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China is rapidly advancing its global propaganda strategy through its International Communication Centers (ICCs), with more than 100 centers established since 2018, most since 2023. These centers aim to expand the Chinese Communist Party’s (CCP) voice on the international stage and target specific audiences, including: Customized messaging (a strategy known as “precision communication”). The ICC coordinates regional, national, and international resources to build China’s image, share political narratives, and foster economic partnerships.
By leveraging inauthentic social media amplification, foreign influencers, and cooperation with foreign media, the ICC promotes China’s multi-layered propaganda approach. For example, Fujian’s ICC reportedly controls TikTok accounts targeting Taiwanese viewers, including a secret account called Two Tea Eggs that is highly critical of the Taiwanese government. There is a high possibility that there are. On YouTube, the same ICC promotes videos of Taiwanese people praising China. These centers are strategically located to advance China’s interests during geopolitical crises, despite challenges such as credibility limitations and resource constraints.
Breaking the Ring: The Chinese Communist Party’s Propaganda Infrastructure Expands Rapidly
China’s efforts to reshape the global narrative about its policies, culture, and geopolitical goals are reaching new heights with the rapid proliferation of International Communication Centers (ICCs). Established to amplify the voice of the Chinese Communist Party (CCP), these centers are integral to China’s global propaganda apparatus and advance the party’s “precise communication” strategy to target distinct audiences. I’m trying. Here, we take a closer look at their features, strategies, and impact.
What is ICC?
The ICC is a propaganda hub that aims to bring new resources to the Chinese Communist Party’s efforts to “tell China’s story” by centralizing and streamlining the capabilities of provinces, cities, and smaller jurisdictions. be. These centers focus on building China’s global image by sharing positive stories about China’s culture, economy, and development. At the same time, they also serve as conduits for political narratives aimed at countering negative perceptions and promoting China’s geopolitical agenda.
More than 100 ICCs have been established across China, mainly since 2023, under provincial and sub-provincial propaganda departments and state media organizations. These centers aim to penetrate foreign audiences by “breaking the loop” and tailor content to specific regions and demographics.
Main purpose of ICC
The ICC primarily aims to promote a positive narrative about China. They create content that focuses on the country’s cultural heritage, technological innovation and economic development, and promote goodwill among international audiences. Additionally, the ICC counters negative narratives by disseminating content that responds to anti-China sentiment and influences public opinion on geopolitical topics. ICC strives to make our stories resonate more effectively by tailoring our approach to specific regions and demographics. For example, Fujian’s ICC specifically targets Taiwanese audiences with a TikTok account that blends cultural themes with important political messages.
tactics and strategy
The ICC employs a variety of tactics to achieve its objectives. Social media operations are core to the company’s strategy, with thousands of accounts active on platforms such as Facebook, YouTube, and TikTok. Many of these accounts lack transparency regarding their relationships with the state, enabling covert influence campaigns. Additionally, the ICC leverages foreign influencers and “communicators” to amplify the Chinese narrative through user-generated content, vlogs, and experiential propaganda.
Cooperation with foreign news organizations further strengthens the ICC’s reach and legitimacy. Through activities such as organizing visits by foreign journalists to China, the ICC creates an impression of organic reporting and provides an alternative to the Western narrative. These partnerships, reportedly established in countries such as Australia, Brazil, Cambodia, Egypt, France, Japan, Russia and the United States, are targeted at localized propaganda in line with China’s economic and geopolitical interests. It is complemented by activities. S
Challenge to success
Despite its ambitious goals, the ICC faces significant challenges that impede its effectiveness. These include a lack of professional and foreign human resources, insufficient speech power, insufficient data for accurate communication, inconsistent funding, etc. The ICC struggles to translate regional developments into effective narratives for foreign audiences and is often unfocused on its target audience. Many rely heavily on central state media infrastructure, as seen by the Nanning International Communication Center outsourcing key operations to Xinhua News Agency. These restrictions reflect long-standing problems in China’s state media sector.
what it means
The ICC represents a sophisticated evolution in China’s propaganda efforts. Although these are unlikely to be reliable sources of information in the short term, their ability to amplify a favorable narrative during geopolitical crises is likely important. These centers provide regular engagement, provide an alternative to Western sources, and are particularly popular among audiences in the Global South and Western periphery, such as China’s quality of life rather than political values. By focusing on the theme of China, it is possible to influence foreign opinions about China.
outlook
The expansion of the International Communication Center (ICC) reflects China’s continued efforts under Xi Jinping’s leadership to innovate its media strategy, focus resources, and project a global narrative favorable to its interests. are. Despite challenges, the ICC is likely to strengthen China’s ability to influence global discourse by leveraging thousands of public and private social media accounts and fostering collaboration with foreign media. . These centers could amplify assertive messages and suppress negative coverage of China during a crisis.
China’s long-term goal is almost certainly to establish the ICC affiliated platform as a trusted source of information. Although this is unlikely in the short term due to credibility issues, the ICC would be a strategic step towards improving China’s external propaganda system. Researchers and governments should prioritize tracking the ICC’s activities and advocating for transparent representation of country affiliation on social media platforms.
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