It seems that even the government of the PRC is having
issues trying to influence their younger citizens. They have even resorted to
hiring outside contractors who translate government messages into animation designed
to appeal to millennials.
It must be quite a challenge to transmit messages from the
most controlling of Chinese leaders in way that will appeal to digital natives.
Chinese President Xi Jinping realizes the importance of employing the native
digital media to reach millennials. He also realizes that influence is not a
quick business and often requires the classic media principles of frequency and
reach.
According to the article, “the party has invested millions in
animated videos that cast Mr. Xi as a compassionate champion of Chinese
workers. Scholars have delivered TED-style talks that rail against Western
imperialism. Hip-hop songs pay homage to party history and warn of America’s
efforts to topple the Chinese government.”
The article also points out that the venerable People’s
Daily is employing video and animation.
However, it is quite comforting to learn that these government
sponsored efforts are not universally accepted. While some videos may have one
viral – that’s a measure of production (how many), not a measure of
effectiveness (how well they accomplish their influence mission.
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