标签： 贵族宝贝花千坊

　　Xinhuanet Beijing December 31 ST (Wang Xi) In the Internet age, information dissemination efficiency is high, and rumors are running faster and faster. Among them, health topics have always been among the best in the rumor list, and friends circle and WeChat group are the hardest hit areas of rumors. If you blindly listen to these rumors, it is likely to damage the health of yourself and your family. In 2019, there were fresh "new rumors" and aged "old rumors".

　　At the end of the year, Xinhuanet Health Channel took stock of the top ten health rumors in 2019 to help you polish your eyes and protect your health.

　　[Proverbs 1] E-cigarettes are harmless to health and help to quit smoking.

　　This year is the "hot year" for e-cigarettes, which has a popular trend among young people. There is a "marketing rhetoric" saying that e-cigarettes can help smokers quit smoking, and e-cigarettes and their second-hand smoke are not harmful to health, environmental protection and lungs.

　　Rumor:E-cigarettes can’t stop smoking. The amount of harmful components released by e-cigarettes is relatively less than that of traditional cigarettes, which does not mean that e-cigarettes are harmless. E-cigarettes also contain nicotine. People who really have nicotine dependence (smoking addiction) need to quit smoking because of nicotine dependence. From a scientific point of view, the use of e-cigarettes is only the embodiment of smokers’ self-comfort.

　　Smoking is directly related to the occurrence of chronic diseases. The chronic diseases caused by smoking include lung cancer, chronic obstructive pulmonary disease, heart disease, diabetes, stroke, etc., and e-cigarettes are no exception. Many domestic and foreign studies have proved that e-cigarettes inhibit human immune system more than traditional cigarettes, significantly increasing the risk of disease. Both electronic cigarettes and traditional tobacco products will increase the risk of lung radiation, and long-term large-scale accumulation will probably lead to cancer.

　　[Proverbs 2] It is unhealthy to advocate a low-salt diet.

　　In September 2019, a foreign video titled "Anyone who suggests a low-salt diet should be sent to prison" was circulated on the Internet. According to the video, people who advocate a low-salt diet are tantamount to "murderers" and should all be put in prison. The argument given by the "experts" in the video is that gastric acid is produced from salt, which can promote digestion, and a low-salt diet may lead to gluten allergy.

　　Rumor:It is wrong to say that gastric acid is not produced without salt. The main component of gastric acid is hydrogen chloride, and gastric acid is not secreted because of salt intake.

　　Gluten is a kind of protein, which exists in the processed products with grain as raw material. After people with gluten allergy ingest gluten, it will cause serious gastrointestinal reaction, which will make the small intestine unable to absorb nutrients. Gluten allergy occurs in the small intestine, probably because the patient carries a specific gene, which is not directly related to gastric acid secretion and low-salt diet.

　　For most people in Chinese, due to their eating habits, it is really necessary to pay attention to salt control. According to a new study released by Queen Mary College of University of London in 2019, the average daily salt intake of adults in China in the past 40 years was more than 10 grams, more than twice the recommended amount of the World Health Organization, and much higher than the recommended amount of adult salt less than 6 grams per day in the Dietary Guidelines for China Residents (2016). In the State Council’s Opinions on Implementing Healthy China Action released this year, China clearly proposed to encourage the whole society to participate in reducing salt. At present, the dietary proposal of controlling salt "less than 6 grams" is based on the fact that residents generally have too high salt intake.

　　Although salt control is encouraged, it should not be excessively controlled. Long-term low-salt diet will also pose a potential threat of hyponatremia.

　　[Proverbs 3] Painless childbirth has a great influence on the fetus.

　　In August, 2019, National Health Commission announced that painless delivery would be piloted in 913 hospitals across the country. The analgesic technique of intraspinal delivery adopted in pilot hospitals has an analgesic efficiency of over 95%. In China, painless delivery has not been well popularized, and there are some conceptual reasons besides the shortage of anesthesiologists. There is a kind of folk opinion that painless delivery has a great influence on the fetus and should not be used as much as possible.

　　Rumor:Painless delivery is to inject anesthetic drugs into the spinal canal, thus blocking nerve conduction and achieving the purpose of relieving pain. The anesthetic drugs will basically not enter the child’s body. The dosage used in painless delivery is extremely low, which is only 1/10-1/20 of that of cesarean section, so the probability of entering the maternal blood and passing through the placenta is very small, which has little impact on the fetus and generally does not affect the baby’s brain health. Ou Shan, director of the Anesthesiology Department of Chengdu First People’s Hospital, said that short-term exposure to anesthesia did not affect the physiological development of children at all.

　　Painless delivery is a drug intervention, although it has little impact on the fetus, but there is still the possibility of adverse reactions. The common complications of painless delivery are hypotension, headache, backache and so on, but the serious life-threatening complications are rare. Common adverse reactions are mainly manifested in the impact on the labor process and placental blood supply. Therefore, qualified and experienced anesthesiologists are needed to operate, and obstetricians and anesthesiologists need to monitor the maternal situation together during the whole delivery process.

　　Whether pregnant women can give birth without pain needs to be examined and evaluated by obstetricians and anesthesiologists, and the doctors will jointly decide whether they can give birth without pain. If they have a history of pregnancy complicated with heart disease, drug allergy and waist trauma, they should tell the doctor in time. As long as there are no obstetric and anesthetic contraindications, painless delivery can be carried out within the basic normal range by checking platelet and coagulation function.

　　[Proverbs 4] Depression is not a disease, but too melodramatic.

　　This year, several celebrity suicides caused great repercussions on the Internet, pushing depression back to the public’s view. In the discussion about depression on the Internet, there are always some views that "depression is just a poor psychological endurance", "depression is too melodramatic" and "when you encounter some difficulties, you will pull it on depression".

　　Rumor:Depression is a common mental illness in today’s society. Its typical symptoms are persistent depression, difficulty in concentration, memory loss and insomnia, which may seriously lead to suicide.

　　As a mental illness, depression has a biological basis, not a "heart disease" or a personality problem. According to Professor Si Tianmei, director of the Psychopharmacology Research Office of the Sixth Hospital of Peking University, neurons in the brain are connected by synapses, which are regulated by neurotransmitters, such as norepinephrine and 5- hydroxytryptamine. Studies have shown that the level and function of these neurotransmitters are disordered in some special brain regions of patients with depression, and patients show corresponding symptoms such as anxiety, depression, sleep disorder or lack of interest.

　　Depression is different from depression. Depression is mainly treated with drugs, supplemented by behavioral therapy. Taking drugs on time and in quantity is the basis of treating depression. Depression will affect patients’ study, work, life and social interaction to varying degrees, and patients themselves cannot control their pain through willpower. Therefore, we should not blame or question patients with depression, but should increase efforts to spread depression and its treatment, treat depression correctly, and care for patients with depression.

　　[Proverbs 5] Washing blood can beautify.

　　In February 2019, a medical beauty project called "blood washing" was heated up. This project is to extract a certain amount of blood from the body, inject ozone into the blood, and then return it to the body. Merchants claim that such an operation can achieve the effects of "purifying" blood, detoxifying and caring skin, and preventing cancer. The dark red blood extracted from the body turns bright red after injecting ozone, which is proof that the blood is purified.

　　deny/refute/spike a rumourThere is no scientific basis for "blood-washing" beauty beauty, and there are serious security risks. Beauty salons change the color of blood from dark red to bright red by injecting ozone into the blood, which is called blood purification. However, when people breathe normally, the blood will change from dark red to bright red, and there is no need to inject ozone at all. "Blood washing" in beauty salons uses a method similar to hemodialysis, which requires very high safety operation and easily leads to virus infections such as AIDS and syphilis.

　　In the face of the emerging medical and aesthetic projects, we should be cautious and not believe in the so-called "new therapies" and "new technologies" so as to cause physical damage.

　　[Proverbs 6] "Cervical erosion" can lead to cervical cancer

　　"Cervical erosion" without treatment will lead to infertility, abortion and cervical cancer, which is also an enduring old rumor. "Cervical erosion" was once a "disease" that troubled many women. Women who go for physical examination are often diagnosed with cervical erosion. With the progress of science, "cervical erosion" is a word that should be swept into the garbage dump of medical history.

　　deny/refute/spike a rumourZhang Dai, chief physician of Obstetrics and Gynecology Department of Peking University Hospital, said that "cervical erosion" means that when we look at the cervical area with naked eyes, there are signs of local redness, but in fact, this "redness" is only a multi-layered squamous epithelium transformed into a single-layered columnar epithelium, thus showing a red effect, which is a normal physiological phenomenon. The so-called "cervical erosion" is just a kind of cell that doesn’t look good, occupying most of the cervix.

　　For women of childbearing age, the state of "cervical erosion" is more likely to appear because of the influence of hormone levels in the body.

　　Before 2008, the unified textbook "Obstetrics and Gynecology" for medical students in China regarded cervical erosion as a standard disease symptom, with complete clinical manifestations, diagnosis and treatment methods; However, in the new edition of Gynecology and Obstetrics in 2008, the name of "cervical erosion" was explicitly cancelled and replaced by the physiological phenomenon of "cervical columnar epithelium heterotopia".

　　There is no direct relationship between "cervical erosion" and "cervical cancer", but "cervical cancer" usually occurs at the junction of cervical columnar epithelium and squamous epithelium. The persistent infection of high-risk human papillomavirus (HPV) is the culprit of "cervical cancer", and it is impossible to judge whether you have cancer from the degree of "cervical erosion".

　　"Cervical cancer" or precancerous lesions can be manifested as "cervical erosion", but only the symptoms of "erosion" caused by high-risk human papillomavirus (HPV) infection will develop into cervical cancer. When the symptoms of "cervical erosion" appear, you should go to the hospital for corresponding examination in time. If it is determined to be "cervical erosion", that is, "cervical columnar epithelial ectopic", there is no need to worry. What needs to be paid attention to is the screening of "cervical cancer". Once cervical precancerous lesions or early canceration that look like "cervical erosion" are found, they need to be dealt with immediately without delay.

　　[Proverbs 7] Freshly squeezed juice is more nutritious than fruit.

　　When it comes to freshly squeezed juice, most people will think of keywords such as "freshness", "nutrition" and "health". In 2019, freshly squeezed juice products and drink shops are still popular. Many merchants use various fancy marketing words to claim that freshly squeezed juice is more conducive to the absorption of nutrients and has richer nutritional value than fresh fruit.

　　deny/refute/spike a rumourFrom a nutritional point of view, freshly squeezed juice is too fine and filters out a lot of dietary fiber. Fruit is in a solid state and needs to be chewed, with strong satiety and slow gastric emptying; Fruit juice is in a liquid state, so it doesn’t need to be chewed, and it feels poor satiety. Its emptying speed in the stomach is very fast, and its absorption speed in the intestine is also very fast, which will also make blood sugar rise much faster, which is very unfavorable for controlling blood sugar and weight.

　　A fruit can squeeze about 60 ml of juice, and drinking a cup of 200 ml of pure juice is equivalent to eating three fruits, which is equivalent to greatly concentrating the sugar in the fruit. Eating too much sugar will increase the risk of obesity, and then increase the risk of a series of chronic diseases related to obesity, such as diabetes, hypertension, dyslipidemia and so on.

　　In addition, the color of freshly squeezed fruit juice is getting darker and darker after a period of time, because the fruit is rich in potassium and antioxidants (vitamin C and β -carotene, cellulose and other substances, the blade of the juicer will destroy the cell structure of the fruit, so that the polyphenols in the fruit will react with phenol oxidase, and the oxidase will quickly catalyze the oxidation of colorless polyphenols to generate colored "quinones". Therefore, the original antioxidant capacity of the juice produced by the blade will be reduced by half or more.

　　Drinking freshly squeezed fruit juice should ensure fresh ingredients, control intake, and try to eat fresh fruit directly, which can ensure dietary fiber and more comprehensive nutrition.

　　[Proverbs 8] Sweating with fever can reduce fever.

　　One of the common ways to deal with fever among the people is to cover a thick quilt and make you sweat, which is usually called "covering your sweat" or "sweating". In January 2019, during the peak period of influenza, experts from the national influenza medical treatment expert group suggested that the pursuit of sweating should not be blindly used during the fever period.

　　Rumor:Some people say that the fever did come down after sweating all over. In fact, sweating is the result of fever, not the cause of fever. When you have a fever, your body temperature changes through three stages: temperature rising period, chills or chills; During the duration of high fever, fever is caused by the rapid increase of white blood cells in the body in order to swallow bacteria, and the increase of oxygen consumption causes the body temperature to rise. After the body temperature rises to a peak, the fever will last for a period of time, during which the energy consumption is high, the mouth is dry and the whole body is hot; Hypothermia, sweating and heat dissipation, and moist skin.

　　Yan Hui, deputy chief physician of Pediatric Cardiology Department of Peking University First Hospital, pointed out that "covering the quilt" can’t make children recover faster. After taking the medicine, the body sweats and needs to dissipate heat and replenish water in time. At this time, children are prone to dehydration due to sweating and lack of water supply. For infants with weak constitution, the language expression ability is not in place. When the child is found to have a fever, it is generally close to or in the duration of high fever. At this time, covering it tightly will affect heat dissipation, which will lead to a clinical disease that belongs to infants — — Heat syndrome.

　　When you have a fever, the correct way is not to wear too many clothes, not to cover too thick a quilt, to ensure that your body can fully dissipate heat and drink more warm water.

　　[Proverbs 9] MSG is toxic, carcinogenic and alopecia-causing.

　　Many people have heard from their elders since childhood that eating too much monosodium glutamate is bad for their health and may even cause cancer. The saying that monosodium glutamate is harmful has been circulating for many years. In November 2019, there was an opinion on the Internet that monosodium glutamate was "toxic" and that monosodium glutamate would suddenly cause cancer when it exceeded 100℃, which would lead to hair loss and so on.

　　Rumor:Du Jingming, an associate researcher at the Institute of Nutrition and Food Safety of China Center for Disease Control and Prevention, said that monosodium glutamate, a crystal crystallized from grain, is a natural substance produced by glutamic acid bacteria fermentation. Many natural foods contain sodium glutamate. In China, monosodium glutamate is mostly prepared from corn starch, rice and other grains through fermentation, extraction and refining. These natural foods and grains are non-toxic and harmless, and sodium glutamate, which meets international standards, is naturally non-toxic and harmless. The joint expert group of food additives of the World Health Organization has proved that monosodium glutamate is safe from various tests such as acute toxicity, subacute toxicity, chronic acute toxicity, teratogenicity and sudden variability.

　　There is no corresponding theoretical and experimental data to support the claim that monosodium glutamate causes alopecia.

　　Like salt, monosodium glutamate and sodium glutamate in chicken essence contain sodium, and excessive intake of sodium will lead to cardiovascular and cerebrovascular diseases such as hypertension. Therefore, we should control monosodium glutamate like salt intake. The dietary guidelines for Chinese residents advocate that the daily salt consumption per person should be less than 6g, but the actual intake is generally about 10g. If sodium in monosodium glutamate is added, it will be more. The European Food Safety Agency has adopted a safety factor of 100 times, and set a new safe intake for glutamic acid and its salts, that is, 30mg per kilogram of body weight, which is equivalent to 1.8g per day for adults weighing 60 kilograms.

　　In our daily diet, we need to refer to the following rules when eating monosodium glutamate:

　　1. Avoid high temperature. Studies have shown that when the temperature is too high, monosodium glutamate will turn into sodium pyroglutamate, which is non-toxic, but the umami flavor is no longer there.

　　2. Avoid excessive consumption. Some varieties of monosodium glutamate contain many sodium salts.

　　3. Avoid repeated use. Natural ingredients such as fish, eggs, mushrooms and water bamboo will produce umami flavor at the same time during the cooking process, and there is no need to add monosodium glutamate to adjust the freshness.

　　[Proverbs 10] Honey can detoxify and beautify.

　　Drinking honey water can detoxify and nourish the face, which has become the slogan of many honey sellers. In 2019, there are still many health platforms and online articles saying that drinking honey water can detoxify and nourish the face, promote gastrointestinal peristalsis to achieve the effect of relaxing bowels, and can relieve alcoholism.

　　Rumor:The main components of honey are fructose and glucose, and it also contains 20% water, a certain amount of vitamins, minerals, protein, organic acids, enzymes, etc., but these elements are less than 1%. Eating honey can only increase the body’s calories and sugar, and it is impossible to detoxify. The efficacy of honey mentioned on the Internet is too exaggerated. After being digested by gastric acid, the enzymes in honey often lose their activity.

　　Some people think that drinking honey water can promote gastrointestinal peristalsis. In fact, this happens only to people who are intolerant of fructose. People with "fructose intolerance" constitution have slow intestinal absorption ability. After eating honey, fructose can stay in the intestine for a longer time, more water will enter the intestinal cavity, and the stool volume will increase, which can play a laxative effect on this group of people. In addition, when drinking honey, you also drink a lot of water. Drinking more water also plays a role in increasing the volume of stool and stimulating the gastrointestinal tract. For most people, honey can’t have a laxative effect.

　　Honey can’t sober up. The fructose contained in honey can accelerate the metabolism of ethanol in alcohol, but alcohol is metabolized in human body to produce acetaldehyde, which is the main substance that leads to drunkenness. Fructose only reduces the concentration of alcohol in blood and relieves the acute damage of ethanol to the central system, and there is nothing to do with acetaldehyde, which is more harmful.

　　(Source: Science and Technology Daily, Xinhuanet, China Internet Rumor Platform, China Association for Science and Technology Popular Science China Official Platform, China Women’s Daily, Yangguang. com)

　　Litchi News (Shanghai Work Department reporter/Chang Ying, Hu Yiqiao, Warren Wang)

　　At the 2022 World Artificial Intelligence Conference, which opened on September 1st, the awarding ceremony of the highest award "SAIL Award" ("Outstanding Artificial Intelligence Leader") was held. The world’s first three-mode large model "Zidong Taichu" based on Ascending AI by Institute of Automation, Chinese Academy of Sciences has become one of the projects that won this honor.

　　Wang Jinqiao, a researcher at Institute of Automation, Chinese Academy of Sciences and president of Wuhan Institute of Artificial Intelligence, SHOWed the world’s first three-mode large model "Zidong Taichu" based on the basic software and hardware platform of Ascending AI in his speech on the show column. "Zidong Taichu" realized the unified representation and mutual generation of different modal data such as images, characters, voices and videos through cross-modal multi-task self-supervised learning, and formed a complete intelligent representation, reasoning and generation ability.

　　Dean Wang told the guests: "In traditional artificial intelligence learning, face recognition can be realized through visual models, but we don’t know how the machine represents everyone’s feature differences. We can only explain the process of machine learning from the feature map of the middle result of the image, and through the" Zidong Taichu "three-mode model, images and sounds can be unified across modes to the dimension of human language, which is closer to the way of human understanding and thinking."

　　Counting Four Breakthroughs of "Zidong Taichu"

　　1. Multi-task and multi-level cross-modal self-supervised learning.

　　A multi-task and multi-level training framework of cross-modal self-supervised learning is proposed, which supports the training of entry level, modal level and sample level, and realizes the unified modeling of cross-modal understanding and generation.

　　2. For the first time, "making sounds by pictures" and "making pictures by sounds" have become a reality.

　　"Zidong Taichu" is the first time to penetrate several kinds of information, such as voice, image and text, and has formed a complete ability of intelligent representation, reasoning and generation. It is the latest development trend in the field of data intelligence and provides an excellent platform for exploring the essence of human intelligence.

　　3. The first multi-modal pre-training model with 100 billion parameters.

　　"Zidong Taichu", as the world’s first three-mode large model with hundreds of billions of parameters, marks an important exploration of China’s path from weak artificial intelligence in limited fields to general artificial intelligence.

　　4. Breakthrough from "one specialization" to "multi-specialization and multi-function"

　　The performance of many algorithm indexes of "Zidong Taichu" ranks first in the world. Let AI move from "one specific function" to "multi-specialty and multi-function", and at the same time surpass the best performance of the industry in a number of downstream tasks, and build a fully autonomous artificial intelligence technology system.

　　In addition to showing the technical advantages of "Zidong Taichu" to the online and offline participants, Dean Wang also said that the basic model has been open source and the large model service has been opened, and a new version of the "Zidong Taichu" service platform will be opened in the near future, supporting the training, fine-tuning and deployment of low-code artificial intelligence models, automatically uploading data and automatically labeling models through the mode called by API, automatically forming a tool for reasoning and deployment, and automatically experiencing the effect.

Original zhaobaoquan communication

In the second decade of 21st century, the decline of China’s paper media has lasted for seven years, and the decline of the world’s paper media has lasted for ten years. Every year, a large number of newspapers in China are closed down or changed into electronic editions, and a large number of newspapers are stubbornly making breakthroughs in transformation and carrying out reform iterations. Where is the direction of newspaper transformation? The author believes that the paper media should carefully analyze the media ecology it faces and find the direction of transformation and development in order to achieve a breakthrough in transformation.

First, the origin of the theory of newspaper extinction

2009 is a watershed in the development of global newspaper industry.

Since 2009, European and American newspapers have fallen sharply, and hundreds of newspapers or magazines in the United States have been forced to close or turn into electronic editions. Christian Science Monitor, a century-old newspaper founded in 1908, announced the closure of the paper edition in April 2009; Reader’s Digest, which was founded in 1922 and had a circulation of 17 million copies, filed for bankruptcy protection in August 2009. The 27-year-old French Chinese-language newspaper "European Daily" announced that it would be closed on August 31, 2009.

In fact, the topic of "the death of newspapers" originated in the 1990s. In 1994, American futurist Michael Crichton called newspapers "media dinosaurs". Howard Kurtz, a media critic in Washington Post, called the newspaper industry a "smell of death".

In the 21st century, the death of daily newspapers even has a clear forecast time. In 2005, Philip Meyer, a professor at the School of Journalism at the University of North Carolina in the United States, predicted the future of daily newspapers in the book "Disappearing Newspapers: How to Save Newspapers in the Information Age": By 2015, the trend line of readers’ confidence in newspapers will reach zero. If this trend line is extended, the readers of daily newspapers will return to zero by the end of the first quarter of 2043. This is the origin of the widely quoted prediction that one day in 2043, the last daily reader will check out and leave.

In 2008, Professor Philip Meyer published the article "Elite Newspapers of the Future" in the American News Review, which revised the previous prediction and proposed that "the number of daily newspaper readers will decline more sharply" and "the last reader who reads newspapers every day will disappear earlier than October 2043."

Just as the newspapers and periodicals in Europe and the United States issued a death cry, the newspapers in China were doing their last carnival in a climax, and the journalists in China didn’t feel or felt or didn’t want to believe that the cold winter was coming.

The newspaper industry in China began to decline in 2012, and the advertisements of urban newspapers began to decline in half every year in 2013. In 2014, the biggest news in the newspaper industry was that Shanghai Evening News was closed for business reasons. In 2016, two landmark urban newspapers, Oriental Morning Post in Shanghai and Jinghua Times in Beijing, closed.

In the past five or six years, the tide of newspaper closure has been going on, and at the end of the year and the beginning of the year, news of newspaper closure will come. Around New Year’s Day in 2019, about 20 newspapers in the country stopped publishing. In 2020, there are still a number of newspapers that have announced their closure, namely Wuhan Morning Post, City Express (Tianjin), Tianfu Morning Post, Zigong Evening News, Benxi Evening News, Qidu Morning News (Wenshan, Yunnan), Life Daily (Shandong), Ji ‘an Evening News (Jiangxi), Lhasa Evening News, etc.

In the last two years, most of the newspapers that stopped publishing were urban newspapers in provincial capitals, and the development trend of newspapers obviously formed a pattern of "one party for one night" in provincial and big cities. Most of the newspapers that stopped publishing in prefecture-level cities were evening newspapers run by local party newspapers, which made second-and third-tier cities form a "one newspaper mode" that only kept daily newspapers. This shows that the reading rate of newspapers has dropped sharply and the living space has shrunk further.

Second, the era of technology "kidnapping" civilization

The survival and development of any species is not a single person fighting, but depends on and creates ecology. When the ecology changes dramatically, species variation will occur, and species that cannot adapt to the new ecology will decline or even die out.

The development of the media industry is also an ecological evolution. The meteorite of the Internet, especially the mobile Internet, hit the traditional media industry, and the ecological change was as fierce as that asteroid hit the earth.

Because, we have encountered an era when technology "kidnapped" civilization.

The paper media is experiencing a "thousand-year-old change".

In history, the publishing and media industry in China has experienced two technological revolutions: the first revolution was from bamboo slips to printing. During the Qing Dynasty of the Northern Song Dynasty (1041-1048), Bi Sheng, a native of Hubei Province, invented movable type printing in Zhejiang. In the era of bamboo slips, it is impossible for cultural products to be copied in large quantities. Even with block printing, it is very difficult to copy a lot of information, especially fragile news information in batches. Movable type printing enables information to be copied in large quantities, which makes culture popular and information spread rapidly.

A direct effect is that a newspaper with modern communication significance appeared in the Song Dynasty-the "Di Bao" which was printed and distributed instead of a manuscript.

The second great change is today, thousands of years later, and the digital revolution has put printing (books, newspapers and periodicals) in an embarrassing situation. Interestingly, the two major changes happened just a thousand years ago, which is exactly what the sentence said: a change that has never happened in a thousand years.

Digitalization has changed human life and also changed human reading habits. Paper is no longer the main media form in the future, and various screens are evolving into the main media communication form.

No era has seen the survival and development of culture as it is today, and the influence of technology is so great that technology has played a decisive role in the development of culture and civilization. For example, the mobile Internet has completely changed the way culture spreads, which is an era when technology "kidnaps" civilization.

Third, the acceleration of information media iteration

The Internet impacts the paper media first, because the limitation of newspapers is inherent.

Newspapers, called Newspapers in English, are "newsprint". As the name implies, they are papers that publish and disseminate news. The most important thing in news is timeliness. The timeliness of newspapers is 24 hours, that of weekly magazines is 7 days, and that of monthly magazines is one month.

In the era of information shortage, human beings get news information mainly by reading newspapers, because newspapers have a large news load, and radio and television are limited by time periods, and the news load is small. Under normal circumstances, TV news can’t do as well as newspapers. Due to the limitation of TV broadcast time and duration, news events are difficult to explain clearly, but the timeliness of TV is dominant-it can be broadcast on the same day or even live. For many years, newspapers and radio and television have a strong and weak complementary relationship in news information, which has lasted for decades.

The emergence and popularization of the Internet broke this balance in one fell swoop.

First, the timeliness of information dissemination on the Internet is in seconds, which can be released at any time, modified at any time, followed up at any time and updated at any time. This is a war that cannot be won for a newspaper with a 24-hour cycle.

Second, compared with TV, the network has capacity advantages in addition to timeliness advantages. Cyberspace is infinite in theory, and the time for TV to broadcast news is limited.

Third, from a geographical point of view, network communication has no geographical restrictions and can quickly spread news throughout the country or even around the world. In the first decade of the 21st century, there appeared a situation in which newspapers asked the Internet to forward their manuscripts, even taking the number of manuscripts forwarded by the Internet as the evaluation standard. It was called the era of "newspapers vying for favor with the Internet", which was really a "happy suicide phenomenon".

Fourth, the instant interactive participation of online news is a powerful means that newspapers and radio and television can’t match. The satisfaction of network arouses the sense of participation and expression of human beings. It is inevitable that the newspaper’s boss attitude of "whether it is up to me or not" will be abandoned under the form of network equality.

From the perspective of prescription, compared with the Internet, newspapers are basically "old news". Gong Shuguang, the founder of xiaoxiang morning herald, put forward the "old news theory" of newspapers shortly after the newspaper was founded. He believes that compared with the internet, the information made by newspapers is not news, but old news. Because when the newspaper came out, the news was out of date, and even because of the qualitative change of news events, the newspaper report became "fake news" Because it has been a long time since the newspaper reached the readers through interview, editing, peer review, edition assembly, signature, publication, printing and delivery, the news may have undergone fundamental changes. This form of old news has become a major defect of newspapers in the network age, and it is also a major defect that newspapers themselves cannot solve.

The decline in newspaper advertisements since 2012 and the cliff-like decline since 2013 are not accidental, let alone coincidental. Because 2012 is a year of rapid development of mobile Internet, the main channel of online news dissemination has migrated from computer PC to mobile phone. Two landmark events are: in January 2011, Tencent launched WeChat; In August 2012, today’s headlines went online, and the social war and information war on the mobile side had a new overlord.

A cruel fact is that it is not that newspapers are not good-looking, but that you don’t need to read newspapers to read the news. Mobile phone information dissemination speed, forms of expression (text, video, animation), instant update, editing and reading interaction, whether from news timeliness, reading pleasure or interactive participation, the Internet has completely surpassed the paper media, and the mission of paper media as news information dissemination has come to an end.

Fourth, the inherent fatal weakness of urban newspapers

The great changes in the mode of communication almost killed the paper media, and the first one to decline was the urban newspaper, because the urban newspaper had an inherent fatal weakness, which was the defect of its business model. The prosperity of the day after tomorrow temporarily covered up this defect, and the Internet led to the differentiation between the information reading market and the advertising market, making this defect irreparable. This is what Mr. Xi Wenju, the "father of China Metropolis Daily", did not think of when he founded the mode of Metropolis Daily.

On January 1st, 1995, Xi Wenju, a newspaper legend affectionately called "Father Xi", founded Huaxi Dushi Bao, the first metropolis newspaper in China. Xi Wenju summed up a set of theories and methods for establishing a new type of city newspaper, comprehensively and systematically established the operating concept of newspaper marketization and a brand-new competitive strategy, which made Huaxi Dushi Bao rise rapidly and opened the "Metropolis Times" of China newspaper industry. Xi Wenju was known as the "Father of China Metropolis Daily".

The inherent defects of the business model of metropolis daily founded by "Xi Laoye" are: issuing at a reverse price and selling twice.

According to the general commodity law, the cost of a commodity is one yuan, and it must be sold for at least one yuan. This is called shun price, and the sales price is higher than the cost price. This is common sense.

But urban newspapers are not. Urban newspapers are sold at a very low price. How low is it? The printing cost of newspapers in 1 yuan or even those in 5 yuan costs 50 cents, which is still the retail price and the wholesale price is 20 cents. If you sell a copy at the lowest cost of 1 yuan money, you will lose 80 cents. If you issue 500,000 copies and have more pages, you will lose 400,000 a day in printing fees. This is only the printing cost, not including labor costs and office expenses. Printing costs will lose 100 million to 200 million a year.

The business logic of the reverse-price issuance of metropolis daily is: to exchange readers’ reading at a low price, and then to concentrate readers’ reading for the second sale, which is "secondary sale". The first sale is a loss. If the second sale can make up for the money lost in the first sale, this business logic can be played. If the second sale can’t make up for the loss of the first sale, the problem will come immediately.

The prosperous newspaper advertising market covers up the inherent achilles heel of metropolis daily, that is, the problem of profit model. Reverse price issue is a huge worry and has become a double-edged sword. As a new newspaper, in order to seize the reading market, the low price and "knocking on the door" invented by Xi Wenju made the metropolis newspaper seize the reading market quickly, and low price became a magic weapon. Nanjing, Jiangsu Province is a place where newspaper competition is relatively concentrated. Modern Express, Yangzi Evening News, Nanjing Morning News and Jinling Evening News are all doing well, and the price war is the bloodiest, and even newspapers with a retail price of 10 cents appear. In Changsha, Hunan Province, there was also a big discount for similar financial products that were returned three times in the first year of publication and in the third year. It is said that someone ordered 5,000 copies and made a big windfall.

Murphy’s Law, known as one of the three major discoveries of western culture in the 21st century, points out that the more you worry about, the more likely it is to happen. By 2013, what Metropolis Daily was most worried about happened. The first sale was still at a loss, but the second sale was in a cliff-like decline. Many newspapers fell by half, so newspapers fell into a vicious circle of "issuing at a reverse price and selling twice".

On the other hand, the "golden decade" of Metropolis Daily is a decade of great development of China’s real estate and automobiles. With the state’s regulation of real estate, overheated real estate began to cool down, and automobiles began to saturate. Newspaper advertisements declined for the first time since 2011. Although the amount of advertisements in metropolis daily is large, its structure is unreasonable, mainly relying on real estate and cars, which has also become one of the reasons for the structural collapse of advertisements.

Fifth, the misunderstanding of the Internet run by paper media

Of course, the paper media practitioners have seen the advantages of network communication. The paper media represented by the newspaper industry began to "integrate newspapers and networks" very early. There is no newspaper that has not run a news website, and there is no newspaper that does not shout "transformation to the Internet".

Around 2008, the tide of newspaper transformation came to the fore. The biggest transformation is Metropolitan Express, a subsidiary of Hangzhou Daily. The 19th Floor, an online community they founded, established Hangzhou Nineteenth Floor Network Co., Ltd. as early as 2006, which became an important part of the new media strategy of Hangzhou Daily Newspaper Group and Metropolitan Express. The company takes "where there is a city, there is an active 19th floor" as its entrepreneurial vision, and its main business has developed rapidly since its establishment. In addition to Hangzhou, the 19th Floor has successfully copied the 19th Floor in nearly 30 cities, including Taizhou, Jiaxing, Ningbo, Suzhou, Chongqing, Fuzhou, Jinhua and Shaoxing, through strategic cooperation, mergers and acquisitions, and created an urban network community with local attributes.

More newspapers use the means of running newspapers to make websites. The method is very simple, that is, running a news website and then moving the news content of newspapers online. There are many and miscellaneous contents, and there is no effective promotion means. Most of them have become things that newspapers talk to themselves and entertain themselves. The report is huge and the actual influence is greatly reduced.

After the rise of the mobile Internet, some newspapers have developed APP news clients at a very fast speed. Because there is no promotion method and the content and form do not meet the requirements of Internet communication, many newspapers have become "online versions", and most of them have become "dead souls" who are very lively and seemingly beautiful.

In the transition to new media, newspapers all over the country spend a lot of money, but few can really form influence and authority.

Sixth, the era of mass communication has changed rapidly

While the internet subverts the means of communication, the crowd, that is, the "audience" mentioned by the media, has also quietly changed, from the public to the focus, from the group to the circle.

The vigorous development of urban newspapers enriches information; With the rapid development of Internet, information has quickly entered the era of surplus from the era of shortage.

The huge amount of information on the Internet not only makes information enter the era of surplus from the era of shortage, but also quickly makes information transition from the era of mass to the era of focus. People are divided into different circles because of their different preferences. People are divided into different circles because of personal values, hobbies, personal experiences and other reasons. The crowd is rapidly subdivided, and the media enters the era of focus. Correspondingly, the mass economy also quickly enters the era of social economy.

Popular newspapers and periodicals are declining rapidly, and their readers are divided in an all-round way. Because of their inaccurate positioning, popular newspapers and periodicals can’t find their own people in the era of focus, and they don’t know who to read them to, which leads to the obvious decline of two kinds of media. One kind is urban newspapers. After golden decade, which is relatively short of information, when it enters the era of information surplus, it soon can’t find its own readers and becomes a big and unreasonable category. The other kind is abstract newspapers and periodicals, which are mostly geared to the public. Because of the diversification of communication means and the fragmentation of human reading time (mobile media era), people don’t need to choose for themselves, so they can read selectively on their mobile phones. This is the root cause of the decline of abstract newspapers.

Seven, the two directions of paper media transformation

Faced with the impact of the Internet tide, the paper media have sought to break through the transformation, forming two transformation directions: First, transforming themselves into a news production and communication organization, sticking to the news and no longer sticking to the paper media, and the transformation of Oriental Morning Post into "The Paper" is a successful case; The second is the transformation from operating media to operating users. Happy Old Man is a successful case.

At the end of 2016, the biggest news in the newspaper industry was that the last issue of Oriental Morning Post was fixed on December 31, and the mission of Oriental Morning Post ended, and the era of "The Paper" surged.

Oriental Morning Post was founded in 2003. Since 2013, it has been planning to transform into new media. From the beginning, it was a comprehensive transformation and a thorough transformation. Until 2017, when the paper newspaper was abandoned and the internet media was completely transformed, The Paper inherited and adhered to the original, in-depth and ideological reports at the core of Oriental Morning Post. Compared with the general internet media, it inherited the original and in-depth reports of the paper media and the rigorous style of manuscript expression, such as in-depth investigation, large-scale planning and revealing reports, making it a news production and dissemination organization with unique temperament. On the other hand, The Paper focuses on improving the originality of content, comprehensively improving the technical level, and combining technology and content to form new media products: AR, VR, full-motion video, H5 and other products that integrate various elements of news. The Paper is leading in China.

All-round transformation, inheriting the tradition of paper media news production, forming characteristic news products, and fully integrating into technology, has made The Paper a successful case of paper media transforming into Internet media.

In the ten years when the global paper media went down, there were also those that went up against the trend, one of which was Happy Old Man. Happy Old Man was founded in 2009 when the paper media in Europe and America declined, and in 2013 when the paper media in China declined, its circulation exceeded one million.

Happy Old Man puts forward a grand mission: "To provide solutions for the aging society in China". Put forward the road map of "from spiritual enclosure to industrial integration", and a newspaper will comprehensively enter the elderly industry.

After ten years’ hard work, Happy Old Man has become an old-age industrial phalanx with newspapers, magazines, websites, WeChat matrix, publishing, travel agencies, e-commerce companies and universities for the elderly, and has become an example of paper media’s industrial transformation in the Internet age.

The concept of the transformation of Happy Old People is: from operating media to operating people.

The transformation dilemma of most newspapers lies in that readers are not clearly positioned and don’t know who is reading the newspaper. Happy Old People has conducted in-depth research on the crowd and found a new trend of the elderly population in China: the "new old people" group has been formed.

Happy Old Man first put forward the concept of "new old man": the baby boomers after the founding of New China are growing into "new old people" completely different from the traditional old people. "New old people" refers to the largest baby boomer generation born in China from 1950 to 1970, which was the most typical in the 1960s. They have enjoyed the fruits of reform and opening up, with high income, large savings and good consumption concept. They have become a new consumer, and the cultural needs of the "new elderly" are just needed. Under the general trend of shrinking demand of the traditional elderly circle, the "new elderly" group has quietly grown into an obvious "small trend". Nowadays, the old-age industry is in the ascendant. Under the pain point of social old-age care, "cultural old-age care" has become a trend with great energy.

Under the general trend of the decline of paper media, there are two "small trends" of the media: the diversification of content and the accuracy of communication. For China, a populous country, "small is big", and any division will form a "public".

"Happy Old Man" does not do news as "old news" or focus on the public, but firmly grasps the focus that has a strong dependence on paper media-the elderly group, making "Happy Old Man" a newspaper that the elderly like, serving the people behind the newspaper, and taking the lead in stepping out of the "old road" of taking the media as a single product. This also found a way out for paper media: from operating media to operating people.

Along with this demand, apart from running newspapers, Happy Old People’s Newspaper also launched a series of cultural products: Fengwang WeChat Matrix specially serving "new old people", Kangyi Lived Over 100 years old magazine specially showing the elegance of elderly students, Happy Life Publishing House specially publishing books for the elderly, Mimetime International Travel Agency specially serving the elderly, Jiangsu Happy Old People’s E-commerce Company specially customizing products for the elderly, and launched the offline campus of Happy Old People’s University in 2017.

The transformation from operating media to operating people has made Happy Old People newspaper a single media product, and then become a service field for people, which has opened an infinitely broad space for media development.

The author believes that the above two successful cases represent the direction of the transformation and development of paper media in the era of integration. (The author is the president of Hunan Newspaper Association, the chairman of Hunan Happy Old People Industry Management Co., Ltd. and the president of Happy Old People Newspaper.)

Original title: "On two directions of newspaper transformation and breakthrough"

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