Let's hit the Tik-Tok with “Knowledge”! How to get young people out of social networks?

Weekly “Arguments and Facts” No. 31. Without flag or anthem, but with medals and Tchaikovsky 04/08/2021

73 million views & ndash; That figure stunned the country with the New Knowledge educational marathon held in May of this year. Its speakers were the most prominent representatives of Russian science, culture and government. The marathon was organized by the Russian company 'Knowledge', about which the most devoted readers of the 'AiF' & # 39; remember the end of the 1970s: then our newspaper started to appear as its newsletter.

The country's oldest educational organization is currently undergoing a reboot. President of Russia Vladimir Putin spoke of the need to keep it in his message to the Federal Assembly … What will the renewed knowledge society look like, how to tear the youth away from Tik -Tok and what needs to be done to make the image of a scientist supplant the image of a blogger in mass consciousness, AIF. spoke with his CEO Maxim Dreval. Maxime Dreval file. Was born July 6, 1991 in Kemerovo. He worked at Yandex and Mail.ru Group, and in 2014 became co-founder of Netologiya-Group, the largest online education platform. In 2016, he founded L2P Limited, a company working at the intersection of education and eSports. Successful Entrepreneur, winner of the Entrepreneur of the Year award in the EY Education category. In May 2021, he was appointed general manager of the Russian company “Knowledge”.

What is the request for?

Dmitry Pisarenko, & nbsp; AiF: & nbsp; Maxim, we live in an age where all information is available with just a few clicks. How can we explain that young people listen to the lectures with sincere interest, as was the case in the New Knowledge marathon?

Maxim Dreval: & nbsp; We have made a lot of effort to get young people interested. We did a 'Wow! & # 39; & # 39; for them to come to our site, dive in, find it interesting – and stay. We realized that it was possible to attract them in this format. No short entertaining videos on YouTube or Instagram, but meaningful lectures lasting half an hour, an hour, or even longer. The fact that our young people are ready and interested in consuming such information was a pleasant surprise for us and a break from stereotypes.

Indeed, now almost all the information is available. But when there are a lot of them, it's like there aren't any at all. Because it's so hard to navigate, to find something really valuable. This is our task & ndash; give kids a reliable news feed, captivate them with education, make it a trend – cool and fashionable.

– Were you surprised by this indicator – 73 million views?

– I was surprised. In our wildest expectations, we were guided by 5 to 10 million for several reasons. I think the first is that the demand for meaningful information keeps growing. I see this growth year after year. The world is changing very quickly, new professions are appearing, which means that new knowledge and skills are needed. We conducted a study with high school and college students aged 16-25. The demand for intellectual content is now colossal: the modern generation pays great attention to personal development. Half of the respondents use new knowledge to develop their erudition, two thirds watch cognitive content even while relaxing. The greatest demand & ndash; on topics related to careers and career counseling.

The second reason is & ndash; practical size. During the pandemic, even people who were suspicious of the online format realized that in some cases it is irreplaceable. Finally, the third and, perhaps, the main reason & ndash; the level of our guest speakers. For each topic, we called the first people who are experts in their topic and the main sources of information.

Where do the myths come from?

– The speeches of Elon Musk and Steve Wozniak caused a stir. But you set the bar high: it will be impossible to always maintain such a level of speakers, and it looks like the marathons will become annual?

– We want to make the attraction of the most remarkable people the basic principle of the company of 'Knowledge', our specialty. It should be understood that the first people & ndash; they are not necessarily popular and famous people. They are not always company presidents. Take the bend, for example. After all, there is also a Chief Master, the first person in him, although he is far from Elon Musk in popularity. There are many of these people, and we will invite them.

And there shouldn't be a lot of public opinion leaders. But they are more than enough to motivate people, load them into an active position, move them forward, grow. It's not the quantity that matters, but the quality.

As for the frequency of New Knowledge marathons. We will be holding big marathons at least twice a year. The closest will be in the fall, and I'm sure it will be cooler than the first.

– Will you call Bill Gates? By the way, it would be topical: it has become almost a symbol of this pandemic. Many are worried if he launches the coronavirus, is there a threat of mass explosion behind all of this?

– Fight the myths & ndash; one of our tasks. Why do they arise? Because people cannot find reliable information on an important topic. In this case & ndash; on the subject of vaccination. There is so much confusion and misconceptions here! People don't understand how vaccines work, and it's easier for them to believe they're going to be microchipped or irradiated with 5G rounds. These people just weren't explained what and how. & Nbsp;

We have just launched the Awareness Campaign Let's Make Vaccines Known Together. We broadcast with exceptional people from the professional world, they answer questions from the public. This is, for example, the Minister of Health Mikhail Murashko, Head of Rospotrebnadzor Anna Popova, Head Doctor of Kommunarka Hospital Denis Protsenko and others. Our viewers and subscribers to social networks send many questions of a very different nature and receive answers in real time from the most competent speakers.

How to become a speaker?

– Why was it really necessary to restart the knowledge society?

– He was before and, it seems to me, he only grew. Like I said, the world is changing very quickly, society is transforming, and a pandemic has occurred. All this stimulates the demand for information, education. The country's leaders understand this.

“ Knowledge '' society is the oldest educational organization, it was founded in 1947. In accordance with a presidential decree in 2015, the society was re-established, and in April of this year, Vladimir Putin, in a message to the Federal Assembly, has stressed the need to restart it on a modern digital platform. The company, although it did exist, has not fulfilled its function to the extent that one would have liked it for a long time.

– And in what would you like? What educational work formats are planned? The “ live '' will it read lectures, like in soviet times?

– They are already read. Right now, as we speak, there are several lectures being read by the Knowledge Society in different parts of the country. – about ten, I guess. I'll tell you more: any of our lectures are read with a “ live '' public, even if it's streamed online. We invite those interested in the subject to this meeting.

We have a project called Smart Weeks. & Nbsp; In its framework, renowned experts, scientists, statesmen and public figures, entrepreneurs, athletes, as well as representatives of the spheres of culture and art organize meetings with students from the regions. The subjects are very different: history, science, modern technology, architecture, art, sports, leadership, information security, entrepreneurship. Until the end of the summer, we plan to hold conferences in all regions of Russia.

– By the way, about the speakers. How much do you need And how to become one of them?

– We have calculated that next year we will need over 10,000 speakers. This is a huge number. These should be experts – for example, university employees, representatives of companies and various professions, & nbsp; trusted by the public, otherwise the information will not be valuable to them.

This is why we are launching the League of Lecturers project, its goal is to find young educators all over the country. In fact, it will be a multi-step selection system. Whoever you are, if you have knowledge and want to share it, you can participate. We'll give you the opportunity to speak, we'll give you a platform, an audience, and that audience will then rate your performance. The best will take the next step, they will receive more and more opportunities, we will develop them, including teaching communication skills, public speaking, the ability to ' 'wrap' interestingly informing, giving presentations, making films, etc.

At the end of the year, we will host the New Knowledge Award. The winners will receive scholarships and new opportunities for study, development, travel.

Who is the most popular & ndash; blogger or scientist?

– You rely on adolescents and young people, but you are faced with an inconceivable task in terms of complexity – & ndash; snatch them from Tik-Tok and YouTube. How to do ?

– We understand that we are dealing with a very demanding audience, which is not easy to engage. Every time we have to surprise her, exceed her expectations, otherwise we will not be able to compete with YouTube, Tik-Tok, Instagram and other social networks, entertainment services and many bloggers. It is such a challenge for us. Until now it has been possible to gain attention.

On the flip side, all of these resources and the companies that support them are also interested in capturing the consumer's attention. They try to captivate him in the simplest and most primitive format. This is all clear, and taking a young man out of such a format is & ndash; the task is very difficult. But now a trend has emerged: Many have played enough, they understand that they have to shape their future on their own, and not to trust others to do it, not to be led by the hand. There are more and more such young people, and this gives hope.

It seems to me that it is also important to educate children about what is happening. really happening in our country – for example, in the scientific field. A lot of people just don't know it.

– Just as they don't know the names of young scientists. If previously the image of a researcher was the center of public attention, now a blogger has taken his place. One of them was even invited to SPIEF – to speak to the public.

– Young scientists were also present at the Saint Petersburg Forum. But, of course, the prestige of the profession must be increased and scientific activity must be popularized. In fact, we do. In our marathon, for example, participated physicist Alexei Fedorov, chemist Artyom Oganov, biologist Anna Kudryavtseva. These are all young researchers who have already obtained recognition. Alexey Fedorov, creator of “quantum blockchain” – incredibly talented and very cool. You look at it and you understand: how cool it is to be a scientist, really!

In fact, we are now entering a new stage of a technological breakthrough. Polls show that attitudes towards science among young people are changing. This is the area where they want to grow. And the pandemic has led to the growing prestige of the medical profession – many children will now go to work in medicine.

I'm sure that in the near future the image of a scientist will shrink the image of a blogger out of public consciousness. Intellectual activity will again be a priority.

Источник aif.ru

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