Earlier this year, a new app was launched in China to put the patriotism of Chinese citizens to the test.
Named “Study Xi to Strengthen the Nation”, the app quizzes users on all things related to President Xi Jinping – his policies, activities, achievements, theories and thoughts. Users can earn points and win prizes for correct answers and compete with colleagues and friends to see who knows the most about China’s leader.
The app is the latest example of a rethink by the Communist Party when it comes to its propaganda efforts and how best to justify the legitimacy of its one-party rule, extol the virtues of the party, and promote patriotism to an audience of young, tech-savvy Chinese.
For those institutions responsible for the production of effective propaganda, this is a real challenge. After all, propaganda in the 21st century has to go beyond forcing people to sit in study sessions on Friday afternoons, read the People’s Daily newspaper, or watch China Central Television (CCTV) in group meetings.
From Sermons to ‘Indoctritainment’
Thanks to a number of developments, the old propaganda messages of previous generations can easily be repackaged for millennials. Like the rest of the world, Chinese millennials are keen adopters of the latest mobile technologies and suffer from short attention spans. They are also just as enthusiastic as their Western counterparts about posting jokes, music videos and short, sharp, attention-grabbing memes on social media.
The Chinese government, meanwhile, is putting more of an emphasis on humanising its approach to leadership. Politicians are keen to be seen as relatable rather than au ..
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