Internet celebrity officials who frequently "out of the circle"

In the face of the camera, it needs courage

Also suffered more supervision

On July 16, the Tianma International Tourism Festival was held in Zhaosu County, Xinjiang. Unlike the propaganda methods of previous years, He Jiaolong, deputy director of the Yili Culture and Tourism Bureau, once again used short videos to build a local potential. In the video, she wore an iconic red top, and the horse was running among thousands of horses. For a while, there were countless circles.

"Fresh Clothing Furious Horse" is her fame. In November 2020, He Jiaolong, then deputy head of Zhaosu County, wore a red cloak and was galloping in the snow. After the release of the relevant videos, it has attracted widespread attention. One of the videos was praised by 1.16 million, and the conservative estimation of the playback volume exceeded 100 million.

Red, ice and snow, and steed, several labels are gathered in one. People have seen a different official, "Fresh clothes are angry horse, snowy Jiaoolong" is so well known to the majority of netizens.

In fact, there are not a few online celebrity officials in recent years. At the beginning of July this year, Xing Zheng, deputy secretary of the Ordos Municipal Party Committee, Secretary of the Political and Legal Committee, and Secretary of the Cumpash District Committee of Inner Mongolia Autonomous Region, came to a rap during his speech, which quickly caused heated discussions on the Internet.

For another example, Liu Hong, vice chairman of the Ganzi Prefecture CPPCC and director of the Ganzi Prefecture Cultural and Tourism Bureau, to promote local tourism, this deputy department -level cadre recently released a lot of transformation videos like "knights", thereby boarding socializing Hot search on the platform. In addition, there are many county magistrates and deputy counties who have lived in the circle. They may sell local specialties or promote local tourism resources.

Deng Jianguo, a professor at the School of Journalism of Fudan University and director of the Department of Communication, told China News Weekly that the short video platform has social attributes and gathered a large number of young people. Young people do not like to preach, and they like to be bright and refreshing. Both Calima Pentium and Variety Video will subvert the image of traditional officials. As a medium, the short video platform is embedded in interpersonal communication in the mass communication, which can easily cause chain reactions, which makes the video of online celebrity officials become explosive.

Why do officials become influencers

He Jiaolong once described the background of the live broadcast and the short video in an interview.

Affected by the new crown epidemic in 2020, Yili tourism was severely damaged, and a large number of agricultural and sideline products were seriously sold. The local decision carried out e -commerce live broadcast and cargo activities with the "leading cadre+head anchor+product" model. Due to the agricultural -related work and the operating experience of e -commerce platforms, Zhaosu County gave this task to He Jiaolong.

In addition to the live broadcast, she introduced the scenery of Xinjiang, and later planned a video wearing a red cloak and a horse. After the video was released, many mainstream media reports that the video playback volume exceeds 600 million. He Jiaolong once said, "I don't want to be the Internet magistrate. My value is to let the people of the country know that there is a Zhaosu County in Xinjiang."

The most intuitive influence of officials to become a celebrity is to drive the local economy. On July 18 this year, He Jiaolong said in an interview with the media that in April this year, tourists from Xinjiang have increased significantly. Up to now, the Yilirara Scenic Area in Xinjiang has topped the list of tourists in Yili Prefecture this year. The number of tourists has reached more than 700,000, and tourist revenue is 803 million.

According to the report of "China Internet Council" magazine in late February this year, as of the time, He Jiaolong's team has carried out a total of more than 200 live broadcasts, and the sales of various types of agricultural and sideline products reached 140 million yuan, which directly driven 2830 employment, and indirectly drove 10,000 to 10,000 Yuhu's farmers and herdsmen increased their income.

Just in the near future, officials from Xinjiang Multi -Cultural Tourism Bureau promoted the local area in various ways. For example, the director of Shaya County Cultural and Tourism Bureau Rea Na Guli Herman showed his talents, and the director of the Hutian District Cultural Tourism Bureau spit Guli Maihutu Takhita to tell the story of Hetian.

In recent years, more and more officials have joined the team of live broadcasts. For example, Tang Xiang, the deputy head of Taihu County, Anhui, Cai Lili, the deputy head of Jinzhai County, Anhui, Wang Shuai, then deputy head of Shanghe County, Shandong Province, Li Yonghui, the head of Wanrong County, Shanxi Province, and then Yong Shang, Anhui Wang Xuemei, director of the County Business Food Bureau, etc.

Tang Xiang introduced the scenery of Taihu County through a short video and "online goods" for local specialties. Soon, she accumulated 200,000 fans, with a short video playback of more than 100 million times; Wang Shuai had sold pickers live, selling more than 50,000 a month and a half; Li Yonghui once sold the local agricultural specialty Sanbai melon.

The post -70s female cadre Cai Lili is a "Internet tide", and has tried to promote the promotion of Jinzhai by many new media platforms. She once said, "Jiu Xiang is also afraid of deep alleys. Culture and tourism work must be done well like an old scalper, but also to promote it."

In this regard, an organization system official told China News Weekly that on the one hand, officials need courage to face the camera and suffered more supervision. On the other hand, one of the common features of these Internet celebrities is that they are combined with their own work. For example, officials of cultural tourism combine tourism promotion. The deputy county magistrate of the county combined with poverty alleviation work to help farmers and farmers.

What do you rely on?

Judging from public reports, there are two main categories of online celebrities who have been out of the circle. One is officials of the Cultural and Tourism Bureau, and the other is the government county chief and deputy county chief. Most of the circles are related to live broadcasts and promotion tourism. From the perspective of level, the lap is generally officials below the department level.

China News Weekly noticed that He Jiaolong's short video account content mainly focused on her work and tourism promotion, and often appeared elements such as horses, grasslands, deserts, and snow mountains. From the beginning of January 2019, the first short video work was released. As of July 19 this year, He Jiaolong released a total of 396 short videos on a short video platform. The number of fans exceeds 4.5 million. Liu Hong issued the first short video work from April 2021. As of July 19 this year, a total of 143 short videos were released on a short video platform. The number of fans exceeded 1.4 million.

In the videos released by Liu Hong, the content is mostly related to the promotion of tourist attractions, as well as the "knights" variable video. Among them, the "transformer" video has been praised as high as 1.88 million.

Liu Xingliang, Dean of the DCCI Internet Research Institute and a member of the Information, Communication Economic Expert Committee of the Ministry of Industry and Information Technology, analyzed it to China News Weekly, whether it is the female deputy county chief of the horse, or the director of the Cultural Tourism Bureau of the Cultural Tourism, or the Municipal Party Committee Deputy Municipal Party Committee Deputy Municipal Party Committee The secretary, all subverted the image of the officials in the eyes of everyone in front of the camera, the contrast of the image aroused external attention.

He also said that officials have become influencers in the circle, and they are relatively rare in terms of quantity. Things are scarce and expensive, and scarcity will always attract people.

From the perspective of communication, Deng Jianguo analyzed the reason why officials became the Internet celebrities and frequently came out. He said that officials themselves have attention, and officials and government themselves are the largest news sources. In addition, officials are now younger and high -media literacy. They are familiar with and make good use of new media to build an image and promote local economic development.

Should you stand in front of the stage

There are many controversy around the Internet celebrity officials. For example, official positions have a term of office. If they are transferred to other positions, are they going to publicize and live broadcast every day. Is this appropriate?

Professor Zhu Lijia, a professor of the Central Party School (National Academy of Administration), told China News Weekly that if officials' posts change, work focus is transferred, and publicity is no longer a key task, then the work content will inevitably turn. Internet celebrities must continue to output content, and the reduction of content will also be reduced.

The dispute over online celebrity officials is whether it is decentralized to work energy and whether it is not done. Judging from public reports, currently online celebrity officials, whether they are promoting tourism or live broadcast and cargo, are basically related to their in charge.

Dai Yanjun, a professor at the Central Party School (National Academy of Administration), told China News Weekly that some places believe that officials should be stable and unsmiling, as if making an influencer does not meet the status of cadres. This concept may need to be transformed. As long as its behavior is conducive to economic and social development and the interests of the vast number of people. Evaluating cadres do not look at the form, mainly depending on the substantive work.

As for the income obtained by the promotion of cultural tourism or live broadcast, experts have made it clear that whether party members and cadres can not seek private interests for themselves whether they are promoting advertisements or live broadcasts, they must not be used privately.

However, Dai Yanjun mentioned that for public officials who made outstanding contributions, they could consider giving appropriate rewards in accordance with the state's corresponding incentives for public servants. Because they did make great contributions to local economic and social development.

In essence, a number of officials and deputy counties of the county and the county head of the cultural tourism system or live broadcast have been promoted. The aforementioned Li Yonghui was promoted from Wan Rong County to the county party secretary. Wang Shuai was promoted from the deputy head of Shanghe County to the county party committee member and the minister of the United Front Work Department. Essence

Official tourism promotion and live broadcasts also lead to another question -whether they should stand in front of the stage, what are the risks of involvement in economic activities?

In an interview with the media, Tang Xiang stated that live broadcast and cargo are not a compulsory course for leading cadres, but in the Internet era, good at using new media and cope with online public opinion. This should be a compulsory course for leading cadres. Leading cadres should occupy this new media position.

Yin Qiang, a professor and a doctoral tutor of the School of Journalism of Renmin University of China, told China News Weekly that from the perspective of communication, in the new media environment, officials introduced tourism or live broadcasts, which is essentially the release of commercial advertising information. The so -called online red image shaped by short video is the phenomenon of promoting and marketing alienation in the way of visual communication. The audience's interpretation and understanding of the Internet celebrity created by the use of visual communication methods is also diverse and fragmented. The lack of the clear and standardized requirements of the information of the publicity of the publicity of the public advertisements, and the main body of the marketing behavior should be an enterprise or an individual operator. For officials.

From the perspective of administrative science, Yin Qiang believes that officials participating in the promotion activities of goods or commercial resources in the region are moderate, and from the perspective of government service economy development, it is in line with the actual needs of social needs. Promoting the increasing significance of the people in the poor areas of the young and poor areas should be encouraged.

He believes that in today's booming market economy, the government's important responsibility is to create a good business environment, rather than government officials directly participate in specific economic activities or business behaviors. For Internet celebrity officials, they have constructed their images through different forms of self -media. Behind them are the endorsement of government credit. Once negative public opinion occurs, it is the public image of the government, which will also have a adverse effect on government credibility.

Yin Qiang also said that in the post -epidemic era, we urgently needed to unblock the supply chain and expand the spread of compliance advertising information on the new media platform. The government can create good conditions for commodity production, transportation and sales.Specific economic activities should be cautious.Author: [email protected])

Edit: Li Zhiquan

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