Source official account: Yan Tajun
The phenomenon that good things can be publicized into bad things even if they are not well publicized is not repeated twice under our propaganda system today.
If you ask why publicity is not good, most people’s first reaction is that officials are dead, corrupt, and have internal demons. I believe these reasons are one of them, but they are not the main reasons.
If you don’t believe it, look at Russia next door. Russia has three major propaganda trumpets: Tass News Agency, RT (Russia Today) and Interfax News Agency.
This natural split of views will lead to market segmentation in the media field.
Media A says that if there is a secret, it will get the approval of people who believe in it. Click it three times to increase traffic and get more income;
Media B said that if there is no secret, it will get the approval of people who do not believe in the secret. One click for three times can also increase traffic and gain more income;
Media C said that it is wrong to jump to conclusions now. People will patiently wait for the official survey results, and still get some people’s one click three times, increasing traffic and earning more income.
A media can be one of ABC, but it cannot be both A and B and C.
If you try to do three things at the same time, the final result is that nothing can be done. RT’s choice is only one of them. It aims at the conservative people in the West.
In the book “Geopolitical Foundation: Russia’s Geopolitical Future” published in 1997 by Russian Wildlife Master Dukin, he clearly pointed out that Russia should attract the conservative people in the West.
RT did so later. Of course, it had nothing to do with Dukin. He just happened to be right. As we all know, under the suppression of political correctness, there are a large number of people in western society who dare to be angry but dare not speak, mainly white people.
RT was established in 2005. Although it was a private media, the Russian authorities gave it strong support. In fact, it did not improve in the following years. The turning point was that after Obama came to power, he vigorously promoted political correctness in the western society, which led to the growing dissatisfaction of white people, especially in the second term of Obama’s office. This political correctness began to intensify.
However, no one in the western mainstream media is willing to speak for the white people, even pretending. RT timely intervenes to fill the market gap. In terms of specific means, RT does not directly promote the supremacy of white people, which will be blocked.
Instead, they took ingenious measures, such as inviting both sides to debate the immigration issue. One side agreed and the other side disagreed, but quietly raised the opposition side. The whole process seemed democratic and did not suppress either side. But white people would feel dissatisfied with immigration after reading it.
American officials say every day that Russia interferes in the internal affairs of the United States, and RT is an accomplice. In fact, white Americans certainly know this. RT’s full name is Russia today. The problem is that RT is at least willing to pretend to speak for them, while the mainstream media in the United States is not even willing to pretend. Even Fox, who is known as a conservative media, has repeatedly rebelled at critical moments. White people have no choice but RT.
In Europe, RT is also a similar operation method. From the beginning, RT did not expect to be recognized by the mainstream white left society in Europe and the United States, but targeted the suppressed white market segment, making full use of the dissatisfaction of white people, which is the key to RT’s rise.
So, can we copy and paste the same way?
The main problem lies in the concept. Our traditional orientation for the media is to speak out for the common people, expose social problems, and assist in social fairness and justice.
This means that it is difficult for us to follow the RT path (the western media also do this). We cannot directly ignore some people and focus on serving others, as RT and the western media do. If we do this, we will be scolded. In order not to be scolded, but also to meet the truth of the event, we can only write articles in a stable way.
The advantage of this is that it can calm everyone down, but the disadvantage is that it can’t bring rhythm, and it is especially bad in the war of public opinion, because the content of stability can’t bring rhythm, and rational people are doomed to be a few.
We have traditionally set a very high position on media people. We believe that journalists should have professional ethics and speak for the common people. But in fact, journalists are ordinary jobs in other places. It’s not so noble. Hong Kong can buy a press card for 9 yuan.
This fundamental positioning difference is the reason why we can’t do a good job of publicity. Of course, the solution is either no, or moderate industrialization.
At present, official media at all levels are trying to industrialize, which has been very effective in recent years, but it is mainly concentrated in finance and other fields. The mainstream social hot media are not yet available. Zhejiang publicity is a rare highlight, and there may be more in the future, but there is still a long way to go to reach the height of RT.