The key to not letting video shooting become a burden on the grassroots is to ......

In recent years, with the rise of short videos, shooting videos during publicity and display has become a new phenomenon at the grassroots level. What impact has the introduction of short videos brought to the grassroots? Let's talk about shooting videos at the grassroots level.

1

Shooting videos has become a new burden for the grassroots?

In the past week, the backstage of Banyuetan has received many messages from grassroots cadres and the masses. Some of them said that to make a video with outstanding effects, it is necessary to carefully plan, write scripts, organize on-camera shooting, and participate in complex post-production, which is not easy for most grassroots cadres who do not have professional video editing and shooting skills.

@可事可楽: As a new media editor of a state-owned enterprise, I deeply feel that many short videos are filmed for the sake of shooting, and it is a waste of a second for me to swipe and slide away. Publicity is not only a short video, but it is recommended to think carefully about their respective strengths.

@ 拾壹 ᨒᨒ: I think it's okay to shoot a video whether it's for publicity or leaving traces, but it's not good to shoot excessively. Take the township where I work, for example, at the beginning, the leader said to make a comparative video of environmental sanitation remediation, and I thought about it and did it. Later, the situation gradually exceeded my understanding. Environmental protection needs videos, group propaganda videos, and even weekly party committees have videos, and all work is occupied by making videos. And many times leaders don't notice that making videos requires a team effort. Some even think that making and cutting videos is easier than writing scripts.

@沧海: The leader thought that he could make a short video by taking a picture with his mobile phone and then using video software to do it. This is indeed true. But the dissemination effect of such a video is not good, and the leader asks to improve the exquisiteness of the video, which makes it difficult!

Many netizens also said that it is a good thing that propaganda forms such as videos and posters are applied to the grassroots, which can help the grassroots to better show the appearance of the grassroots and tell the stories of the grassroots. However, if you don't consider the effect to make a video, you will fall into the mistake of putting the cart before the horse, and become a new burden for grassroots workers.

@申国华: Not long ago, when I visited some grassroots cadres, I found that at first, both cadres and the masses welcomed the fact that their superiors sent people to shoot short videos, because after all, this was the best "advertisement" to publicize and introduce local economic and social development and the construction of spiritual civilization in rural areas, and some people even wanted to "show their faces" in the camera. But with the passage of time, some places have made shooting short videos commonplace. A township government worker said that for a while, his main task during the day was to cooperate with his superiors to contact him about shooting short videos. As a last resort, I can only work overtime at night to do my own work. After the grassroots cadres are busy, the masses do not necessarily appreciate it. The reason is simple: because the masses do not get the real benefits!

@关山月: Whether the grassroots work is done well or not, the common people see it in their eyes and keep it in their hearts. For those who reflect the achievements of their department in a realistic manner, everyone will not be rejected after reading it, and even feel very cordial! However, for those videos that are not useful for actual work, or even videos that are just for superficial work, they should be stopped in time.

@刘照君: Starting from the actual work at the grassroots level, there are three problems in shooting videos: one is that the investment is not proportional to the return, time-consuming and laborious, and it is normal for the stone to sink into the sea without making waves; The second is to cause additional work burden, grassroots cadres are not from professional backgrounds, so some people are even forced to learn video editing skills, which invisibly also occupies the working time of the cadres themselves; Third, it will inevitably cause a sense of showmanship.

From the comments, we can see that the original intention of shooting videos in many places is good, but in the process of implementation, it often evolves into requiring the grassroots to shoot task-coping videos and boasting videos that are useless in actual work, which increases the burden on grassroots cadres. For these videos, which are only required to be produced for the purpose of "standard equipment", they should be stopped in time to curb the unnecessary energy consumption of grassroots workers.

2

Short videos give wings to tell grassroots stories

Of course, filming video is not just a burden on the grassroots. In some places, new media such as video have become a good helper for grassroots work, helping the grassroots to better display the face of the grassroots and tell the stories of the grassroots.

For example, grassroots cadres in many places have used short videos to promote the beautiful scenery and food of their hometowns and tell vivid stories of rural revitalization, becoming the best spokespersons for their hometowns. By shooting short videos, many places have successfully "gone out of the circle".

@申国华: In recent years, some places and units have actively embraced short videos and created propaganda and interactive videos for the purpose of promoting the high-quality development of the local economy. It can be said that there is much merit in making a short video that reflects the overall construction status of the region and the system, whether it is for reporting or displaying.

@刘照君: Filming videos at the grassroots level actually provides a new window for the outside world to understand the grassroots. Like Tianshui Malatang, Zibo barbecue, the explosion of Harbin ice and snow culture, etc., are inseparable from the promotion of tens of millions of tourists in the platform and the "grass planting" party, among which grassroots workers have also invested a lot of strength through various financial media, and jointly opened up a new situation for cultural and tourism work.

@云的记忆: Through the short video platform, the natural scenery, cultural history and folk customs of the hometown can be displayed in a vivid and interesting way, which can attract the attention and likes of a large number of netizens. This intuitive and interactive way of publicity can greatly enhance the visibility and reputation of the place. Short videos are still very effective in local publicity and promotion.

@七巧板: In the past two years, many directors of culture and tourism have spoken for their hometowns by shooting creative short videos, which not only shows the innovative spirit and publicity wisdom of the directors of culture and tourism, but also brings new opportunities for the development of the local tourism industry.

@清茶雅叙: The beautiful scenery and special activities in the short video can intuitively stimulate everyone's attention and enthusiasm, and this way of "planting grass" is more in line with the cognitive habits and interests of contemporary netizens. Through the short video platform, the grassroots can not only show the good of each place, but also inject new vitality into local tourism promotion, killing two birds with one stone.

At the same time, many official accounts that were once considered serious have also innovated propaganda methods by shooting videos, inspiring more grassroots cadres to continuously innovate their working methods. With the help of short videos, the grassroots changed the serious style in their impressions, and used the way that netizens like to hear and hear to convey information and carry out science popularization work, which not only improved the efficiency of communication, but also received praise from netizens.

@落落: The interesting short videos shot in some places are very good, not sticking to traditional expressions, daring to challenge conventions, and interacting with netizens in a more vivid and interesting way.

@忘了微积分: For example, the Shenzhen Health Commission, such a "god-gold" plot was actually filmed by the official account, and I really have to be impressed by their brains.

The picture comes from the Internet

In some places, short video shooting has also become a "new agricultural tool" at the grassroots level, and the local government has integrated strong local characteristics into the video, which not only shows the new style of the countryside, but also allows more agricultural products to enter thousands of households.

A village cadre: I am a village secretary, and I shoot videos every day and post them on online platforms to record the changes in the village. This kind of real rural daily life and strong human touch have been liked and left by many netizens. There are a lot of people to watch, so I bring the goods in the video, just to let the villagers' mountain goods go out of the mountains. Kudzu powder, soil honey, homemade brooms, etc., whatever the villagers have, I will sell.

A grassroots cadre: I posted a video of hand-made dough on the short video platform before, and it became popular and many people forwarded it. With this popularity, our local noodle industry has become larger, and the brand has also started.

@慧: Filming videos is really beneficial for grassroots propaganda, which can make people more intuitively understand what grassroots workers are doing every day, and many video archives can also become historical materials.

3

Shooting videos is a "double-edged sword", and grasping the "degree" is the most important

The rise of new media forms such as short videos has brought new opportunities and challenges to the grassroots, and how to make good use of this propaganda weapon without becoming a burden on the grassroots requires more thinking and wisdom.

Li Haoyang, researcher of @华中师范大学 "300 Observations": Grassroots cadres will take videos as a powerful tool to effectively transmit policy information, strengthen the propaganda effect, enhance the image of the government, and serve the masses, which is undoubtedly a positive way of working. Video media can undoubtedly convey information more quickly and directly, improving the efficiency and transparency of government work. However, the production of videos also needs to pay attention to the rational use of time and resources, and the authenticity, suitability and professionalism of the content need to be supervised and checked. How to balance the benefits of the communication effect brought by video and the risk of adding burden, the solution to the problem should be as follows: when producing video content, the grassroots should "borrow" from local resources, local characteristics, mass participation, and high-quality cultural genes. "Screen-to-screen" is a means, not an end, and "shooting" is a tool rather than an end. When grassroots cadres use video as a communication tool, they should pay attention to the quality and authenticity of the content, and at the same time fully borrow light, strength and momentum from local resources to increase the attractiveness and participation of video, and continuously optimize and improve video content through interaction and communication with the masses, so as to better play the positive potential energy of video in grassroots governance.

@lucky: I think I can shoot a video to help the masses better interpret the policy of benefiting the people, but the irrelevant content, if you shoot it for the sake of filming, it will only waste manpower and material resources.

@hf: Video propaganda can intuitively show the face, process and results of grassroots work, and the way that you like to see can enhance the attractiveness and appeal of publicity, and can also enhance the ability of cadres to continue learning, facilitate the sharing of work experience between grassroots units, and promote mutual learning and reference. However, too much video publicity will increase the burden on grassroots workers, lead to a deviation from the focus of work, ignore the promotion and implementation of actual work, and at the same time, unnecessary video production will lead to a waste of manpower, material and financial resources.

@The wind in Hokkaido: It can fit the psychology of young people and meet the requirements of publicity; The content and form are too homogeneous, so there is no need to shoot. Those who have a long-term goal of shooting videos can learn to shoot step by step; If you simply complete a short-term task, there is no need to shoot.

@Mr.Or&F: Shooting video is a new requirement and a new work content. Whether to shoot or not, how to shoot, and who will shoot need to be gradually incorporated into the system. If more work can't match more staff, then the army will be streamlined, and if you can't shoot, you won't shoot, and you can shoot the best. However, whether the shooting is good or not should be judged by the audience.

@abelhW: When it comes to making videos, blindly pursuing form is undoubtedly increasing the burden on the grassroots, but it is not right to think that making videos is formalism, and the key is to grasp the "degree". First, it is necessary to control the "quantity", shoot what should be filmed, use it in the form of video if it is needed, and do it if you have a hobby of making videos; However, it is not possible to arrange video shooting as a work task, which increases the workload at the grassroots level. The second is to ensure "quality", innovate the form of video, and create an effect that the masses like to see.

@奶糖: As a community worker, I believe that if you want to shoot a video, you should make a coordinated arrangement at the street level on the premise of promoting positive energy. For grassroots matters, small videos should be used to show the results of community governance to community residents, unite the people, face the crux of community problems, and be problem-oriented.

@申国华: What is a show and what is a real connection with the masses, the common people can see at a glance. For a certain important work, shoot a short video, whether it should be filmed, whether it can be filmed, and how to shoot it, the masses have the most right to speak, and it is the most fair "referee", you might as well listen to the thoughts of the masses first. It is necessary to closely integrate with the realities of localities and units, especially to consider the current situation of grassroots construction and the work burden of cadres and the masses, comprehensively analyze and make judgments, vigorously guard against formalism and bureaucracy, do good things well, do practical things in a down-to-earth manner, and win the support and support of the masses with solid achievements. It is necessary to improve the system and measures, and the party committees and government offices at the county (district) level should strengthen overall planning and coordination, implement total control, strictly check the examination and approval, clarify the boundaries of responsibility, strengthen accountability and accountability, and earnestly implement the policy of the Party Central Committee to reduce the burden on the grassroots.

Some grassroots cadres also proposed that it is a good thing to shoot videos to promote the place, and the grassroots should also conform to the trend of new media short videos, but professional people should be allowed to do it, and they should not be thrown to the grassroots in one go.

@大漠孤烟等风来: The video should be done by the professionals, and the staff should do their job.

@呦呦°C: The short video trend is coming, and everyone wants to share a wave of traffic. If it is expensive to hire a team, we can cultivate our own team, do our own brand, and build our own IP.

@丫丫一滴滴: New media propaganda means are very necessary at the moment, but they should be handed over to professional people to do, and grassroots units in need can provide materials and ideas, and hand them over to professionals to shoot and produce. It is also possible to resort to reasonable commercial outsourcing.

@阿澜: There is nothing wrong with a place to highlight the bright spots and form characteristics, but it must be combined with the actual situation and its own conditions. There is more than just short videos for publicity.

4

Let's talk about it

At the end of the day, grassroots video shooting is just a formality. No matter how good the form is, once it goes too far, it will evolve into formalism. The key is to grasp the degree of "expectation" and "presentation", the degree of input and output, and the degree of quantity and quality. Video propaganda is an important means of communication in grassroots work, and the key lies in how to shoot the point, shoot the characteristics, and shoot the effect. Only in this way can we truly bring into play the positive role of video propaganda and inject new vitality and impetus into grassroots work.

Grassroots work must not be showy and can bring tangible benefits to the masses only if it is really good. The standard for measuring which videos should be filmed and which ones should not be filmed is to see whether the video shooting work is conducive to doing a good job in mass work and whether the propaganda effect shown is conducive to telling grassroots stories well. We look forward to seeing more vivid cases of integrating new media means such as short videos into the work of the grassroots people, so that the matter of grassroots video shooting can get out of the formalism and become a vivid display of the grassroots in the new era.

This article is reprinted from the WeChat public account "Half Moon Talk" (ID: banyuetan-weixin), the original article was first published on August 15, 2024, titled "Don't let video shooting become a burden on the grassroots, the key is ......".