Don’t treat “short video show” as “reality show”
2024-08-21
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□Liu Zhiyuan
In recent years, with the rise of digital technology and self-media software and platforms, the use of short videos to publicize grassroots work and show governance results has become a new phenomenon in promoting grassroots organizational work. The introduction of short videos not only brings new perspectives, new methods of publicity, and new ways of mobilization for grassroots work, but also builds a "bridge of communication" to strengthen the communication between party members and cadres and the people. However, it is worth noting that if the trend of shooting "short videos" deviates from its original intention and floats on the surface, and evolves into a gorgeous coat of "reality show" and "political achievement show", the shooting of short videos will lose its value and significance in consolidating grassroots organizations, rallying the efforts of cadres and the masses, and promoting rural revitalization.
"Short videos" that truly publicize grassroots work should be authentic, simple, and infectious. They should focus on every detail of grassroots work and on solving urgent problems step by step.Every frame should be a true record of the actual work results, fully demonstrating the mental state of cadres and the masses in facing difficulties and solving problems together, rather than a carefully choreographed script and deliberately arranged "highlight moments", so that the people can truly feel "that's me" rather than "that's not like me".
In the process of creating and disseminating short videos, we should adhere to the bottom line of political achievements and avoid alienating "short video shows" into a new variant of formalism.In order to achieve outstanding results and quality, we should not require careful planning, script writing, filming and post-production, which will cause cadres without professional skills to divert their energy and neglect their "main responsibilities and main business"; we should not exaggerate and create gimmicks in pursuit of clicks and attention, which will cause the promotion and implementation of various tasks to be presented through short videos, resulting in "form over content"; we should not use video production as a hard indicator for performance evaluation, which will cause grassroots cadres to fall into a vicious circle of "being afraid to shoot" and "working hard but not being appreciated". Real performance should be reflected in the smiling faces of the masses and in the actual achievements of economic and social development, rather than on a cold screen.
Therefore, we should actively guide the "short videos" of grassroots work to develop in a healthy, benign and long-term direction.We must adhere to the principle of adapting measures to local conditions and situations, combine the actual conditions and special resources of each region, take advantage of the humanities and historical characteristics, take advantage of advanced party members and models, and take advantage of the active participation of the masses to create a short video brand with local recognition, encourage grassroots innovation and creativity, and cleverly integrate traditional culture, regional customs, red stories and other elements into short video creation, improve the authenticity and effectiveness of publicity quality, and make every video a vivid teaching material for conveying positive energy and promoting the main theme, so as to better play the positive potential of short video publicity in grassroots work. We must make full use of various new media platforms, accurately locate the target audience, strengthen interactive exchanges with the masses, encourage party members and cadres and the general public to actively create and contribute, share stories around them and changes in their hometowns, and stimulate everyone's creative enthusiasm by setting up awards and displaying excellent works. We must use forms and languages that are popular with the masses to improve the attractiveness and dissemination of short videos and form a "everyone is a propagandist and everywhere is a dissemination point".
With the help of professional resources, we insist on "letting professionals do professional things".Collecting material materials and handing them over to third-party professionals for unified production at reasonable market prices can not only reduce the burden on the grassroots and relieve the pressure on cadres, but also keep themselves alert at all times, reduce the number of productions, and save costs. We must innovate the content of publicity, make short videos more down-to-earth and closer to the people, actively plan a series of themed short videos of "storytelling" and "round table meetings", and invite ordinary party members, village representatives, grassroots cadres, etc. as narrators to use personal experience and plain language to tell touching stories that happened in front-line work such as rural revitalization, grassroots governance, resolving conflicts, and developing industries, and show the responsibility and dedication of grassroots party organizations and party members and cadres. "Screen to screen" is a means, not an end, a starting point, not an end. Organization departments must establish and improve relevant supervision mechanisms, increase the supervision and review of short videos, prevent false exaggerations, "low-level red" and "high-level black" and other bad content, ensure that they are realistic and positive, and avoid the rampant "political performance show". We must strengthen communication with self-media platforms and network regulatory departments, establish and improve short video content review and feedback mechanisms, promptly accept the opinions and suggestions of the masses, make timely adjustments and rapid improvements, severely deal with and publicly report exaggeration and false propaganda, and make every effort to maintain the purity and credibility of grassroots party organizations.
Promoting grassroots work through shooting "short videos" has broad development prospects and important practical significance. We must always adhere to the people-centered work orientation, stick to the bottom line of political achievements, pay attention to the quality and effectiveness of video content, and constantly innovate propaganda methods and methods, so that short videos can become a powerful weapon to strengthen grassroots organizations, rally the efforts of cadres and the masses, and promote rural revitalization.
(Author's unit: Zhaoguan Town Government, Qihe County, Dezhou City)
Planning: Wu Yonggong
Coordinator: Li Yang
