Chen Xingjia is about to land. [Photo from Sina Weibo]

A VIDEO SHOWING CHEN XINGJIA, the Party chief of Badong county, Central China's Hubei province, skydiving to promote local tourism has gone viral on the internet. Beijing Youth Daily commented on Thursday:

Known by many as an internet celebrity because of his efforts to promote local scenic spots, Chen seems to be different compared with many in his position, most of whom are unlikely to skydive or sing on stage for a public cause as he did.

Instead of inviting real showbiz celebrities to promote tourism, which can cost a lot, the county head has chosen to do it all by himself. However, this is working just as well, as the local hotels are often fully booked, thanks to his online popularity.

A number of netizens are inclined to give credit to the Hubei official, given his sincere, if unorthodox, efforts to boost the local economy. He gives the impression of being down-to-earth and accessible to local residents. In fact, local officials, regardless of their ranks, are now encouraged to endear themselves to the people and many of them have tried to do it, although not very effectively.

Basically, they have been found from time to time taking part in street-cleaning, using public transports, or shopping in a supermarket like normal residents do, which, in the eyes of many, are nothing special, even "orchestrated shows".

In comparison, the Hubei official is widely lauded because his performances focus on improving local people's livelihoods and he doesn't exhibit any bureaucratic superiority. In addition, he is adept at using social media to attract online attention and bond with netizens in the country.

For governments at all levels, their closeness to people now plays an essential part in modern social governance, as well as soliciting public support and trust. This could be achieved in many ways, eye-catching or not, as long as the officials mean what they say and their words and deeds garner the respect of residents.