{"id":48298,"date":"2021-06-22T11:56:03","date_gmt":"2021-06-22T09:56:03","guid":{"rendered":"https:\/\/chinamediaproject.org\/?p=48298"},"modified":"2021-06-22T12:19:46","modified_gmt":"2021-06-22T10:19:46","slug":"influencers-activists-and-diplomats","status":"publish","type":"post","link":"https:\/\/chinamediaproject.org\/2021\/06\/22\/influencers-activists-and-diplomats\/","title":{"rendered":"Influencers, Activists and Diplomats"},"content":{"rendered":"\n

In the latest edition of the Chinese Communist Party\u2019s official journal Seeking Truth<\/em> (\u6c42\u662f), released last week, Xi Jinping topped the table of contents \u2013 as now seems to be mandated practice<\/a>. But another prominent byline<\/a> was that of Shen Haixiong (\u614e\u6d77\u96c4), the head of China Media Group, or \u201cVoice of China,\u201d the official media conglomerate directly under the Central Propaganda Department (CPD) that was created in 2018 to serve as the umbrella group for state media as they sought greater influence internationally<\/a>.<\/p>\n\n\n\n

In fitting form as the 100th<\/sup> anniversary of the CCP approaches, Shen\u2019s article was essentially an act of declaration (\u8868\u6001), expressing loyalty to Xi Jinping, to the Party and to its principles. In a series of deferential remarks greased with the phrase \u201cGeneral Secretary Xi Jinping profoundly pointed out\u201d (\u4e60\u8fd1\u5e73\u603b\u4e66\u8bb0\u6df1\u523b\u6307\u51fa), Shen stressed the glories of CCP history, and the great gifts bequeathed to the Chinese people in the form of \u201cred traditions\u201d (\u7ea2\u8272\u4f20\u7edf) and \u201cred genes<\/a>\u201d (\u7ea2\u8272\u57fa\u56e0).<\/p>\n\n\n\n

Shen revealed little, however, about China\u2019s push to expand its international \u201cdiscourse power\u201d (\u8bdd\u8bed\u6743), the strategy that was the focus at the May 31 collective study session of the Politburo. On this issue, the media chief offered only a bland re-statement of purpose: the CCP must “build a new type of first-class international mainstream media with a strong capacity to lead, communicate and influence.”<\/p>\n\n\n\n

But how do Shen Haixiong and the China Media Group hope to actually achieve this broad objective? To answer this question, we must look beyond Shen\u2019s hymn on Party history in Seeking Truth<\/em> to a speech he gave back on June 3 as he chaired a \u201cthematic session<\/a>\u201d (\u4e13\u9898\u4f1a\u8bae) to convey the \u201cspirit\u201d of Xi Jinping\u2019s remarks at the May 31 collective study session.<\/p>\n\n\n\n

Shen, who is also a deputy minister at the CPD, emphasized at the June 3 session that \u201ctelling China\u2019s story well\u201d (\u8bb2\u597d\u4e2d\u56fd\u6545\u4e8b), and showing a \u201ctrue, three-dimensional and comprehensive China\u201d (\u5c55\u793a\u771f\u5b9e\u7acb\u4f53\u5168\u9762\u7684\u4e2d\u56fd) necessitates the creation of \u201cinternational discourse power that matches our country\u2019s comprehensive national power.\u201d One crucial point of breakthrough in reaching this objective, said Shen, was to create \u201ca studio for influencers in multiple languages\u201d (\u591a\u8bed\u79cd\u7f51\u7ea2\u5de5\u4f5c\u5ba4).<\/p>\n\n\n\n

Beyond the usual buzzwords in the realm of external propaganda (\u5916\u5ba3) and public diplomacy (\u516c\u5171\u5916\u4ea4), which often become indistinguishable <\/a>in CCP strategizing, this talk of an \u201cInfluencer Studio\u201d (\u7f51\u7ea2\u5de5\u4f5c\u5ba4) is an intriguing clue. Generally, the phrase \u201cinfluencer studio\u201d can refer online<\/a> in China to the space where influencers, as they hock the latest eyeliner, halter top or body cream, appear to their dedicated fans. It might be a backdrop that reads Danish modern or Japanese spa. But in this context, Shen Haixiong is talking instead about a state-supported training program for online influencers that would, at least in theory, allow the leadership to better capitalize on new media platforms as they are used by millennials.<\/p>\n\n\n\n

The bottom line here is that CCP planners are strategizing about how to better reach younger media consumers globally, designing external propaganda for the next decade. And that means that China\u2019s external messaging, even as it strictly adheres to political \u201cred lines<\/a>,\u201d must learn to be youthful and viral.<\/p>\n\n\n\n

Back in August 2019, these priorities were addressed openly at the China Media Group as it announced the formation<\/a> of the International Communications Planning Bureau (\u56fd\u9645\u4f20\u64ad\u89c4\u5212\u5c40), the new buzzing hive of the CCP\u2019s external propaganda planning, execution and assessment. In his speech introducing the International Communications Planning Bureau (ICPB), Shen Haixiong said that China Media Group must \u201cactively explore new methods of external communication, including the Influencer Studio (\u7f51\u7ea2\u5de5\u4f5c\u5ba4), and creating a \u2018mobile app cluster in multiple languages\u2019 and a \u2018cluster of overseas social media platform accounts,\u2019 thereby steadily raising our influence among young people and mainstream people.\u201d<\/p>\n\n\n\n

\"\"<\/div>
A chart from the WeChat public account of the official People\u2019s Daily<\/em> explains the merger of major state media entities into China Media Group in 2018.<\/figcaption><\/figure><\/div>\n\n\n\n

Here we can glimpse three distinct approaches at the China Media Group. First, a program to train and support online influencers that could be attractive for foreign audiences on social media platforms, all the while \u201cmaintaining political discipline\u201d (\u575a\u6301\u653f\u6cbb\u5bfc\u5411), the prerequisite for all content. These influencers, says in his recent speech on June 3, should be instrumental in reporting on \u201cheadline projects\u201d (\u5934\u6761\u5de5\u7a0b) and major topics (\u91cd\u5927\u4e3b\u9898) \u2013 think initiatives like Belt and Road, and issues like Hong Kong \u2013 and training must be strengthened, he says, for influencers in \u201cpriority regions and priority languages\u201d (\u91cd\u8981\u5730\u533a\u91cd\u70b9\u8bed\u8a00).<\/p>\n\n\n\n

The second distinct approach is to develop a cluster of information apps that can engage foreign audiences, whatever language they speak. Thirdly, the China Media Group must capitalize on overseas social media platforms to reach foreign users, particularly young users, who increasingly connect and engage<\/a> through such tools. The focus in Shen\u2019s speech on \u201cyoung people and mainstream people\u201d is a reminder of just how broadly the CMG conceives of this campaign \u2013 the goal being a groundswell of changing perception internationally on China.<\/p>\n\n\n\n

We might respond that China\u2019s state media have tried this last tactic before, launching accounts on platforms like Twitter<\/a> and Facebook. But the formation of China Media Group\u2019s ICPB, which has nine subsidiary departments, suggests more concerted planning along several key lines. The departments now include: the 1) General Division (\u7efc\u5408\u5904); the 2) Project Coordination Division (\u9879\u76ee\u7edf\u7b79\u5904); the 3) Overseas Brand Promotion Division (\u6d77\u5916\u54c1\u724c\u63a8\u5e7f\u5904); the 4) Asia Division (\u4e9a\u6d32\u5904); the 5) West Asia and Africa Division (\u897f\u4e9a\u975e\u6d32\u5904); the 6) Europe and Latin America Division (\u6b27\u6d32\u62c9\u7f8e\u5904); the 7) Americas and Oceania Division (\u7f8e\u6d32\u5927\u6d0b\u6d32\u5904); 8) the Chinese Language Promotion Division (\u6c49\u8bed\u63a8\u5e7f\u5904); and the 9) Overseas Evaluation and Verification Division (\u6d77\u5916\u8bc4\u4f30\u6838\u67e5\u5904).<\/p>\n\n\n\n

Though little information is so far available about the ICPB and its subsidiary departments, this restructuring suggests that the China Media Group is gearing up for a sustained external propaganda campaign that is both concerted and to some extent responsive, considering regional differences and languages and also evaluating impact. In his June 3 speech, as he highlighted the urgency of fostering influencers in multiples regions and languages, Shen also said there was a need for \u201crefined classification\u201d (\u7ec6\u5316\u5206\u7c7b), \u201ccontent deepening\u201d (\u6df1\u8015\u5185\u5bb9) and \u201cdifferential development\u201d (\u5dee\u5f02\u5316\u53d1\u5c55). The group is striving, at least, to break free of the one-size-fits-all thinking that for years has plagued China\u2019s external communication efforts \u2013 and is still very much in evidence<\/a>.<\/p>\n\n\n\n

Two further clues can be spotted in Shen Haixiong\u2019s June 3 speech. As the CMG chief talks about building up the team to conduct international communication (\u961f\u4f0d\u5efa\u8bbe), he says that journalists overseas should act as \u201cdiplomats\u201d (\u5916\u4ea4\u5bb6) and \u201csocial activists\u201d (\u793e\u4f1a\u6d3b\u52a8\u5bb6). Shen in fact used both of these terms in another address back in October<\/a> last year, when he spoke of \u201ccommunication for a favourable impression\u201d (\u597d\u611f\u4f20\u64ad), which should be taken as further proof that the talk of being \u201clovable\u201d<\/a> in the May collective study session was neither fresh nor an indication, as some reported<\/a>, of a planned change in tone.<\/p>\n\n\n\n

The term \u201csocial activist\u201d may seem odd here, bringing to mind an individual working for social change through intentional action. In a Chinese political context, however, this refers instead to engagement with more ordinary social actors to further the Party\u2019s agenda and convey its voice, which of course is \u201cChina\u2019s voice.\u201d The reference to \u201cdiplomats,\u201d meanwhile, suggests CMG journalists internationally should be conveying and defending the official line, particularly to those who are themselves in positions of relative influence in foreign countries, in both leadership and the media.<\/p>\n\n\n\n

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

A recent speech by the head of China Media Group, the super-conglomerate directly under the Chinese Communist Party, suggests China is gearing up to further refine its external communication strategy. But can calls for “innovation” break free of the restraints of one-size-fits-all thinking?<\/p>\n","protected":false},"author":5,"featured_media":48305,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-48298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-going-global"],"acf":[],"yoast_head":"\nInfluencers, Activists and Diplomats - 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\/06\/22\/influencers-activists-and-diplomats\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencers, Activists and Diplomats - China Media Project\" \/>\n<meta property=\"og:description\" content=\"A recent speech by the head of China Media Group, the super-conglomerate directly under the Chinese Communist Party, suggests China is gearing up to further refine its external communication strategy. 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