He Jiaolong, former deputy director of the Culture and Tourism Bureau of Yili Prefecture in Xinjiang, rose to fame by promoting local tourism on short-video platforms—often dressed in ethnic attire and riding horseback through snowy landscapes. Her ‘entrance’ was not merely a personal debut but symbolized a shift in grassroots governance toward embracing new media for public communication. During her time in the spotlight, she used authentic, relatable, and compelling content to successfully showcase the natural beauty and cultural heritage of Zhaosu County and Yili to a national audience, significantly boosting local tourism. Her videos blended promotional messaging with artistic flair, challenging stereotypes of officials as rigid and distant, and bridging the gap between government and citizens. However, as public attention intensified, she faced scrutiny and pressure, eventually stepping back from the public eye—her ‘exit.’ This trajectory reflects both the opportunities and risks public officials face when engaging with digital media: while innovation is encouraged, it must be balanced carefully within institutional boundaries and personal expression. He Jiaolong’s entrance, presence, and departure encapsulate not only an individual journey but also a thought-provoking experiment in China’s ongoing modernization of grassroots governance.
贺娇龙作为新疆伊犁州文旅局副局长，因在短视频平台身着民族服饰、策马雪原推介当地旅游而迅速走红，成为‘网红官员’的代表。她的‘出场’不仅是一次个人形象的亮相，更标志着基层政府主动拥抱新媒体、尝试政务传播新路径的转变。在场期间，她以真实、亲民、富有感染力的内容，成功将昭苏县乃至伊犁的自然风光与民族文化推向全国，带动了当地旅游经济的发展。其视频内容兼具宣传性与艺术性，打破了公众对官员刻板、严肃的固有印象，拉近了政府与民众的距离。然而，随着舆论热度上升，她也面临质疑与压力，最终选择淡出公众视野，这便是她的‘离场’。这一过程折射出新媒体时代公职人员参与公共传播的机遇与风险：既要勇于创新，又需在制度边界与个人表达之间谨慎平衡。贺娇龙的出场、在场与离场，不仅是个体命运的缩影，更是中国基层治理现代化进程中一次值得深思的尝试。
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