{"id":50151,"date":"2022-01-27T09:32:12","date_gmt":"2022-01-27T08:32:12","guid":{"rendered":"https:\/\/chinamediaproject.org\/?p=50151"},"modified":"2022-01-27T09:54:26","modified_gmt":"2022-01-27T08:54:26","slug":"meta-propaganda-converges","status":"publish","type":"post","link":"https:\/\/chinamediaproject.org\/2022\/01\/27\/meta-propaganda-converges\/","title":{"rendered":"Meta-Propaganda In the Digital Age"},"content":{"rendered":"\n

In the United States, TikTok has become a lively space for social and political activism, defining a \u201cdistinct and wide-ranging audiovisual vernacular<\/a>\u201d that has been applied to issues from police violence and LGBTQ rights. Back in China, where TikTok was born as \u201cDouyin,\u201d the popular video app created by the Beijing-based internet company Bytedance, collective political expression is strictly off limits. Posts on Douyin and other video-sharing apps focus on e-commerce, influencer networks and those fatuous acts of fleeting self-expression for which TikTok has become known in the West (though Douyin can also give rise to some interesting forms of consumer activism<\/a>.)<\/p>\n\n\n\n

But as the Chinese Communist Party has hammered home the need to develop \u201cconvergence\u201d (\u878d\u5408\u53d1\u5c55) within the Party-dominated media ecosystem, Xi Jinping having stressed back in 2013<\/a> that mainstream<\/a> media must advance and must not be \u201cmarginalized,\u201d state media have taken self-innovation seriously. And that has made for interesting \u2013 if not always compelling \u2013 hybrid forms of propaganda for the TikTok age.<\/p>\n\n\n\n

One \u201cconvergence\u201d approach recently touted by Xinhua News Agency is called \u201cLearning and Reviewing Xi\u201d (\u5b66\u800c\u65f6\u4e60\u4e4b). The official CCP newswire claims<\/a> that this product, whose name is a play on Xi\u2019s surname inspired by a famous line<\/a> from the Confucian classic The Analects<\/em> (\u8bba\u8bed), has \u201cdeepened [its] understanding of the principles of the dissemination of core reports on mobile social platforms.\u201d The Confucius reference, used in this political context, suggests that this mobile-based offering, available on Douyin (\u6296\u97f3), Kuaishou (\u5feb\u624b) and WeChat Video (\u5fae\u4fe1\u89c6\u9891), will encourage the persistent study of Xi Jinping’s ideas.<\/p>\n\n\n\n

\"\"<\/div>
The logo for Xinhua\u2019s new series on Xi Jinping\u2019s speeches over the past 10 years.<\/figcaption><\/figure><\/div>\n\n\n\n

Xinhua claims<\/a> that \u201cLearning and Reviewing Xi\u201d has been a sensational success, “generating enthusiastic reactions from netizens and constant traffic.\u201d As of January, the new short-video product, with just 30 posts, had generated more than 550 million views, 700,000 shares, 500,000 comments and 24 million \u201clikes.\u201d To put this into perspective, this would mean an average of 18 million views for each \u201cLearning and Reviewing Xi\u201d post. That would make the Xinhua product extremely viral, rivaling many of the strongest trending videos<\/a> internationally on TikTok \u2013 with stiff competitors like stunt-performing cats and baby frog colonies.<\/p>\n\n\n\n

So what new and inventive approaches is Xinhua taking? Are they offering video shorts of Xi Jinping\u2019s furry friends (he is rumored to have pet dogs<\/a>) frolicking through the Zhongnanhai compound? Let\u2019s have a look.<\/p>\n\n\n\n

Below is an image of the \u201cLearning and Reviewing Xi\u201d post on January 19, which in fact shares a story from two years earlier, as Xi Jinping was on an inspection tour of Yunnan province<\/a> and visiting a border defense battalion of the People’s Liberation Army (PLA). There, he had a photo op in the canteen kitchen, where he stirred a pot of soup<\/a>, smiled for the camera and said: \u201cLet the fighters eat well. They are defending our homes and protecting our nation.\u201d<\/p>\n\n\n\n

\"\"<\/div>
The logo for Xinhua\u2019s new series on Xi Jinping\u2019s speeches over the past 10 years.<\/figcaption><\/figure><\/div>\n\n\n\n

Viewers of the \u201cLearning and Reviewing Xi\u201d post are treated to a short video of the scene, with Xi\u2019s quotable words offered in shiny gold characters. They can \u201clike\u201d the post, share it to WeChat or comment. But there is no other magic here. Nothing that distinguishes the content from the thousands of other posts and news stories<\/a> (and longer video segments<\/a> already online). The other posts from Xinhua\u2019s \u201cLearning and Reviewing Xi\u201d are equally boilerplate: a segment from a 2019 speech<\/a> in which he tells provincial leaders they must “step over hardships to find the path\u201d; a segment from a January 2020 speech<\/a> in which he tells his Party comrades that, \u201cTime belongs to those who strive, and history belongs to those who strive.\u201d<\/p>\n\n\n\n

Still, if we are to believe the story dished out<\/a> by the official website of the All-China Journalists Association (ACJA), this series is a breakthrough, \u201ceffectively filling a gap in regular columns of core reporting<\/strong> on mobile social platforms.\u201d Moreover, the series “effectively expands the reach (\u5230\u8fbe\u7387) and readership (\u9605\u8bfb\u7387) of propaganda, so that positive energy (\u6b63\u80fd\u91cf) is transformed into major traffic.”<\/p>\n\n\n\n

There is a lot here to be unpackaged. First of all, what does the ACJA piece mean by \u201ccore reporting,\u201d or hexin baodao<\/em> (\u6838\u5fc3\u62a5\u9053)? Core is not about news value in the journalistic sense, but rather about Xi Jinping specifically, about the top leader who since 2016 has been formally designated<\/a> as the CCP\u2019s leadership \u201ccore,\u201d a mark of his concentration of power. This becomes crystal clear when the ACJA piece tells us that the new Xinhua product has \u201ccreated a new situation for core reports, highlighting the image of the General Secretary as a relatable and respectable leader of the people<\/strong> and a world leader.\u201d As we note in our CMP Dictionary, the term \u201cpeople\u2019s leader<\/a>\u201d (\u4eba\u6c11\u9886\u8896) is a rare title of praise in China\u2019s political discourse, reminiscent of the personality cult that prevailed during the Mao Zedong era.<\/p>\n\n\n\n

\u201cPositive energy<\/a>\u201d is a term, in currency since 2013, that is synonymous with the control of information in order to avoid \u201cnegative,\u201d or critical, news coverage and public opinion.<\/p>\n\n\n\n

What we can gather from the ACJA article on \u201cLearning and Reviewing Xi\u201d is that the new Xinhua offering is innovative only in the sense that it transfers propaganda to new platforms, building up the image and prestige of Xi Jinping in ways that Mao Zedong could scarcely have dreamed of. As for accommodating the distinct audiovisual vernacular of the short-video platform culture, this is something that cannot so easily be accomplished \u2013 because the strictures of the Party-state media culture do not allow for creative departures. The result is familiarly insipid propaganda pitched for the user of mobile social media, but likely to be swiped aside.<\/p>\n\n\n\n

Nevertheless, we are to believe that the short videos released through \u201cLearning and Reviewing Xi\u201d have been extraordinarily, stratospherically, popular. The ACJA article shares a selection of the more than 500,000 comments, each more revealing that the last.<\/p>\n\n\n\n

\u201cWhat grounded words,\u201d one user writes. \u201cIt\u2019s the New Year and he\u2019s busy at home! Just like us ordinary Chinese.\u201d Translation: Xi Jinping is a man of the people.<\/p>\n\n\n\n

\u201cSo close to the people,\u201d writes another, bringing the point right to the surface. \u201cI\u2019m so warmed that prosperous China has you!\u201d Translation: Xi Jinping is a man of the people, and all happiness and goodness in the country owe to his solicitude for the masses.  <\/p>\n\n\n\n

\u201cOur good leader,\u201d yet another writes. \u201cI\u2019m so very fortunate to have been born in China.\u201d<\/p>\n\n\n\n

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

These are not natural comments, but rather were born of the propaganda system, where the leader must by definition be \u201cclose to the people\u201d (\u4eb2\u6c11), \u201cclose to the ground\u201d (\u63a5\u5730\u6c14) and \u201cwarm\u201d (\u6e29\u6696), even if there are no hot-mike moments<\/a> and every interaction is ceremoniously scripted. Which brings us to the question of impact. When content that is decidedly untransmissible consistently goes viral, this naturally raises questions about whether and how that content is being artificially pushed. One of the most fascinating questions, therefore, is how exactly traditional propaganda outlets like Xinhua are working with commercially operating platforms like Douyin to re-shape their distribution channels and command attention (or its pretense) in cyberspace.<\/p>\n\n\n\n

There is a lot of big talk in the ACJA piece on \u201cLearning and Reviewing Xi\u201d about innovation and pushing the envelope. But if Xinhua has made any advances at all in \u201cunderstanding of the principles of the dissemination\u201d through mobile social platforms in this case, the most that can be said is that it has grasped the elementary fact that short videos must be, well, short. This is nothing to write home about. And yet the ACJA has written thousands of words essentially praising the success of a campaign of praise.<\/p>\n\n\n\n

Those who study CCP propaganda will be familiar with such circles of self-realization. Propaganda is deeply imbedded in the governance of the Party, its task to write the success story of every failure. And because propaganda is so essential to the Party\u2019s vision of itself, it follows that propaganda too must be a success. Hence meta-propaganda is born, the story of the success of the story. Circles within circles within circles. \u00a0<\/p>\n\n\n\n

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

As the CCP\u2019s system of domestic propaganda changes to accommodate digital media developments, the story of this transformation is another success story for propagandists to tell. <\/p>\n","protected":false},"author":5,"featured_media":50152,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-50151","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tracking-control"],"acf":[],"yoast_head":"\nMeta-Propaganda In the Digital Age - 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\/2022\/01\/27\/meta-propaganda-converges\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Meta-Propaganda In the Digital Age - 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