At the end of 2020, a short video of He Jiao Long, deputy county head of Zhaosu County, Ili Kazakh Autonomous Prefecture, curbing a horse in the snowy plains became popular on the Internet. (Photo source: Internet)
He Jiao Long, deputy governor of Zhaosu County in Xinjiang, has become popular for promoting the local tourism industry in the snow, which has attracted major media reports. However, the appropriateness of the “net red official” has also become the focus of discussion.
The Central News Agency reported on February 14, wearing a red cloak, white fur hat, in the -20 degrees Celsius snowfield horse racing, last November, Xinjiang Zhaosu County deputy mayor He Jiao Long after a video burst into the limelight, became the local live headliner with goods.
Two days after the film hit the hot search, Zhaosu County Cultural Tourism Bureau party secretary Tang Gang said, when the film hit 520 million, reprinted 8.65 million people.
Some land media said that a film shot by He Jiao Long to promote Zhaosu tourism went viral and quickly broke a million followers.
In May 2020, affected by the Epidemic, Yili Prefecture requested each county to “live broadcast” to promote local agricultural products. He Jiao Long is the deputy county head in charge of agriculture, plus poor counties can not afford to hire weblebrities, so she personally “go to sea” live.
At first, He Jiao Long’s live broadcast was quiet, once she was live in the Tianma Night Market, just introduced once, and heard someone in the crowd coaxing: “You do not funny, you have a few fans you live with goods?”
Until late November of that year, in order to promote Zhaosu tourism, He Jiao Long invited two broadcasters to Zhaosu horseback riding, filming. After the other party knew that He Jiao Long would also ride a horse, she was invited to go along. On that day, He Jiao Long put on a red cape prepared by the staff, chose a brown horse, rode on it, and then hastily took a small video, after which she posted it on Shake.
The video then caught fire, and many netizens focused on the fact that it was indeed her personally, with some analyzing He Jiao Long’s riding posture, discussing her attire, and commenting on her appearance, leaving He Jiao Long quite frustrated, “Did I work so hard all the way to make myself a netizen?” “Is it for netizens to discuss my collapsed nose, crooked teeth, and wrinkles at the corners of my eyes?”
Live streaming became part of He Jiao Long’s daily routine after that. But people still follow her with half curiosity and half doubt, “Are you the governor?” “The governor does not work, how to have free Time live?” “Discipline Inspection Commission does not go to check?”
Some colleagues believe that she will delay her job to do live, the work of small mistakes are also magnified, accused of “no intentional officer”.
During that time, He Jiao Long joined a WeChat group with more than 30 county governors and deputy governors from all over the world, all of whom were live-streaming on Jitterbug, and all of them, without exception, experienced the process of being questioned and labeled.
In the age of social networks, local officials in China are forced to go out into the crowd and promote their government affairs in a more “grounded” way, but the line between public and private becomes blurred, and the ensuing questions or attacks become more targeted.
After the net red deputy governor and her video exploded, online comments have said, “not a proper job” “live broadcast will not be necessary, not a long-term solution.”
“This female magistrate must be a martial arts fan, treating herself as a Jade Dragon, experiencing a ‘horse sounding the wind shaving’ feeling.”
There are also netizens praise, “the platform did not set the official and the people, that is, not illegal, and not only private, why worry about?”
However, He Jiao Long has also established his own signboard. According to media statistics, since the live broadcast in May 2020, He Jiao Long has sold more than 15 million yuan of agricultural products and earned more than 1.7 million yuan in live bounties.
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