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China has banned 'sissy men' from TV, demanded masculine role models and ordered broadcasters to stop promoting internet stars as President Xi expands his war on fame and capitalism, Daily Mail reports.

President Xi Jinping has called for a 'national rejuvenation,' with tighter Communist Party control of business, education, culture and religion.

The government banned effeminate men on TV and told broadcasters on Thursday to promote 'revolutionary culture,' broadening a campaign to tighten control over business and society and enforce official morality.   

Companies and the public are under increasing pressure to align with its vision for a more powerful China and healthier society.

The party has reduced children's access to online games and is trying to discourage what it sees as unhealthy attention to celebrities.

Broadcasters must 'resolutely put an end to sissy men and other abnormal esthetics,' the TV regulator said.

They used an insulting slang term for effeminate men - 'niang pao,' or literally, 'girlie guns.'

That reflects official concern that Chinese pop stars, influenced by the sleek, girlish look of some South Korean and Japanese singers and actors, are failing to encourage China's young men to be masculine enough.