Party’s pro­mo­tional video goes vi­ral on­line

China Daily (USA) - - CHINA - By TANG YUE tangyue@chi­nadaily.com.cn

A video pro­mot­ing the Com­mu­nist Party of China fea­tur­ing grass­roots Party mem­bers has gone vi­ral on­line, gen­er­at­ing pos­i­tive com­ments on the Party’s en­gage­ment, while some pointed out its tech­ni­cal im­ma­tu­rity.

The 90-sec­ond video, pro­duced by China Cen­tral Tele­vi­sion, presents six Party mem­bers from all walks of life, from a san­i­ta­tion worker to a po­lice­man, who are all ded­i­cated to their work and are al­ways ready to of­fer help in daily life.

The video was first broad­cast on CCTV at the end of June to com­mem­o­rate the 95th an­niver­sary of the found­ing of the Party, and then gained pop­u­lar­ity

Bi Yan­tao,

on­line, earn­ing more than 20 mil­lion hits on Ten­cent Video.

Many peo­ple re­posted the video on Weibo, with some say­ing “come and watch the first-ever ad­ver­tise­ment of the Party”.

“Any or­ga­ni­za­tion, in­clud­ing the Party, needs mar­ket­ing and self-pro­mo­tion. The prac­tice, like po­lit­i­cal ad­ver­tis­ing, is very com­mon in the West but is still some­thing newin China,” said Bi Yan­tao, a pro­fes­sor of com­mu­ni­ca­tions at Hainan Trop­i­cal Ocean Univer­sity.

“It is good to see the Party learn­ing to em­ploy var­i­ous means of po­lit­i­cal com­mu­ni­ca­tion and tell the sto­ries of or­di­nary peo­ple,” said Bi.

The video starts with the questions “Who am I?” and “What kind of per­son am I?”, and showed the work en­vi­ron­ment of the six rep­re­sen­ta­tives of the 83 mil­lion Party mem­bers.

“I’m the last one to leave,” “I’m the first one to start work,” “I’m the one who cares about oth­ers most,” peo­ple say in the video.

Bi, who is also the founder of the Hong Kong-reg­is­tered World So­ci­ety for Strate­gic Com­mu­ni­ca­tion, said po­lit­i­cal com­mu­ni­ca­tion is still at a prim­i­tive stage in China.

“The in­ten­tion is good, but tech­ni­cally it is not very pro­fes­sional,” Bi said.

It is not the first pro­mo­tional video for the Party, though. Last year, an English one called The Com­mu­nist Party of China is With You Along the Way, was pro­duced by On the Way to Re­vi­tal­iza­tion Stu­dio.

It also fea­tured or­di­nary peo­ple and iden­ti­fied China as a coun­try that is “grow­ing fast yet with devel­op­ment dis­par­i­ties” and “full of op­por­tu­ni­ties along with un­told chal­lenges”.

The prac­tice, like po­lit­i­cal ad­ver­tis­ing, ... is still some­thing new in China.” com­mu­ni­ca­tions pro­fes­sor

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