How China is spending big to push its official message through Facebook and Twitter
- Beijing’s propaganda drive is facing increased scrutiny after recent crackdown by social media giants
- Accounts show that China’s internet regulator agreed a contract worth almost US$1m with People’s Daily while hundreds of state media ads are running on Facebook
China is spending large sums on targeted efforts by state media to spread its message through platforms like Facebook and Twitter.
For example, the latest contract between the Cyberspace Administration of China, the country’s top internet regulator, and the Communist Party mouthpiece People’s Daily shows a one-year arrangement to operate and promote content about China on Facebook for 5.8 million yuan (US$820,000 million), according to a government notice published on Monday evening.
Under the agreement, which came into effect last Friday, People’s Daily will be responsible for daily content on its Facebook account.
It stipulates that stories and videos must “adhere to positive propaganda,” while offering “varied perspectives to tell China’s story, to deliver China’s voice and promote overseas audiences’ approval and support for China” and President Xi Jinping’s signature ideology for the “new era”.
The disclosure follows growing scrutiny over Chinese state activities on social media, after Facebook and Twitter on Monday identified and suspended state-linked accounts that were part of a coordinated effort to promote the official line about the continuing protests in Hong Kong.