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Qiu Shi: Directions on How to Manage Public Opinion Online

Qiu Shi, a magazine of the CCP Central Committee, recently published an article discussing a key point the new Chinese President Xi Jinping made in a conference. Xi suggested that those who do propaganda and ideology work should shift their focus toward managing public opinion online. The article analyzed the development trend of the Internet and concluded that it fundamentally changed human society and how public opinion can be influenced. Traditional one-way communication channels like newspapers, the radio and even television are losing ground. China now has a netizen population of nearly 0.6 billion; it has 0.46 billion cellphone users and 0.3 billion microbloggers. China is becoming the largest “new media” country in the world with the “most noisy” public opinion “field.” The author emphasized the importance of the fact that the government must tightly control the online leadership position, administrative power, and the highest right to speak. If the Communist Party does not “occupy the battlefield,” then “someone else will.” The author called for establishing a talent pool to provide the government with qualified government officials and superior technical teams to deliver Internet control in a timely, deep, accurate and effective fashion.

Source: Qiu Shi, November 27, 2013