The inaugural video for “NYPD: Most Wanted” was intended to be intimidating.

To the beat of a loud background music, the montage switches between stock images and actual body-camera recordings of police raids. A fake firearm goes off and armed officers burst through a door, shouting at a sleeping man on a sofa.

The announcement made by a New York City police deputy on screen reveals the arrest of a teenage suspect, who was not the individual captured in the video, for the shooting on a subway platform in the Bronx. The deputy’s appearance coincided with the turning of a key in a jail cell lock.

Produced in-house by the New York Police Department and promoted across its official social media channels, the dramatic two-minute clip reflects a concerted effort by the nation’s largest police force to engage the public and influence policy through a more aggressive online presence.

The transition in tactics has been met with disapproval from former officials of the NYPD and public interest groups who argue that police officials should not utilize public resources to promote their own agendas or criticize other public employees. However, the NYPD has not retreated.

“We plan to utilize social media to refute false information,” stated Tarik Sheppard, the chief representative of the NYPD, during an interview. “Failing to do so could harm the credibility of our police officers and the efforts they put into their work.”

Lately, the department has hired new staff members who are well-versed in production for their communications division. They have intentions to launch a series of long-form documentaries in the upcoming year.

Simultaneously, it has prompted police officials to be more active on social media, granting them permission to target judges and prosecutors deemed too lenient on criminal activity and to voice opposition towards public policies that counter the views of law enforcement.

Last week, Chief of Patrol John Chell publicly criticized a specific state judge on X, stating that they had released an individual he believed to be a “predator.” This person had previously been accused of stealing a cellphone and possessing drugs.

Upon further investigation, it was discovered that the message had incorrectly identified both the judge and prosecutor. However, prior to this discovery, the message had received numerous spiteful comments, some of which included a photo of the judge.

Steven Zeidman, the head of the criminal defense clinic at the City University of New York School of Law, stated that this behavior of threatening the judiciary without any evidence is extremely concerning and alarming. He emphasized that the main role of the judiciary is to conduct investigations, not to promote negativity and incite fear.

Chell subsequently apologized for the mistake, but it remains visible on the department’s official Instagram and X accounts. NYPD officials stated that they would still ensure that judges are held responsible.

The New York City Police Department has utilized social media for a while to request information on criminal activities and to communicate about arrests and emergencies. However, those who closely monitor the department have noticed an increase in the quantity and tone of the information being shared since Eric Adams, previously a police captain, became the city’s mayor.

In the past few weeks, the NYPD’s official accounts have specifically targeted journalists, made statements about overcrowding jails with disruptive protesters, and pointed out minor incidents of transit-related crime. This aligns with Gov. Kathy Hochul’s choice to deploy hundreds of National Guard members to the subway system.

In a video recorded last month, Adams can be seen motivating officers ahead of a dawn operation at a public housing complex. Daughtry, the deputy commissioner of operations, refers to three men who were taken into custody as “migrants targeting vulnerable New Yorkers.”

According to Zachary Tumin, a ex-NYPD officer who managed the implementation of social media platforms for precinct leaders and chiefs starting in 2015, police authorities were initially advised to maintain a positive demeanor.

According to Tumin, the main rules were to avoid attacking, personalizing, or using names. Engaging in arguments on social media with the general public was something they aimed to avoid.

Rephrasing: It is becoming more common for police officers to utilize social media to criticize judges and certain policies, like modifications to bail laws. Sheriffs who have been elected from Arizona to Florida are now utilizing social media more frequently as a means to promote their own perspectives.

According to research from the Brennan Center for Justice, a division of the New York University School of Law, there is limited public information available about how law enforcement agencies are utilizing social media platforms.

The section of the NYPD’s administrative guide dealing with department social media accounts is not available online. Under the patrol guide, uniformed police — a group including chiefs — are prohibited from publicly expressing opinions about “any public policy matter or legislation pending before any government body.”

In January, a number of leaders posted a video expressing their opposition to a City Council proposal that would mandate officers to document extra information about their encounters with the general public. The short film, labeled as a “demonstration,” depicted a distressed mother seeking assistance from the police in finding her lost child. It alleged that the policy would compel officers to note down the race and gender of every person they approached for assistance, a description that was challenged by the council.

A group of posts from high-ranking police officials, which targeted a freelance journalist for supposedly promoting misleading information about the handling of pro-Palestinian demonstrators, were eventually removed without clarification.

The NYPD representative chose not to address inquiries regarding the reason for deleting the posts. They also did not provide any information on the department’s social media budget, including the expenses for video production.

The social media approach of the NYPD will soon expand to include more than just written posts and brief videos, evolving into what Sheppard referred to as “lengthy YouTube content.”

The department plans to restart filming for the short-lived show, “True Blue: NYPD’s Finest,” which debuted last year and did not receive much recognition.

The last two installments of the show heavily depended on footage from body cameras, showing high-intensity police chases with commentary by law enforcement officials. It seemed like a city-produced version of the long-standing reality TV show “Cops.”

Professor Michael Hallett, an expert in criminology at the University of North Florida, has conducted research on the impact of the television show “Cops.” He believes that the NYPD’s involvement in social media is a logical reaction to the fast-paced and sensationalized nature of the digital media world.

According to the speaker, the availability of body-camera footage and drones has allowed police to produce their own real-life show without any interference from television equipment or broadcasting schedules.

According to Hallett, they have implemented a proactive and advanced system for sending messages in representation of the police’s agenda. This gives them an advantage in controlling the messaging.

Source: wral.com