Yesterday, Dragon TV launched a non-profit documentary program -
"Come on! "Small Shop"
Through this program, No. 1 has a deeper and updated understanding of "documentary":
The traditional documentary, in fact, is mostly "non-participatory documentary" , it is a bystander of the recorded object It reflects the reality objectively, but does not affect it;
but "Come on! "Small Shop" is 's "participatory documentary" , it is both a bystander as an object and a participant in the subject, which not only records the reality objectively, but also actively changes the reality, forming a kind of wandering between the subject and the object, between bystander and participation, A more "active" way of recording. Why does
do "participatory documentary"?
So, why not use the traditional documentary method, but use this more active and active "participatory documentary" method to do "Come on!" What about the small shop?
because the former only records and does not change; while the latter records and changes.
And for the small stores in the current city, they are in such a stage -
not only need to record and be seen, but also need to change to survive.
On the one hand, it is necessary to let people see the true existence of small stores in the city.
It has its meaning.
is like "Come on! The first issue of "Small Shop" interviewed numerous small shopkeepers in Shanghai, and each shopkeeper gave the shop its own meaning -
A small clothing shop owner said, "I want to make this shop a century-old shop" ;
An Italian ice cream shop owner said, "We live in this area and want to do something for our neighbors. In Italian, 'where there are neighbors, there is a shop'";
A noodle shop owner said, "Hopefully Through the food, the humanities and culture of Xi'an will be passed on to the diners."
In these meanings, there are not only personal struggles and feelings, but also the dedication and friendship of the neighbors, as well as cultural exchanges and inheritance.
is like a very philosophical narration at the beginning of the show: "If the city is a giant, then the small store is the capillary of the giant." The ideal of the city, the glory of the city, the vitality of the city, in fact, is from countless As an individual store, it emerged.
It has its feelings. The
store is not big, and it is beautiful if you have feelings. In a small shop, there may also be masters and ambitions.
For example, the roast meat restaurant "Zhenfeng Road" on Taixing Road in Shanghai recorded in the first issue, the owner is a 63-year-old Hong Kong chef, Chef Zhou, who has been in the business for half a century. The personal chef of the richest woman in Hong Kong.
The reason why he chose to open a store is, on the one hand, because of 's "reasonableness" , he thought the original hotel ingredients were not good, but the general manager felt that there was no problem, so he took off his clothes and quit, "I think I am sixty. People who are many years old can't make people think that my cooking is not good, and I don't want to be safe in the evening. I have my attachments as a human being." And this Zhenfengdao is practicing his concept of carefully selecting ingredients, "We will pick the suppliers, and we will try to see if the chicken has the taste of chicken, and there is no chicken smell when eating chicken. I don't think it's chicken. ."
, on the other hand, is out of "love" . In the cognition of Master Zhou, the best taste in the world is the taste of mother. The taste of mother is the taste of caring, the taste of heart, "I want to ask you, who is the recognized chef in the world? Mother. Really, my mother will not just buy some stale things at the vegetable market, nor will she pick up those vegetable shells for you to eat, my mother always buys the best, and my mother is the most attentive,” said Master Zhou. And the taste of his mother has also become his cooking philosophy.
At the same time, the taste of my mother is the taste of Shanghai that his taste buds imagined. "What I eat in Shanghai now is what my mother and grandmother cooked for me, and I have that kind of intimacy again." Food not only conveys the affection between people, but also connects the fate of people and the city. Master Zhou opened this shop, "I want to know what the flavor and environment of Shanghai were like when my mother was young, and I want to reminisce", and this small shop is "the emotional connection between me and my mother, and I want to open it up." Good, good."
But it, too, has its troubles.
Even such a meaningful and sentimental store will still face the problem of survival.
These small stores facing difficulties are often faced with internal and external difficulties.
On the one hand, it is the inner cognitive difficulty of . For example, Master Zhou of "Zhenfengdao", although he has the ability to cook, he is a technical talent, not a business talent. He actually has a lack of knowledge about brands and publicity.
On the other hand, it is the external environment of . The city is big, and the crowd is noisy. When our era has moved from the era of material scarcity to the era of abundant material, the problems that follow are excessive choices, difficult decision-making, and the fragrance of wine is also afraid of deep alleys.
It is precisely because of such small stores that they are meaningful and sentimental, but they also have difficulties. Therefore, Dragon TV is not satisfied with the "presentation" that is on the sidelines, although the "presentation" will also help in a longer period of time. Bailout, but in fact, there are too many small stores facing the test of life and death, opening and closing every day. What Dragon TV wants to do is to compete with the life and death of small stores. Therefore, while presenting objectively and truthfully, while Participate deeply.
And this kind of public service, Dragon TV is no stranger to it, and is already very familiar with it. For eight consecutive years, " Dream Transformer " has been broadcast, and the attitude of continuous output of public service has established the influence of many designers and has become a model of public service programs. This time, Dragon TV has launched a new program to help small shops, "Cheer Up Shop". It is no longer an appearance to transform, but to help from the business philosophy, inject strength from the shopkeeper's psychology, and regain the city's fireworks. It reflects the spirit of "people's cities are built by the people, and people's cities are for the people". How does
do "participatory documentary"?
So, how do you get involved in a documentary show?
First, the program team arranged three batches of "participants". The first batch of
is the "refueling group" , which consists of 6 passionate young people. Among them, they cover various professions that can actually help, such as finance, accounting, self-media, etc., and they are the most important The task is to accompany warmly and sincerely cheer.
For example, Tu Yulin, a member of the refueling group with background in Shanghai and Hong Kong, knew that Master Zhou's wish was to find the old taste of his mother when he was young, so he took the unfamiliar Master Zhou to walk around the streets and eat After a day of Shanghai flavors, Shanghai-style moon cakes, Shanghai fried buns , scallion oil noodles...Healing the anxiety of Master Zhou with food.
For example, on the eve of the expert tasting meeting, two young people specially brought takeaways to cheer for Master Zhou, who was still worried about tomorrow's situation; and after the expert tasting meeting, in order to let Master Zhou relax, from the second From the scene to the first scene, the young people of the cheering group joked like a security guard escorting a big star: "I'm sorry, I can't take pictures", using humor to resolve his cramps.
The second batch is "Advisory Group" . Among them, there are CPPCC members, , senior media people, business founders, and professors of economics and management. Some have connections, some have experience, and some have knowledge. They can help small shops from various macro levels, such as Ms. Zhao Lijuan, former president of Hong Kong Institute of Certified Public Accountants and member of Shanghai CPPCC, through the community, she can mobilize more Hong Kong people in Shanghai to try the taste of their hometown . The third batch of
is "Expert Group" . Compared with the advisory group from all walks of life, the expert group is more concentrated in one industry. For example, the shops in this issue are gourmet shops, so this group of experts are all gourmet experts. Therefore, they can give small shops more concrete and practical suggestions. Some experts suggest that the store's very distinctive plum jam can be made into a single product, and even the IP of Master Zhou can be printed on it; some experts suggest that the store's brand story can be drawn on the white wall of the store. , to make a story about the "selling point" of Master Zhou's fifty years of practice.
Therefore, these three batches of "participants" are cheering for the store from three dimensions, some provide warm companionship, some provide macro tips, and some provide concrete suggestions.
And in the process of participating, No. 1 thought "Come on! The best thing about "Shop" is that it is very clear that its positioning is "participation", so there is no prejudice at all. All the cheering groups, consultant groups, and expert groups serve the small shops and small shop owners. who is the real protagonist.
You see "Come on! "Small Shop", not only around one thing - "three groups of people help a group of people, what changes have been made", but also based on a small shop and a small shop owner.
You have seen a person who is so vivid and worthy of our support - Master Zhou. You have seen his melancholy and frustration, and you have also seen his ideals and feelings. is such a struggling idealist that we should cheer for him.
What's the point of "Participatory Documentary"?
"participatory documentary", in fact, is a documentary approach with a more "people's livelihood spirit".
not only reflects reality, but also promotes reality while reflecting reality. It is more active and actionable.
This "people's livelihood spirit" flows between the three -
On the one hand, it can actually help small stores to bail out.
Just as Master Zhou of "Zhenfengdao" said frankly, the reason why he issued an "urgent order" to the program team and asked the program team to "come on" is to hope that through this program, their small shop can increase revenue , can continue to operate.
"Zhen Feng Dao" is of course a special case, a small shop with a treasured chef who just came to Shanghai from Hong Kong, but it is also a representative. In a huge Shanghai, although there are thousands of small shops, the difficulties they face are similar, and the ways to bail out are also common.
For example, in this era, a small store must have brand awareness and communication awareness. The old saying goes that to get rich, build roads first. Now the new law is, to get rich, first publicize. In the first issue of
, "Come on! The way Xiaodian helps "Zhenfengdao" to solve problems is all based on publicity thinking. The first is to hold "expert tasting sessions", and invite food critics and lists who have the right to speak in the catering industry. The judges came to try the food and judge. "You must first get the approval of industry experts before letting the public try it out." The members of the cheering group said; Many people pay attention. These two tricks,
, are practical methods with "migration effect", and they have reference significance for other treasure shops that are facing the same skills but not enough publicity. And "Come on! The concept of "Small Shop" is that in all walks of lifeAmong the small shops, a number of treasure shops are selected as proofing, as representatives, to give some suggestions that can be inferred from other facts.
On the other hand, it can also help ordinary people to better enjoy urban services.
Over the past few years, "Exploring the Store" has become a very popular and very popular content category in new media.
Behind its popularity, it actually reflects people's needs and yearning for a better life. Everyone is looking forward to finding treasure shops with more quality, more feelings and more innovative ideas.
However, the quest store has become a business model, which may not be completely objective. "Small Shop", a public welfare program, is actually a "Strict Selection of Tomato Shop" that represents the credibility of mainstream media , helping people find the most worthy of the attention of citizens and friends in the streets and alleys of Shanghai, and the most worthy of continuing. A good shop that survives well.
So, "Come on! "Small Store", in fact, is to connect the needs of the small store with the needs of the people, and at the same time, it also makes a layer of checks.
This "people's livelihood", for small shops, is "livelihood", which is a good business; for the common people, it is "life", enjoying life well.
1 Conclusion
In fact, for Dragon TV, this kind of innovation with "people's livelihood" is neither the beginning nor the end.
Over the years, we have been able to notice that Dragon TV continues to explore various media actions to support local people's livelihood, from the "five and five live broadcasts" to the "participatory documentary". in continuation.
is international at the same time not forgetting the local, urbanization at the same time not forgetting the people's livelihood, this is the media character of Dragon TV.
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