The Chinese government's attack on the technology and entertainment industries has expanded to include "sissy idols," "effeminate males," and anything else deemed "excessively entertaining."
The National Radio and Television Administration outlined the steps in an eight-point proposal on Thursday. It called for "further regulation of arts and entertainment shows and related personnel."
The Communist Party of China's propaganda department announced the restrictions, accusing those in the entertainment sector of having a negative effect on children and badly polluting the social environment.
One of the eight parts entitled "boycotting being excessively entertaining" discussed the need to emphasize "traditional Chinese culture, revolution culture, and socialist culture." The statement said that authorities will create a "correct beauty standard" and will shun obscene internet superstars.
The decree is part of President Xi Jinping's push for "national rejuvenation," where business and the general public are expected to conform with his vision for China. Previously, the government voiced public worry about youth internet gaming, boy band culture, gambling, cryptocurrencies, and sports and clamped down on them. The changes are part of an effort to discourage what China views as an unhealthy focus on celebrities and certain distracting activities.
China's tv censors urged viewers to "decisively put a stop to sissy men and other abnormal esthetics," using a derogatory slang word for effeminate men called "Niang Pao," or literally "girlie guns."
The regulator stated that broadcasting should avoid promoting "vulgar online superstars" and love for money and fame, instead emphasizing the importance of programming that "vigorously promotes excellent Chinese traditional culture, revolutionary culture, and advanced socialist culture."
It remains to be seen how this may affect foreign programs broadcast in China. A prior demand for the banning of South Korean boy bands coincided with China's own competition for performers patterned after K-pop stars.
The new rules, which took effect Wednesday, restrict anybody under 18 to three hours of online gaming per week and ban school day play. Additionally, Weibo Corp. banned hundreds of accounts associated with fan clubs and entertainment news on Saturday.