As Hong Kong protests show no signs of abating, the pro-democracy camp is winning the social media war

Regardless of its rights or wrongs, Hong Kong’s pro-democracy camp has proved to be excellent at public relations, displaying skills worth learning. During the extradition bill crisis, it made good use of social media to raise awareness and spread messages.

First, the anti-extradition bill movement maximised the impact of its campaign by taking advantage of popular online platforms. Social media is now an influential part of our lives. Even United States President Donald Trump said he would not have won the presidency without Twitter. Social media allows people, especially those from Generation X, to freely express their passion for social issues.

Since they have no political background or conflicts of interest, the opinions they express on social media eventually spread around the globe.

Second, the pan-democrats have shaped public opinion by inviting celebrities and influential teenagers to speak out. For example, singer Denise Ho Wan-sze spoke at the United Nations Human Rights Council in Geneva on behalf of the 2 million protesters who marched against the extradition bill. She was a good choice not only because she has a large number of fans, but also because she is fluent in several languages and has a Canadian passport, which makes her seem more objective.

This is an excellent example of using celebrity endorsement in political marketing and communication. Meanwhile, pro-Beijing media tend to invite veteran celebrities and politicians, who give the impression of being old-fashioned and disconnected from current events.

Third, the pro-democracy camp understood the power of visual impressions. They tend to interview well-dressed people who make a better first impression. In contrast, pro-Beijing media usually interview people who have a clear “loyalist” stance and who do not make the best first impression, being middle-aged men, blue-collar workers or Mandarin speakers.

In conclusion, with politicised information spreading more rapidly than ever before, the use of social media is a trump card, especially in the current conflict. The pro-democracy camp’s presence on social media is a strategic success in gaining popularity and will continue to shape society.

Both the pro-Beijing camp and the Hong Kong government will lose out if they do not increase their social media acumen. They could learn from the pro-democracy camp and find a group of young people to effectively use the internet to explain their values and point of view.

Christina Wong Chi-san, Kowloon City