this is lame and I bet half the government officials in China don't even care about implementing such a policy.. heck, I bet 95% don't care, they just follow orders and fear rebelling. Heck, I bet just a handful of them care at most. I mean, it can't be that fulfilling to make censorship your life purpose.
Actively favoring and caring about this kind of thing advances your career, social status, etc, in China (for some career paths, not all). There are incentives to care. Consequently, many people learn to care and become true believers. (Faking like you care is harder to get right than being genuine, and requires better thinking, and the people who can do that usually go for other jobs, so it's much rarer.)
Lots of people do more than follow orders, they internalize some of the values of the people they are trying to please. And they learn skills like figuring out which way the wind is blowing without being told, and figuring out how to convince themselves that is good, and then (if they are ambitious, or under pressure from their wife to make more money, or whatever) they may even try to get out in front of the thing, show their dedicated enthusiasm, take initiative, seek a leadership role, etc... All the while, they are not in general thinking about how they are secretly opposed to what they are doing, which would be unpleasant and get in the way of their success.