PARTYBUILDING IN CYBERSPACE
CPC branches thrive in private Internet companies By Li Nan
Live- streaming website Douyu. com has been recruiting anchors capable of delivering “positive energy” on air, with the aim of broadcasting stories about public works, rural areas, agriculture, farmers, the government and police services.
The Wuhan-based live-streaming platform is looking for potential talent for its nascent “celebrity Party branch,” the first of its kind among the 500 live-streaming platforms available in China. The branch, in central China’s Hubei Province, was set up on June 30, on the eve of the 96th anniversary of the founding of the Communist Party of China (CPC). So far the scheme has pooled 18 full- time live- streaming anchors— also CPC members— with an average age of less than 24.
“The branch was established to team up online celebrities who are also Party members and engage them in Party activities,” said Yuan Gang, Secretary of the CPC Douyu Committee, at the founding ceremony of the branch.
Douyu. com, which was founded in 2014 and raised $2 billion yuan ($300 million) last year, is one of the most popular live-streaming platforms for video games, sports and entertainment events in China.
“Douyu’s online celebrity Party branch is part of the CPC’s efforts to innovate. It’s a pioneering move,” Ding Bin, a professor with the Jilin Provincial Party School, told Beijing Review.
Internet Plus activities
“Online anchors can reach more people. Therefore, stricter requirements are applied to members of the online celebrity Party branch,” said Gu Na, Secretary of the branch. When live streaming, these anchors wear the Party emblem to show their political affiliation and accept public supervision.
In the past three months, online celebrities visited community policemen, doctors, civil servants, and teachers at work, live streaming their daily lives and highlighting their professional dedication.
“There are many people who have made great contributions to society. But their stories remain unknown because of limited coverage from traditional media,” said Yuan.
Poverty alleviation efforts are also being covered. Celebrity anchors have, for example, live streamed village relocations in Wuhan, but also walnut harvests in Dali, southwest China’s Yunnan Province, to help promote sales of the crop.
Party building activities, such as singing patriotic songs and tours tracing the Party’s footprints from its birth to today are also popular live-streaming topics. On July 5, Pan Xueyi, an anchor at Douyu.com live streamed her tour to “red destinations” including the site for the Fifth CPC National Congress in Wuhan. The show attracted 600,000 viewers in two hours. “I know better about the CPC’s history and Party affairs after the tour,” said Pan.
In addition, the videos produced by members of the branch has attracted more than 80,000 followers in 90 days. “Many people know little about younger generations, and assume that few would watch such programs. In fact, our live-streaming shows have received positive comments and attracted unexpected numbers of followers,” said Yuan.
When live streaming, online celebrities remain relaxed even when talking about