China News Network Beijing, May 16 (Shao Meng) Have you ever seen such a video?
Happy cat clapping happily, cow cat dancing flexibly, question cat with "ah" voice With words such as "The leader finally gave me the official number" and magical music, the kitten action picture plays a small theatre with full sense of scene, which has swept all major social media platforms in a short time.
A closer look shows that the official account that released these videos is actually serious in the public's impression. "The official number is finally in the hands of the people after 00", which then made it onto the hot list of video platforms.
While some official accounts frequently appeared, another large number of new government media accounts were quietly closed. The interviewed experts pointed out that the two situations formed a sharp contrast, which also showed that the operation of new government media will increasingly show a trend of polarization.
The official number has survived in a circle. Image source: screenshot of social media platform
The official number lives out of the circle collectively
Government new media is one of the effective carriers of digital governance. Recently, a number of official accounts have been brought out of circulation by collective activities and peddling. More and more new government media have set off a creative wave and launched cat meme videos for publicity and science popularization.
For example, the official number of the Rescue and Salvage Bureau of the Ministry of Transport, "China Rescue", replied to netizens' maritime distress calls and other questions in the comment area after finishing his work, and "Hunan Drug Control" used cat meme video to show the harm of drug abuse
The so-called cat meme video is a short video produced by using the cat stem map. The creator only needs to set a scene first, use different kitten motion pictures to interpret through actions and expressions, and cooperate with caption descriptions and magical music to complete a cat meme video.
"The leader finally gave me the official number" "I hope there is a chance to cut videos for you again" Young and grounded expression has received a lot of praise. The ridicule of "post-00s editing, post-90s review, post-80s explanation to post-70s explanation" has also become an alternative expression that many netizens readily accept the official image change.
However, some people believe that it is difficult for such videos to attract traffic for a long time, which also makes new government media lose their seriousness and professionalism.
Ma Liang, professor of the School of Public Administration of Renmin University of China, told China News Network The operation of new government affairs media has become active and popular since 2000, reflecting its increasing focus on and service to core target groups. They want relaxed and lively online language instead of French, and new government media also need to adapt to the changes brought about by these needs. "But not all new media for government affairs are suitable for this operation. We should pay attention to their target groups and departmental attributes."
Close new media accounts for government affairs in multiple places
While some official accounts are frequently out of circulation, a large number of new government media accounts are quietly closed.
A number of grassroots government new media accounts were cancelled.
China News Network It was found that since April, a large number of grassroots government affairs new media accounts in Kunming, Yunnan, Changsha, Hunan, Xi'an, Shaanxi, Zhangjiagang, Jiangsu and other places have been suspended and cancelled, and some government affairs apps have also been offline.
Among them, some units transfer relevant information, publicity, announcements and other contents to other local government new media accounts for publication. For example, Kunming Wuhua District Veterans Affairs Bureau will transfer relevant information to the portal website of Wuhua District People's Government for release; The content of WeChat official account of "Yuhua Market Supervision" will be released through the portal website of Yuhua District People's Government of Changsha City.
After some accounts are cancelled, the publishing function of other accounts of the company is retained. For example, Nanjing Jiangning District Urban Management Bureau said that after the bureau's microblog was started and cancelled, relevant information and services could continue to be queried on the "Jiangning Urban Management" WeChat public account.
In Ma Liang's view, a number of new government media have been shut down, which is in sharp contrast to the new government media operated after 2000. It also shows that the operation of new government media will increasingly show a trend of polarization. It is often the "zombies" and new government media that are shut down. They cannot function normally and cannot meet people's needs. It is a matter of time before they are shut down, which will also help reduce the burden on the grassroots and reduce "finger tip formalism".
From mutual "transportation" to demand orientation
Ma Liang pointed out that the operation of government affairs new media accounts is characterized by sameness, but few features, mutual "moving" is prominent, and there are too many and too many problems. Many accounts are formalized and "zombie" is obvious, which not only wastes human and material resources, but also affects the government image.
"Now many government departments or public institutions will open accounts, or even open an account for one thing. Because government websites are only available to government departments at or above the county level, many grass-roots units have turned to the new government media to speak." Ma Liang said.
However, many grassroots units need to open accounts on multiple platforms, such as WeChat, Weibo, Tiaoyin, and Fasthand, which also distracts them and makes them lose sight of one another. Due to the restrictions of regulations or the lack of professional operators, the operation is inefficient or even ineffective. In addition, various kinds of assessments are uneven, and the grass roots are overwhelmed. Formalism problems such as counting and seeking approval from new government media have emerged, which makes the role that the new government media should play cannot be really played, but has a negative impact.
He believes that the future development trend of new government media is more focused, well placed and demand oriented. It can focus on the hot issues concerned by the masses for push interpretation, starting from the position and needs of the audience, rather than the same forwarding. All kinds of port channel platforms should have a clear division of labor to form a new media matrix for government affairs. Pay more attention to original content, be closer to local reality, and reflect local characteristics. (End)
