Recently, I attended a compelling lecture exploring what the media truly cultivates through Guizhou's celebrated "Village BA" basketball tournament. I was already acquainted with the event, having witnessed its remarkable surge in popularity and the substantial traffic it generated when the well-known host Sa Beining took part. This competition's rise to prominence provides valuable food for thought regarding the transformation of the journalism industry.
Within traditional news media, a journalist's core duties involve visiting scenes, writing reports, and documenting facts. However, as conventional outlets pivot decisively toward new media platforms, the fundamental logic of communication across the entire sector has undergone a quiet but profound shift. This era now demands a fresh set of competencies from news professionals. While strong reporting skills and eloquent writing remain essential, practitioners are also expected to broaden their capabilities, proactively master new technologies, adapt to digital media changes, and evolve into versatile media experts.
This deep transition from traditional to new media introduces a critical question: what is the optimal path for media transformation today? During a visit to Guizhou several years ago, I was struck by its landscape of rolling, interconnected mountains. The Taipan village, host to the "Village BA," sits nestled among the Miao mountain ranges in the southeastern part of the province. For the residents, basketball is woven into the fabric of local customs; the court serves not just as an athletic venue but also as a vibrant stage for Miao cultural traditions, brimming with dynamic energy.
The explosive popularity of this event should not be dismissed as mere fleeting internet fortune. Instead, it represents a textbook example of media professionals stepping beyond conventional reporting to integrate content, intellectual property, and industry development. The lecturer recounted how her team embedded themselves within the rural playing fields. They avoided deliberate polish, faithfully capturing the roar of the crowds and the genuine happiness of the villagers. By preserving the authentic, unembellished atmosphere and sharing the story of Sa Beining and a cucumber, they connected profoundly with audiences, highlighting the residents' simplicity and their deep affection for the sport.
The media's role extended well beyond news gathering here. By opening broadcast signals and leveraging short videos and multi-platform live streaming, they propelled this mountain-region event to a national audience. In doing so, they were actively building a sustainable IP, fostering connections with viewers, and exploring new possibilities for integrating media with local sports, culture, business, and tourism. The "Village BA" teaches us that its enduring success stems from its roots in the local community, not from being a fabricated online sensation. The media's true role is to serve as recorders and bridge-builders, bringing the cultural and athletic vitality hidden within local communities into the spotlight.
This shift also places new demands on the mindset and character of new-media professionals. Traditional journalism tests professional depth, but the convergent media age calls for a hybrid skill set. Creators must produce quality content, maintain the empathy and rationality of a documentarian, and remain grounded while unearthing the most vivid real-life stories. They also need a learning-oriented mindset, readily adopting evolving communication tools and continuously upgrading their skills to keep pace with media changes.
The lecturer emphasized the importance of being audacious. Success in new media often requires boldness: welcoming scrutiny, accepting the possibility of awkward moments on camera, remaining resilient even when content goes unnoticed, and, most importantly, taking initiative to voice and express ideas. It also involves leveraging all available resources, including networks, contexts, and materials, to translate conditions into compelling content. In today's noisy communication environment, professionals must balance idealism with reality while staying true to the core principles of journalism.
Modern media professionals enjoy more diverse channels and operate within a sea of information, granting them the ability to share authentic stories and varied voices with a vast audience. However, no matter how the medium or environment evolves, the constants remain: preserving integrity, understanding the profound social value embedded within the content, dedicating oneself to telling each story well, and ensuring that quality content resonates over time. Achieving a mutually reinforcing cycle between social impact and economic value is the ultimate goal. The journey is long, yet the prospects are bright.
Image source: AI-generated content.