Officials use Douyin as mass communication tool
Print Edition
A MIDDLE-AGED Chinese official recently found many fans on popular short video sharing platform, Douyin, for a 15-second performance with animation.
鈥淭his is by far the cutest short video from an official account,鈥 reads one comment.
The State-owned Assets Supervision and Administration Commission video, featuring its media center director Mao Yixiang, encourages people to help in the agency鈥檚 supervision and administration work.
Since its release about 10 days ago, the video has received over 40,000 likes and the account has drawn 192,000 followers.
Government agencies are opening accounts in Douyin, also known as Tik Tok outside China, to improve their mass communication. Nearly 200 government agencies have opened accounts in under a month, and their video clips have been viewed over 1.6 billion times.
The Central Committee of the Communist Youth League of China and the Commission for Political and Legal Affairs of the Communist Party of China Central Committee are among the earliest to open accounts. Many of their videos have been played over 100 million times.
Beijing Public Security Bureau鈥檚 anti-terror and special weapons team鈥檚 account 鈥淏eijing SWAT鈥 has gotten over 9 million likes after a short video of an anti-terror drill was uploaded. The 15-second video has been viewed over 100 million times.
鈥淕overnment accounts are reaching wider fields in Douyin, with more and more diverse content,鈥 said Zhi Ying, the app鈥檚 marketing manager.
Launched in September 2016, Douyin allows users to create their own short music videos, and has gained wide popularity especially among young users.
鈥淎 more genial style can help these agencies better interact with the people,鈥 said Wang Wei, a professor at the Chinese Academy of Governance, noting that the communication environment has changed.
China鈥檚 online population hit 770 million last year, and 750 million people use mobile phones to access the Internet, making up 97.5 percent of the online population, according to a report by the China Internet Network Information Center.
鈥淐ompared with old-style communication, new media platforms are more light-hearted and creative, and more likely to attract people鈥檚 interest,鈥 said Shen Guolin of Fudan Development Institute, a Shanghai-based think-tank.
- About Us
- |
- Terms of Use
- |
-
RSS - |
- Privacy Policy
- |
- Contact Us
- |
- Shanghai Call Center: 962288
- |
- Tip-off hotline: 52920043
- 娌狪CP璇侊細娌狪CP澶05050403鍙-1
- |
- 浜掕仈缃戞柊闂讳俊鎭湇鍔¤鍙瘉锛31120180004
- |
- 缃戠粶瑙嗗惉璁稿彲璇侊細0909346
- |
- 骞挎挱鐢佃鑺傜洰鍒朵綔璁稿彲璇侊細娌瓧绗354鍙
- |
- 澧炲肩數淇′笟鍔＄粡钀ヨ鍙瘉锛氭勃B2-20120012
Copyright 漏 1999- Shanghai Daily. All rights reserved.Preferably viewed with Internet Explorer 8 or newer browsers.
