心理，宣传舆论工作要加大力度，统筹网上网下、国内国际、大事小事，更好强信心、暖人心、聚民心，更好维护社会大局稳定。”

　　在此关键时期，“新闻媒体是突发事件报道的传播主体，也是责任主体，担负着信息沟通、抚慰民众、监督政府、动员社会等重要使命”。以中央广播电视总台（下文简称总台）为代表的国内主流媒体全力应对新冠肺炎疫情的防控，战斗在抗疫的一线，主动承担起主流媒体的抗疫使命，及时发布权威信息，准确公开报道疫情，回应社会关切，把握“时度效”，积极引导舆论，为抗击新冠肺炎疫情凝聚人心、增强信心营造了良好的舆论氛围。本文围绕总台在抗击新冠肺炎疫情期间的具体做法展开论述。

　　01

　　Unblocked information:

　　Give full play to the authority and professionalism of mainstream media

　　1, timely, open and accurate report on the progress of the epidemic

　　The report of unexpected events refers to the news media’s integration of media resources in the process of the occurrence and development of events, and their reporting and evaluation of various situations related to events to the society and the public. After the outbreak of COVID-19 epidemic, a major public health event, the whole society paid close attention to the epidemic information and the progress of epidemic prevention and control. China quickly launched a Class I response to major public health emergencies, and the National Health and Wellness Commission and the health and wellness commissions of all provinces, autonomous regions and municipalities directly under the Central Government announced the epidemic information of infectious diseases in their respective administrative regions to the public. The information on epidemic situation of infectious diseases should be published in a timely and accurate manner. At the same time, the news media should also report the true information of emergencies in a timely and accurate manner according to the law, protect the people’s right to know, and contribute to the handling and aftermath of public emergencies.

　　Since the outbreak of the war of resistance against the epidemic, the general station has released authoritative information in time and continuously spread the epidemic situation around the clock. The News 1+1 column of CCTV, the general station, has been arranged as a whole and specially planned, and has continuously reported the COVID-19 epidemic since January 20th.

　　On January 20th, this column was connected with Academician Zhong Nanshan, the leader of National Health Commission high-level expert group, to introduce the basic situation of COVID-19 epidemic, which played a role of "setting the tone" in the information dissemination of COVID-19 epidemic. Since January 26th, CCTV News Channel of the General Station has launched "Special Report on the War Epidemic", with the theme of fighting the epidemic, continuously focusing on the national situation of fighting the epidemic, and releasing the latest data of the epidemic in time, so that people can know fairly well. It also connected with reporters from the front-line general station of the anti-epidemic in real time, showing the good mental state of all regions and departments in fighting the epidemic with one heart and one mind. At the same time, we will give full play to the advantages of the platform and share the program resources. From January 29, CCTV will broadcast CCTV programs simultaneously from 10: 00 to 11: 00 and from 15: 00 to 16: 30 every day.

　　In the reporting of major public health emergencies, the openness and transparency of information is very important. As a bridge connecting the government and the people, the mainstream media should disclose authoritative information at the first time and occupy the first place in the public opinion field.

　　From January 26th, the press conference of the State Council Press Office, National Health Commission Press Conference and the State Council Joint Prevention and Control Mechanism will be broadcast simultaneously by CCTV’s comprehensive channel and news channel, and broadcast simultaneously by China Voice. Every day, through the live broadcast of the press conference on epidemic prevention and control, the prevention and control information in COVID-19 can be disseminated openly and transparently, and the people’s right to know is fully respected and guaranteed. At the same time, speaking in a timely, active and rational manner has also curbed the spread of online rumors.

　　2. Interview authoritative sources and release authoritative information on epidemic prevention and control.

　　After the outbreak of COVID-19 epidemic, the spread of all kinds of information, especially the spread of new media space on the Internet, is very active, which makes the people contact with a lot of information every day, and the phenomenon of information overload appears. At the same time, the people are very concerned about the spirit of the central government and the policies, methods, and prevention and control process of epidemic prevention and control. Therefore, the mainstream media need to exert their authority and credibility and master the leading power of public opinion. This is also an initiative to set the agenda and master the right to publish, define and interpret issues. As the authoritative mainstream media in China, the reception desk gathers the advantages of interview resources by releasing official authoritative information at the first time, interviewing authoritative experts and frontline workers against the epidemic, and carefully sets the media agenda for fighting the COVID-19 epidemic.

　　3, professional team to fulfill the responsibility and mission of news propaganda work.

　　In the highly developed communication environment of online social media, the mainstream media put forward more stringent requirements for the authenticity, accuracy and security of information in this public opinion campaign against the COVID-19 epidemic. Because if the information is slightly deviated, it may cause the content to spread out of control, and then affect the credibility of the mainstream media.

　　On the one hand, the main station sent a professional team to the first scene to fight the epidemic, on the other hand, it strengthened the supervision of the contents of epidemic prevention and control to ensure the foolproof dissemination of information. From January 27th, the General Station set up the "Wuhan Live Studio of War Epidemic" in Hubei Radio and Television Station, and set the studio at the forefront of the fight against the epidemic. The broadcasting frequency of the main station gives full play to the emergency role of broadcasting in public health emergencies. By taking advantage of the advantages of wide broadcasting coverage, fast transmission speed and low listening threshold, the emergency reporting plan is launched at the first time, and the propaganda of epidemic prevention and control is intensified. All programs broadcast the progress of epidemic prevention and control in COVID-19 in a rolling way throughout the day. Every day from 19: 00 to 20: 00, the "Voice of China Special Report on Fighting the Epidemic" is also launched. During the week from February 3rd to 9th, there were 1,400 epidemic-related reports and nearly 7,000 written messages.

　　2018年，习近平总书记在全国宣传思想工作会议的讲话中指出：“做好新形势下宣传思想工作，必须自觉承担起举旗帜、聚民心、育新人、兴文化、展形象的使命任务。”

　　自新冠肺炎疫情爆发以来，总台央视《新闻联播》节目多次延长播出时间，增加抗击新冠肺炎疫情报道内容，体现出主流媒体的职业使命与担当，业务能力更是得到了社会的广泛认可。2月12日央视《新闻联播》主持人李梓萌念稿8分钟无任何卡顿，新闻报道的专业功底获得了网友的认可，“李梓萌低头念稿”登上了微博热搜榜，2月14日主持人海霞播音12分钟无卡顿，再登微博热搜（“海霞低头念稿”），同时“央视girls”也一并登上热搜，以上三条热搜的微博总阅读量超过7亿人次。

　　02

　　增强信心：

　　把握“时度效”，实现舆论引导效果

　　1、战疫情中舆论导向的重要性

　　在应对重大突发公共事件时，新闻媒体的舆论引导作用十分重要。习近平总书记指出，“让群众更多知道党和政府正在做什么、还要做什么，对坚定全社会信心、战胜疫情至为关键。”在抗击新冠肺炎疫情的关键时刻，新闻媒体做好舆论引导工作、把握正确舆论导向，有利于凝聚力量、振奋人心，引导公众理性、正确看待和分析疫情形势，科学地做好疫情防护措施，积极地应对疫情带来的可能影响，具有重要的作用。

　　过去的经验表明，对于重大突发事件的舆论引导基本上已经确立了两个立足点：一是用事实引导，即告诉公众事实真相；二是用价值引导，即影响公众正确地看待真相。在及时、公开、准确报道疫情及其防控信息的基础上，新闻媒体的舆论引导要始终把宣传报道习近平总书记的重要讲话和系列重要指示批示精神作为重心，坚定打赢抗击新冠肺炎疫情阻击战的决心和信心，凝聚社会共识，坚持党性和人民性相统一，弘扬主旋律，激发正能量。

　　总台各频道、频率运用全媒体矩阵及时传达党中央和习近平总书记的重要指示精神，发挥总台自主评论品牌的舆论威力，积极解读中央会议信号，严格落实党中央决策部署。《国际锐评》发布的疫情防控相关评论员文章向世界展现了中国战胜疫情、迎接挑战的决心和底气，《央视快评》发布的疫情防控相关评论员文章在抗击疫情宣传报道中提振了士气、凝聚了力量。

　　2、“时度效”原则的把握与创新

　　党的新闻舆论工作，要求把握好“时度效”原则，按新闻传播规律办事。具体来说，就是要处理好舆论引导中的时效、节奏，以及力度、分寸和效果等问题。

　　在时效和节奏的把握上，总台应对新冠肺炎疫情不仅做到及时发布，更实现了实时、全时报道，回应了社会关切，满足了人民群众对疫情信息的时效性要求和期待。与此同时，总台记者同时间赛跑，第一时间奔赴一线，专访相关机构领导，公开回应医疗防护用品紧缺等问题，访谈抗击疫情专家，了解疫情防控一线的工作内容以及重症、危重症患者的治疗情况；还就群众热议的话题和问题请专家正面解答，满足了互联网语境下人民群众对防控知识的深层次需求。

　　In terms of the strength and discretion of news reports, the epidemic reports of the main station are of high frequency, high intensity and high quality, thus achieving high coverage of epidemic prevention and control information.

　　According to the data of CCTV Advertising Management Center, from January 24th to February 2nd, the viewing rate of News Network increased significantly, reaching 11.72%, and the viewing rate of viewers aged 15-24 increased by 186% year-on-year. The outbreak of COVID-19 epidemic coincided with the Spring Festival. With the escalation of prevention and control measures, the extension of the Spring Festival holiday, and the implementation of personal home prevention and control measures, radio and television, as a family-accompanying media, just played a key role in spreading anti-epidemic information in families.

　　In terms of the effect and actual effect of public opinion guidance, the general station boldly innovated on the new media platform by means of media integration, and achieved outstanding communication effects. For example, from 8: 00 on January 27th, CCTV News launched an uninterrupted live broadcast of the special program "Common War Epidemic", which was broadcast simultaneously on CCTV Video, CCTV News client, Tik Tok, Aauto Quicker and other mobile new media platforms, providing viewers with an information channel that directly hits the front line of epidemic prevention and control 24 hours a day. The reporter from the General Station visited the epidemic prevention and control site and made a comprehensive, accurate and timely report on the detection, diagnosis and treatment of patients in various regions, the work and living conditions of medical workers, and the production, supply and transshipment of medical protective equipment. The live broadcast attracted tens of thousands of viewers from all over the country to interact in real time, and "Come on Wuhan, Come on Hubei, Come on China" was screened.

　　At 19: 00 on January 31st, CCTV News Network entered the "Aauto Quicker" short video community and began the normal live broadcast. Within 33 minutes of the first live broadcast, the cumulative number of viewers was nearly 20 million. Since February 1st, "News Network" has been broadcast live on Sina Weibo, with a cumulative audience of 17.658 million, with an average daily audience of 1.358 million. In addition, CCTV news official Weibo initiated the topic of "real-time broadcast of joint prevention and control of epidemic situation", which was read 3.36 billion times and discussed 374,000 times, with a maximum reading of 608 million times in a single day. The topic of "common war and epidemic" has been read 6.07 billion times, discussed 1.55 million times, and the highest reading volume in a single day is nearly 870 million times. Through the way of integrated communication, the mainstream media has exerted great influence among young people and achieved the communication effect guided by public opinion.

　　3. Storytelling: Reflect the people’s determination and deeds in fighting the epidemic.

　　"People-centered" is an important working principle of the party’s news and public opinion work. In the report on the fight against the epidemic in COVID-19, the reception desk pointed the lens and microphone of news reports at the people’s anti-epidemic actions. By recording touching stories and accumulating ordinary materials, it told the stories of people around us and described the greatness of ordinary people, conveyed the warmth of humanity and humanistic care behind the severe epidemic, and showed the spirit of the people of the whole country to unite as one and help each other in the same boat.

　　On January 29th, the Voice of China, the Central Broadcasting Station, launched the special program "Diary of an Angel". The content of this program comes from angels in white who are facing the COVID-19 epidemic and racing against death. It records the daily work of front-line medical staff in the form of voice self-report and first-person perspective. Angel Diary broadcasts an episode every day, and at the same time, it is launched on Himalayan FM audio platform, and published on Voice of China Weibo and WeChat WeChat official account. The program gives full play to the voice advantage of broadcasting, and spreads the positive energy story of fighting the epidemic with a keen perspective and delicate brushwork. According to the data, its single item in Weibo received the highest praise of 19,000 person-times, and the cumulative reading volume of WeChat WeChat official account exceeded 344,000 person-times.

　　In addition, since February 11th, News Network has launched a column "A Line of Anti-epidemic Groups" to report the effectiveness of joint prevention and control measures by various departments in various regions and tell touching stories about the front line of anti-epidemic. The book "Wuhan at Zero, Here are Stories You Don’t Know" by feature story of the Central Broadcasting Corporation truthfully records the voices of people in Wuhan in the middle of the night and bears witness to the determination and persistence of people from all walks of life. By reporting the great love and responsibility of front-line workers, the mainstream media has established an emotional bond for the people to overcome the difficulties together.

　　03

　　Stabilizing People’s Heart: Facing the Social Concern of Major Public Emergencies

　　1, timely counseling to resolve the crisis of public opinion.

　　The prevention and control of the epidemic situation in COVID-19 is all-round. In the field of news and public opinion, the first problem is to face and promptly dispel the possible public opinion crisis. The so-called public opinion crisis refers to the phenomenon that public opinion is at a difficult juncture because unfavorable public opinion occupies the central position in the public opinion field. In order to avoid and prevent the public opinion crisis and smoothly resolve the contradictions and problems caused by unexpected events, it is necessary to open the way, promptly guide and master the initiative.

　　After the occurrence of major public emergencies, the news media should fully predict the current public opinion environment, and make adjustments from the perspective of overall information dissemination, ensure the expression of opinions of the masses, reflect their voices, channel negative and negative public opinion, and encourage and advocate positive public opinion.

　　The outbreak of the COVID-19 epidemic coincided with the Chinese Lunar New Year, so the festive atmosphere became heavy, and the people’s life focus shifted to preventing and controlling the COVID-19 epidemic and ensuring life safety. In this public opinion environment, the reception desk immediately made adjustments, and the 2020 Spring Festival Gala broadcasted a scenario report program "Love is a Bridge" with zero rehearsal. Through the form of scenario narration, it showed the touching scene of Wuhan people facing up to the sudden COVID-19 epidemic and the medical staff selfless treatment.

　　Later, in the recording of the Lantern Festival special program, we dug deep into the first-line story of epidemic prevention and paid tribute to the "most beautiful retrograde" who silently contributed to the epidemic prevention work, showing the great cohesion of the Chinese nation and the spiritual strength of the people of the whole country to work together to overcome difficulties, which was well received by the audience.

　　According to statistics, as of 10: 00 on February 5th, the epidemic news materials released by CCTV International Vision and the press conference signals held by state authorities were selected and broadcast by 1,721 overseas TV stations or channels in 112 countries and regions, including Fox and BBC, for more than 362,000 times, which won wide respect and support from the international community.

　　2. Relieve public panic.

　　After the outbreak of the epidemic in COVID-19, especially at the initial stage of the outbreak, the public was in a state of panic due to the fact that the focus of the epidemic has yet to be scientifically studied, the situation of epidemic spread is grim, the effect of epidemic prevention and control has yet to be observed, and the drugs for treating and preventing the epidemic have yet to be developed. The public’s panic is manifested in various ways, such as the spread of rumors and rumors, weak awareness of scientific prevention and group prevention and control, and panic buying of masks and medical supplies in some areas. During the prevention and control of COVID-19 epidemic, it is very important for the mainstream media to play the role of public opinion guidance to alleviate public panic. Previous studies have shown that if we can correctly use the guiding function of the mainstream media, we can promote the original absurd rumors to become a "pedal" for people to understand the truth and scientific knowledge.

　　On the basis of interviewing authoritative sources and releasing authoritative information on epidemic prevention and control, the Headquarters also launched a series of promotional videos in conjunction with the Propaganda Department of National Health Commission to popularize the knowledge of COVID-19 epidemic prevention and guide the public to enhance their awareness of self-prevention. Each of these popular science videos is about 1 minute long, which effectively and conveniently spreads the practical operation and prevention and control concepts of legal prevention and control, scientific prevention and control, and group prevention and control, and the communication effect is good. Up to now, the series of public service short films have landed on nearly 400,000 digital screens in 50 cities across the country, playing circularly at major airports, stations and ports, and landing in business districts, communities, enterprises and universities in Beijing, Shanghai and other cities.

　　In the communication environment of media convergence, the new comprehensive audio-visual media flagship "Central Video" 5G new media platform newly built by CCTV based on new technologies such as "5G+4K/8K+AI" was officially launched not long ago, which was put into the prevention and control propaganda of the COVID-19 epidemic. CCTV, the main station, opened up "War ‘ Epidemic ’ The topic "Frontline" includes vlog real shooting, exclusive interview, scientific inquiry, suggestions, real-time panorama and other sections. Record the true story of the "epidemic" front line, follow up the latest progress of experimental research and development, and introduce the knowledge of epidemic prevention science in the form of short video; "CCTV News" broadcasts "Common War" 24 hours a day, and works with hundreds of millions of viewers to supervise, watch, accompany and guard the cloud.

　　On the evening of January 27th, CCTV opened a 24-hour live broadcast port, and started the "slow live broadcast" of the construction of Huoshenshan Hospital and Thunder God Mountain hospital through the 5G+ optical fiber dual Gigabit network, and multiple aircraft seats presented live real-time pictures around the clock. Without the host, commentary and editing and packaging, it attracted nearly 120 million online "cloud supervisors". The series of live broadcasts were broadcast on 11 online platforms, including Tencent News, Today’s Headlines, Phoenix News, Youku and Wo Video. The total number of viewers exceeded 15 million and the number of interactive comments exceeded 13,000. The series live broadcast and slow live broadcast are broadcast on CCTV News client, @ CCTV News Weibo, CCTV Video client and Tik Tok, Aauto Quicker and Betta Fish. Among them, only the short video of "Tik Tok" was watched by more than 55 million people.

　　以上这些举措，不仅调动了人民群众在新冠肺炎疫情防控中的主动性和参与感，而且通过节奏相对平缓的“慢直播”，让人民群众在高强度、快节奏的信息环境中缓解焦虑心态，纾解恐慌情绪。

　　3、开展建设性新闻舆论监督

　　习近平总书记指出：“这次疫情是对我国治理体系和能力的一次大考，我们一定要总结经验、吸取教训。”“在疫情防控工作中，有些地方出现了形式主义、官僚主义现象。”习近平总书记还强调，“要多层次、高密度发布权威信息，正视存在的问题，回应群众的关切，增强及时性、针对性、专业性，引导群众增强信心、坚定信心，着力稳定公众情绪。”在新冠肺炎疫情的防控过程中，主流媒体积极回应公众关切、反映在治理过程中特别是疫情防控工作中存在的问题，发挥新闻媒体的建设性舆论监督功能，推动防控疫情工作的开展。

　　On January 29, the Central Steering Group sent an inspection team to Huanggang City, Hubei Province, where the epidemic was serious, for supervision and verification. CCTV reporters covered the whole process. In the report, the working ability of the person in charge of the local competent department was questioned. After the news broadcast, the role and effect of public opinion supervision were produced, and the director of the health and health commission in Huanggang City was immediately dismissed. In the supervision of news and public opinion, the mainstream media always adhere to the problem orientation, which can neither make a mountain out of a molehill to cause panic, nor make a mountain out of a molehill to make the work lax. We should correctly carry out constructive public opinion supervision, meet the audience’s higher-level pursuit of information disclosure in the all-media environment, and promote the solution of problems in the prevention and control of epidemic situation in COVID-19.

　　The whole people participated in the war against the COVID-19 epidemic, and the effect was obvious. With the unified and centralized leadership of the CPC Central Committee, the mobilization and participation of the whole society, and the comprehensive strengthening of prevention and control, the battle of epidemic prevention and control will surely win the final victory. At the critical stage of epidemic prevention and control, the authoritative mainstream media, represented by the Central Radio and Television General Station, adhered to the duty and mission of news and public opinion work, gave full play to the authority and professionalism of the mainstream media, grasped the principle of "time and effect" and carried out news and public opinion work "people-centered", which unblocked information, enhanced confidence and stabilized people’s hearts.

　　The author of this paper is Gao Xiaohong, Minister of Journalism and Communication at China Communication University, and distinguished professor, a Changjiang Scholar at the Ministry of Education. Cai Yu is a Ph.D. student at China Communication University, originally published in the third issue of China Broadcasting in 2020.

　　CCTV News:Entering the graduation season, many fresh college students are on the road to job hunting, but the road to job hunting is not easy. Recently, China University Media Alliance conducted a questionnaire survey for 605 fresh graduates from more than 100 universities. The results showed that,75.7% of the respondents said that they had been treated unfairly when looking for a job.

　　Girls encounter relatively serious employment discrimination.

　　Chen Ning is a fresh graduate majoring in English in a university in Zhejiang. She had a dream of being a teacher since she was a child. She set her ideal unit in a middle school early, but when applying for the job, she found that many schools treated male and female candidates differently. Some indicate "male priority", while others require in disguise that "female graduates should be in the top 10% of the whole department, while male graduates should only be in the top 30%".

　　According to the survey results of China University Media Alliance, 33.06% of the respondents said that they had encountered gender discrimination in employers, and most of this phenomenon happened to female graduates.

　　985, 211 into a fixed label

　　In addition, whether it comes from a prestigious school or not has also caused some graduates to express their helpless feelings of "losing at the starting line of employment".

　　Chen Weihao, a student from a university in Fujian, said, "I participated in a campus recruitment activity held in Fuzhou University, and many different companies came to recruit. At that time, I thought a Shenzhen enterprise was not bad, but before I sat down, the interviewer asked, ‘ Are you a student in 985 and 211 universities? ’” Such a direct question made Chen Weihao eat a bowl of "closed doors" that was caught off guard. He said frankly: "I didn’t even have time to hand in my resume, so I was ruthlessly rejected."

　　According to the survey results of China University Media Alliance, 42.15% of the respondents were hindered by the lack of school grades.

　　Hometown, animal sign, constellation, etc. also become rejection factors.

　　Lin Chengqi is a recent graduate of a university in Zhejiang, and his household registration is in Hebei. Having participated in major job fairs in Zhejiang Province, he concluded: "Hangzhou, Ningbo, Wenzhou and other places have strict restrictions on household registration." He also found that many recruitment posters of enterprises and institutions with good reputation read "local household registration is preferred", and some even emphasized that "only graduates with local household registration or nearby areas are recruited".

　　The survey results of China University Media Alliance show that recent graduates not only face unfair employment treatment in the above aspects, but also some people say that their "face value" is not high enough, which makes it difficult to find a job, and 4.3% of the respondents have encountered discrimination such as horoscope and zodiac. These uncontrollable factors have actually become obstacles in the employment process of some fresh graduates.

　　The Ministry of Education clearly and resolutely opposes any form of employment discrimination in the "Notice on Doing a Good Job in the Employment and Entrepreneurship of Graduates of National Colleges and Universities in 2017", and it is strictly forbidden to publish discriminatory information including limited institutions, gender and nationality in all campus recruitment activities. Nevertheless, enterprises still regard whether they graduate from a prestigious school as an implicit condition, and examples of employment discrimination abound. All kinds of survey results are enough to show that employment discrimination has not been improved on the whole, but there is still a long way to go to achieve employment equity. Can this social ills be solved?

　　CCTV comment: Anti-employment discrimination, find a more effective system outlet.

　　Anti-employment discrimination needs the thrust of society.

　　Society is always comparing, screening and discriminating, which may be the nature of human society; Discrimination as a screening in the economic sense is also doomed to exist. But the existence may not be reasonable. Advocating equality and opposing discrimination are also connected with the process of human civilization. As the saying goes, "there has never been real equality in human history, which does not hinder our pursuit of equality", and opposing employment discrimination constitutes an important level to promote equality for all. And like all efforts against discrimination,The relationship between anti-employment discrimination and employment discrimination is also like a pressure spring. The greater the social force, the discrimination will shrink back. If society is indifferent or lets go, discrimination will rebound.

　　How to oppose implicit discrimination isMore important proposition

　　However, discrimination is not necessarily blatant and blatant.With "not discriminating on the table" becoming a new political correctness, a more important proposition is how to oppose implicit discrimination.One of the most common concerns is that even if there is no corresponding discrimination clause in the recruitment notice, will the personal likes and dislikes of the recruiter not be reflected in the real recruitment process? Another example is that the Ministry of Education issued a ban as early as four years ago, "It is strictly forbidden to publish recruitment information containing the words" 985 colleges and universities, 211 colleges and universities ",but the ban did not really prevent 985 and 211 from becoming the screening conditions for recruitment.

　　Anti-employment discrimination: we can’t stop at advocating ideas and need more institutional supply.

　　This also reminds us that today’s opposition to employment discrimination can no longer simply stay in concept advocacy, but needs more effective institutional supply. For example, why the Ministry of Education’s ban on 985 and 211 can’t really stop the "universal atmosphere" lies in the formal ban without substantive review. The lack of substantive review is precisely because there is no rigid system. "Even if I discriminate, what can you do with me?" Therefore, some experts believe that the scope of application of today’s anti-employment discrimination legislation is too narrow, and "a basic law against employment discrimination is needed".

　　Of course, "the life of law lies not in logic but in experience", and opposing employment discrimination is doomed to be a long process. For example, in the 1960s, the United States Congress passed the Fair Pay Act and the Civil Rights Act to regulate the issue of equal pay for equal work between men and women. However, after more than 50 years of implementation of the law, the annual salary of female employees in the United States has increased from 59% to 79% of that of men, but it is still far from equal pay for equal work. Even some studies have shown that if the law enforcement is too rigid in a short time, forcing equal pay for equal work may hurt women’s employment. Today, China is more or less facing the same situation, and the protection of women has fallen into a paradox: the longer maternity leave is extended and breastfeeding leave is advocated, the more likely women are to face the risk of "no interview opportunities".

　　It is better to explore the way of enterprise cost socialization than to simply criticize it.

　　Therefore, it is not enough to build a truly effective anti-discrimination system framework with ideas, but also to dig deep into effective systems.Specifically, discrimination is always accompanied by issues of economic rationality and cost sharing. For example, "985, 211" is used as a condition to screen resumes. Indeed, there is an advantage for famous school students, and it is understandable that human resources management departments want to recruit graduates from famous schools, but they cannot reject the choice rights of non-key university graduates across the board. For example, discrimination against women in employment, from the employer’s point of view, it is not unreasonable to worry that women will leave their jobs too soon because of childbirth, thus raising the cost of employing people.

　　Instead of simply criticizing, it is better to explore a way to truly socialize the cost of enterprises. Can we further expand the scope and time of maternity insurance? Can the government subsidize enterprises to run their own kindergartens? Can the husband’s maternity leave be improved, so as to share the reproductive cost of women? In a word, it is more important to establish an effective cost sharing mechanism than just shouting.

　　 Equality, as a great idea, is that it transcends the simple jungle law of the jungle. In this era, more and more people believe in "everyone can succeed" and pay more and more attention to equality of opportunity, so it is possible to achieve real employment equity than in any era. It is the direction that the whole society should make constant efforts to ensure every worker’s equal employment rights and help everyone grow into a successful person.

　　Wen Yi, the Mountain of Special Contributions for CCTV Comments

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　　How to protect rights when encountering employment discrimination?

　　Anti-employment discrimination is an international action. China’s Employment Promotion Law, which was formally implemented in 2007, also clearly stipulates the opposition to employment discrimination. If you are looking for a job again, how should you protect your rights?

　　First of all, after encountering gender discrimination, job seekers should pay attention to collecting evidence and demanding rights protection. Including recruitment brochures, articles in advertisements, or other relevant emails and information that are not hired on the grounds of gender, can be retained as evidence.

　　At the same time, Article 62 of the Employment Promotion Law of People’s Republic of China (PRC) stipulates that workers who violate the provisions of this law and commit employment discrimination may bring a lawsuit to the people’s court.

　　Li Linping (a pseudonym), a prisoner, never imagined that he had the opportunity to leave prison to visit relatives during the Spring Festival this year. Having a reunion dinner, seeing off my elderly father-in-law and looking after my seriously ill father … Li Linping said that the experience of visiting relatives made him very excited. "I just want to make a good transformation, get out of prison as soon as possible and live a good life again." It is understood that this year’s Spring Festival, 42 prisons in the province organized a total of 274 prisoners to leave prison to visit relatives. Recently, all prisoners who left prison to visit relatives returned to prison on time.

　　

　　Leave prison: to leave prison freely.

　　Li Linping, who is over 40 years old, is visiting relatives for the second time. Compared with the previous experience of visiting relatives, he felt very deeply that he was sentenced to 15 years’ imprisonment for corruption and abuse of power: "This time it is a reward, which is different from visiting relatives outside the prison. There is no full monitoring, and his psychology is very relaxed, and at the same time he has a sense of responsibility."

　　In 2004, Li Linping’s mother-in-law died of illness, and he was granted a special leave from prison to visit relatives. From 3 pm to 6 pm that day, Li Linping, led by two policemen, returned to his hometown Qingbaijiang. After knocking on the head several times in front of her mother-in-law’s spirit and hastily comforting her wife and family, Li Linping reluctantly embarked on the way back to prison.

　　At the beginning of February this year, Li Linping was pleasantly informed by Jintang Prison that he was on the list of people who left prison to visit relatives during the Spring Festival! It turned out that because of his good performance after he was imprisoned, Li Linping was given the opportunity to leave prison to visit relatives. At 9: 00 a.m. on February 5, Li Linping dressed up completely and excitedly appeared in front of his wife, sister, brother and other relatives. Accompanied by them, he confidently stepped up and walked out of the prison gate for the first time.

　　Home: My father-in-law finally waited for him.

　　In the morning, Li Linping went to his father-in-law’s house first. The 82-year-old father-in-law was seriously ill in bed. Li Linping came to the old man’s bed and took his hand tightly: "Dad, I came back to see you. Who am I?" After several calls, the old man raised his hand excitedly and said in a trembling voice, "Are you a son-in-law …" "He has been waiting for me, and now he finally sees me." Li Linping said that at noon the next day, the old man finished his life peacefully.

　　Youth League Year: For the first time in many years

　　At noon on the first day of returning home, a large family had a reunion dinner at their wife’s home. The family kept raising their glasses to bless the New Year and Li Linping. "For so many years, I went home for a reunion dinner for the first time. I am so happy to see a family in harmony. " Li Linping enjoyed this meal so much that he drank a little wine happily, even though he didn’t drink much at ordinary times.

　　Filial piety: taking care of father before bed

　　Li Linping, accompanied by his family, rushed to the General Hospital of Chengdu Military Region to visit his 84-year-old father almost every day. Because of his careless fall, his father wearing a ventilator could not speak. "Dad, I’m coming to see you. If you know, blink your eyes." Father moved and really blinked a few times slowly.

　　"I finally saw the old man for the last time, but I also regretted that I could not be filial." Li Linping said that just after he returned to prison for half a month, his father quietly stopped breathing. He is very grateful to the prison for giving him the opportunity to leave prison to visit relatives, so that he can see the two old people for the last time.

　　Significance: Carrying out humanized management.

　　Yesterday, the reporter learned from the Provincial Prison Administration that all prisoners who left prison to visit relatives had returned to prison within the specified time, and there was no incident of supervision safety accident and criminals who left prison to visit relatives disturbing social order. Among them, Liu, a criminal in Chengdu Juvenile Delinquency Center, took the initiative to participate in local rescue and relief activities during his visit from prison, and the local town government sent a special letter of commendation.

　　"Under the premise of strict standards,’ sunshine’ approval and ensuring safety, visiting relatives outside prison is an important means to improve the quality of criminal reform, which is the embodiment of the criminal policy of’ tempering justice with mercy’ and also conforms to the current advanced execution concept." Li Xinmin, Party Secretary of the Provincial Prison Administration, said.

　　Liu Zhicheng, director of the Provincial Prison Administration, said: "Visiting relatives after leaving prison is an important measure to implement humanized management in prisons and an important embodiment of the prison policy of’ reforming people’. We will strengthen the summary, strive to improve and constantly advance." (Reporter Yang Qin)

Editor: Jufu

Recently, Yan Ning, a famous structural biologist, announced that he would resign from Princeton University and set up the Academy of Medical Sciences in Shenzhen. In response to the latest research that she will focus on when she returns to China, she said that the discovery of structural biology is of great significance to the pharmaceutical industry, including the research on the interaction between drugs and hormones, which has more implications for drug development and disease treatment.

Yan Ning said, for example, that through the method of structural biology, scientists saw for the first time that two commonly used drugs used protein as a "scaffold", which directly "side by side" affected the normal function of protein.

Technological change promotes the development of structural biology.

Protein, as the scaffold and main substance of human tissues and organs, plays an important role in human life activities. In the cell, a large number of protein elements form the molecular machines, which performs important molecular processes in the cell through the interaction of protein, including the cell’s response to the external environment and the internal environment, and also forms a signal transduction network system with the interaction of protein as a link.

Structure By studying the three-dimensional structure, dynamic process and biological function of biological macromolecules, biology can provide more details of protein interaction and real-time dynamic process, thus helping scientists to understand molecular mechanism and explore the pathogenesis of diseases related to macromolecular dysfunction.

The development of biology not only contributes to the discovery of drugs, but also affects the research fields of life sciences including biochemistry, cell biology, genetic development, neurobiology, microbiology and pathopharmacology.

The development of science and technology has been promoting the progress of structural biology. In 2017, the Nobel Prize in Chemistry was awarded to cryoelectron microscopy, which can greatly improve the efficiency of analyzing the atomic resolution three-dimensional structure of large protein complexes; Moreover, researchers can freeze biomolecules in motion and visualize their motion process.

This breakthrough has brought a perfect storm to the field of structural biology. In recent years, important breakthroughs have been made in the field of life sciences. The work of China scientists such as Cheng Yifan, Shi Yigong, Yang Maojun and Liu Zhengfeng has also benefited from this technology. They have analyzed the important complex structure of atomic resolution. In addition, the enzyme that produces the protein that leads to Alzheimer’s syndrome was analyzed by cryomicroscope.

In August, 2015, Shi Yigong’s research team published an article in Nature, reporting the three-dimensional electron microscope structure of human γ -secretase with a resolution of 3.4 angstrom, and studying the function of the pathogenic mutant of γ -secretase based on the structure analysis, which provided an important foundation for understanding the working mechanism of γ -secretase and the pathogenesis of Alzheimer’s disease.

In February, 2020, after the outbreak of COVID-19, the research team of West Lake University successfully analyzed the full-length structure of novel coronavirus receptor ACE2 for the first time by using cryo-electron microscopy, which helped the research and development of drugs in COVID-19.

What does AI predict protein folding change?

With the help of artificial intelligence technology, DeepMind, a subsidiary of Google, recently announced 220 million kinds of protein structures predicted by AlphaFold software, which shocked the field of structural biology, because it indicates that artificial intelligence enterprises have begun to "truly hand over the power of Al to scientists all over the world".

Scientists compare the significance of this disruptive breakthrough with the human genome project. In the 1990s, when the Human Genome Project began to take shape, scientists realized that it was not enough to master the base arrangement of genes, but also to know the protein, the product of genes.

Shi Yigong, academician of China Academy of Sciences, structural biologist and president of West Lake University, commented on AlphaFold’s work: "Its accurate prediction of protein structure is the greatest contribution of artificial intelligence to the scientific field, and it is also one of the most important scientific breakthroughs made by mankind in the 21st century."

Shi Yigong once told China Business News: "AlphaFold represents the world’s leading artificial intelligence protein organization prediction system." At the same time, he said, China’s high-tech enterprises are catching up, expecting to bring surprises to the world in the near future.

He also said that the improvement of the accuracy of protein structure prediction will greatly benefit the pharmaceutical industry. "Artificial intelligence prediction of protein structure provides an important foundation for drug design and optimization. The structure of drug target proteins combined with all small molecule drugs can almost be wiped out by AlphaFold. " Shi Yigong said.

In the opinion of some scientists, although AlphaFold’s work is shocking, the accuracy of drug research and development prediction is not enough. Professor Liu Zhijie, executive director of iHuman Institute, Shanghai University of Science and Technology, told the First Financial Reporter: "It has been a long time to predict the protein structure. Now the accuracy of the prediction is definitely getting higher and higher, but it still hasn’t reached the precision of crystal structure."

Liu Zhijie First Financial News told the reporter that the crystal structure is the most accurate, and now artificial intelligence can predict the protein folding with the accuracy of electron microscope and nuclear magnetic resonance. In addition, because there are thousands of structures in protein, the difficulty of analysis is different. "If some protein sequences are similar to the known structure of artificial intelligence, it is easier to predict." Liu Zhijie said.

However, he still believes that with the continuous improvement of the prediction accuracy of protein folding, it will play a more important role in the field of life sciences in the future. "If the current prediction can reach the accuracy of electron microscope, some drugs can already be designed. Drug design is the biggest application field of artificial intelligence protein folding prediction." Said to Liu Zhijie First Financial Reporter.

Others think that with the development of artificial intelligence, there may not be so many structural biologists in the future. "Many researchers who do structural biology are actually more like technical service personnel. The more people there are, the more structures that can be analyzed. Therefore, in essence, a large part of their work depends on manpower. Now with AI, it is true that a large number of people who do structural biology have changed careers." A virus researcher told the First Financial News reporter.

However, for top structural biologists such as Shi Yigong, technology is only a powerful support for the "top brain", which can help them realize more ideas. "Every conscientious biologist should know how to make good use of the structural prediction of artificial intelligence." Shi Yigong said.

Professor Michael Levitt, winner of the Nobel Prize in Chemistry in 2013, told China Business News: "I think many structural biologists are not only doing structural research, but also doing a lot of work on protein function and drug research and development, just like Professor Yan Ning. Artificial intelligence only liberates a part of traditional manpower, but the progress of science still needs to rely on the smartest human brain. I’m afraid that artificial intelligence alone will not work. "

In recent years, a number of AI pharmaceutical companies have also been born in China. In this regard, Ewing Nan, academician of Chinese Academy of Sciences and president of Beijing Institute of Scientific Intelligence, pointed out to the First Financial Reporter: "The emergence of AI for Science research paradigm is an important historical opportunity for scientific and technological innovation, which not only expands the capability boundary of data-driven and physical model-driven models, but also is expected to promote the organic combination of the two, provide theoretical basis for further solving practical problems, and greatly narrow the distance between scientific research and practical application."

　　

　　　　　 First, drive an elevated road along Humin Road. 6 kilometers from exit to enter Shanghai to Kunming highway

　　Second, in Shanghai to Kunming Highway

　　1) Drive 430 meters along the Shanghai -Kunming Expressway. Hangzhou/G60/Ningbo/Xinzhuang direction, open a small right

　　2) Continue along Shanghai to Kunming Expressway 27. 6 kilometers straight into the Hangzhou Bay Ring Road Expressway

　　Third, Hangzhou Bay Wound Highway Expressway

　　Travel 52 along Hangzhou Bay Ring Road. 7 kilometers, go directly to Hangzhou, open a little bit of Shanghai to Kunming highway

　　Fourth, in Shanghai to Kunming Expressway.

　　Travel along Shanghai to Kunming highway. 3 kilometers, go directly to Hangzhou/ Qiandao Lake/ S2, and turn to Hangzhou -Ningbo Expressway

　　Fifth, Hangzhou -Ningu Highway

　　1) Drive along Hanging Highway 21. 9 kilometers directly to Hangzhou/Desheng Road, and it becomes a little bit of Disheng

　　2) Walk 610 meters along Desheng Road, and open a small right

　　Sixth, Zhejiang driving plan

　　1) Continue to run 840 meters along De Sheng, enter Disheng Fast from the entrance

　　2) Drive 680 meters along Desheng quickly, leave the slope from the airport exit

　　3) Drive 360 ??meters along the ramp and go straight into Dusheng East Road

　　4) 580 -meter driver along the Sheng Dong Road, turn left in front to enter the airport road

　　5) 3 drivers along the airport road. 7 kilometers, in the direction of the Chengdong Bridge Stadium, rotate the bridge slightly

　　6) Travel along the bridge 1. About 60 meters after 2 kilometers from the Hangzhou Criminal Investigation Building, go straight into the field

　　7) 2 drivers along the stadium road. Turn left to the ancient Xinhe Bridge at 9 kilometers and enter Western Road

　　8) 530 meters along the West Road of the Ring City, open the provincial roads and bridges into the provincial government

　　9) Drive 280 meters along the provincial government. Arrive at the end (on the right side of the road)

Mobile phone access　Shanghai local treasure first page

New youth

Always accompany you all the way

At 3:40 pm on November 29, the women’s basketball competition was held in the large playground, and the School of Mechanical and Electrical Engineering VS Materials and Environmental Engineering College.

At the beginning of the game, the basketball athletes of the Mechanical and Electrical Institute took the initiative to pass the ball with a good and skilled movement, and to force the rebound. Our team members quickly entered the state, and they were all heroic. On the court, you are fighting for me, you attacked me, and you have a skilled pitching. The pitching movements are handsome and neat. At the same time, the cheerleaders also shouted outside the court, and the atmosphere of the court was very active. In the end, the School of Mechanical and Electrical Engineering won the game at 25:19.

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After this basketball game, it not only enriched the students ‘extra -curricular life, but also strengthened the students’ awareness of exercising and solidarity and cooperation, allowing students to relax their body and mind in the intense study life, and felt the strength and warmth of the group’s groups. Essence I hope that our women’s basketball team members will be overwhelmed all the way in the next game and break the waves to win a better ranking!

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