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Tensions between China and Taiwan have simmered for decades, with China’s ruling Communist Party (CCP) consistently asserting Taiwan being part of its territory. Tension escalated sharply when Democratic Progressive Party (DPP) candidate, Lai Ching- Te (賴清德) secures as Taiwan’s President. In the wake of his election, waves of propaganda and threats from Beijing emerged. Observers have noted that Beijing’s propaganda has evolved and become multifaceted, with a particular focus on targeting Taiwanese youth.
In the eyes of Beijing, the DPP advocates independence. Just three days after Lai’s inauguration, China conducted a large-scale military exercise around Taiwan, codenamed Joint Sword-2024A. Chinese state-owned media and officials described the exercise as a “punishment” for Taiwan separatists”.
Away from the headline-grabbing military threats, Beijing has increasingly leveraged its soft power to influence Taiwan.
Chinese leader Xi Jin-Ping (習近平) has strengthened the role of the United Front Work Department. Targeting grassroots Taiwanese society, Beijing has cultivated village-level elected officials, splinter parties, temple societies, and even triad gangs. Additionally, the department has organized trips and exchange events aimed at fostering Chinese patriotism and promoting unification among young Taiwanese. While Beijing asserts that these events are merely cultural and intended to nurture Taiwanese youth patriotism, many remain skeptical.
Beijing Propaganda in Taiwan Entertainment
Beijing’s approach has become more assertive. Their strength in propaganda has become more prominent since the new Taiwan election in the beginning of the year. Following Lai’s inauguration, dozens of Taiwanese artists and actors have endorsed Beijing’s territorial claim by retweeting a Chinese state media post supporting eventual “unification.”
Mayday, a popular band loved by Taiwanese, its lead singer Ashin (阿信) declare during a concert in Beijing, “We Chinese, when we come to Beijing, we must eat Peking duck.”. The reference as Chinese instead of Taiwanese sparked immediate anger back home. Similarly, Taiwanese pop diva Jolin Tsai (蔡依林) stated during a concert in Nanchang City, “We, China’s Nanchang, are the most passionate.” These statements sparked intense discussion among netizens and many Taiwanese are upset about such statement.
To Learn More: “Taiwan celebrities in crossfire of political battle as tensions with China rise”, CNN
Taiwanese legislator Lee Yen-Hsiu (李彥秀), commented that Beijing’s pressure on entertainers to make political statements does not help build goodwill between the two sides of the Taiwan Strait. This move is seen as a clear response to Lai’s inauguration.
China’s Subtle Influence: New Propaganda Approach
Chinese influence in entertainment industry and cultural exchange events has long been common form of propaganda. Beijing’s attempt to spread propaganda via entertainers now extends to online influencers, such as YouTubers. This diversification of tactics to include influencer marketing allows China to subtly integrate its messages into everyday content that people willingly consume.
Beyond its subtlety, this approach targets a key demographic: Taiwanese youth. Growing numbers of people in Taiwan, especially the younger generation, view themselves as distinctly Taiwanese and have no desire to be part of China. The use of social media influencers could subtly shape their perceptions and attitudes, from words of their favourite YouTubers.
“Beijing using influencers to impact Taiwanese society is a strategic move.”
Chen Yi-Ning, Dean of the College of Communication at National Chengchi University
To Learn More: “Taiwan: Beijing’s Global Media Influence Report 2022“, Freedom House
Taiwanese Influencers: China’s New Mouthpiece?
(DISCLAIMER: Image is included in the Wikimedia Commons database and was not subject to modifications. The author is Bahnfrend, licensed under the Creative Commons Attribution-Share Alike 4.0 International license).
One prominent example is Zhong Ming-Xuan (鍾明軒), a Taiwanese influencer with over a million followers. Zhong, became well-known for being political outspoken and supporting gay rights. Zhong further boosted his popularity by collaborating with former Taiwanese President Tsai Ing-Wen (蔡英文), DDP. Attracting many young Taiwanese fans and build a pro-Taiwan image.
However, in recent months, Zhong has frequently traveled to China, producing and posting videos. In his content, he discusses how “Taiwanese are also part of the Chinese nation” and has made comments about the “unacceptable” mindset regarding the Tiananmen Square incident when responding to readers. These statements have sparked heated debates on Taiwanese social media. Netizens question whether Zhong has become a partner in Beijing’s external propaganda efforts.
Followed by these developments, YouTuber Potter King (波特王) revealed that the Chinese government has been paying Taiwanese content creators to travel to China and produce videos favorable to Beijing. “Starting next month, people will begin seeing videos of Taiwanese YouTubers and other content creators traveling to attractions and historic sites in China, sharing positive views of their experiences to promote China to young Taiwanese,” he said. “About 10 production teams of some well-known YouTubers are participating in the campaign.”
Immediately a “witch hunt” occurred, with netizens trying to identify those involved in Beijing’s programme. Many influencers joined the debate, accusing Potter King of making baseless claims without direct evidence. Despite this, some Taiwanese influencers have admitted they have once received invitations from China. Inviting them to participate in what is suspected to be part of a United Front campaign. This leads to a heated debate in Taiwan among political figures. Bringing the issue of Taiwanese influencers potentially being involved in China’s cultural propaganda efforts into the spotlight.
While Beijing’s warfare propaganda is not new, why is Taiwanese society particularly concerned this time?
Part of the reason is that using influencers to target Taiwanese youth is less coercive and more subtle. China’s soft power tactics have become multifaceted, unlike in the past when they primarily targeted the older generation or spiritual followers. By showcasing the positivity of China, commentor worry these efforts can lure Taiwanese youth. China aims to create a favourable environment for its goal of reunification with Taiwan. The recent Bluebird Movement in Taiwan may offer some insights about such surging concern among Taiwanese society.
The China Factor in the BLUEBIRD Movement
The Bluebird Movement (青鳥行動) is the most recent large-scale social demonstration in Taiwan since the Sunflower Movement in 2014. After the election, the opposition Kuomintang (KMT), in partnership with the Taiwan People’s Party (TPP), gained more seats in the Legislative Yuan. The Bluebird Movement protests were a response to a set of bills reforming legislative power, hastily passed by the Legislative Yuan. The KMT dismissed the protests and criticized international observers for their lack of understanding of Taiwanese politics.
To Learn More about Taiwan’s 2024 Election: “Taiwan’s 2024 Elections: Results and Implications“, Centre for Strategic and International Relations
The controversial reforms grant the Legislative Yuan more oversight and investigative powers. Critics argue that the legislation is unconstitutional, infringes on civil liberties, and targets the incoming administration. The bills contain vague definitions and allow for mandatory summons to legislative hearings without the right to legal counsel. The protests were not merely against the perceived lack of transparency in passing the laws but also against the broader implications.
Since the KMT is reputed to be pro-China, some see these legislative changes as a pan-Blue power grab reminiscent of actions dating back to the authoritarian period, potentially influenced by China. Critics argue that these moves erodes Taiwan democratic value and sovereignty. It could also serve China’s interests. The movement against the pan-Blue camp’s power grab has gradually been termed the Bluebird Movement.
Beijing’s recent tactics to exert influence over Taiwan have evolved to become more multifaceted and strategic. The controversy surrounding the use of influencers and the broader implications of these methods underscore the ongoing struggle for Taiwan’s sovereignty amidst persistent external pressures.
- How effective would Beijing’s new propaganda approach be?
- How should Taiwan address the influence of Beijing’s propaganda efforts on its youth?
- How can we distinguish between genuine cultural exchange and propaganda?
Suggested Readings:
“How Would China Weaponize Disinformation Against Taiwan in a Cross-Strait Conflict?”, Scott W. Harold, RAND, April 15, 2024
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