Internet video celebrity told to behave, stop swearing

A popular Chinese internet video celebrity who goes by the moniker "Papi Jiang" promised on Monday to tone down her online videos after being admonished by State authorities.

On Sunday, the State Administration of Press, Publication, Radio, Film and Television ordered the blogger to take her videos offline because of her use of "swear words and insulting language".

Papi Jiang, whose real name is Jiang Yilei, is a master's degree candidate at the Central Academy of Drama. She produces funny videos featuring herself mocking various people and commenting on cultural phenomenon and social issues.

Some people supported the deletions, saying Jiang's vulgarity might have a negative influence on minors. Others said her values were progressive, despite her choice of words - "such as the video in which she is fighting against gender-based stereotypes on Women's Day," said Liu Zhen, a 30-year-old female white-collar worker in Beijing. "It is very much needed in China, and her hilarious way of discussing this issue is very effective."

Jiang's work on Youku, one of the country's video websites has been viewed more than 98 million times, while her Weibo micro blog has accumulated more than 11 million followers.

She received a 12 million yuan ($1.85 million) investment last month. The blogs' total value is estimated at 120 million yuan. Her first advertisement video will be up for online auction on Thursday.

The media watchdog said it "required the show to remove the foul language and vulgar content ... before it can go back online". It added that it will continue to crack down on vulgar internet shows in the future.

"I am a person who loves to accept criticism," she said on Weibo. "I will mind my language and image in response to the authority's request, conveying more positive energy to the public."

The modified videos were available again on Monday, and Jiang also released a new one talking about weight loss - without salty language.

Zhang Jingcheng, director of the China Creative Industries Research Center, said some uncivilized behavior in entertainment programs reflects social and cultural reality, "but its popularity will not be sustainable if too much reliance is placed on vulgar content".