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China’s Belt and Road Propaganda Machine Running at Full Speed: An Overview

The Beijing ‘One Belt, One Road’ (OBOR) summit is about to take place, and the Belt and Road propaganda machine is running at full speed. Chinese state media spotlight children in promotional campaigns, and emphasize the idea of China as a harmonious global leader.

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The Beijing ‘One Belt, One Road’ (OBOR) summit is about to take place, and the Belt and Road propaganda machine is running at full speed. Chinese state media spotlight children in promotional campaigns, and emphasize the idea of China as a harmonious global leader. Here is an overview of the various recent public promo videos backed by different state media outlets, including the latest one by People’s Daily.

As the ‘One Belt, One Road’ (aka OBOR or Silk Road Economic Belt) summit takes place in Beijing on May 14-15, the promotion of this enormous development strategy is in full swing. Chinese state media outlets China Daily, CCTV, and People’s Daily have all published their own OBOR promotion clips through Youku or Weibo.

All the latest promo clips on the Belt and Road strategy have clear characteristics in common. Besides that young people and children play a major role in them, they are all global focused; they use many languages and feature people of various backgrounds.

 
1. Communist Party: The Belt and Road is How
 

Over the past week, it was especially the Sesame Street-style video with children from various countries singing about the Belt and Road that made international headlines. It was the only promotion video that was posted on Chinese social media by a wide range of official media, including China Daily, People’s Daily, PLA Daily, Communist Youth League, China National Radio, Xinhua, and CCTV.


The Belt and Road Song by Fuxing Road Studios posted by whatsonweibo

In the video, fifteen different children sing along in English to a catchy song with cartoon graphics. The political video was made by Fuxing Road Studios (复兴路工作室), a company that often produces English-language propaganda videos on China’s policies.

China’s English-language public communication videos are not necessarily only targeted at foreign audiences. The Belt and Road is How video was widely shared by official channels on Chinese social media, and was initially not even posted on YouTube. The use of an English song (providing Chinese subtitles) helps convey the idea of the Belt and Road as a very global initiative, both for Chinese and non-Chinese audiences.

Featuring a group of cute and diverse children in this clip also boosts the global image of the OBOR project, and stresses its unthreatening character. Although the Chinese government and state media have continuously represented the initiative as one of peaceful development that has no regional or military agenda, there are still international concerns over China’s strategic goals. The choice for such a “Sesame Street-style” promo video, in that sense, is quite telling; the ‘One Belt, One Road’ initiative couldn’t be represented in any cuter or more innocuous way.

Fuxing Road Studios has covered numerous major China-related events in the past, including state leaders’ overseas visits. Using pop songs and modern graphics, their videos target the younger, social-media generations. Although the company is secretive about its affiliation, The Wall Street Journal reported in 2016 that the production house is part of the Chinese Communist Party’s international department.

 
2. China Daily: Belt and Road Bedtime Stories
 

State newspaper China Daily recently launched its ‘Bedtime Stories’ campaign. It is a series of clips in which Erik Nilsson, assistant director at China Daily, tells his little daughter Lily stories about the ‘One Belt, One Road’ initiative before she goes to sleep.

These China Daily series are mainly aimed at English-speaking audiences; newspaper China Daily has pushed these videos through its official channel on YouTube, a platform that is inaccessible from mainland China. They were also posted on Weibo, but the videos made less of an impact on Chinese social media than they did on YouTube, where the last clip received over 63,000 views within 24 hours.

When China Daily introduced the first video of the bedtime series on its official Weibo account on May 9, it emphasized the video’s sentence “It is China’s idea. But it belongs to the world,” as a key sentence from the campaign. This sentence is crucial in the promotion of the idea behind the Belt and Road initiative, that emphasizes China as the harmonious leader that helps the whole world become a more prosperous place.

The concept of ‘bedtime stories’ gives China Daily the freedom to tell the story of the Belt and Road initiative in a very clear way through a father explaining the strategy to his daughter. This makes it easy for all people to understand, also for those who are not familiar with OBOR.

 
3. CCTV: Prosperous Together
 

China’s state broadcaster CCTV published its own promo video this week that shows, amongst others, children from around the world playing with miniature cars, boats, and trains that then turn into reality along the Silk Route belt (see video below). The video’s main theme is how OBOR connects the people of the world.


CCTV One Belt One Road Promo Video by whatsonweibo

The clip, titled “Together Prosperous,” ends with the slogan: “Discuss Together, Build Together, Enjoy Together” (“共商, 共建, 共享”). It very much highlights the international impact of the One Road One Belt initiative – something that is given more weight through the use of dramatic music.

As in the other clips, this public communication video also gives prominence to the role of children from different countries. The point is not that these videos are targeted at kids, but that they are the perfect propaganda messengers: they represent the new future of China and the world.

 
4. People’s Daily: WE Make It Happen
 

On May 12, another video came out which shows students from eight different countries painting together and talking about their home and interests. They mostly speak in Mandarin Chinese, but some also speak in their native languages. The students come from Hungary, Kenya, Spain, Argentia, Russia, China, Kazakstan, and Thailand.


“WE Make It Happen” – One Belt, One Road Promo… by whatsonweibo

While the other students talk about soccer, food, and dance, the Russian and Chinese students bring out the video’s main message.

“Today, I drew a bridge,” the Russian student named Mikhail says: “It connects Russia and China. Two different countries, two different nations. They can get to know each other. Every person or every nation can act as a bridge.”

The Chinese student Yu then tells: “The kite was invented by ancient Chinese people. I think they had a dream. They wanted to know the outside world. A bigger world.” The students then put their paintings together, forming the word “WE”, followed by the message: “The Belt and Road – WE make it happen.”

The video is an initiative by Communist Party newspaper People’s Daily and was shared on Weibo by various media sources, including the Global Times.

Like the other videos, the focus is on how the Belt and Road strategy connects people of various nations. It is a new kind of public promo video, as Chinese public campaigns commonly always include references to the flag of China or other national symbols like the panda or the Forbidden City; something which does not comes up in this clip.

On China, netizens have responded in different ways to the various videos. Although many people said they think the Fuxing Road Studios clip is somewhat “awkward,” the other campaigns are more popular.

Especially the “WE make it happen” campaign seems to be liked by many netizens. Many people comment on the video with: “We like WE!”

“This is a successful promo video,” one person says: “It makes people feel proud.”

The CCTV promo video also received praise on Sina Weibo. “It’s very well done,” many said.

“When I finished watching, I felt like this is the best Chinese promo video I’ve seen thus far,” one Weibo user writes.

There are also those who wonder about the role of the USA, as America seems to play no role whatsoever in the various Belt and Road promo films. But there were also those who were not surprised about America’s invisiblity in the videos: “This is the ‘One Belt, One Road’,” one person commented: “And it is China that is leading the way.”

– By Manya Koetse

©2017 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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China Insight

The Day After the “3•21” Devastating Yancheng Explosion: 47 Dead, 640 Injured

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The enormous explosion at a chemical plant in Jiangsu’s Yancheng on March 21st has sent shockwaves through the country. While state media are focusing on the efforts of rescue workers, Chinese social media users are mourning the lives lost and are searching for those still missing.

One day after a devastating explosion occurred at a chemical plant in Yancheng city in Jiangsu, at the Xiangshui Eco-chemical Industrial Zone, the number of confirmed casualties and injured has now gone up to 47 dead, 90 critically injured, with around 640 requiring hospital treatment (issued Friday 19.00 local time).

The explosion happened on Thursday around 14.48 local time at the Jiangsu Tianjiayi Chemical Plant (天嘉宜化工厂). Images and videos of the explosion and its aftermath quickly spread on Weibo and other social media, showing the huge impact of the blast.

Site of the explosion.

Footage showed shattered windows from buildings in the area and injured persons lying on the streets. Other videos showed children crying and blood on the pavements. There are residential areas and at least seven schools located in the vicinity of the chemical plant, leading to injuries among residents and students due to glass that was allegedly “flying around.”

According to official sources on Weibo, a total of 930 firefighters worked side by side to control the fire.

Trending photo on Friday: exhausted firefighters.

The hashtag “Lining Up to Donate Blood in Xiangshui” (#响水市民自发排队献血#) also attracted some attention on Weibo, with state media reporting that dozens of local residents have donated blood to help the injured. On Thursday night, there were long lines at a local mobile blood donation bus.

What is quite clear from the Chinese media reports on the incident and the social media posts coming from official (authorities) accounts, is that there is an emphasis on the number of people who are helping out, rather than a focus on the number of people that were killed: there are at least 930 firefighters, 192 fire trucks, 9 heavy construction machinery, 200 police officers, 88 people rescued, 3500 medical staff, 200 people donating blood, etc. – the number of people joining forces to provide assistance in the area is overwhelming.

Meanwhile, there are desperate family members who are turning to social media in search of loved ones, posting their photos and asking people if they know anything about their whereabouts since the explosion.

While dozens of Weibo users are airing their grievances on what happened, there are also more personal stories coming out. The wife of the local factory worker Jiang is devastated; her husband of four years, father of one son, celebrated his 30th birthday on Thursday. She received a message from her husband twenty minutes before the explosion occurred. He was one of the many people who lost their lives.

On Thursday, Chinese netizens complained that their posts about the Yancheng explosion were being taken offline, suggesting that information flows relating to the incident are being strictly controlled. “This is just too big to conceal,” one commenter said.

This is not the first time such an explosion makes headlines in China. In 2015, an enormous explosion at a petrol storage station in Tianjin killed 173 people and caused hundreds of people to be injured. Two years ago, an explosion at a Shandong petrochemical plant left 13 people dead.

By Manya Koetse 

Spotted a mistake or want to add something? Please email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China Insight

Chinese Netizens’ Response to New Zealand Mosque Attacks

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The shocking New Zealand mosque attack, killing at least 49 people, is making headlines worldwide. On Weibo, it is the top trending topic today. A short overview of some of the reactions on Chinese social media.

At least 49 people were killed and 20 wounded when an attacker opened fire at two mosques in Christchurch, New Zealand, on Friday. According to various media reports, one man in his late 20s had been arrested and charged with murder. Three other people, two men and one woman, have also been arrested in relation to the attack.

Footage of the brutal shootings, which was live-streamed by the gunman, has been making its rounds on social media. Although the videos are being taken down from Facebook and Twitter, people are still sharing the shocking images and footage on Weibo at time of writing.

The gunman, who has been named as the 28-year-old Brenton Tarrant, reportedly also posted a 70-page manifesto online expressing white supremacist views.

On Chinese social media platform Sina Weibo, the New Zealand mosque attack became a number one trending topic on Friday night, local time, with the hashtag “New Zealand Shootings” (#新西兰枪击案#) receiving at least 130 million views, and thousands of reactions.

“It takes the collaborate efforts of all people to work on a beautiful world, it just takes a few people to destroy it,” one Weibo user wrote.

“Extremism is incredibly scary,” others said. “I saw the livestreaming video and it’s too cruel – like a massacre from a shooter video game.” “I’m so shaken, I don’t even want to think of the panic these people must have felt.”

“I’ve seen the footage, and this is so horrible. It makes me want to cry. It’s a massacre.” Other commenters also write: “This is just so inhumane.”

One aspect that especially attracted attention on Chinese social media is that, according to many people posting on Weibo and Wechat, the main suspect expressed in his manifesto that the nation he felt closest to in terms of his “political and social values” is “that of the People’s Republic of China.”

Journalist Matthew Keys reportedly uploaded the main suspect’s manifesto, which was published on January 21, 2019. This article says that to the question about whether he was a fascist, Tarrant indeed wrote that “the nation with the closest political and social values to my own is the People’s Republic of China.”

Some netizens wrote that, in mentioning the PRC, the shooter “also vilified China.” Others also said that the shootings definitely “do not correspond to the values of China.”

There are also dozens of Weibo users who blame Western media for the attacker’s comments on China corresponding to his own values. “What he appreciated is what Western media is propagating about our management of Muslims in Xinjiang,” some say: “He was influenced by the foreign media disseminating that we’re anti-Muslim.”

“He sympathized with the China portrayed by foreign media, not with the real China.”

“Western governments and media have demonized China for a long time, what they are making Western people believe about what China is, this is what the New Zealand shooter felt closest to in terms of his values,” one person wrote.

“These kinds of extreme-right terrorists would be destroyed in China,” others wrote.

Among all people expressing their disgust and horror at the Christchurch shootings, there are also those expressing anti-Muslim views and hatred, with some comment sections having turned into threads full of vicious remarks.

Then there are those criticizing the Muslims that are also commenting on Weibo: “The Muslims in China were quiet when it was about the [islamist extremist] attacks in Kunshan, but now that this massacre happened at the pig-hating mosque, they are all bemoaning the state of the universe and are denouncing terrorism.”

Among the thousands of reactions flooding in on Weibo, there are countless comments condemning those who turn the shocking attack into an occasion for making anti-Muslim or political remarks. “This is a terrorist attack. The victims are ordinary people. Why would you make malicious comments?”

One Weibo user simply writes: “The world has gone crazy.” “A tragic event. I hope the victims will rest in peace.”

By Manya Koetse 

Spotted a mistake or want to add something? Please email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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What’s on Weibo provides social, cultural & historical insights into an ever-changing China. What’s on Weibo sheds light on China’s digital media landscape and brings the story behind the hashtag. This independent news site is managed by sinologist Manya Koetse. Contact info@whatsonweibo.com. ©2014-2018

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