Without words and nonsense, some new government media have become "zombie" accounts.
In recent years, the new government media has developed vigorously, extending from the past "two micro-ends" to the short video field, and has become an important position for government affairs openness and government affairs service.
However, the reporter’s investigation found that in this process, there are also inefficient and redundant construction problems. Some new government media have become "zombies", "empty shells" accounts and even public opinion makers, which may damage the image of the government and increase the burden on the grassroots. It is necessary to further strengthen supervision.
Recently, the Office of Government Information and Government Affairs Openness of the General Office of the State Council has issued a notice, requiring all localities and departments to investigate and rectify four outstanding problems in the operation of new government media: the published accounts have not been updated within 2 weeks; Regardless of the scene "selling miserably" and "selling cute", it is excessively "entertaining"; Publish information unrelated to government work or the industry of the department; The account that has stopped maintenance has not fulfilled the cancellation procedure.
Deviating from the orientation of government affairs, some are not updated for a long time, and some are like "marketing numbers"
The reporter found out that in recent years, government departments at all levels have actively embraced the development trend of new media in the era of mobile Internet, but after following the trend, there have been three kinds of chaos in daily operations.
— — Without words, the information has not been updated for a long time. On the current active short video platform, the reporter searched with "town people’s government" as the key word, and nearly 100 pages of search results appeared on the screen of the mobile phone. Some accounts with official certification but lack of content can still be found. Recently, some provincial governments have released the spot checks on government websites and new government media in the first quarter of 2021. In these bulletins, "zombie" and "empty shell" are still high-frequency words.
According to the notification of the General Office of the People’s Government of Hubei Province, the new government media account in Tongyang Town, Tongshan County, Xianning City has not been released so far, and the last update time of the new government media account in Fangxian County is October 2019. During the inspection, the General Office of the People’s Government of Yunnan Province also found that some new media of government affairs in the government system were "open and ignored" and had not updated their information for a long time. Some units do not pay attention to the notified problems, the rectification is not in place, and the same problems appear repeatedly.
— — Talk to yourself, just copy and paste, no interactive service. The reporter found that the supervision of government websites and political new media in some departments only ends at solving the bottom line problems such as the content is not updated, which is often "blind and deaf", does not respond to public concerns, has little interaction with the masses, and has the form of new media. Some netizens have reported that official accounts in some places almost never reply to interactive questions such as complaints and consultations.
On March 14th, a news that "the citizen’s private letter about the official micro-reflection of Maanshan Municipal Government was suspected of being hacked" caused concern. Weibo netizen "IN Maanshan" posted a document saying that his private letter "published by Maanshan Municipal People’s Government" gave feedback on people’s livelihood issues, and the system showed that the message could not be sent and it was suspected of being hacked. After the public opinion fermented, the official micro-posted that he did not shut down the "private message function" and blacked out netizens without authorization, and then got in touch with the netizens.
In the bulletin on the inspection of government websites and new media of government affairs in 2020 issued by the Office of Government Information and Government Affairs Openness of the General Office of the State Council, it is pointed out that some government websites and new media of government affairs have some problems, such as impractical service, no response to interaction and so on.
— — Nonsense, blindly "sucking powder", some "public use", and even being stolen. The reporter has conducted a special investigation on the phenomenon of "ignoring netizens" and "God’s reply" in Weibo’s government affairs, and found that some accounts have "willful" behaviors such as entertainment and selling goods in idolize. Last year, Weibo, the official of a certain political and legal committee, forwarded an apology message from an artist’s global support club, which caused adverse social impact.
In October last year, a police station in a certain place suddenly attracted the attention of many netizens because of shooting short videos. Its "flow magic weapon" was that a woman wearing a police uniform seemed to be seriously promoting legal knowledge. However, professionals pointed out that what she said completely deviated from common sense, and in many cases even the technical terms were not clearly distinguished.
"Is it illegal for a woman to rape a man? What constitutes a crime "and" Why the traffic police have no power to arrest people "… … Below these topics, in addition to netizens pointing out that the content is too casual, even some officially certified traffic police accounts commented, "Can I make a suggestion?" Look for the legal department of the bureau before sending it later. " "Don’t say such irresponsible things."
The reporter also found that some new government media were neglected in management and protection, their accounts were stolen and bad information was released. For some time, Weibo’s account "Jiangxia Wulijie Urban Management Squadron" has published a large number of surrogacy and whoring information, which has attracted the attention of netizens. In March of this year, Wulijie Sub-district Office in Jiangxia District, Wuhan responded that the account had bad information because it was stolen by criminals.
There are accounts without fans, content without traffic, and weak links in operational guarantee.
Many places also want to make good use of new government media, but there are difficulties in daily operation and maintenance. Respondents believe that there are the following reasons for the current chaos in some local government new media:
— — Insufficient funds and professionals at the grassroots level. The Opinions of the General Office of the State Council on Promoting the Healthy and Orderly Development of Government Affairs New Media stipulates that the management of government affairs new media should be strengthened, the necessary funds should be guaranteed, the staff should be fully staffed, and the work should be fully implemented. However, some people in charge of county-level media integration centers said that taking short government videos as an example, it involves many links such as planning, shooting and editing, and it takes a lot of energy. It is not easy for many government workers to complete basic propaganda tasks at ordinary times, but now they have several jobs, which is really "two places at once."
— — There are loopholes in the audit supervision mechanism. The reporter learned that some grassroots accounts are loosely managed, and there is no corresponding mechanism. Some "top leaders" do not pay attention to it, and let go of Xiaobian’s spontaneous self-nuclear, leaving room for inappropriate content release. Yunnan Province issued a report on the inspection of government websites and new media of government affairs in the fourth quarter of 2020, which pointed out that the new media of government affairs in some areas have the phenomenon of "platform without guarantee", and at the same time, they are not all included in the supervision, and there are problems such as missing reports and false reports.
Yan Jianxun, a professor at the Department of Science and Technology Communication at China University of Science and Technology, believes that "in some local data statistics, different departments have different calibers and data are also different. If they are released through their own media, it is easy to cause data fights."
— — There is a deviation between assessment indicators and guidance. In the relevant inspections carried out in Yunnan Province, it was found that some units opened multiple accounts with similar functions on the same new media platform, but the operation and maintenance guarantee was not in place, such as "Zhenkang County Education and Sports Bureau" and "Zhenkang Education and Sports Institute". Weibo netizen "a sweet dumpling" said that in the past, there were hundreds of local government WeChat official account, and the average reading volume was 10-20. Recently, a bunch of short video numbers have to be opened, so I have to be busy filling in the information.
Shen Aiguo, director of the journalism department of Zhejiang University, said that in some areas, new government media unilaterally pursue attention and praise, and often rush to launch new media projects for performance appraisal, which is easy to bury hidden dangers such as public opinion. If the local authorities impose too harsh assessment and pursue traffic, the phenomenon of "hot spots" is hard to avoid.
Further clean up the norms, so that the new government media can effectively play its role.
The insiders believe that the chaos in the new media of government affairs is essentially "formalism at the fingertips" and must be resolutely rectified for a long time. At the same time, the key to the new media of government affairs is to let the masses see it, adhere to the principle of "clear positioning and practical service", strive to be useful, interesting and valuable, effectively reduce the burden on the grassroots and shape a good government image.
— — Strengthen the top-level design and rationalize the mechanisms of start-up and cancellation. "According to the authority of different government departments, various platforms should be reasonably divided, the integration of the integration, the coordination of the coordination, and the cancellation of the cancellation." Ren Yong, a professor at the School of Political Science and Public Administration of East China University of Political Science and Law, thinks.
— — Form normal supervision and correct management assessment orientation. Experts such as Changsha Sa from the Institute of Media and Public Opinion of Guizhou Academy of Social Sciences suggested that government departments should not only look at the download volume, attention volume and reading volume, but also introduce market competition mechanism and public opinion supervision mechanism, and change from "showing to leaders" to "for the masses" to truly make the new government media a communication and handling channel that the people love.
— — Improve staffing, innovate content and enhance credibility. Chu Jianxun said that in recent years, many graduates majoring in journalism and communication have gone to work in cities, but not many have really sunk to the county level or below, reflecting that the preparation and treatment of relevant jobs at the grassroots level need to be further improved. Sharla Cheung, director of the Media Center in Youxi County, Fujian Province, suggested that relevant practitioners can be organized to exchange and study in the Media Center and other units to continuously improve the professional quality of operation and maintenance personnel. (Reporter Xiang Dingjie, Yan Hongxin, Yan Zhihong, Zhang Zhaoji)











