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世界观 | 转评赞!《环球时报》助力《东游记》火到外国朋友圈

来源:齐鲁网

作者:王安琪 李骄阳 高爱云

2017-11-24 16:45:11

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齐鲁网11月24日讯(记者 王安琪 李骄阳 高爱云)最近最火的十九大主题手游是谁?非闪电新闻客户端推出的《东游记》莫属。

 

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11月22日,《环球时报》(GLOBAL TIMES) CHINA专栏头版头条IN-DEPTH刊发文章“China develops mobile games to spur young people’s enthusiasm in studying Party congress”,它用超长篇幅的英文从三个方面深度解读了闪电新闻客户端推出的十九大主题手游《东游记》。与此同时,在Twitter和Facebook,《环球时报》对《东游记》进行转发评论,让《东游记》在外国小伙伴那里好好露了一脸。来自伦敦的Facebook网友Sakib用“great”称赞《东游记》的创意,更有百名网友纷纷点赞。

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《环球时报》独家采访《东游记》特等奖远洋科考船票获得者Yuan Hong和手游创意团队负责人张晓博,从手游的创新性、时代性到中国发展实实在在的现实,立体分析了在新时代面向新一代青年人,好的创意和传播方式会同步国家发展、民众获得感而充满生命力。

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山东第一资讯类APP“闪电新闻”客户端10月16日隆重推出“迎接党的十九大”主题手机游戏《东游记——砥砺奋进新山东》,游戏设置了19个题目,以手绘街景图模式,一步一问答,一景一故事,网友通过在线闯关答题,跟着游戏全面了解山东这五年牢记习近平总书记嘱托,奋力走在前列,在新旧动能转换、打赢脱贫攻坚战、弘扬优秀传统文化、增进民生福祉等方面所取得的巨大变化和瞩目成就,还能赢取跟随国家“科学号”海洋科考船赴太平洋探秘奇幻海底世界的机会。

十天之后的10月26日,在十九大闭幕后两天,随着学习贯彻十九大精神走向深入,结合报告中提出的“进入新时代”“乡村振兴战略”等热点,“闪电新闻”客户端进一步升级场景、更新题库,推出《东游记》2.0升级版。同步引导网友在客户端、微博、微信上,用游戏视角,在答题闯关中趣味学习十九大报告。

《东游记》除了通过齐鲁网、闪电新闻客户端进行传播外,还通过山东广播电视台各广播电视频道、微信公众号、官方微博等全媒体传播路径,形成矩阵式传播。更重要的是,它名声大噪,吸引了广电视界,广电独家、广电时评等大V的零时差聚焦,被著名自媒体观媒特别刊文点赞。还有你熟悉的央广网、中国日报网、中国网等中央重点新闻网站。华声在线、河北新闻网等省级重点新闻网站,百度、今日头条,腾讯、凤凰网等门户网站及APP都积极转发扩散。根据后台统计,《东游记》上线后即成功霸占了全国600多万网友的手机屏幕,并刷爆朋友圈。

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○ China develops mobile games to spur young people’s enthusiasm in studying Party congress

在中国,手机游戏激发青年一代学习十九大会议的热情

○ Politically apathetic generation absorbs Party’s spirit through entertainment

对政治缺乏兴趣的一代通过轻松娱乐的方式学习党的精神

○ Journey to the East game has received over 6 million users since its debut two weeks ago

手游《东游记》自上线两周以来已拥有超过600万玩家。

○ Innovative publicity and tech are being used to attract more Chinese youth to learn Party politics

创新的宣传方式和科技手段用来吸引更多中国年轻的一代学习党的政治知识。

○ A rising number of young adults are studying General Secretary Xi's report in order to find their place in society

越来越多的年轻人通过学习习近平总书记的报告,寻找自己的社会定位。

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手游《东游记》截图

Learning about China's 19th National Congress report can be fun! Just ask Yuan Hong, a young man from Shandong Province, who recently won a ticket to travel aboard the Science, a scientific research sea vessel that will explore the Pacific Ocean.

学习中国中共十九大报告也可以很有趣,问问Yuan Hong就知道了。Yuan Hong 是一位来自山东的年轻人,他最近刚刚赢得了一张探索太平洋的科考船船票。

Yuan won the chance to join the exclusive excursion simply by playing a new mobile game based on the report delivered by Xi Jinping, general secretary of the Communist Party of China (CPC) Central Committee, during the Party's 19th National Congress.

仅仅是通过玩了一个新的手机游戏,Yuan就赢得了这个独家机会去参与远洋科考航行,而这个手机游戏的设计正是基于习近平总书记在中共十九大中所作的报告。

It is the first such game in China related to the 19th National Congress. Named Journey to the East, the game designed by a news app in Shandong Province smartly combines the national congress report with achievements the country and the eastern province have made over the past five years.

《东游记》是第一个和中共第十九次全国代表大会相关的游戏。这个游戏由山东的新闻APP“闪电新闻”设计制作,它很巧妙地将国家和山东省过去五年的成就和十九大报告结合在一起。

"The game surprised me. It is combined perfectly with a study of Xi's report, which is quite acceptable for us young people," said Yuan, who works for a State-owned enterprise.

在一家国有企业工作的Yuan说:“这个游戏真的让我感到很惊喜。它与习近平总书记所做的报告完美结合,又能很容易被我们年轻人接受。”

Various other forms of videos and applications emerged around the opening of the 19th National Congress in order to attract more Chinese youth. Vivid and modern, this sort of publicity has successfully lured the attention of young adults and stimulated their interest in learning about what's happening in China and within the Party.

为了吸引更多中国青年的关注,围绕十九大的开幕出现了各种形式的视频和应用。 这些形式多样的宣传既生动又现代,成功地引起了年轻人的注意,激发了他们了解中国发展和共产党内政的兴趣。

Zhang Xiaobo, chief designer behind the game, reveals that it has been played by over 6 million users since its emergence only two weeks ago. The majority of its users are Chinese born after 1985, as Zhang's team later analyzed.

《东游记》开发制作团队的负责人张晓博介绍,手游上线两周以来,已经有超过600万的用户玩家。据他的团队分析,此款手游的主要玩家是中国的85后。

"This sort of learning form is appealing, but first of all they need to have interest. The large number of participants shows a growing enthusiasm among young people," said Zhang.

张晓博说:“这种学习形式很吸引人,但是首先他们需要有兴趣。而这么多参与者正是体现了年轻人对此不断增长的热情。”

While China's younger generation born in the 1980s and 1990s are largely labeled as a generation who are mostly indifferent to politics, the fact is that more Chinese youth who are not Party members are showing greater passion in analyzing and discussing Party politics and congressional reports. These youth care very much about what China will look like in the future and how such reports will influence their life. 

尽管在很多情况下中国的80后和90后被贴上漠视政治的标签,然而事实上越来越多非党员的中国年轻人表现出对党政和会议报告的极大的分析和讨论的热情。这些年轻人非常关心中国在未来的发展以及十九大报告将如何影响他们的生活。

"The 19th National Congress plans the future of China and Chinese people's life. It is closely related with everyone," noted Zhang Xixian, a professor at the Party School of the CPC Central Committee.

中共中央党校教授Zhang Xixian指出:“中共十九大为中国和中国人民的未来描绘蓝图。它与每个人息息相关。”

Innovative attempts 

创新性尝试

An innovative and entertaining way to learn about the 19th National Congress report, Journey to the East has been applauded by millions of users. In the game, achievements made in China, particularly in Shandong, are turned into interesting scenes, with each scene matched with a pass (a question) to guide players to learn more about Xi's report. 

用具有创新性和娱乐性的方式来学习十九大报告,《东游记》得到了数百万用户的称赞。

在游戏中,中国的,特别是山东的发展成就被转化为有趣的场景。而且,每一个场景中都有一个关卡(一个问题)来引导玩家们了解学习习近平总书记的报告。

Those who win are then given the chance to win tickets to join a real-life scientific exploration team or tickets for famed scenic spots in the province.

在这个游戏中获胜的人,将有机会获得远洋科考船船票和省内著名景点的门票。

"One can learn through playing games, and play games while studying. It stimulates young people's enthusiasm in studying (the report)," said Yuan, adding that compared with routine publicity, this form of learning is more acceptable for Chinese youth.

Yuan说:“人们可以通过玩儿游戏来学习十九大报告,寓学于乐。它激发了年轻人学习(十九大报告)的热情。”与传统的宣传方式相比,这种学习方式更为中国青年所接受。

Many netizens who have played the game echoed Yuan's statement. They regard this innovative form of spreading the spirit of the 19th National Congress report as "fresh" and a "breakthrough."

许多玩过这个游戏的网友都印证了Yuan的观点,他们认为这种传播十九大报告精神的创新形式是有新鲜感的,是具有“突破”性的。

Zhang told the Global Times that designing a program to spread the spirit of the Party's national congress was risky, because as they all understood, "politics is not quite a young people thing." 

《东游记》手游创意团队的负责人张晓博告诉《环球时报》的记者,设计一个党的十九大精神的传播方案是有风险的,因为大家都知道“政治无小事”。

"My colleagues born in the 1990s told me that the product needs to impress them first if we want to attract young netizens. Youngsters don't like being spoon-fed," said Zhang, who works for Bolt News, an app under Shandong Radio and Television.

在山东广播电视台旗下新闻APP“闪电新闻”工作的张晓博说:“我90后的同事告诉我,如果我们要想吸引年轻的网民,产品首先得要打动他们。 青年人不喜欢‘填鸭式’的教学模式。”

He added that their goal was to make politics interesting enough to attract young users who are not Party members. They held more than 10 meetings before deciding on a design for the game.

他补充说,他们的目标是使政治变得足够有趣,以此来吸引非党员的年轻用户。在最终确定游戏设计方案之前,他们举行了10多次会议。

Journey to the East is what they finally came up with, but at first they were less optimistic about its success, estimating at most 100,000 participants. But netizens' enthusiasm rapidly spread, and within just two days of its debut, 1.3 million netizens had played the game.

《东游记》是他们最后想出来的方案。起初他们对手游并没有抱太多期望,预测最多只有10万名的参与者。但是在手游上线的短短的两天之内,网民对此款游戏的热情迅速蔓延,后台数据显示已经有130万的游戏玩家。

"It was totally unexpected," noted Zhang.

“这是完全出乎意料的,”张晓博说。

Catering to youth

迎合青年人的口味

Similar innovations that emerged around the 19th National Congress combining Party building knowledge with popular new media technology have also proven successful and effective in arousing enthusiasm among young Chinese netizens nationwide. 

十九大期间的这些相似的创新形式充分证明,用流行的新媒体技术建构知识是非常有效的,它成功地唤起了全国年轻网友的热情。

In an application named "A letter for you from the Great Hall of the People (where the 19th National Congress of CPC was held)," netizens could win envelopes with a first-day issue of commemorative stamps by recording their wishes for the national congress and their love for the country. 

在“你有一封来自人民大会堂的信”(人民大会堂是十九大的举办地)这款H5产品中,网民们通过录制上传他们对党代会的祝福和对国家的热忱的视频,就有机会赢得大会首日寄出的带有纪念邮戳的信封。

More than 300 millions netizens reportedly joined the activity. Many commented that they were enlightened by Xi's report and proud to be a Chinese, having witnessed the tremendous changes in China in recent years.

据报道有超过3亿网民参与了这个活动。很多人留言称他们被习近平总书记的报告深深鼓舞,并在见证了中国近年来翻天覆地的变化后,以身为一个中国人而无比自豪。

"Please receive my salutation, the Communist Party of China," netizen Heiying wrote following the application.

“中国共产党,请接收我的敬意”,网民Heiying在产品下面这样留言。

In "The 19th National Congress changes you and me," a video features 18 people born in the 1990s from different fields sharing key knowledge points of the Party's 19th National Congress. It was read 15 million times on the official Sina Weibo account of China National Radio, and the video was broadcast over 9 million times.

《十九大,改变你我》这个视频里,18位来自各行各业的90后一起分享了关于十九大的重要知识。这个短片在中央人民广播电台的微博上阅读数超过1500万次,播放超过900万次。

Before and after the congress, there were other WeChat applications such as "Taking a photo with the Party flag" and "Showing your 'redness' with a photo" to encourage netizens to participate in the celebration while spreading the red spirit among them. In the interactive app "Showing your 'redness' with a photo," participants could put pictures featuring their faces against different scenes that mark important landmarks in the history of the Party.

会议前后,还有许多微信应用像《我和党旗合个影》、《我的红色气质》用于鼓励网民参与盛会,传播红色文化精神。在互动型应用《我的红色气质》中,参与者通过上传自己的头像照,可以在不同场景中生成不同的人物形象,这些场景都来自党的历史上的重要节点。

"It (the 19th National Congress) is the most concerned and most participated political event among people of my age in recent years," Yuan told the Global Times.

Yuan告诉环球时报,“十九大对我们这代人而言,是近年来最受瞩目和参与度最广泛的政治事件。”

As Zhang observes, the variety of publicity, the scale of spreading the Party's national congress and, most importantly, the enthusiasm of young Chinese in following the big event, are all unprecedented.

正如张晓博指出的,十九大宣传方式的多样化、宣传范围的广度,更重要的是,中国年轻人对大事件的热情,都是前所未有的。

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Young people play with apps about the Party to celebrate the 19th National Congress of CPC.

天安门前我来打call 厉害了我的党我的国家

Tangible reality

民众实实在在的获得感

According to Zhang Xixian, publicity surrounding the Party's 19th National Congress was indeed quite penetrating, more down-to-earth and better able to enter into young people's minds than past congresses.

中共中央党校教授Zhang Xixian透露,十九大的宣传确实比往届更入木三分,更扎实,更能融入青年的精神世界。

But he also pointed out that, while this was a necessary push, in fact young Chinese are already growing more interested in the event for different reasons.

他也指出,虽然宣传是有必要的,而事实上年轻人不断增长的兴趣来源于更多不同的原因。

"In the past five years, the Party has been strengthening Party discipline and Party building and has made impressive achievements. It has enhanced its public credibility, influence and leading capacity. The Party is now closer with ordinary people than before," Zhang analyzed.

“五年来,党加强了党的纪律和党的建设,取得了令人瞩目的成就,提高了公信力、影响力和领导力,现在党与老百姓的关系比以前更加亲近了。”

"On the other hand, the 19th National Congress report is closely related to the life of every Chinese. The future, as described in the report, is rather appealing to ordinary people," noted Zhang, adding that people also see hope from the current strength of the country and expect to see China play a bigger role in the world.

“另一方面,党的十九大报告与每个中国人的生活密切相关,报告中提到的未来,对于老百姓来说是更有吸引力的,”张晓博补充说。人们也从当今中国的强大中看到了希望,更希望看到中国在世界上可以发挥更大的作用。
Yang, a 31-year-old man who recently started his own company in Zhengzhou, the capital of Henan Province, said he has saved a special file on his laptop for the 19th National Congress report, which he has read many times and takes new notes each time he reads it.

最近,刚刚在郑州成立了自己公司的31岁的Yang说,他在笔记本电脑上专门建了一个十九大报告的文件夹。十九大报告他读了很多次,但是每次读都会学到新的东西。

Specializing in foreign trade, Yang pays close attention to anything in Xi's report related to globalization, believing that it will affect upcoming policies in his field, including possible support for companies like his.

专门从事对外贸易的Yang十分关注十九大报告中有关全球化的报道,他认为这将影响到他公司所涉领域的相关政策的出台,很有可能包括对他这样公司的扶持的政策。

He also has taken notes about China's housing prices and environmental protection efforts, expecting that they will influence his personal life. Yang said that he and his friends often get together on WeChat to discuss and debate their interpretations of certain content in Xi's report.

他也关注中国的房价和在环保方面所做的努力,希望这些可以影响到他的个人生活。Yang说,他经常在微信上和朋友聚在一起讨论关于习近平总书记所做十九大报告中某些内容的解读。

"The 19th National Congress report is new in many respects. We believe it is reliable because we have seen much progress made in fields like poverty relief, anti-corruption and environmental protection. So when they are mentioned in Xi's report, we know it is not just idle talk. We believe they can become a tangible reality," Yang said. "The report carries our future."

“十九大报告在很多方面都是新的,我们相信这是值得信赖的。因为我国在扶贫、反腐、环保等领域已经取得了很大的进展。所以当这些在报告中被提及,我们坚信这不是空想,它们是实实在在的现实”。杨先生说,“这份报告预示了我们的未来”。

More young Chinese adults like Yang are taking an initiative in studying the national congress report, buying books about it, attending lectures and reading analyses in an attempt to figure out their own position in society between the lines.

像Yang这样中国年轻的一代,通过买书、参加讲座、阅读报告分析等方式,正在主动学习大会报告,试图在十九大报告的字里行间找到自己的位置。

Zhang Xiaobo agrees that what has been happening in China over the past several years has convinced the public that the Party is fulfilling its promises in making positive changes to society. This in turn has urged them to pay even closer attention to what will happen next.

张晓博认为,过去几年来中国的发展使公众相信,中国共产党正在履行对社会做出积极改变的承诺。反过来,这又促使公众更密切地关注下一步中国发展的新面貌。

"When one finds that their life is closely related to national policies, and that their life can get better as society progresses, they will have more motivation to pay attention and participate," said Zhang.

“当人们发现自己的生活与国家政策密切相关,并且随着社会的进步而变得更好,他们就会有更多的关注和参与的动力。”张晓博说。

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在发布仪式现场,山东广播电视台记者刘骏讲述了自己和陈叶翠的故事,她说,她从陈叶翠身上看到了基层干群之间的脉脉温情,看到了基层干部与...[详细]
齐鲁网 2017-11-25
《党员干部之友》记者邢华:那一刻,陈叶翠自信的脸庞印在我脑海里

《党员干部之友》记者邢华:那一刻,陈叶翠自信的脸庞印在我脑海里

在发布仪式现场,《党员干部之友》杂志社的记者邢华述了自己和陈叶翠的故事,仅仅半天的采访时间里,陈叶翠走到哪她跟到哪,见证了一名基层...[详细]
齐鲁网 2017-11-25
找到好心人!德州八旬老人落水他路过跳下救起悄然离开

找到好心人!德州八旬老人落水他路过跳下救起悄然离开

近日,在德州市齐河县大黄乡黑牛村的一处桥头上一位八旬老人不慎落入冰冷的河水中,危机时刻一名路人跳入了水中将落水老人救出了水面,忙忙...[详细]
齐鲁网 2017-11-25
你买的“龙利鱼柳”真身可能是巴丁鱼,价格相差五倍!

你买的“龙利鱼柳”真身可能是巴丁鱼,价格相差五倍!

龙利鱼,也叫舌鳎,海水鱼,是鳎目的一种。这种鱼价格比较贵,每斤100元左右,但是却发现部分超市里卖的加工好的龙利鱼柳却非常便宜,每斤...[详细]
齐鲁网 2017-11-25
央视记者代纪玲:陈叶翠是一个真正走到我内心深处的人

央视记者代纪玲:陈叶翠是一个真正走到我内心深处的人

在发布仪式现场,中央电视台河南记者站记者代纪玲讲述了自己和陈叶翠的故事,在她眼里,陈叶翠用自己的实际行动诠释了一位共产党员的忠诚、...[详细]
齐鲁网 2017-11-25
92秒丨4岁女童列车上突发疾病 广播寻医紧急救治

92秒丨4岁女童列车上突发疾病 广播寻医紧急救治

在济南发往广州的T179次列车上,一名4岁的女童突发疾病,疼的一直在哭,紧急时刻列车上的工作人员和热心乘客合力展开了救助。[详细]
齐鲁网 2017-11-25
习近平总书记视察山东四周年:亲切的关怀 最实的担当

习近平总书记视察山东四周年:亲切的关怀 最实的担当

四年前的今天,习近平总书记来到山东视察,并发表重要讲话,寄望山东在全面建成小康社会进程中走在前列。牢记习近平总书记殷切嘱托,自觉践...[详细]
齐鲁网 2017-11-24
追忆齐鲁时代楷模陈叶翠:她这样促成一个人和乐居的社区

追忆齐鲁时代楷模陈叶翠:她这样促成一个人和乐居的社区

陈叶翠说:“你把我这个胸剖开以后,里面全写着社区,社区,社区,全心的都是社区。我就把这个心掏给老百姓,老百姓会把心掏给我。[详细]
齐鲁网 2017-11-24

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