Some "zombies" "dormant" and some swords go
slanting
forward...
Such short government affairs videos strayed
At present, the new media of government affairs in many places across the country have extended to short video platforms, enriching the channels for public government affairs, and becoming a new channel to get close to the people and serve the people's livelihood.
In February this year, the 47th "Statistical Report on China's Internet Development Status" released by the China Internet Network Information Center showed that as of December 2020, governments at all levels had opened a total of 26,098 government Douyin accounts.
However, a reporter from "Xinhua Viewpoint" found that short video government accounts in some places are more quantitative and less operational, and many have become "zombie accounts", and some are often "off the track" for increasing followers, increasing the burden on the grassroots and harming the government. Image and credibility.
Text/Xinhua News Agency reporter Xiang Dingjie
Many short video accounts of township governments have never published works
On short video platforms such as Douyin and Kuaishou, it is not difficult to find accounts of some government agencies.
The reporter used "Town People's Government" as a keyword to search for users on a short video platform, and the search results that appeared on the phone screen were nearly 100 pages long.
Among them, many short video accounts of township governments have never published any works, and the latest news after the opening of short video accounts of some township governments remained one year ago.
At the same time, in order to attract the attention of fans, some grassroots government-affiliated accounts have gone slanting, publishing content that does not conform to official identities, and some improper operations have even caused public opinion on the Internet.
The reporter browsed multiple government affairs short video accounts, and found that some accounts blindly follow hot spots, completely disregarding whether they are consistent with their own industries and responsibilities, and lack government affairs disclosure and service functions.
For example, a government short video account with 660,000 fans has published more than 2,500 works so far, but most of the materials are taken from Internet hotspots, and some simply change the soundtrack or subtitles without identifying the source.
The reporter also noticed that some short government video accounts were extremely active and frequently appeared in the popular video comment area.
In the comment area of a video of "a man crossing the road without slowing down and being hit and seriously injured", a local traffic police account directly questioned the investigation results of the foreign traffic control department, which triggered heated discussions among netizens.
Some official accounts like to post sensational news.
"Be wary! A 4-year-old boy died from a nosebleed" "Distressed! A family of nine died of poisoning while eating together"... These are all remote news content released by the official short video account of a township.
In the prevention and control of the epidemic, a picture titled "Guangzhou Female Drug King returned from abroad to be diagnosed, riding on 14 subways" was used by an official account and caused adverse effects on the Internet.
Too much money to decorate the front, but does not respond to consultations
The low-quality development of short video accounts for government affairs in some localities has caused disgust from the masses and grassroots cadres.
"I really can't figure it out, is it worth opening a short video account in a town?" Weibo netizen "Yi Tian Tuanzi" who was busy filling in the information complained that the local government WeChat official account had already reached hundreds, with an average reading volume Just ten or twenty, the leader recently asked for a bunch of Douyin accounts.
The production of short government videos requires a lot of energy, including planning, shooting, editing, and other links. Many grassroots cadres feel even more inadequate.
"There are still a thousand fans to complete the task. Can you please pay more attention to it? The strength of the fan"-under the video of the giant panda "Luluzi" accidentally suffocating death, an official account's editor message is even more straightforward The task indicators of the superior are listed.
In a notice issued in a certain place on the promotion and use of short video accounts, it is mentioned that the main responsible comrades at all levels and departments should personally deploy, arrange for special personnel to implement them, and report the promotion.
In order to alleviate the shortage of manpower and lack of capacity, some places have spent high prices to purchase third-party services.
The reporter searched and found that in the past six months, more than 300 procurement announcements from local government departments involved the operation of government short video accounts and video production, and the prices were more than hundreds of thousands of yuan.
Among them, a local judicial bureau's annual short video account operation service project transaction announcement issued on December 14, 2020 showed that a cultural media company won the bid with a quotation of 250,000 yuan.
In some places, the driving force for making short video accounts for government affairs is "political achievements."
It is understood that some localities have carried out the selection activities of the "Top Ten Government Tik Tok" and "New Government Media of the Year" for several consecutive years. For this reason, local officials and employees have to canvass for votes.
Some netizens said that the official short video accounts in some places are the same as the marketing accounts. They often post comments about selling miserable and favoring fans, but when netizens really consulted or asked for help, they did not respond and disappeared. Without a trace.
To innovate, it is more necessary to start with the original intention, and to prevent the creation of a "political achievement bubble"
The reporter learned that the state has issued special opinions to promote the healthy and orderly development of new government media.
Many interviewees said that it is necessary for the spread of government affairs to keep up with the new situation, but it should not damage the image and credibility of the government, or increase the burden on the grassroots.
Netizens "Kurama" and others believe that the short video app is a platform for recording life, not a platform for recording traffic, let alone a platform for performance evaluation.
The short video account of government affairs should not confuse oneself with the marketing account, but should combine with one's own work to provide the masses with truly useful information and services.
Sha Sa, director of the Institute of Media and Public Opinion of the Guizhou Academy of Social Sciences, believes that new government media should focus on "government affairs" and "authority", and enhance communication, guidance, influence, and credibility.
Operations such as the bottom-line sucking fans and ridiculous words are incompatible with the requirements of the central government.
"Serving the masses is the key word for the development and positioning of new media for government affairs." Sha Sa said that government departments should base themselves on their responsibilities in government affairs, promote the extension of livelihood matters closely related to the masses' daily production and life, and provide the public with high-quality and convenient government services.
“In the current all-media era, when officially opening new media accounts, the first step is to set up topics and have accurate content positioning.” Li Weining, vice president of the Internet Information Research Institute of Communication University of China, said that the healthy development of new government media Leading cadres and grassroots civil servants have a correct attitude, strengthen services, seek truth and be pragmatic in the process of communicating with netizens, and regard meeting people's livelihood demands as the first priority.
Sha Sa also believes that the innovative practice of new government media must have the correct evaluation orientation, and cannot fake data for the sake of good-looking data, such as creating a "political performance bubble" through live broadcast of goods.
It is strictly forbidden to purchase fans and other fraudulent behaviors, and must not be compulsory to download and use or like or forward.
Some grassroots cadres also suggested that short video accounts for government affairs at county and township levels could be streamlined and integrated to reduce waste of resources and subsequent risks in outsourcing procurement.