Infotaining 趣味性的伩息传播

“Infotaining” means giving information in an entertaining way. Although information is important, many people find it boring to listen to information. In order to enable people to be attentive, it is necessary to be entertaining.

Jin Yong (金庸), a well known Chinese author who just passed away and had founded Ming Pao (明報), the Hong Kong Chinese newspaper is an example of being enter-forming. In order to popularise the newspaper, he wrote wuxia (武侠), a type of Chinese novel, for his newspaper daily. The novel earned him a wide readership, which had helped to spread his newspaper. In a way, Jin Yong was enter-forming, the newspaper was to inform the public with pertinent news. However, the newspaper would not have been sold widely, if it were without the entertaining novel.

As we are living in a world of mass media and information, we can have many potential audience. But it is challenging to get their attention. Even if we can get their attention, it may be short-lived attention. Therefore, it is a challenge to be able to inform them with an entertaining approach. And the greater challenge is that while they are attracted to what is entertaining, our objective is to make them get connected with the information.

“趣味性的伩息传播”是指以有趣的方式提供信息。虽然传达信息很重要，但对于许多人接收信息是无聊的事情。为了促使人们注意，伩息的传播必须具有娱乐性。

刚刚去世的金庸是一位着名的中国作家，他创立了“明报”，即一份香港的中文報。为了推广这份报纸，金庸在报纸上刊登他的武侠小说，他的小说为他赢得了广泛的读者，这有助于推广了他的报纸。在某种程度上，金庸董得应用娱乐性的小说达成传播业，他的报纸是向公众提供新闻及報导，然而如果没有了吸引人的武侠小说，报纸就不会獲得广泛销售。

当我们生活在大众传媒和资讥时代，我们可以拥有许多潜在的聴众，但要引起他们的注意力乃是一项挑战。即使我们能吸引他们的注意，也可能只是短暂的注意力。因此，能够如同金庸连续刊出武侠小说以保有厂大的報纸采购群是一面很好的借境。我们的挑战是要提供趣味性的东西，但是更大的挑战乃是要他们獲得我们传达的信息。