Leading cadres from multiple places attract attention for their own endorsement of agricultural and sideline products
Officials live with goods to guard against "show"
● During the epidemic, tens of thousands of vegetable greenhouses across the country instantly became live broadcast rooms, and local officials started the live broadcast mode. This form makes up for the shortcomings of traditional agricultural product marketing, and the effect of bringing goods is very obvious
● Some leading cadres regard the live broadcast room as a show, and there have been phenomena such as flow water injection, fraudulent sales, and large-scale distribution. These self-deceptive and grandiose behaviors deviated from the original intention of doing practical things for the people, and became a new form of formalism and bureaucracy that are in the limelight and speak out.
● Officials live-broadcast and bring goods, "broadcasting" is their own responsibility, "broadcasting" is government credibility. Consumers pay for the products promoted by officials, and more trust in the identity of leading cadres. Once the official live-carrying goods "turn over", not only will it reduce the reputation of the product, affect the image of the official, but also damage the credibility of the government. I hope that every official who walks into the live broadcast room can "remember the mission"
□ Reporter Zhao Li
□ Qin Huamin, an intern in this newspaper
With the progress of resumption of production and production, although the economy of various regions is gradually recovering, it has not yet reached the level of the same period last year. Agricultural products in many regions still have slow sales, so officials around the country have started the live broadcast mode to promote local agricultural products.
"Legal Daily" reporter noticed that since the outbreak of the New Coronary Pneumonia outbreak, many government officials represented by county magistrates have been "endorsements" for agricultural and sideline products, becoming the "leaders" in the eyes of the people, and some officials have also searched on Weibo. . However, as this craze gradually cooled, some places began to make faint moves. For example, Chenggu County, Shaanxi Province issued a public document requesting the county to help cadres to purchase agricultural products of not less than 50 yuan in the "Country Live Broadcasting" activity. After the matter was exposed by the media, the local area has admitted the error and apologized.
According to Zhuang Deshui, deputy director of the Research Center for Clean Government Construction of Peking University, live broadcast of officials is a personalized, short-term behavior that can only stimulate the development of a few brands. "More importantly, the government should Relevant measures have been introduced from the perspectives of benefit and practicality to effectively promote local economic development. "
Magistrate walks into the live room
The effect of bringing goods is very obvious
On March 2, Tao Guanghong, head of Dangshan County, Anhui Province, walked into the webcast room. "Dangshan crisp pear has a thin skin and can't be found on the ground." Tao Guanghong was eating crisp pear while bringing goods online for netizens across the country. During the event, 600,000 consumers flooded into his live broadcast room. The store sold more than 27,000 orders that day, and sold nearly 140,000 pounds of Dangshan Su pears, which opened the market for the unsalable Dangshan Su pears affected by the epidemic.
Not only Dangshan, Quzhou, Zhejiang, Xuwen, Guangdong, Enshi, Hubei ... More and more government officials have entered the live broadcast rooms of major online platforms from the office to promote local agricultural and sideline products.
Imitating Li Jiaqi, a "celebrity celebrity," who ate tears and sang chili, and sang the celebrity song "South Mountain South" ... As the epidemic gradually improved, local officials turned into "net celebrity anchors", changing the serious image of being in a precarious position. "Netspeak" brings goods and calls fans "babies" and "old irons". While interacting and chatting, they also try to eat and promote, as a "endorsement" of special agricultural products, and promote the new retail consumption boom.
In this regard, the relevant person in charge of the Ministry of Agriculture and Rural Affairs said that during the epidemic, tens of thousands of vegetable greenhouses across the country instantly became live broadcast rooms. Local officials and Internet celebrities brought goods one after another, making live broadcasting a "new agricultural activity" and also found a new way for agricultural product sales. This form makes up for the shortcomings of traditional agricultural product marketing, and the effect of bringing goods is very obvious.
From online celebrities and big V live broadcasts to county officials live broadcasts, official publications advocated that prefectural and district officials take the initiative to speak for local specialties, and Chinese e-commerce “suddenly springs overnight and thousands of trees and pears bloom.”
"The participation of all walks of life in bringing live webcasts, including more and more officials, has a demonstrative significance for the prosperity of the online economy, and shows that local governments also regard live webcasting as an aspect of their political achievements, or that they perform correctly. An important part of the responsibilities of government officials. This will play a good role in demonstrating that more government officials will participate in the field of online live broadcast and promote local economic development through live broadcast. "Deputy Dean of the Institute of Human Destiny Community, Communication University of China Wang Sixin's analysis believes that the intervention of government officials will also lead to the follow-up of other measures, such as local economic policy adjustments to cooperate with online live broadcasts, the introduction of corresponding supporting measures, and even the adjustment of specific economic development models. Make it more in line with the economic development of online broadcast. This situation is definitely conducive to promoting the development of the network live broadcast economy, and promoting its development towards persistence and standardization.
Wang Sixin believes that this economic development will also have a linkage effect on other aspects of development, "such as the data industry, because there are more live broadcasts, there will be more data accumulation. At the same time, live broadcasts involve production and logistics and other aspects, corresponding support The introduction of measures will also promote the development of these areas. "
"Officials bringing goods live is a new way to promote the economy. On the one hand, it embodies the local government and its officials' emphasis on resuming production and economic development. On the other hand, it also helps officials use their influence to drive local brands. Promotion and sales of commodities. This can also break people ’s stereotypes of officials to a certain extent, so that people can feel more intimate to government officials and enhance the image of government officials. ”Zhuang Deshui said that government officials should be clear about themselves For the role positioning, we must make good use of the live broadcast delivery platform, but we should not only be satisfied with this platform. Do n’t turn live broadcast delivery into a show platform. We should really do things for the people.
Zhuang Deshui pointed out that the official live broadcast of goods is based on government credit. Before the live broadcast, brands and products should be thoroughly understood. Do n’t be fooled by fake and fake products. The quality of the products and the safety of the production process need to be guaranteed. If something goes wrong, not only the reputation of the enterprise will be damaged, but the reputation of the government will also be damaged.
Live show with goods change official show
Breed new formalism
On May 9th, the county governor of Chenggu County, Shaanxi Province live broadcasted the goods, and the topic of the fire is not an amazing sales, but a notice of "requiring the county to help the cadres with a minimum consumption of 50 yuan", and the accompanying notice The official apology came from-"the request in the notice is wrong".
According to media reports, a grassroots cadre in charge of the e-commerce business in the west vomited, and the live broadcast brought goods hot recently, and he was very busy-the leading cadres often asked him for internet celebrities and traffic, so he recommended a live broadcast service platform. "Leaders speak face-to-face. There must be more viewers and more sales when live streaming. The easiest way is to find Internet celebrities or 'large size' to rub traffic, so that now celebrity and traffic platform business is hot, live broadcast one after another In one event, the related charges have also risen. "
In order to make the traffic and sales during the live broadcast beautiful, some places can be described as painstakingly. Some places publish documents specifically for apportionment, which not only allows party members and cadres to be audiences, but also stipulates "minimum consumption amount"; some places "make money at a loss" and promote sales at a price below cost, regardless of traffic and sales volume, regardless of this It is not cost-effective to buy and sell; there are other places to engage in "second signing" and "false order", rehearse the completed transaction during live broadcast, or refund after placing the order ...
What's more, some places have also organized a large number of naval forces, singing personal hymns when leading live broadcasts and bringing goods, creating a "swipe screen" atmosphere. Regardless of the leader's performance in the live broadcast room, he always shouted "Leader is good for the people"; regardless of the appearance of the leader, he unanimously shouted "Leader is handsome" and shows the "lower limit" nakedly on the network platform.
"This is mainly due to problems with the official performance of some officials. Some officials have deviated from the original intention of the officials for live performance and click-through rate. Some leading cadres have not yet adapted to the characteristics of this new communication method and still use officialdom thinking and administration. Order the way to live broadcast. Officials should take live broadcast as an additional product of government public relations, as an opportunity to show the characteristics of local products, and should not put too much pressure on themselves, thinking that there is no face for a small number of viewers. "Zhuang Deshui Say.
In the view of Song Wei, director of the Integrity Research Center of the Beijing University of Science and Technology, the phenomenon of mandatory regulations on live broadcasts brought by some officials has led to the alienation of the original intention of live broadcasts by officials, which violated or distorted the original development direction. . "These bad phenomena will bring a lot of extra burden to the local grassroots civil servants, and may even move toward formalism and bureaucracy. This phenomenon should be contained in a timely manner, and this trend cannot be allowed to spread."
"Interactive communication between the leading cadres and the masses through the Internet is not a problem in itself. But if it exceeds a reasonable level, the officials bring goods into a show, and even to improve their political performance, they falsify data such as traffic and number of fans, making it a A kind of vicious competition. The negative impact of this is very large. It not only makes leading cadres unable to concentrate on solving practical problems, but also makes the impression of the party and government cadres greatly reduced. "Song Wei said.
Officials bring goods chaos
Business boundaries must be clear
Since the 18th National Congress of the Party, the Central Committee has continued to crack down on the "four styles" of formalism and bureaucracy, effectively improving the Party's work style and political style, and enhancing the image of cadres. However, some leading cadres regard the live broadcast room as a show, and there have been phenomena such as flow injection, fraudulent sales, and large-scale distribution. These self-deception and grandiose behaviors deviated from the original intention of doing practical things for the people, and became a new form of formalism and bureaucracy that are in the limelight and speak out.
"In the process of countering the 'Four Winds', extravagance and hedonism have been well contained, because hedonism and extravagance are relatively easy to find and punish, but formalism and bureaucracy are more complicated to identify and Concealed. "Song Wei analyzed that a small number of leading cadres do not have a profound understanding of the harms of formalism and bureaucracy. Their party spirit and political capacity are insufficient. Once they have the opportunity, they will blindly pursue political achievements, and formalism and bureaucracy will easily occur. In the future, we must further strengthen the construction of this aspect, that is, to accurately identify formalism and bureaucracy, the outcrop will be struck, and the typical will be punished. Only in this way will it be possible to eliminate formalism and bureaucracy.
Zhuang Deshui believes that certain officials still have the concept of privilege, which is not pragmatic and realistic, and is only satisfied with the vigorous appearance on the surface, which easily breeds formalism and bureaucracy. At the same time, many officials who engage in formalism and bureaucracy like to put this behavior on a bright coat in order to win the attention of the public.
"In the short term, it is difficult to fundamentally resolve formalism and bureaucracy, and it can only be suppressed as much as possible." In this regard, Zhuang Deshui suggested that first of all, the existing concept of privileges of officials should be changed from the depth, and secondly, the power of officials should be more The third is to increase the sense of responsibility of leading cadres.
Regarding the issue of officials bringing live cargo, some commentators said that live streaming must clearly define the business boundary, and it is necessary to restrict access for leading cadres. In principle, leading cadres "take goods" need to be reported, can not accept the invitation of enterprises at will, let alone participate in related marketing activities. Moreover, the “objects with goods” should be limited to local special products such as agricultural products due to force majeure such as natural disasters and epidemics.
In Liu Deliang's view, the phenomenon of official live broadcasts should be played down. Unless the official is a celebrity or has a large number of fans, the official live broadcast will be a show. If officials want to participate in live broadcasts, they should target specific regions and industries, without involving the services of specific companies or commodities. Otherwise, officials may be involved in the public welfare activities of live broadcasts to become a commercial activity. Because of the special status of officials, it is best not to participate in profitable activities. In general, the form of official participation in live broadcasts is greater than itself, and there should not be too many expectations for its promotion of the benign development of the celebrity economy.
To prevent the phenomenon of officials bringing goods to private individuals, Zhuang Deshui suggested introducing a social supervision mechanism. After the live broadcast, the catalogue of the goods and the situation of the production company should be clearly announced. In the long run, the government should use the "Internet +" thinking and use the live broadcast platform as a window to promote local specialty products. The government can also build it into a platform similar to the government affairs app to form a national official live broadcast market, which is more conducive to the promotion of products in various regions and a better market effect.
Some experts pointed out that officials live broadcast and bring goods, it is their own responsibility to "broadcast", and it is government credibility that "broadcast". Consumers pay for the products promoted by officials, and more trust in the identity of leading cadres. Once the official live broadcast of goods "turns over", it will not only reduce the reputation of the product, affect the image of the official, but also damage the credibility of the government. I hope that every official who enters the live broadcast room can "remember the mission".
Cartography / Gao Yue