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The college entrance examination in 2018 has ended, and 9.75 million candidates have left the examination room. The next stop for many people is the university. The importance of entering a good university for young people is well known. However, with the news of "the hardest employment season in history" appearing in newspapers every summer, people’s doubts about university education are also increasing.

The mismatch between the needs of enterprises and the quality of job seekers is one of the biggest questions about the value of university education today. When Yu Lizhong, the president of nyu shanghai, was teaching at East China Normal University, he once met an entrepreneur who laughed at college students like this: "I hired a college student who can’t use the copier or send faxes. Why do we need such a person?" Yu Lizhong responded, "No university, no major can train the talents needed by an enterprise. Anyone’s development must be in the job to truly meet the requirements of the post. "

In fact, as early as 1979, Randall Collins, a famous American sociologist, found that the content of university education was not determined by technical requirements, and most skills (even the most advanced skills) were learned at work or through informal networks. In addition, the relationship between students’ school performance and career success is weak, which also means that the training of practical work skills in schools is extremely ineffective. So, is it really useful to go to college?

In the book "Diploma Society", Collins tells us that in a diploma society with "inflated academic qualifications" (meaning that as more and more people get higher degrees, the demand for education level in jobs is also rising), education actually creates artificial obstacles for social mobility; However, for those young people who want to engage in mental work and occupy a better position on the social ladder, entering the university is probably still the best choice they can make. This is because education level is an important means to distinguish managers from manual workers. People may not learn any practical skills in universities, but universities, as an important place to accumulate cultural capital, still give college students the cultural resources they need to engage in white-collar work.

Collins first used data to show that modern society is not strict with the ability of many jobs, and most organizations can spend less than three months retraining their employees. Moreover, formal education is rarely used in retraining, and even if it is used, 90% of institutions can complete it within three months.

When the ability — — More specifically, it is job skills — — When it is not the decisive factor of employees’ quality, employers must turn to other aspects to determine who is more suitable for them. Therefore, the importance of normative control is highlighted, that is, whether employees conform to organizational goals and values and are loyal to the organization is an important criterion for employers to select talents. Many research evidences show that employers will use education as a means to choose employees with middle-class characteristics, and they tend to think that dropouts who have not completed the orthodox education track are unreliable and lack satisfactory personality and behavior.

In a survey of organizations in California in 1967, Collins found that employers rarely take the initiative to lower the requirements for employees’ education level unless there is an extreme shortage of labor, and once this requirement for education level is established, it will only increase. For example, employers use education to regulate and control the selection scope of job seekers, which is an important reason for the popularity of business administration degrees — — It is found that although employers generally doubt the value of business school education for practical work, they also tend to think that business school education represents college students’ willingness to do business and basic business values.

Therefore, Collins pointed out the status relationship between education and occupation. Education itself reflects a certain group culture and shapes a certain group’s sense of belonging. When this group culture and sense of belonging are consistent with the requirements of employers, the value of education is very high. The importance of prestigious schools is formed in this way: when the students trained by elite education of prestigious schools conform to the culture and values of elite occupations, more and more graduates of prestigious schools will begin to control elite occupations, which in turn strengthens the connection between elite schools and elite cultures. Therefore, we can see that domestic graduates of 985, 211 and double first-class universities have become the hot cakes in the eyes of employers, and foreign Ivy League graduates have their own aura of "winners in life" and are proud of the job market.

Even if your requirements for finding a job are not so high that you are not discouraged by top employers in the industry, as long as you want to do mental work comfortably in the office, a college degree is to a large extent something you must get. Collins found that there is a promotion gap between unskilled and service jobs, technical jobs and foreman jobs. "Employers generally believe that manual labor and non-manual labor (as well as clerical jobs) are closely isolated from each other, although there are broad opportunities in these two categories."

"Culture can shape a person’s self-image, set emotions, reshape the past reality and create new reality at the spiritual level." Collins wrote in the book. According to Max Weber, cultural resources are the foundation of relational communities, which have a set of shared symbols and ideologies, and help people who have these things in common to establish relationships. In the workplace, cultural resources may refer to job requirements, corporate culture and values, market insight, industry experience and so on.

Cultural resources can be produced through daily interaction (for example, gaining some industry experience in work and practice) or through specific organizations — — The school is such a professional cultural production organization, and it is often able to produce new cultural forms with ease. "Partly because the competition for the control of cultural production organizations and internal crisis will take its products in a new direction, and partly because its members will absorb culture full-time and consciously, which makes them form more sophisticated skills."

In Collins’ view, schools are particularly important for the formation of a new organizational structure, which not only helps to establish the traditional gentry class in China, but also helps to establish the professional field in contemporary America. As a formal cultural production institution, the importance of school is that formal culture can make individuals who have nothing in common establish contact at a relatively fast speed. The key here is whether there is some universal criterion to measure individual value quickly. Therefore, the formal cultural production organization needs to make its cultural products become a measurable currency similar to the unit of value. In the context of schools, this is the source of achievements and diplomas. They appear as a summary of the quality of cultural products (students) and give individual value in a quantitative way. Collins pointed out that the value of this currency also fluctuates with the change of supply and demand, so we see that more and more people are sighing that "it is difficult for undergraduates to find jobs" — — When the number of undergraduate graduates goes up year by year, the value of the currency of undergraduate education obviously goes down year by year.

It is worth noting that the emergence of the "white-collar" class is even closely related to the education diploma. In industrial society, the maturity of machine and organizational art can make everyone live comfortably with relatively little physical labor, which means that simple physical labor can no longer meet the employment needs of most people in the whole society. Those who agree with the technical control theory believe that technological progress has promoted the vigorous development of mental jobs, while Collins believes that the fallacy of the technical control theory lies in its misunderstanding of the premise of occupational differentiation in industrial society. He said that many jobs labeled as "mental work" are actually "idle jobs" based on simple work, in order to alleviate the political pressure brought by people who want to work.

"White-collar" jobs are far from real material production, and their output is difficult to be measured by objective standards. Therefore, professional and technical degrees fill the gaps in standards, subdivide the field of mental work more and more professionally, and create more and more jobs. Collins said, "Therefore, the expansion of the cultural market can make more people rely on ‘ Politics ’ Department (‘ Idle department ’ ) life, they obtain material products through the ruling structure rather than the production structure itself. "

As early as the end of the 19th century in the United States, educators pointed out that orthodox school education is not beneficial to the cultivation of vocational skills, and systematic vocational training should be used to cultivate talents needed in the workplace. After the end of the Civil War, American society rapidly industrialized. Calvin Woodward, a graduate of Harvard University and dean of the Vocational and Technical College of Washington University in St. Louis, opened a handicraft labor training high school to replace the traditional vocational-independent education system. At the beginning of the 20th century, the promoters of vocational education began to set up separate secondary vocational and technical schools and projects for the working class. However, vocational education has never been successful.

One of the reasons has been pointed out in the previous article — — Since vocational skills can be acquired at work, what is the value of school education that only provides pure vocational skills training? The more important reason is that students are opposed to replacing middle-class cultural education with handicraft training, because the latter can bring them social mobility and improve their social status.

In Collins’ view, the education provided by a university is not designed to cultivate practical skills, but its importance lies in its power to issue diplomas, and people are eager to obtain the status symbolized behind diplomas. Cornell University, Johns Hopkins University, Princeton University, Harvard University and other universities have successfully passed the crisis when people questioned the value of traditional education. It is precisely because they changed the curriculum and introduced many courses in science, modern language and literature, social sciences and vocational fields outside the classic courses, and claimed that they could cultivate political elites with liberal arts knowledge and public manners.

For students, this has become the most important motivation to enter the university. What they value is not the experience provided by universities, but the social experience that universities can bring and the possibility of joining cultural elites. Collins even pointed out that the social culture of universities plays a key role in attracting students: "University culture undertakes the function of bringing together middle and upper class children;" The feelings generated in university activities make them friends, and finally they go to the right marriage. " In fact, the famous Ivy League originally refers to the sports league of eight private universities in the northeast of the United States, but today, it has become synonymous with excellent academic level and social elite.

"By constantly telling the public that education can lead to elite status and by providing opportunities for social mobility, universities attract most people in the crowd who can get the opportunity to enter the elite." To a great extent, it is a serious misunderstanding of the existence of higher education institutions to require universities to popularize vocational education, because if only skills training is emphasized, universities will lose their main value — — Get cultural capital and join elite groups — — The danger.

From this point of view, in the foreseeable future, we will still live in a diploma society and have no choice.

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　　Carry forward the Great Long March Spirit and Walk Today’s Long March Road

　　— — Experts and scholars discuss the important speech made by the Supreme Leader General Secretary in commemoration of the 80th anniversary of the victory of the Red Army’s Long March.

　　Victory of Marxist ideals and beliefs

　　Sun Xiguo, Executive Dean and Professor of Peking University Institute of Marxism

　　General Secretary of the Supreme Leader pointed out at the meeting commemorating the 80th anniversary of the victory of the Red Army’s Long March that the Long March is a great expedition of ideals and beliefs, a great expedition to test the truth, a great expedition to awaken the people and a great expedition to create a new bureau.

　　On October 21st, Wang Feng (fifth from the right), instructor of the new training squadron of Chuzhou detachment of Anhui Armed Police Corps, was telling the history of the flag of the Chinese Workers and Peasants Red Army for the new soldiers. Bright pictures/vision china

　　I think this expedition really established and practiced a great ideal and firm belief, which is the belief of Marxism, the ideal of socialism and communism. This great expedition tested a truth, that is, the truth of combining Marxism–Leninism’s basic principles with the concrete reality of the China revolution and independently solving the major problems of the China revolution. This expedition awakened the people in China and made the people in China deeply realize that the Communist Party of China (CPC) is a party that works for the people’s interests. What she wants to do is to make the people in distress live a good life, and the road she wants to take is the road for the people to turn over and be liberated. It is precisely because of the belief in Marxism, the discovery of the truth of Marxism, and the awakening of people’s awareness of the political parties established under the guidance of Marxism — — Only with communist party’s understanding can a new pattern of China revolution be created, War of Resistance against Japanese Aggression and the new-democratic revolution be won, and a new socialist China be established.

　　Spirit is the soul and blood of a nation. The spirit of the Long March is the spirit nurtured by the party and the people in the great revolutionary struggle. A nation that doesn’t remember its route is a nation that has no way out. Today, our best commemoration of the 80th anniversary of the victory of the Long March is to strengthen the ideals and beliefs of Marxism, carry forward the spirit of the Long March, firmly remember the road we have traveled, firmly remember why we started, always put the interests of the people in the supreme position, and contribute to a better life for the people.

　　(Guangming Daily reporter Wang Qinghuan finishing)

　　　There is faith in the heart and strength under the feet.

　　Liu Feng, Director of China Leadership Science Research Center of National School of Administration.

　　The important speech of the Supreme Leader General Secretary in commemorating the 80th anniversary of the victory of the Red Army’s Long March pointed out: "There is faith in the heart and strength at the foot; Without unbreakable ideals and beliefs and the strong support of lofty ideals and beliefs, it is unimaginable to win the Long March. "

　　The Long March is a process in which the Communist Party of China (CPC)’s "initial heart" is constantly formed, his ideals and beliefs are clearer, and the mission of our party is clearer. The Long March has made our Party more conscious and confident. Why are communist party people not afraid of bloodshed? Why is the Red Army not afraid of sacrifice? It is because they have always believed that the revolution will surely win, and the lofty ideals will surely be realized if generations make sacrifices for it.

　　Eighty years have passed, and the powerful spiritual power produced by generate in the Long March has crossed time and space, and the spirit of the Long March has been deeply integrated into the blood and soul of the Chinese nation.

　　Now, our party is leading the people in a great struggle with many new historical characteristics, and is promoting the overall layout of the "five in one" as a whole and the "four comprehensive" strategic layout in coordination. We must conscientiously study and implement the spirit of the speech delivered by the Supreme Leader General Secretary in commemoration of the 80th anniversary of the victory of the Red Army’s Long March, take a good road of the new Long March, and contribute to the realization of the goal of "two hundred years" and the Chinese nation’s great rejuvenation of the Chinese dream.

　　(Guangming Daily reporter Wang Yukui finishing)

　　　The firmness of ideals and beliefs comes from the firmness of ideological theory.

　　Zheng Changzhong, Director of the Research Center for Party Building and National Development of Fudan University

　　General Secretary of the Supreme Leader pointed out at the meeting commemorating the 80th anniversary of the victory of the Red Army’s Long March: "The stone can be broken, but it cannot be won; Dan can grind, but not win the red. " The firmness of ideals and beliefs comes from the firmness of ideological theory. While the Chinese nation is constantly creating brilliant civilization, it has also continuously formed our national ideals, beliefs and ideological theories, and transformed them into important genes of national spirit. Since modern times, the situation that backwardness will be beaten has awakened the national awakening; On the other hand, it also promotes the development of national spiritual connotation. It is in this context that the Communist Party of China (CPC) was born.

　　How to combine Marxism with China’s reality not only means whether the national spirit can develop smoothly, but also determines whether the Chinese nation can survive. This combination process was not smooth sailing, and the most tragic one was that the fifth anti-encirclement campaign failed due to the influence of "Left" dogmatism mistakes, and the Red Army was forced to start the Long March.

　　However, it is also the Long March that, on the one hand, completely awakens the excellent genes in the national spirit; On the other hand, it also reshaped the national spirit, deeply integrated Marxism into the national spirit of the Chinese nation in ideals, beliefs and ideological theories, and forged the leadership core and organizational team that can practice and carry this national spirit. As a result, the Chinese nation began to move towards one victory after another, and the ancient national spirit was once again full of vitality, pushing the Chinese nation towards a great rejuvenation. In the new Long March, we will continue to carry forward the national spirit and strengthen the "four self-confidences" so that the Chinese nation will continue to develop and grow.

　　(Guangming Daily reporter finishing)

　　Always breathe with the masses, share a common destiny and be heart to heart.

　　Song Xueqin, a professor at China Renmin University.

　　General Secretary Supreme Leader’s speech at the meeting commemorating the 80th anniversary of the victory of the Red Army’s Long March summed up the great significance and spiritual connotation of the Long March, which was very profound. Eighty years ago, the Communist Party of China (CPC) people started a difficult March for their ideals and beliefs and for the destiny of their country and nation. They crossed the snow-capped mountains, crossed the vast grasslands, waded across rivers, and all the way through the pass, out of the predicament of the China revolution and towards the future of national liberation. Eighty years later, we are still on the road, still struggling for the well-being of 1.3 billion people.

　　Reform has entered the stage of tackling difficulties. Although there are no flames of war and cruel tests of life and death 80 years ago, our road ahead is still full of unprecedented challenges. It is urgent for us to strengthen our ideals and beliefs, stand up to setbacks and tests, and solve the problems on the new Long March with the spirit of the Long March.

　　As the general secretary pointed out, the Long March was a great expedition to awaken the people. The Red Army won the battle, and the people relied on it. The broad masses of the people are the source of strength for the Long March and for building a well-off society in an all-round way today. The spirit of the Long March is the spirit of relying closely on the people, living and dying together with them, sharing weal and woe and working hard. On the new Long March, we must always remember that everything is for the people, we must always rely on the people, we must share the same breath with the masses, share the same destiny, and we must always put the interests of the masses in the first place, so as to push forward the cause of Socialism with Chinese characteristics.

　　(Guangming Daily reporter Yao Xiaodan finishing)

　　Protect and inherit this precious spiritual wealth.

　　Ouyang Xuemei, Director of the Third Research Office of Institute of Contemporary China, China Academy of Social Sciences

　　In commemoration of the 80th anniversary of the victory of the Red Army’s Long March, General Secretary of the Supreme Leader pointed out: "The victory of the Long March is the victory of the Communist Party of China (CPC) people’s ideals and the Communist Party of China (CPC) people’s beliefs." The hardships, twists and turns and sacrifices on the Long March proved to the world that the ideals and beliefs of the Communist Party of China (CPC) people are indestructible.

　　Now, we are closer to the goal of realizing the great rejuvenation of the Chinese nation than at any time in history, and upholding and developing Socialism with Chinese characteristics is a long-term and arduous historical task, which requires us to make unremitting efforts. Strict administration of the party, firm ideals and beliefs, unity and unity are the keys for us to take the new Long March road well. Just like the Long March — — Harrison Salisbury, the author of an unheard-of story, said: "Reading the story of the Long March will make people realize once again that once the human spirit is aroused, its power is endless." Today, we should cherish, protect and inherit the precious legacy of that ideal and belief, take the new long March to achieve the goal of "two hundred years" and realize the Chinese nation’s great rejuvenation of the Chinese dream. We must strengthen the lofty ideal of communism and the common ideal of Socialism with Chinese characteristics, and strive for the lofty ideal and belief with more tenacious perseverance.

　　(Guangming Daily reporter Hu Huawei finishing)

　　There is no end to the battle, and the Long March will never stop.

　　Zhu Xiangqian, literary critic and former vice president of PLA Art College.

　　The important speech of the Supreme Leader General Secretary made a comprehensive, systematic and profound explanation and refinement of the spirit of the Long March, which pushed the commemoration of the Long March to a climax. The speech not only expressed the deep memory and cognition of history, but also observed the reality, which gave all the people the most extensive education and enlightenment, showed the brand-new image and demeanor of a rising power, and showed the profound wisdom and responsibility of a leader of a big country.

　　Eighty years ago, just after the Long March of the Central Red Army, Chairman Mao confidently and decisively wrote: "We Chinese people have the spirit of fighting bloody battles with our enemies to the end, the determination to recover the old things on the basis of self-reliance, and the ability to stand on our own feet in the world’s national forest." This tells the voice of the Communist Party of China (CPC) people and Red Army soldiers who fought bloody battles in the stormy and deep sufferings, and reflects the strongest theme of the times of the Chinese nation since 1840. Eighty years later, General Secretary of the Supreme Leader solemnly and proudly announced to the world that the long March of our generation is to achieve the goal of "two hundred years" and realize the Chinese dream of the great rejuvenation of the Chinese nation, and once again shouted out the strong voice of the Chinese nation in the 21st century at a major turning point after more than 30 years of reform and opening up. Today, there is no end to the fighting, and the long March will never stop. The Communist Party of China (CPC) people who successfully walked out of the enemy’s bullets will and must remember the inculcation of "Two Musts", carry forward the spirit of the Long March, overcome the "sugar-coated cannonballs" and all kinds of difficulties and obstacles, and lead the people of China, Do not forget your initiative mind, to move on and carry out the new Long March to the end.

　　(Guangming Daily reporter Rao Xiang finishing)

　　　Strengthen four self-confidences and take the new long March road

　　Mou Lei, Associate Professor, School of Marxism, Guizhou Normal University

　　The Long March, an earth-shattering revolutionary feat, is a magnificent epic written by the Communist Party of China (CPC) and the Red Army. It is a towering monument in the historical process of the great rejuvenation of the Chinese nation and has left us with precious spiritual wealth. Looking back on the past, the long March of our generation is to realize the goal of "two hundred years" and realize the Chinese dream of the great rejuvenation of the Chinese nation. In his speech commemorating the 80th anniversary of the victory of the Red Army’s Long March, General Secretary of the Supreme Leader pointed out: "To carry forward the great Long March spirit and take today’s Long March road well, we must strengthen Socialism with Chinese characteristics’s road confidence, theoretical confidence, institutional confidence and cultural confidence, and strive to win new victories in Socialism with Chinese characteristics’s great cause." This important exposition points out the direction for us to move forward.

　　To follow the new great long March of upholding and developing Socialism with Chinese characteristics, realizing the goal of "two hundred years" and the Chinese nation’s great rejuvenation of the Chinese dream, we can neither take the old road of being closed and rigid, nor take the evil road of changing the flag. Our career prospects are bright, but there are still many new "snow-capped mountains and grasslands" to be crossed by Qi Xin, and many new "Loushan Dangerous Pass" and "Dadu Tiesuo" to be conquered bravely. This requires us to closely combine the timeless spirit of the Long March with the spirit of the times with reform and innovation as the core, guide the broad masses of cadres and people to strengthen their road self-confidence, theoretical self-confidence, institutional self-confidence and cultural self-confidence, constantly build a common ideological foundation for the United struggle of the whole party and the people of all ethnic groups throughout the country, and work hard and continuously to write new victory epics.

　　(Guangming Daily reporter Hu Huawei finishing)

　　Promoting the process of strengthening the army with the spirit of the Long March

　　Li Tao, Associate Research Fellow, Department of Military History and Encyclopedia, Academy of Military Sciences

　　In his speech commemorating the 80th anniversary of the victory of the Red Army’s Long March, General Secretary of the Supreme Leader stressed the need to inherit and carry forward the spirit of the Long March and take the long March of our generation well. Deepening the reform of national defense and the army is the only way to improve the combat effectiveness of our army, and it is also a key measure to determine the development and growth of our army and win the future. To build a strong people’s army, the driving force is reform, and the way out is also reform. We must vigorously carry forward the spirit of the Long March, take the goal of strengthening the army as the guide, promote the great process of strengthening and rejuvenating the army in deepening the reform of national defense and the army, and provide a strong guarantee for effectively fulfilling the historical mission entrusted by the party and the people, and realizing the goal of "two hundred years" and the great rejuvenation of the Chinese nation.

　　We must earnestly build the soul of a strong army that listens to the party’s command. To carry forward the great spirit of the Long March is to keep a clear head, a firm stand, a clear attitude and a firm action on this fundamental principle, to hold fast to political army building and not relax, and to strive to cultivate a new generation of revolutionary soldiers with soul, ability, blood and morality. At present, the international environment is complicated, and the security situation around China is becoming increasingly severe. We must firmly hold on to preparing for war, strengthen the thinking of officers and men to fight as soldiers, lead troops to fight, train and fight, strengthen practical military training, improve the ability and quality of fighting, and build a world-class army commensurate with China’s international status and compatible with national security and development interests.

　　(Guangming Daily reporter Liu Xiaobing finishing)

　　"Water can carry a boat and overturn it."

　　Liu Bo, Associate Professor, Teaching and Research Department of Army Construction and Army Political Work, National Defense University

　　In his important speech commemorating the 80th anniversary of the victory of the Red Army’s Long March, General Secretary of the Supreme Leader warned the whole party: "Water can carry a boat, but it can also overturn it." On the new Long March, the whole party must bear in mind that the question of why people rely on whom is the touchstone to test the nature of a political party and a political power. The victory of the Long March cannot be separated from the heartfelt support and support of the people along the way. During the Long March, the Red Army created many miracles to save the day, all of which were saved by the support of the people. The battle of Dadu River is the most classic example. When the Red Army crossed the river, it coincided with the flood period in summer. The Dadu River was more than 100 meters wide and the water was rushing and the waves were high. Almost at the same place, the Taiping rebels led by Shi Dakai crossed the river in hundreds of boats, but all of them were submerged in the stormy waves. However, the Red Army, with only 18 warriors, attacked the enemy with a lone boat, and succeeded in crossing the river and defeating the enemy. The reason for the different endings is that the Shi Dakai Army lost the hearts of the people, while the Red Army fulfilled the purpose of serving the people, "sharing weal and woe with the people", so it won the support and help of all ethnic groups.

　　The deepest foundation for the victory of the war exists among the people, and a period of history with profound implications is so vividly concentrated on the Red Army ship and in the battle of Dadu River. Taking history as a mirror, if we want to carry forward the Long March spirit and pass it on from generation to generation, we must keep in mind the spirit of the General Secretary’s speech, never forget the people, never be divorced from them, always maintain the flesh-and-blood ties between the party and the people, and always accept the criticism and supervision of the people. Only in this way can our party always win the trust and support of the people, and our cause always maintain its source of strength.

　　(Guangming Daily reporter Liu Xiaobing finishing)

　　Guangming Daily (October 22, 2016, 06 edition)

　　The 2024 "Huading Nylon" Snooker World Open ended in Yushan, Jiangxi Province on the evening of 24th. The defending champion and the season’s top ranked Rump defeated China’s "first brother" Ding Junhui 10-4 in the final and won the fifth ranking championship this season.

　　The World Open is one of the world’s oldest professional snooker rankings except the World Championships. It settled in Yushan, Jiangxi Province in 2016, and this time it returned after a lapse of five years.

　　This competition attracted seven-time world champion Ronnie O’Sullivan, the world’s number one, 2019 world champion and defending champion Te Rump, 2023 world champion Luca Brecel, four-time world champion mark selby and other star players to participate, and 19 China players, including Ding Junhui and Zhang Anda, ranked in the TOP16, played at home.

　　During the seven-day competition, all the contestants went all out to achieve many breakthroughs. England’s Zach Schulti scored his first shot of 147 on the first day of the tournament, which also rewrote the 12-year history of this tournament without a perfect score of 147. Welsh "post-00" star Jackson Pagerik reached the semi-finals as the world champion, creating the best ranking result in his career.

　　The number of spectators and communication influence of this World Open far exceeds that of previous ones. According to incomplete statistics, the number of people watching the game and the highest number of people watching the game in a single game have set a new record for professional snooker events in the world this season, and the total box office far exceeds the previous one (2019). The relevant content of the event has been on the hot search many times, setting off a new wave of snooker craze.

　　Simon brownell, CEO of World Snooker Co., Ltd. said that the World Open has raised the sport of snooker to a new height. Many stars lamented the popularity of snooker in China and thought that the billiards atmosphere in Yushan was very good.

　　Today, Yushan, Jiangxi has become a veritable "Billiards Capital of China and Billiards City of the World". Before the World Open, the World Billiards Museum and the World Billiards Hall of Fame, which were built after ten years, were officially unveiled, and seven outstanding figures, including Ding Junhui and O ‘Sullivan, became the first celebrities in the Hall of Fame.

　　After visiting the World Billiards Museum, O ‘Sullivan said: "I am very happy to learn the history of billiards in the World Billiards Museum. I am very grateful to Yushan and Xingpai for bringing such amazing facilities. All snooker fans in the world should come here to have a look."

　　The rooting of billiards in Yushan has profoundly changed billiards in China and the world, and also greatly promoted the all-round development of tourism, catering, service and other industries in Yushan, making Yushan County, the "East Gate" of Jiangxi, look brand-new.

CCTV News:On April 4th, the whole city of Shanghai conducted nucleic acid screening, and medical teams were sent from many places across the country to support nucleic acid sampling and testing. At the same time, in order to improve the ability of nucleic acid detection, a number of testing institutions in Shanghai urgently set up mobile gas film laboratories. After obtaining permission from relevant departments, the reporter went to one of the mobile gas film laboratories and recorded the process of nucleic acid detection with a lens.

At 1: 30 pm on the 4th, the first batch of nucleic acid samples were delivered through the special channel for samples, and the handover and preliminary disinfection were completed at the door.

There are 6 compartments in the gas film laboratory. The first compartment is responsible for sample pre-processing, including further disinfection, plate arrangement and code scanning.

Shanghai Taiwan reporter Chen Huiying:Just now, we saw that the sent nucleic acid samples were delivered from this window. After pre-treatment, the samples arranged in a short time will be delivered from this (lower) window, and then further sent to other cabins of the gas film laboratory for processing and testing.

The other five cabins are connected by an internal channel, and the whole process of nucleic acid extraction, reagent addition, nucleic acid amplification and report uploading is completed in the cabin. Soon, the samples were delivered one after another in batches, and the inspectors all put into the experiment at the first time, including 85 foreign AIDS from Sichuan medical team.

Pan Jiakui, Head of Mobile Film Laboratory:This gas film laboratory can realize 24-hour (continuous detection) with a daily production capacity of 100,000 tubes. If 10 samples are mixed with 1 sample, one million people can be tested in one day. Today, the task we received is from receiving samples to downloading data to uploading reports, before 2 am. The total amount is also 100,000 tubes, which is a hard task.

Author: Fan Ying, title map from: vision china.

With the rise of "Tik Tok" and "Aauto Quicker", people spend more and more time on short video platforms. About 15 seconds to 1 minute, one novel and interesting content after another stimulates dopamine in our body, making short videos the best choice for many young people to spend their scattered time.

Some people assert that short videos are "killing" long videos.

Is this really the case?

Recently, Wang Yizhi, a partner of Fanying, made a live sharing activity with the theme of "How to build a video content judgment standard by saying" long "and" short ". In this sharing, he put forward a series of vivid and interesting views on the development and relationship between long and short video content, and shared his thoughts and attempts on the "video content judgment standard" for content developers by combing the development of mature markets.

The following are the highlights of this sharing:

Short video: Am I killing the long video?

Short entertainment content is the mainstream of consumption.

In fact, the entertainment content with relative length has always existed in people’s lives. For example, in the non-video era, people usually like to read tabloids, which consumes less time and has a lower reading threshold than novels. Compared with the cost of watching singing in the theater, people are more willing to go to the roadside to watch the performances of jugglers.

In the video age, with the popularity of home videos fading away, it is becoming more and more normal for people to brush short videos between buses, subways or meals than to spend money and time going to the cinema.

So how do we define long and short videos?

In fact, for most audiences, the boundary between long and short videos is not so clear. Even in the industry, the difference between a short video platform and a long video platform is not clearly defined.

How to distinguish between long and short videos depends more on the service provided by the video content. In most people’s understanding, long videos have complete information, such as movies, TV shows, variety shows and so on. The short video, in the public’s cognition, will be news, advertisements or instant entertainment information represented by Tik Tok. From this perspective, we understand that smaller and shorter content will have lower threshold and stronger popularity at the level of entertainment content.

In fact, from the beginning of the cinema era, long and short videos have always complemented each other and developed together. In the 1930s, most of the short content such as newsreels, animations and short stories were broadcast in European and American cinemas, instead of long movies. In the TV era, for a long time, the TV platform played mainly short content. With the expansion of the audience and the reduction of production costs, we saw TV dramas and movies on TV.

Therefore, it is not short video that squeezes the space of long video, but short content has been the mainstream of mass entertainment consumption for a long time, while long video is the upgrade of consumption and experience.

Network: the main position of video consumption

Video consumption needs to be distinguished according to the scene and terminal when the audience consumes.

However, with the popularity of mobile portable devices, the Internet is everywhere, and even cinema viewing is inseparable from the Internet. To some extent, we can say that the terminals where viewers consume videos today can be regarded as "Internet terminals". So what makes the difference? Scene.

If we divide the consumption scenes of the audience, it can be said that "indoor" and "outdoor" are more applicable. Because of the different consumption scenes, the audience’s behavior of consuming videos will also be different. For example, when the audience’s consumption scene is indoors, even if we have a mobile phone, we may choose to use smart TV to consume videos.

The main consumption place of fragmented information is completed in the process of moving, while inconvenient public space needs to create a sense of ritual, such as the lighting atmosphere of the theater and the requirement of mute the audience’s mobile phone, which can help consumers access their computers more efficiently.

From the comparison between the annual movie box office growth in China and the increase in the number of Internet and mobile phone users, it can be seen that although the total box office in China has been climbing, the people who go to the cinema to see movies still account for only a small part of the number of netizens.

Although there are a lot of free content on the Internet, the attention economy brought by the huge netizens is very considerable, which is unmatched by cinema consumers.

Therefore, the main consumption position of entertainment content is still on the Internet.

Short video: a trial of long video

The symbiotic relationship between long and short videos is also worthy of attention.

On the short video platform, there are three kinds of content with relatively large traffic, namely, social politics, entertainment and sports, and film and television. Among them, film and television is the most likely and easiest to lead to the transformation of long video content. The short video platform has gradually become the core traffic source of the long video platform.

Watching a long video is time-consuming. When the audience chooses whether to watch a long video, it is usually through a short video.(preview)To judge. Therefore, short videos are sometimes more like "samples" of long videos.

Short video is the main way for us to get any information, while long video is the way to get more information in depth.

In the short video ecosystem, the functionality of different video content is very clear. Long video can bring better immersion and more complete harvest to the audience on the basis of this function.

Generally speaking, short videos drive the consumption of long videos to a certain extent. There is no tension between short video and long video. They have a close relationship of symbiotic development and mutual promotion.

Short video is more widely spread, but the "liquidity" of long video is still irreplaceable by short video, and its "long tail effect" is also beyond the reach of short video in the short term. Therefore, for the content industry, the marketing of short video can help create higher highs and bring more long-term benefits in the operation of the whole film during the initial period of word-of-mouth and influence establishment.

Short video: incubating creative talents

The nationwide creation of short videos has also laid a broad content and talent base for long videos. For a long time, our talents in the field of cultural creativity are relatively limited, and the production capacity we can bring is relatively weak, so we have always had many problems in the quality of long and short videos.

Nowadays, the short video platform actually releases the participation of the whole people.

Although the tools and production technology need to be improved, this release can still bring us a lot of innovative content, and also give many people who are interested and have ideas a space to practice their hands, which will naturally bring about the trend of "a rising tide lifts all boats".

At the same time, short video is also a very good starting point for long video content, which can bring a lot of things outside the brain hole of professional screenwriters to the creators, and these things are grounded and vivid. Of course, to some extent, the short video created by the whole people has also improved the audience’s requirements for long videos.

So, how do we judge the quality of long and short video content? This involves the establishment of a content standard system. Let’s take a look at what mature markets do first.

Content standard system: reference from mature markets

Hollywood was also dominated by the creator-centered system in the 1960s and 1970s, and the situation it faced after World War II was also the lack of creators and practitioners. What broke this pattern and laid the foundation for the construction of Hollywood’s future industrial system was a film called "The Gate of Heaven".

At first, the budget of Gate of Heaven was $7.5 million, which was a very huge figure in the 1980s. Its director, Michael Simino, has just won four Oscars before making this film, which is in full swing. However, the film continued to exceed the budget during the filming process, and the final investment was as high as 44 million US dollars. But after the release, it only earned $3.5 million at the box office.

This defeat directly led to the closure of the old Hollywood production company Lianyi, and caused a huge impact on Hollywood at that time. It was also after this that Hollywood began to explore the process and standardization of film production.

Industrialization means standardization, which indicates that it can be scaled up.

The following figure shows the proportion of pure content revenue in the total revenue of three companies with relatively high Hollywood market today. We can see that in a long period of time, whether it is Sony with "hardware+entertainment", Comcast with communication, media and entertainment content as a whole, or Disney, which made a fortune by acquiring media through content to build an entire business empire, this ratio has not changed much.

Four characteristics of industrialization of content industry

Content output refers to the direct realization of content copyright itself.(excluding derivatives such as toys and amusement parks). It can be seen that in the operation of these industry giants, the production and marketing management of content have a stable standard process and scale.

On this basis, NETFLIX’s business model today has been created. Its comprehensive long video content classification standard, distribution model and recommendation mechanism are actually closely related to the industry standards established by Hollywood itself.

Looking back at the whole Hollywood system, if we want to achieve more standardization nowadays, we must first solve the production problem. The content on the short video platform actually solves the problem of production standardization and realizes the convenience of distribution and interactive communication with consumers. Therefore, it can make today’s short video content present a colorful and blooming state.

Establishing basic standards and building market ecological chain

In the industry, basic standards are divided into three categories, namely product standards, media standards and crowd standards. How to establish the industry standard of short video, we can first understand from long video.

Product standard

The basis of the whole product standard in Hollywood is type. For the audience, it is also through the type to distinguish the functions provided by the content.

Another point in product standards is difference. The essence of difference is innovation, and innovation is risky. Hollywood studios have a tent pole.（Tentpole）The concept of using a very high-cost content to prop up a "tent pole", and the rest of the investment and energy will happen around this.

Media standard

The standards at the media level are divided according to consumption frequency in the whole North American system, and different media are used to correspond to audiences with different consumption frequencies.

For example, six months before the release of a movie, the "heavy users" of the movie will be accurately advertised on a certain platform or category. For "moderate users", access to information through a wider range of channels, such as public television and cinema trailers. Finally, there are "light users", which are mainly outdoor advertisements. From "severe" to "mild", the communication atmosphere is finally formed.

Crowd standard

Based on the above two standards, the crowd standard in Hollywood is cut very finely, and we can see countless classification labels. It is precisely because of this relatively clear and stable standard that the judgment of consumers is relatively accurate, and there is basically no "dark horse" in the entire Hollywood market.

This phenomenon is not uncommon in China market. The existence of "dark horse" actually represents the strong uncertainty of the market, which is not safe for the content industry. The process of establishing standards is also the process of "eliminating dark horses".

How to establish content/product standards?

There is a general model for establishing these standards, which is to follow the two dimensions of "ornamental" and "marketability". The common understanding of "ornamental" is "good looking", while "marketability" is "good selling".

Based on these two dimensions, each content can have an evaluation standard, which is commonly said as "applauding and making a seat". This is also the core goal of every content now.

Take The Wandering Earth as an example.

In 2018, Fan Ying worked with Tencent Pictures to study the genre of China sci-fi movies. During this period, she visited the practitioners in the whole process of sci-fi movie production, conducted in-depth research from creators and audiences, sci-fi audiences and non-sci-fi audiences, and analyzed the possible future trend of China sci-fi market.

At that time, an outstanding conclusion was that the theme of disaster may be an opportunity for China’s science fiction. And The Wandering Earth’s theme is in line with this discovery. It is the story built on this basis that conforms to the values of Chinese people, which makes The Wandering Earth arouse the emotional resonance of Chinese people: "Good-looking".

At the same time, Fan Ying made three audience tests for The Wandering Earth. In the first round of testing, the biggest confusion caused by the whole film in the hearts of the audience was the contradictory relationship between Liu Peiqiang and Liu Qi. After repeated tests and three rounds of adjustment, the audience finally formed a sense of resonance with family affection, and reached the standard of "good-looking" in the hearts of the test audience.

Let’s look at the perspective of "selling well". We need to find a breakthrough point with word-of-mouth potential on ontology.

Pass the test of marketing link(Provide some information about the film, not the whole trial)To tap the audience’s interest points, the study found that it was outstanding in three levels: "special effects", "science fiction" and "story", so as to find the power point of marketing actions.

Then, how to formulate the marketing strategy of film and television content is actually very different between long and short videos. Different from the immediacy of short video, the entry threshold is low and the function is clear. Long video is a process that needs to establish a relationship with the audience at an early stage-"building questions in the audience’s mind".

Therefore, how to establish this interest point is the key in long video marketing. And this interest point is the question that the audience must enter the cinema to solve. If the output information does not arouse such curiosity in the audience’s mind, the purpose of marketing will not be achieved.

Another classic case: Titanic.

As a typical case of Fox in moderns, the biggest problem faced by its marketing team before the release was, "What should we sell?". They need to pick out the core marketing points among many elements such as epic, special effects, big director and so on.

After continuous testing, it is finally found that "the choice of two people who love each other under the background of disaster" is the best core point in both marketing level and content ontology level. So the final publicity strategy is "What happened to them?" And finally set the slogan is "nothing in the world can stop them"（Nothing on earth could come between them.）.

"Life and death choice" is the motif established in the marketing of Titanic. Long video content must find out what this motif needs to be solved.

Combined with the above cases,It is through the quality of the film itself(Good-looking)And the excavation of marketing entry point.(is it good to sell)We have established the basic criteria for judging the content.

As mentioned earlier,The establishment of production standards is based on types, and the formation of differences is innovation.

Whether it is a long video or a short video, the genre is very important. The genre represents the function of a video. Horror films need to scare and stimulate the senses of the audience, and romance films need to bring romantic emotions and feelings to the audience.

Innovation on the basis of satisfying functions brings about differences in positioning. The difference in positioning is not necessarily the difference in content ontology, but is influenced by the market and creative strategies, which will affect the psychological expectations of the audience.

The difference between long video and short video is that the audience of long video often has expectations, and whether it meets or exceeds the psychological expectations of the audience is the key to the success of long video.

Key nodes of content operation management

For content producers and managers, there are several key nodes in the marketing strategy of long video that deserve attention.

First of all, in the early development stage, we need to arouse the initial interest of the audience with core information.

Secondly, in the production stage, we need to know the type and functionality of the content and what emotional resonance we want to achieve in the audience’s mind.

Finally, in the filming stage, the focus of attention is the core marketing strategy, which needs to be decided after the marketing test of the audience. As well as the final declaration and guidance stage, it is necessary to check all the strategies.

In all these steps, we need a very systematic understanding and management, so that the long video can finally have an expected result.

Author: Fan Ying

　　Cctv newsAccording to China Weather Network, from today (May 25th) to 28th, a new round of strong rainfall is coming in the central and eastern regions, and the rain area will gradually move northward with the subtropical high, affecting the eastern part of southwest China, Jianghuai, North China, Northeast China and other places successively, and there will be local heavy rain accompanied by large-scale strong convective weather. The strong northward movement of the subtropical high doubled the sultry feeling in the south, and the development of high temperature increased around the 28th. However, the temperature in the north is contrary to that in the south. Due to the influence of cold air and rainfall, it shows a multi-fluctuation state.

　　A new round of heavy rainfall needs to prevent large-scale strong convective weather.

　　Yesterday, rainfall was mainly concentrated in South China, with heavy rains in parts of eastern Guangxi, south-central Guangdong and north-central Hainan Island, and heavy rains in Beihai, Guangxi, Yangjiang and Jiangmen, Guangdong.

　　From today to the 28th, a new round of heavy rainfall will be launched. There will be moderate to heavy rain in the eastern part of Southwest China, the northwestern part of Jiangnan, Jianghan, Jianghuai, the eastern part of Northwest China, Huanghuai, North China and the southern part of Northeast China, and there will be heavy rain in some areas and local heavy rain.

　　In the next few days, the rain area will gradually move northward with the subtropical high, and the rain will mainly appear in the eastern part of southwest China, Jianghan, Jianghuai and other places today and tomorrow. Among them, there are moderate to heavy rains in parts of southwestern China, northwestern Jiangnan, northern South China and northwestern Heilongjiang, and there are heavy rains or heavy rains in parts of northern Hunan, southeastern Chongqing and central and northern Guizhou.

　　Tomorrow, there will be moderate to heavy rain in parts of southern Huanghuai, Jianghuai, Jianghan, northeastern southwest and northern Jiangnan. Among them, there will be heavy rain in parts of northern Anhui, southwestern Henan, northeastern Hubei and northeastern Sichuan Basin.

　　From 27th to 28th, precipitation will also increase in Huanghuai, North China and the south of Northeast China. It is estimated that there will be moderate to heavy rain in parts of the southeastern part of northwest China, western and southern North China, Huanghuai, Jianghuai, eastern Jianghan and northeastern Sichuan Basin, among which there will be heavy rain in parts of northern Anhui, northern Jiangsu and northeastern Sichuan Basin.

　　It is worth noting that this rainfall process will also be accompanied by a wide range of strong convective weather, mainly short-term heavy rainfall, and local thunderstorms and strong winds. The public should pay attention to early warning and forecast information, and pay attention to safety when going out.

　　The hot and muggy weather in the south is about to go online, and the temperature in the north fluctuates

　　As the subtropical high strengthens northward, most of the south will be "controlled" by it, and the maximum temperature will generally rise above 30℃. Among them, today the area above 30℃ is extended to the Yangtze River and most of its south, and then the temperature in the south will continue to rise.

　　Around the 28th, the temperature in many places in the south will rise to the recent high point, and the high temperature weather in eastern Jianghan, central and western Jiangnan and southern China will increase, with the highest temperature reaching 35~37℃. In big cities, such as Changsha and Nanchang, the first high temperature day of this year will also be ushered in. The first high temperature day usually occurs in the middle and late June in Jiangnan and other places all the year round, and this year may be greatly advanced.

　　These places not only have high temperature during the day, but also the lowest temperature will reach about 25℃, and the relative humidity is high, which will be sultry all day.

　　The temperature trend in the north is opposite to that in the south. Due to the frequent influence of cold air and the development of rainfall, the temperature in the north shows a multi-fluctuation trend, and most places will be lower than the same period of the year. For example, the highest temperature in Shijiazhuang is 31℃ today, but it will drop to around 25℃ from 27th to 30th, and the highest temperature in Taiyuan is only around 20℃ from 29th to 30th, so the body feeling will be cooler. The public should pay attention to the upcoming forecast and pay attention to the temperature changes.