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CCTV News:Thin body, wearing a pair of short-sighted glasses, hurried through the gravel road between wells and stations in the northwest oilfield on the northern edge of Taklimakan desert … … For more than 20 years, Mao Qianming’s image has been deeply branded into the minds of the old workers in No.1 Oil Production Plant. He presided over and participated in more than 30 inventions, 7 of which were patented by the state, with a cumulative cost reduction and efficiency increase of more than 50 million yuan, making outstanding contributions to technological innovation of enterprises.

Mao Qianming, born in 1973, is the second generation of oil. After graduating from high school, Mao Qianming inherited his father’s footsteps and entered Jiangsu Petroleum Technical School. In 1994, after graduating from Mao Qianming Technical School, he was assigned to the cementing team of the underground operation brigade of Northwest Petroleum Bureau.

In 1998, due to an accidental opportunity, Mao Qianming solved the problem that the rubber bladder was vulnerable when the cement tank was cemented. This small transformation enabled Mao Qianming to win the "Five Small Inventions" award of the underground operation brigade that year, and also made Mao Qianming, who tried to invent for the first time, feel happy. Since then, the seeds of the invention have begun to take root in his heart.

In May, 2001, Mao Qianming worked as a patrol worker in the patrol maintenance team of No.1 Oil Production Plant. At that time, one of the important tasks of the inspector was to grease the Christmas tree. A group of three people, one filled with grease and two injected with grease, were extremely tired because of the high pressure, and injected at most two wells in the morning.

After work, Mao Qianming lay in bed and began to wonder how to make an automatic grease injection device. Until one day, when he saw the foot-pedal oil gun, he was inspired and decided to transform the grease gun according to the principle of the foot-pedal oil gun.

At first, Mao Qianming thought that the transformation work was very simple, but the result was one after another failure. Some colleagues advised him not to toss about, but Mao Qianming didn’t want to give up. He found out that there were enterprises specializing in high-pressure materials and equipment in Korla, and he provided sketches for manufacturers to process. After dozens of experiments, after more than a year of improvement, Mao Qianming finally succeeded. The newly developed high-pressure pneumatic grease injection pump can automatically press, with simple operation, safety and reliability. It can be operated by one person, and the efficiency is improved several times.

With this invention, Mao Qianming won the national patent certificate for the first time.

In 2005, Mao Qianming found that sealing grease injection became the biggest headache for everyone when maintaining wellhead valves every month. Mao Qianming, who is good at thinking, started thinking about the grease injection gun. He drew sketches again and again, and finally the prototype of a pneumatic grease injection pump driven by high pressure came out.

Later, Mao Qianming found a processing plant, from perfecting drawings to mold processing, from installation and debugging to improvement and correction. Mao Qianming ran the processing plant and the oil well site. In order to achieve the expected effect, hundreds of experiments were carried out in the field. After a year and a half of running and hard work, a brand-new grease injection equipment was put in front of everyone. This high-pressure pneumatic grease injection pump has the characteristics of automatic pressing, safety, reliability and simple operation. It only needs one person to operate, and the efficiency is 6 times higher than before.

One of Mao Qianming’s most memorable inventions was due to a "bleeding accident". On that day, when a colleague of Mao Qianming was standing on the Christmas tree, his finger was accidentally caught on the hanger of the pumping unit, and he was bleeding profusely. Mao Qianming and his workmates took turns to hold the wounded and wait for rescue. They waited for a full hour before the rescuers arrived to rescue the workman and take him to the hospital.

Afterwards, Mao Qianming didn’t sleep well for several nights in a row. He thought hard about how to prevent this kind of accident. After repeated research with colleagues, the rope hanger fork and sensor loading and unloading tool were born! This tool can replace the manual installation of test instruments, avoiding the staff from being injured again.

Over the past 20 years, with more than 20 technological innovations, Mao Qianming has successively won the titles of "National May 1st Labor Medal", "National Post Expert" and "National Most Beautiful Young Worker", and has become a leader in the field of skill operation in Northwest Oilfield.

"The distance between us and innovation is like a glass door. As long as we bravely pick up the hammer, we will open the door to innovation." Mao Qianming said. (Source: Economic Daily tianshan net)

　　The 2022 Beijing Winter Olympics is a grand event attracting international attention. The hosting of this world-class event is an important event in the rise of China, and it is also an important platform for China to shape its national image and build its global discourse power. And the Winter Olympics and the traditional festivals in China — — The meeting of the Spring Festival represents the collision between the Olympic spirit and the traditional culture of China, and it is an excellent opportunity to tell the story of China and show the culture of China. Ice and snow competitions and winter festivals have been rooted in the lives of Chinese children in various ways since ancient times. During the Spring Festival, CGTN, together with the Chinese-foreign Cultural Exchange Center of the Ministry of Culture and Tourism and Tencent WeChat, jointly launched a series of live broadcasts and short videos of "Ice and Snow China" to convey China’s ice and snow spirit from an international perspective, vividly show China’s interesting traditional ice and snow sports and folk culture to the world, and add color to the upcoming Winter Olympics.

　　Taking ice and snow competition and winter folk customs as the main reference, the program selected three locations with regional characteristics, such as Altay in Xinjiang, Changbai Mountain in Jilin and Shahu Lake in Ningxia, as shooting locations, and added multi-dimensional "ice and snow expression" to the program content based on different angles, different national characteristics and different winter themes. It is worth mentioning that, in form, the series of "Ice and Snow China" adopted the multi-media communication means of Chinese journalists’ hosting, foreign video creators’ experience, live broadcast+short video+topic interaction, and was launched on WeChat video number and several overseas communication platforms. This undoubtedly shows the new opportunities brought by new technologies and new media for external communication under the trend of global social media videoization.

　　Transformation form: live broadcast+short video to enhance the effect of external communication.

　　Compared with words, the visual symbolization of content production and communication can convey the content and meaning more vividly, eliminating the complicated process of "encoding and decoding" and the problem of information access, thus reducing the cultural discount in the middle of communication and reducing the communication error. The traditional presentation methods of video content in China are mostly documentaries and promotional videos, which are difficult to attract the attention of foreign audiences for a long time. Moreover, such works are mainly disseminated through the official publicity platform, and most of them adopt positive publicity and guidance, which makes it difficult for local people to gain a sense of participation and interaction. The emergence of new media forms such as short video and live broadcast has innovated the form of China’s external communication and promoted the improvement of communication effect.

　　During the Spring Festival, "Ice and Snow China" launched three long-term live broadcasts on the WeChat video number, showing different winter folk customs and ice and snow competitions in different cities through the introduction and experience of the host, foreign guests and local guests. As a real-time and interactive mode of communication, webcasting can show the real scenes of various places more comprehensively, vividly and realistically than traditional graphic forms, thus breaking away from geographical restrictions and enhancing the audience’s sense of presence. Through the live shooting of Jilin, Xinjiang, Ningxia and other ice and snow resorts, the visual symbols of China’s ice and snow culture are conveyed to the audience, and the unique image of China is truly, stereoscopically and comprehensively constructed. The experience link and food tasting link set in each program fully mobilized the audience’s vision and hearing, so that the audience could quickly enter the scene where the live broadcast was held, feel the local environment more from the main point of view, and then deeply understand China’s traditional culture and ice and snow sports.

　　At present, "mobility" has become one of the survival characteristics of users, from "flowing" in real scenes to temporarily receiving information in video platforms, and then quickly pulling away because of changes in real life scenes. At present, people’s attention is limited, and they are more inclined to "fast food" consumption than to contact complicated and abstruse information. The characteristics of short video "short, flat and fast" provide a new choice for the audience to accept information. After the 120-minute live broadcast, Snow China selected the highlights of each live broadcast, edited it into a short video version with Chinese and English subtitles, and launched it on WeChat video number and overseas platforms. The short video reproduces the core content of the long live broadcast in fragments, which is more in line with the current user’s video consumption habits and is convenient for users to digest video content.

　　Whether watching the live broadcast or enjoying the short video, the audience can interact and provide feedback through the real-time comments in the live broadcast or the comment function in the platform, and quickly establish an emotional connection with the video creator, which greatly mobilizes the user’s sense of participation and enthusiasm.

　　Enrich the main body: gather the power of folk communication and promote the publicity of the whole people.

　　The traditional subjects of external communication are authoritative government agencies and official media, which are too macro, single, distant and lack of pertinence, so it is difficult to break through cultural barriers. Therefore, in the external communication, folk power can not be ignored. The platform of WeChat video number enables ordinary people to participate in the creation of content, starting from more elements and rich angles, and spreading the cognition and experience different from the official Winter Olympics. At the same time, the new media technology has also built a platform for people from all over the world to interact and promote the dialogue between the public at home and abroad in an equal manner.

　　On the one hand, there are huge creator resources in the WeChat video platform. Through the integration and coordination of resources, users from different industries, nationalities and backgrounds can participate in the process of external communication. For example, in this live broadcast of Snow China, in addition to CGTN reporters, foreign videographers, local guides and ice sports enthusiasts also participated in the recording. From the perspective of foreigners, foreign guests experience China’s multi-local, multi-type and multi-ethnic winter folk customs and ice and snow sports, and share their true feelings. Foreigners in China decode Chinese culture with the language and thinking mode understood by overseas audiences, which weakens the cultural barrier caused by cultural background differences and values differences, and the information they convey is more likely to be trusted and accepted by foreign people. However, the content described by guides in Ningxia and Xinjiang has a more microscopic perspective, which is vivid and close to the official words, making it difficult for foreign audiences to resist when receiving information.

　　On the other hand, short video and live broadcast, as a relatively "friendly" media form, weaken the requirements for shooting technology, picture quality and editing methods. Users can produce works with the help of smart devices and the editing tools that come with the platform. Video number has lowered the threshold for users to participate, shifted the focus to the expression of personality and emotions, and widely stimulated the public’s enthusiasm for participation.

　　Deeply cultivate content: adapt to the characteristics of media and find common feelings.

　　Short video and live broadcast users mostly regard leisure and entertainment as their main use demand. Therefore, compared with serious hard news, interesting and story-telling soft news is more easily accepted by such users, which coincides with the concept of external communication. "Storytelling" is the main idea of China in Snow and Ice. For example, the live broadcast of Shahu Lake in Ningxia takes "breaking the ice" as the main line, from talking with Ningxia people on the icebreaker, to experiencing the icebreaking of Shahu Lake, to completing the "breaking the ice", stepping on Shahu Lake to experience the cricket competition on ice, and finally taking a cruise on Shahu Lake to taste Ningxia cuisine, forming a complete narrative chain with story, plot and logic, showing a three-dimensional and vivid image of China from tourism, sports, culture and diet.

　　In international communication, finding emotional commonalities is often better than appeal to reason’s. Short videos are short in duration, concise in narrative and large in presentation, which has advantages in emotional transmission. "Snow China" follows the principle of "the greatest common denominator" of global culture, and takes the public symbol "sports" as the entry point, which can resonate with overseas audiences and fit the tonality of the communication platform. In terms of communication content, Snow China combines the short video and live broadcast with human nature, with the theme of "Winter’s Love", "Winter’s Source" and "Winter’s Warmth" as the live broadcast, starting from the micro level, focusing on Chinese’s sports spirit and attitude towards life, and planning the communication content from the common meaning level of human beings, changing the introduction of the Beijing Winter Olympics itself into a review of the history of ice and snow sports in China, weakening the propaganda color in the communication content.

　　Expand channels: based on new media platforms, enhance communication influence.

　　As the communication platform of the series of "Snow China", WeChat video number provides a new position for the dissemination of related content. As a popular instant messaging software all over the world, WeChat has now formed a stable user base of over 1.2 billion. The low entry barrier of video content makes more users around the world become potential viewers of WeChat video number, which expands the channels for China culture to spread to the outside world and helps the media to gain greater autonomy and freedom in communication. The content distribution mechanism of WeChat video number platform makes high-quality content have the opportunity to reach the "recommendation" module of every WeChat user, thus expanding the audience. Some time ago, the Westlife Video Concert was watched by more than 27 million people. The Van Gogh Museum in the Netherlands once led tens of thousands of China audiences to appreciate the masterpieces of post-impressionist masters through live video. These cases can prove that WeChat video number, relying on the powerful content resources and huge user groups of WeChat, has outstanding advantages in realizing extensive connection and full coverage of content dissemination, and is a high-quality medium for cultural exchanges between China and the West.

　　In addition, a major feature of WeChat video number is that it is embedded in WeChat, developed around WeChat relationship chain, and has natural social attributes. On the one hand, users can achieve "acquaintance communication" by sharing content with friends and friends. On the other hand, users can see the content praised by their friends in the "Friends" module in the WeChat video number, and even the videos that have been published for a long time will get attention again because of this private domain push mechanism. This allows high-quality video content to be repeatedly exposed in a longer time span, maintaining the long tail heat and forming "fission propagation".

　　The attempt of "Snow China" opens the link between public domain traffic and private domain traffic, expands the communication channels, promotes the innovation of communication content and form, and provides a brand-new idea for the media to spread abroad. Nowadays, short videos and live broadcasts are gradually becoming important carriers of external communication. The media should actively pay attention to and adapt to the development of new technologies, and make innovations and adjustments in content according to the characteristics of different media forms and platforms, so as to truly, stereoscopically and comprehensively display and spread China’s traditional culture and help enhance the influence of Chinese culture. (Zhou Min Song Jing)