If the Chinese Dream is to lead to a more viable
social contract, the CPC must review how it produces and packages its messages
After months of speculation, the 60-point document that
emerged from the Third Plenum of the Communist Party of China’s (CPC) Central
Committee in mid-November contained few surprises. It confirmed expectations
regarding economic policy and hinted at changes in the one-child policy and
system of reeducation through labor. However, it did not address one of China’s
gravest challenges: promoting socially and environmentally sustainable
behaviors among the population, some one-fifth of humanity, at large. The
state’s efforts to address this have so far been timid and incoherent.
Breakneck growth and urbanization have brought unprecedented
prosperity, but many feel that the values and behavior accompanying this
evolution are in need of review. The costs of business as usual have been
mounting: from litter-laden streets to melamine-tainted milk to ever more
alarming examples of corruption and apathy. Even President Xi Jinping recently
stated that his nation’s moral
compass has gone awry.
Since assuming leadership of the Communist Party of China
(CPC), Xi has been trumpeting the Chinese Dream, a vision described at
times as “a national rejuvenation” and at others as “the aspiration for a
beautiful life.” Although he has stated that the Dream will be realized by
mid-century, exactly what it entails and how it will be achieved remain
unknown, and the Third Plenum’s report did little to elaborate. Given the
urgency of the issue, only an expansive, cohesive and sustained Public Service
Announcement (PSA) campaign will do. This campaign will have to learn from past
mistakes: floridly worded yet vacuous campaigns, including the previous
administration’s Harmonious Society campaign, no longer resonate with an
increasingly sophisticated Chinese public. Responsibility lies with the CPC’s
over-centralized Publicity Department (CPCPD).
A Harmonious Society
After Deng Xiaoping consented to “let some get rich first”
in the early 1980s, he unleashed ambitions that had been suppressed for
decades. The institutions necessary to govern the transition towards a market
economy were weak, and abuses became widespread. By the 1990s, the Party’s
leadership felt that materialism had infected the national psyche, and saw
discontent with official corruption result in instability. Jiang Zemin’s
administration began actively advocating for the restoration of traditional
Confucian values, which had been systematically purged in Mao’s era, and
created the Central Commission for Guiding Cultural and Ethical Progress to complement
the existing Leading Group for Propaganda and Ideological Work. Together, these
two top-level agencies direct the work of the CPCPD.
The CPCPD is arguably the world’s most powerful propaganda
apparatus, and has a long tradition of shaping values and attitudes via mass
campaigns with a scope spanning virtually every media outlet available. Whether
through print, broadcasts, the Internet, exhibits, cultural performances or
official events, the CPCPD conveys meticulously thought out messages intended to
bolster support for the Party’s policies and campaigns.
The Harmonious Society campaign, adopted in the 11th
Five-Year Plan (2006-2011), aimed to address some of the endemic growing pains
that were accompanying China’s rise onto the world stage. Realizing that social
development was lagging behind economic gains, the state was to take a more
active role in preempting any instability that might arise from China’s
widening inequalities.
In theory, this vision would be realized by 2020 if priority
were given to policies promoting the reduction of inequalities through the
integration of disadvantaged social groups and underdeveloped regions. The
expansive guidelines published by the CPC’s Central Committee, however, were
vague on specifics. Using action verbs
such as “improving,” “guaranteeing,” and “favoring,” it provided very few
concrete procedures or measurable milestones.
The problem with state-led campaigns promoting “a harmonious
society” or “civilized behavior” is that they represent abstract ideas which
are not conveyed in an appealing fashion. The continuing marketization of the
economy and rising disposable income have made Chinese citizens more self-aware
and sophisticated regarding their individual preferences and personal
consumption. Globalization and the spread of the Internet are molding an urban
middle class that is more diverse and discerning in its tastes, and their
expectations can no longer be met with the bare minimum.
This said, social campaigns and PSAs should not be
completely written off; the state still stands a chance of being heard if its
message is packaged and delivered correctly. To do so, it can draw lessons from
its own successful, behavior-changing public service campaigns, as well as
those from NGOs.
Exemplary Initiatives
When Beijing was selected to host the 2008 Olympic Games,
China was given a chance to showcase its progress to the world. The Olympics
were to be an exercise in national prestige, and civic pride dictated that
everyone should be on their best behavior. In the capital, a citywide campaign
spearheaded by the ad-hoc municipal agency called the Capital Ethics
Development Office was set up to organize and execute a campaign specifically
aiming to curb spitting, littering and public cursing, and promote orderly
queuing. The lead up to the Shanghai World Expo in 2010 marked a similar
transition for Shanghai citizen behavior. As well as addressing the same
concerns as in Beijing, the Shanghai campaign also sought to rein in the
venerable Southern Chinese tradition of wearing pajamas outside.
Both campaigns were largely successful, having consisted of
concerted efforts employing all forms of media and teams of volunteers
dispatched to the streets to help with enforcement. Unfortunately, once each
city’s respective spectacles were over, gains were lost. The ads and volunteers
disappeared, enforcement became lax, and an influx of migrants who had not been
exposed to the campaigns all but ensured that old habits returned.
An exemplary NGO-led PSA campaign is
that featuring retired NBA superstar Yao Ming, one of China’s biggest household
names. After hanging up his jersey, Yao became a member of the Chinese People’s
Political Consultative Conference and an ambassador for WildAid. His work as
spokesman against shark-finning and shark fin soup is one of the most visible
public service campaigns in China today. This aggressive, high profile advocacy
campaign used a combination of print and media sources and also employed other
prominent figures, including Jackie Chan and Ang Lee. Conservationists claimed
numerous victories over the years of the campaign, including the prestigious
Peninsula Group of hotel chains’ commitment to
no longer sell shark fin dishes and the banning of shark fin soup at
official banquets. According to a WildAid spokesperson, the consumption
of shark fin soup has dropped 50-70 percent in the past two years.
As opposed to the rhetoric-heavy,
abstract language of the Harmonious Society campaign, these campaigns have all
had specific objectives, clearly mentioning the kind of behavior that they
sought to change. They have pulled the interest of the Chinese public either by
appealing to their pride, their admiration of celebrities, or their compassion,
and they have highlighted the costs of business as usual, be they unsightly
streets and inefficient transport or suffering animals and shattered
ecosystems. They have been educational, without being condescending. Moreover,
they have backed up their messages with actions, attempting to legitimize their
plea, reinforce the proper behavior, and enforce existing laws.
Doing It Right
The CPC and the Chinese state are no
strangers to mass campaigns, but the Harmonious Society drive has made it
evident that old techniques are no longer able to generate a visceral
connection with the public. If the Chinese Dream isn’t approached differently,
it runs the risk of being labeled xin ping zhuang jiu jiu: old wine in
new bottles.
An effective PSA campaign needs to be
rolled out nationwide via all available media outlets and sustained over the
long term with periodic reminders to ensure that gains are held. There are four
vital components:
Decentralized Production and a
Strong Role for Civil Society
With 33 provincial level
administrative divisions and 56 officially recognized ethnic groups, China is
incredibly diverse, and a one-size-fits-all approach would not be the most
effective approach; what works in Zhejiang might not in Xinjiang. In minority
regions in particular, involving locals and showing deference to their own
beliefs and attitudes will be incredibly important. In order to tailor PSAs for
specific audiences, production of ads and outreach initiatives would
necessarily have to be decentralized. Final approval could remain at the
CPCPD’s discretion, but local governments and civil society should be given
ample creative leeway. If local tastes and attitudes are ignored, the campaign
runs the risk of being ridiculed or even backfiring.
China has 591 million internet users,
460
million of which are mobile web users with access to information at their
fingertips. Some 99.1 percent of villages and towns have Internet connections
and more than 95 percent have broadband access. People from all walks of life
are active on social media platforms such as the Sina Weibo microblog service.
These have been fundamental to the development of an ever more interconnected
Chinese civil society, which is just as capable of criticizing government as it
is of promoting civic-minded behavior. It is essential that anything produced
carries enough credibility with China’s netizens to go viral for the right
reasons, rather than becoming a target of mockery.
Targeting Specific Behaviors
State-led initiatives often fail to
generate the desired change because they don’t specify what they aim to change
and why. Words such as “civilized” and “harmonious” are seldom tied to actual
examples of such behavior. It is assumed that the public knows what they entail
and why they are important. Yet unless a PSA can show the costs of bad
behavior, it is unlikely to result in the expected change. A campaign to
promote the Chinese Dream should be explicit about its targets, and should be
graphic about how particular behaviors, however small, compound to seriously
affect society. Namely, four kinds of behavior should be addressed:
Apathy: The Chinese
term weiguan is a rough equivalent to the bystander effect. It is used
to describe a scene in which a crowd surrounds a person in need of help, but
offers no assistance. Yet in China, the reasons for inaction may be quite
specific, with the 2006 case of Peng Yu, who was successfully sued by the
stranger he rushed to the hospital, marking a sorry precedent. In a poll
conducted by the Party-run China Youth Daily in 2011, shortly after the death
of a toddler who was run over in a Foshan alley, 70.7 percent of respondents
believed that the 18 passers-by who then ignored her did so in order to avoid
getting themselves into trouble. Ads should encourage proactive behavior,
teach the public how to notice and respond to emergency situations, and
highlight heroism when appropriate.
Social etiquette: A number of
general standards of etiquette are widely held to be requites for basic social
interactions. Public urination, spitting, pushing and cutting in line, “Chinese style street
crossing,” and aggressive driving are just some of the behaviors that
should be reduced in China’s public sphere. Curbing these behaviors will not
only improve public safety and public health, but also improve China’s national
and global image.
Environmental awareness: The
successful initiatives of NGOs such as WildAid and IFAW show that Chinese
attitudes towards the environment are already changing. Indeed, the latest
study conducted by the Pew Global Attitudes Project showed that public
concerns over air and water pollution now trail only inflation, inequality and
corruption. On the citizen side, littering and improper waste disposal, overuse
of air conditioners, the burning of trash, and aversion to carpooling are but a
few of the deficiencies that can be addressed. However, the government must
also honor its commitment to regulate polluting industries, including
state-owned enterprises, if it intends to project any credibility. In all these
cases the costs of inaction can easily be highlighted.
A commitment to quality:
Although Toyota popularized the term kaizen, the word is derived from
the Chinese gaishan, meaning “to improve.” As the country transitions
towards a service-dominated economy, attention to detail and a spirit of
continuous improvement are becoming increasingly important. China has nearly
perfected the art of cutting costs, yet in order to become known for quality
and innovation, it must correct its tendency to cut corners. Tragedies such as
the poisoning of
over 300,000 babies by tainted milk formula or the collapse of buildings
and bridges are entirely avoidable. PSAs should encourage pride in one’s work
and a commitment to product safety and reliability, while collusion between
businesses and regulators must be curbed.
Modern Marketing Techniques
The artistic creativity needed to
make an appealing and effective PSA requires ingenious minds who are familiar
with the target audience’s tastes. The CPCPD must necessarily cooperate with
private sector actors specializing in marketing and advertising, activities in
which interactivity has become a vital aspect. On this front, China’s first public service
advertising competition, which was launched this August by state-owned CCTV
and received over 4,000 submissions, is a laudable initiative.
Although PSAs aim to educate and
affect attitudes and behaviors, some of the same elements used to sell
commercial products can be incorporated. Flowery words, patriotic slogans, and
revolutionary jingles are not effective tools for disseminating PSAs to a
sophisticated audience. Understanding consumer psychology and behavior is
instrumental to developing a campaign that takes into account responses to
design and employs the most efficient methods to ensure information retention.
Different channels of communication must each be utilized to their maximum
potential, meaning that designs should be specific to each medium and
interactivity should be incorporated wherever possible, giving citizens a role
and a voice in the campaign.
The campaign should also use Chinese
celebrities and other household names as ambassadors to deliver information and
testify on behalf of desirable values and behaviors. These messengers are
essential to attract attention, personalize abstract concepts, provide
credibility and facilitate concept association to ensure retention. Yao Ming’s
participation in WildAid’s successful campaign is a perfect example of the
power of celebrity. China’s growing ranks of world-class directors could also
contribute to the production process.
The Party should also consider
dispatching a dedicated public relations team of experts, officials and other
advocates who can stress the importance of new behaviors in the public sphere,
making appearances at talk shows, public events and entertainment outlets.
Investing in these smaller, “pop-up” campaigns will add a human-interest angle
that can influence audiences on a more intimate, relatable level. This can
encourage citizens to seek further information and stimulate public dialogue on
the topic.
Carrots and Sticks
Judiciously applying policies that
demand and reward good behavior has the power to induce and maintain a stronger
value system. Singapore is a notable example of the role that the state can
play in correcting unsustainable behavior. Although occasionally labeled as
sterile, it is undeniable that strict government efforts have yielded
impeccable social etiquette, with gains reflected in public health, order and
efficiency.
The punishment of egregious forms of
bad behavior, such as traffic violations and littering, must be consistent. The
“stick” aspect of the campaign would require new legislation and a dedicated
public order force devoted to identifying infractions and executing
commensurate penalties swiftly. These should not be limited to fines, which
would disproportionately harm the poor while amounting to a slap on the wrist
for the rich. Guilt and shame are powerful psychological tools, especially
given the importance of face in Chinese culture. Best practices from
around the world, such as those implemented in Bogotá under the mayorship of Antanas Mockus,
could be adapted for Chinese society. The potential penalties for particular
behaviors must be highly publicized, and the public must come to believe that
both the likelihood and price of being caught are extremely high. The campaign
must also have its “carrots,” including the tactful celebration of those
exhibiting exemplary behavior, altruism, and self-sacrifice.
Seizing the Future
China’s millenary culture can rightly
be described as exceptional, but its longevity does not imply that it is
monolithic. Throughout its history it has had to adapt to survive, and it has
often done so under the state’s guidance. Now, with globalization an
irreversible reality, the state must step up once more to ensure that the
nation’s newfound prosperity is accompanied by societal attitudes and behaviors
befitting of its status. Xi’s vision of the Chinese Dream provides the perfect
opportunity for a mass campaign dedicated to achieving this.
The costs of business as usual are
soaring, with measurable effects on public health and safety, economic efficiency,
the environment, stability, and China’s global image. The myriad individual
transgressions are but the tip of an iceberg.
The CPCPD must learn to adjust to the
reality of an increasingly sophisticated audience and avoid repeating past
mistakes. Some may argue that pinning hope on yet another PSA campaign is
misguided, that the public has learned to phase out propaganda. But if a PSA
can be attractive, it can be influential. Modern marketing techniques can
ensure that messages get across – and stick. If the CPCPD loosens the reigns a
bit and allows for a decentralized production model, it might just be capable
of launching the kind of expansive, cohesive and sustained PSA campaign needed
to address China’s problems with the necessary breadth, depth, and speed. If it
continues resorting to outdated methodologies, however, the Chinese Dream might
someday be remembered as a daydream.
Richard Ghiasy is a Research
Fellow at the Afghan Institute for Strategic Studies (AISS) and a former
analyst at the Afghan Embassy to the People’s Republic of China. Stephan Mothe
writes for the Shandong Academy of Social Sciences. Frances Pontemayor is a
liaison for the Metallurgical Corporation of China’s strategic investments in
Guam.