{"id":46942,"date":"2021-03-17T21:20:51","date_gmt":"2021-03-17T20:20:51","guid":{"rendered":"https:\/\/chinamediaproject.org\/?p=46942"},"modified":"2021-04-20T11:32:08","modified_gmt":"2021-04-20T09:32:08","slug":"dropping-propaganda","status":"publish","type":"post","link":"https:\/\/chinamediaproject.org\/2021\/03\/17\/dropping-propaganda\/","title":{"rendered":"Inside China’s Global Media Blitz"},"content":{"rendered":"\n

As the fine print of the EU’s trade deal<\/a>\nwith Beijing became public knowledge late last week, observers quickly scrutinized\nthe text for signs of real progress on \u201creciprocity,\u201d this being a buzzword<\/a> that has hummed\nat the center of so many discussions concerning the EU-China relationship in recent\nyears. As Joachim Lang, managing director of the German\nindustry organization BDI, said ahead<\/a> of the release\nof the \u201cmarket access offers<\/a>\u201d under\nthe EU-China Comprehensive Agreement on Investment (CAI): \u201cA successful\npartnership will only work on the principles of reciprocity and establishing a level\nplaying field in competition.\u201d <\/p>\n\n\n\n

But there is one sector in particular where China was always unlikely to yield in any way that might appreciably narrow the \u201creciprocity gap<\/a>\u201d for investors \u2013 and that is the ideological front of the media. The CCP continues to regard the control and direction of public opinion within China, through the vast and evolving machinery of media control, as deeply strategic. The CCP\u2019s dominance and mastery of information is regarded as core not just to maintaining the regime at home, but to shoring up its legitimacy internationally. <\/p>\n\n\n\n

This latter aspect of media control, which for the leadership concerns China\u2019s international \u201cdiscourse power\u201d (\u8bdd\u8bed\u6743<\/a>), has taken on an ever more prominent role in recent years. And it has frustrated and sometimes infuriated<\/a> foreign governments in recent months, as China has spread disinformation<\/a> and sought to downplay international criticism of its handling of the Covid-19 pandemic, all the while playing up what it ever more loudly insists is the superiority of the Chinese political system<\/a>. <\/p>\n\n\n\n

The change in the tone and posture of what CCP still calls \u201cexternal propaganda\u201d (made over with the slightly more palatable notion of \u201ctelling China\u2019s story well\u201d) should make reciprocity in the media a more important topic now than ever. <\/p>\n\n\n\n

But as Stuart Lau and Jakob Hanke Vela noted at Politico<\/em><\/a>, media access restrictions remain stubbornly in place when it comes to EU investments in a range of areas. \u201cWhile European leaders often insist that the deal should achieve \u2018reciprocity\u2019 with China, the European Commission conspicuously failed to introduce this logic in the all-important news and information sector,\u201d they wrote of the CAI. \u201cThe texts of the accord struck in December show that European investors are boxed out of Chinese media while Chinese investors are largely free to buy up news services, broadcasters, cinemas and film-making ventures in the EU.\u201d<\/p>\n\n\n\n

This, they write, means that in terms of soft power, \u201cthe tables are\nfirmly tilted in favor of China.\u201d <\/p>\n\n\n\n

Bypassing the complex question of how \u201csoft power<\/a>\u201d \u2013 the ability to shape views through\nappeal and attraction rather than coercion \u2013 actually arises and plays out on\nthe international stage, there can be little question that China\u2019s\ngovernment<\/a> and Party-state media are taking full advantage of the wide-open\nspaces offered by freer media environments around the world. <\/p>\n\n\n\n

Want proof? Just read today\u2019s edition<\/a> of the CCP\u2019s flagship newspaper, the People\u2019s Daily<\/em>. <\/p>\n\n\n\n

Page 17 of the paper’s \u201cInternational\u201d section is a feature<\/a> on the tremendous inroads the People\u2019s Daily<\/em> made globally during the recent session of the National People\u2019s Congress (March 5-11). The headline of the feature is, \u201cInjecting Positive Energy Into Global Development,\u201d this talk of positivity being a reference to a key phrase used by Xi Jinping since 2013<\/a> to denote the need to limit \u201cnegative\u201d information and opinion. <\/p>\n\n\n\n

\"\"<\/div><\/figure><\/div>\n\n\n\n

The claims made by\nthe People\u2019s Daily<\/em> are indeed astonishing. According to the description accompanying\n15 full-color page layouts spanning media in Asia, Europe, Africa, South America\nand Central America, 750 unique articles in 12 languages were successfully placed\nin nearly 200 media outlets from more than 40 countries, all in the short space\nof this year\u2019s NPC. <\/p>\n\n\n\n

As these articles,\ngenerously referred to as \u201cnews products\u201d (\u65b0\u95fb\u4ea7\u54c1), were often repeated in many languages and publications,\nthis campaign involved close to 4,500 unique instances of what the People\u2019s\nDaily<\/em>, referencing professional public relations terminology, called \u201cmedia\ndrops\u201d (\u5a92\u4f53\u843d\u5730). <\/p>\n\n\n\n

Languages included English, French, Italian, Polish, Russian, Japanese and Arabic. In most cases, the People\u2019s Daily<\/em> masthead logo was displayed with the published content, but the fact that these were advertisements for the Chinese Party-state could not have been generally clear for the average reader, assuming a generally low level of China-related literacy. <\/p>\n\n\n\n

It was not clear from the People\u2019s Daily<\/em> feature whether all of the \u201cmedia drops\u201d were paid for by the Party-state, and the accompanying text suggested that some of the arrangements were through \u201cpartnerships.\u201d But the vast majority of the drops would certainly have been paid for, and this would represent a substantial ad buy, running to tens of millions of dollars. Consider, for example, that advertising rates for 2021<\/a> posted by the French magazine l\u2019Opinion<\/em><\/a> (one of the publications featured) show that full-page advertisements, depending on placement, run between 18,000 and 30,000 euros, or 21-36,000 US dollars. <\/p>\n\n\n\n

When we look at this \u201cmedia drop\u201d campaign, taking place over just one week this month, in the context of the larger overseas media push by China, which includes entities like the China Media Group (and CGTN) as well as the China Daily<\/em> and many other channels, we can begin to appreciate the sheer enormity of China\u2019s efforts to overcome what its leadership sees as a global discourse power deficit. <\/p>\n\n\n\n

When it comes to soft\npower, China is pushing hard. <\/p>\n\n\n\n

A Glimpse at the NPC \u201cMedia\nDrops\u201d<\/strong><\/p>\n\n\n\n

Let\u2019s look quickly at several of the features and stories the People\u2019s Daily <\/em>chose to highlight in its \u201cInternational\u201d section today. <\/p>\n\n\n\n

The plug in the\nFrench magazine l\u2019Opinion<\/em><\/a>, a pro-business commentary publication\nthat has run pieces in the past from Chinese diplomats<\/a>, is labelled\nas a \u201cpress release\u201d (communiqu\u00e9) with a small note in the upper right-hand corner,\nand includes the People\u2019s Daily<\/em> logo at the top of the page. The\nheadline of the top article reads: \u201cReducing Poverty Through Ecological Preservation\nAllows People to Become Richer.\u201d The second article reads: \u201cForeign Investment Shows\nResilient Growth in China Despite Unfavorable Economic Conditions in 2020.\u201d <\/p>\n\n\n\n

\"\"<\/div>
A People’s Daily<\/em> NPC feature in the French magazine l\u2019Opinion<\/em><\/a><\/figcaption><\/figure><\/div>\n\n\n\n

The page in Italian\nbusiness daily Il Sole 24 Ore<\/em>, one of the country\u2019s largest newspapers, focusses\non economic development and China-Italy trade relations, characterizing China\nas a \u201csolution\u201d for global economic recovery, and highlighting Chinese\ninnovation (including the Mars explorer Tianwen-1<\/a>). Headlines\ninclude, \u201cConfidence in the Chinese Solution for World Economic Recovery\u201d; and \u201cChina-Italy\nTrade Reaches New Record.\u201d The Il Sole 24 Ore<\/em> page includes the words \u201cpromotional\ninformation\u201d in the upper right-hand corner as well as the People\u2019s Daily<\/em>\nlogo and two QR codes at the bottom right. <\/p>\n\n\n\n

\"\"<\/div>
A People’s Daily<\/em> NPC feature in Italian business daily Il Sole 24 Ore<\/em>.<\/figcaption><\/figure><\/div>\n\n\n\n

Sud Quotidien<\/em>, an independent newspaper\npublished in Senegal in French, includes the People\u2019s Daily<\/em> logo at the\ntop of a page of propaganda. However, the page is prominently labelled not as a\npaid advertisement, but rather as a \u201cpartnership\u201d (Partenariat), which would\nseem to vouch for the credibility of the content as \u201cnews.\u201d The headline of the\narticle reads: \u201c”How China’s Juncao Technology is Helping Africa Lift\nItself Out of Poverty.\u201d <\/p>\n\n\n\n

So-called \u201cJuncao technology\u201d\nrefers to a technique invented by Chinese scientist Lin Zhanxi<\/a> (\u6797\u5360\u5b09) \u2013 the name a combination of the words for \u201cmushroom\u201d and\n\u201cgrass\u201d \u2013 that aids low-cost mushroom cultivation. The technique has been\nwidely promoted by the Chinese government<\/a> and state media<\/a> as a form of technological\nsoft power, a means of fighting poverty and desertification. <\/p>\n\n\n\n

\"\"<\/div>
A People’s Daily<\/em> NPC feature in Senegaal’s Sud Quotidien<\/em>.<\/figcaption><\/figure><\/div>\n\n\n\n

La Jornada<\/a><\/em>, one of the largest newspapers in the\nMexican capital, includes a People\u2019s Daily<\/em> QR code in the lower\nright-hand corner of the page \u2013 but does not otherwise seem to have labelled the\ncontent as advertising, or as paid-for by a foreign government. The two articles\npromote China\u2019s role in driving global economic growth through innovation, the\nfirst headline reading: \u201cTechnology Innovation is the Engine of Global Growth.\u201d<\/p>\n\n\n\n

\"\"<\/div>
A People’s Daily<\/em> NPC feature in Mexico’s La Jornada<\/em>. <\/figcaption><\/figure><\/div>\n\n\n\n

At Brazil\u2019s Monitor Mercantil<\/a><\/em>, a newspaper specializing in economics,\nbusiness, and politics, the page from the People\u2019s Daily<\/em> does not seem\nto be labelled at all as content from the Chinese Communist Party\u2019s flagship newspaper.\nRather, it is labelled at the top as \u201cinternational\u201d coverage, and a small note\nat the bottom of the page notes that it is a \u201cspecial project of Monitor Mercantil.\u201d\nHeadlines include: \u201cForeign Investment in China Goes Against the Trend and Grows\nin 2020\u201d; \u201cAlleviating Ecological Poverty Enriches the Population\u201d; and \u201cTechnological\nInnovation is the Driving Force of Economic Recovery.\u201d<\/p>\n\n\n\n

\"\"<\/div>
A People’s Daily<\/em> NPC feature in Brazil\u2019s Monitor Mercantil<\/a><\/em>.<\/figcaption><\/figure><\/div>\n\n\n\n

A translation of the introductory text to today’s People’s Daily<\/em> feature on NPC coverage dropped in overseas media. <\/p>\n\n\n\n

____________ <\/p>\n\n\n\n

[Translation]<\/p>\n\n\n\n

Injecting positive\nenergy for world development<\/em><\/strong><\/p>\n\n\n\n

People’s Daily<\/em><\/p>\n\n\n\n

March 17, 2021<\/em><\/p>\n\n\n\n

This year is the opening\nyear of the 14th Five-Year Plan, and China is beginning a new journey to build\na comprehensive socialist modern country and marching towards the second centenary\ngoal. The national two meetings [of the NPC and CPPCC], held at the crossroads\nof history, have drawn the interest of the world.<\/em><\/p>\n\n\n\n

During the two\nsessions, the People’s Daily pushed more than 750 news products into overseas\nmainstream media in 12 languages, including English, French, Russian, Japanese,\nPolish, Italian and Arabic, landing nearly 4,500 times in close<\/em> to<\/em> 200 media outlets in more than 40 countries. Meanwhile, the People’s\nDaily cooperated with mainstream media in 15 countries, including Russia,\nEgypt, Thailand, Korea, Philippines, Pakistan, France, Italy, Spain, Poland,\nBrazil, Mexico, South Africa, Tanzania and Senegal, including the Russian\nnewspaper Rossiyskaya Gazeta<\/a>, the French newspaper l\u2019Opinion, and the\nSpanish newspaper La Raz\u00f3n, and published 25 thematic special editions.<\/em><\/p>\n\n\n\n

People’s Daily\nselects various news products such as graphics and videos, presenting overseas\nmedia and readers with a multi-angle image of China that rides on the momentum\nand forges ahead, providing a rich perspective for observing and understanding\nChina today.<\/em><\/p>\n\n\n\n

(Li Yan, Bai Yang)<\/em><\/p>\n\n\n\n

Layout design: Cai Huawei<\/em><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

A full-page spread in China’s official People’s Daily boasts of making “media drops” of 750 unique articles in 12 languages placed in nearly 200 media outlets in more than 40 countries — offering a rare glimpse into the efforts of the Chinese Communist Party to sway global public opinion.<\/p>\n","protected":false},"author":5,"featured_media":1125,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-46942","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-going-global"],"acf":[],"yoast_head":"\nInside China's Global Media Blitz - China Media Project<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/chinamediaproject.org\/2021\/03\/17\/dropping-propaganda\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inside China's Global Media Blitz - 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