Beijing Fosters Foreign Influencers to Spread Its Propaganda
27th November 2023
China is offering foreign influencers access to its vast market in return for content that sings its praises and helps to spreads Beijing’s desired narratives more widely around the world, according to think tank the Australian Strategic Policy Institute (ASPI).
In a policy brief [PDF] published today titled “Singing from the CCP’s songsheet,” ASPI analysts Fergus Ryan and Daria Impiombato – along with independent contractor on contemporary Chinese politics and media Matt Knight – analyzed the output of over 120 foreign influencers who operate active accounts on Chinese video-streaming platforms such as Bilibili, Douyin, Xigua, and Toutiao.
Some, the report observes, have tens of millions of followers on Chinese social media, after discovering that “appealing to Chinese audiences’ sense of nationalism can provide a fast track to gain popularity, increase their online presence and, ultimately, generate more revenue.”
“Indeed, China’s internet regulations encourage users to actively promote party propaganda – so many influencers have adapted to thrive in that system,” the policy brief adds.
So far, so entrepreneurial.
But also not possible – unless influencers are enthusiastically pro-Beijing.