Net red county plays tiktok and netizens interact too close to the people
In September 5th, Xia Zhenhua, deputy director of the Health Committee of Duolun County, conducted the live broadcast of the government's live broadcast between the government and the Kwai Tung government.
On Sunday, September 8, Liu Jianjun, head of Duolun County, Xilin Gol League, Inner Mongolia, made a surprise inspection tour of the meadow grassland. Liu Jianjun drove a live broadcast all the way.
Xilin Gol Grassland in Duolun County has been listed as one of the top ten 'wild' cross-country routes in China in some self driving strategies. In recent years, with the increase in the number of self driving tours, illegal cross-country and grassland rolling incidents have occurred from time to time.
Pointing to a semi desert hillside, Liu Jianjun told China Newsweek that because it is close to Hunshandak Sandy Land, the ecology here is fragile. "If two or three SUVs drive up, this sandy nest will be destroyed.".
In the event of off-road vehicle rolling over grassland, relying on the short video live broadcasting platform, Liu Jianjun led Duolun County to win a 'War of public opinion', and the 'online popular' county magistrate who is good at live broadcasting is also popular.
Tiktok now has 51 thousand and 41 thousand fans in the short video APP of 'jowl' and 'Kwai', respectively. The number of live fans is 99% longer than that of Liu Jianjun.
In Duolun, live broadcasting began to become a new attempt of county governance. All functional departments and township governments in the County opened live broadcasting accounts, and the Department's' top leaders' entered the live broadcasting room. Duolun county hopes to institutionalize the live broadcast, form a forced mechanism, promote the openness of government affairs, improve the professional quality of cadres and departmental efficiency, and find a new channel to reach public opinion.
Two grassland disturbances
Liu Jianjun's "popularity" is related to two incidents of off-road vehicles rolling over grassland.
In July this year, a tweet that '35 off-road vehicles were stopped by herdsmen for money due to rolling grassland' was fermented on the Internet and forwarded by several big V's, which had a serious impact on Duolun tourism. Liu Jianjun field verification found that the matter did not happen in Duolun County. He clarified through live broadcast and asked their respective media and big V to apologize.
However, one wave is not flat, one wave rises again.
On August 5, another video pushed Liu Jianjun to the outlet of public opinion. In the video, a bald man said excitedly to the camera: 'Jianjun, I'm home. Are you still chasing me? Do you know this car? It's back, baby. '
The same reason is that the off-road vehicle deliberately crushed and damaged the grassland. The video shows that several off-road vehicles cross-country in Xilingol Grassland in Duolun County. In the picture, the soil splashes, the grassland is crushed out of multiple grooves, and the vegetation is damaged.
This video ignited Liu Jianjun's anger.
He used Kwai Fu to send 8 short videos. The video title is directly 'your conscience is gone.' 'crazy is not so', 'who gives you power' or cross country'&hellip? hellip; The vehicle involved is required to cooperate with the investigation in Duolun County within 3 days and accept the punishment.
Finally, four vehicle owners involved were punished, but the other five off-road vehicle owners turned a deaf ear, including the bald man.
Facing Kwai, Liu Jianjun exposed the video with tiktok's "shaking hands" and other platforms, and shouted again to the other party. "Please come to Duolun County for investigation within two days." With the 'fermentation' of relevant videos, a number of mainstream media followed up and reported that the total reading volume of Xinhua news agency clients alone exceeded 5 million. Public opinion condemned the destruction of grassland.
Under the pressure of public opinion, Beijing hongtan automobile customization and Modification Center, which organized the off-road vehicle activity, took the initiative to bring the case to justice, and accepted the fines, vegetation restoration and video public apology punishment made by Duolun County. Shao, the photographer of the video, was dismissed by the company, and his individual also apologized to Duolun County and Liu Jianjun.
Recalling the "grassland storm", Liu Jianjun frankly told China Newsweek that the incident exposed the dilemma of law enforcement in Duolun County. The perpetrators themselves had low illegal costs and limited means of punishment, while the law enforcement agency, the grassland comprehensive law enforcement brigade, was not a police, and hard law enforcement would bring huge public opinion risks. To this end, Duolun County launched a public opinion debate while setting up a task force to carry out investigation and evidence collection, and the procuratorate also intervened from the perspective of public interest litigation.
In Liu Jianjun's view, the 'War of public opinion' was an overwhelming victory, and live broadcast and short video were his most powerful weapons to counterattack.
In the new media era of 'everyone is a reporter', Liu Jianjun believes that live broadcasting makes everyone 'carry a mobile satellite TV station'.
Open live broadcast account
After taking office as county magistrate of Duolun, Liu Jianjun has been trying to publicize Duolun. Duolun County's "landscape forest Tian Hu Sha Sha" and other ecological landscape is rich, is the Xilin Gol Grassland concentrated and Elite Edition. However, 'good wine is also afraid of deep alleys', how to promote Duolun has become a difficult problem.
Liu Jianjun once consulted the advertising of some TV stations, and the asking price of millions is difficult for the county finance to bear. However, when holding a special promotion meeting or renting billboards in Beijing, the traditional publicity methods have large investment, small audience and difficult to evaluate the communication effect.
At this time, some league leaders suggested that Liu Jianjun try to use the new media platform for publicity. Inspired Liu Jianjun turned his attention to the live broadcast. In his opinion, compared with the high investment of traditional media, only one mobile phone is needed, and the low cost of live broadcasting software is more in line with the reality of district and county publicity.
At the beginning of March this year, Liu Jianjun opened the live broadcast number. However, at the beginning of the broadcast, the question of "the county magistrate is out of tune and plays live broadcast during working hours" came one after another. What bothered Liu Jianjun most was that there were too many 'black fans' in the live broadcast. Many foreign fans initially watched his live broadcast to wonder whether he was the county magistrate.
Liu Jianjun gradually accumulated fans and popularity by insisting on live broadcasting every day. His daily live broadcast content is trivial but grounded. From wine driving to student food expenses, from night market hygiene to pork prices, some vendors even asked Liu Jianjun to advertise his firewood and eggs during the live broadcast.
With the growth of the number of fans, Liu Jianjun found that his live broadcast number has become the 'second petition Bureau' in Duolun County, and people can find him through the live broadcast number.
Liu Jianjun told China Newsweek that he now spends one or two hours a day replying to private letters from the masses, resulting in new distress. He found that some demands of the masses were beyond the jurisdiction of the county magistrate. He had to explain again and again before the people understood that the county magistrate was not omnipotent.
The prevention and control of meadow moth made Liu Jianjun see the high efficiency of management brought by live broadcasting.
In June this year, sun Yamei, principal of Duolun agricultural radio and television school, who accompanied Liu Jianjun to the countryside, found grassland borers in a pepper field. Sun Yamei immediately issued an early warning that if no measures were taken, these crops would be 'completely destroyed' within three days, which attracted Liu Jianjun's attention. While letting sun Yamei broadcast prevention and control knowledge, he immediately called relevant Township heads online to pay attention to the live broadcast. Duolun county also immediately issued an early warning of grassland moth outbreak and quickly introduced a control plan.
Meadow moth is a migratory and omnivorous pest, which can feed on more than 200 kinds of plants, mainly endangering potatoes, corn, sugar beet and other crops. In the same period last year, the most serious grassland moth pest occurred in Inner Mongolia in 38 years. Sun Yamei told China Newsweek that this year's Grassland borer control in Duolun county is the most timely and effective compared with the surrounding counties and cities, thanks to the high efficiency brought by the use of live broadcasting.
Promote live broadcasting of government affairs
The afternoon of September 5 was the day of special live broadcast by Duolun County Health Committee. Backed by the blue curtain wall, Xia Zhenhua, deputy director of Duolun County Health Committee, who faced the live camera for the first time, seemed a little cramped. Xia Zhenhua told China Newsweek that before the live broadcast, he specially did his homework for the interaction of netizens. He tried to think about the medical and health problems they are concerned about from the perspective of ordinary people.
At the end of a live broadcast, Xia Zhenhua felt that for ordinary Internet users, practical information is more attractive than policy interpretation.
Since August 1st this year, the Dun county government's "quick hand" Kwai live broadcast has been officially opened, and the heads of the 27 working departments have entered the live broadcast room to interact with netizens. Since the opening of the Kwai's government, the number of fans has reached more than 4700 people a month. The number of online viewers has reached 500, with a maximum of 2555.
Kwai Yin accounts for 56, and tiktok accounts for 45. The county government also requires all cadres above the deputy section level to register their live broadcast numbers in their real names and report to the Internet information department as required.
Many Duolun County officials believe that the leadership factor accounts for more than half of Duolun's Government broadcasting can be carried out. An official of Duolun County admitted to China Newsweek that the advantage of county leaders' direct 'supervision is that they have broken the barriers of various departments, reduced buck passing and improved the efficiency of departments.
Liu Jianjun hopes to promote the live broadcasting of government affairs, form a forced mechanism in Duolun - promote the government's sunshine governance, improve the quality of cadres, and also obtain a new channel to express public opinion.
Wang Yukai, deputy director of the E-government Expert Committee of the National Academy of administration, told China Newsweek that the use of government broadcasting can understand public opinion and allow the government to accept mass supervision, but he did not recognize the role of government broadcasting in enhancing the internal executive power of Party and government organs.
Wang Yukai said that the executive power of Party and government organs is realized through systematic organizational power, not through external communication with the public.