Unwieldy agency name speaks volumes about Beijing's bloat
Choice of title for new media organ was seen as having undercut central government's pledge to streamlineits vast bureaucracy
Chinese people often take a great deal of care when naming an individual or an institution, delving into dictionaries or seeking help from linguists to choose the right characters for a name.
However, the cumbersome, 14-character name initially announced last week for the mainland's new press and broadcasting administration, was widely criticised, with detractors quickly seizing upon its length as a metaphor for the bloated bureaucracy.
The State General Administration of Press, Publications, Radio, Film and Television - formed by merging the State Administration of Radio, Film and Television (Sarft) and the General Administration of Press and Publications (GAPP) - was approved at the National People's Congress last week.
The merger is part of a long-awaited restructuring plan, amid rising public discontent over the ever growing central administration, one seen as rife with excessive bureaucracy and inefficiency.
The government eventually shortened its Chinese name to 10 characters - but not before a heated discussion ensued in social media and the press about the long-winded names of mainland government agencies.
"How awkward the name will sound and what a waste of paper and ink it will be if it's printed out," one internet user said.