China’s mainland policy towards Taiwan has evolved over generations, forming the overarching political direction of “peaceful reunification, one country, two systems.” In the era of Xi Jinping, the “One Country, Two Systems for Taiwan” proposal was officially introduced during the 40th-anniversary commemoration of the 2019 “Message to Taiwan Compatriots.” In November 2021, the “Overall Strategy for Resolving the Taiwan Issue in the New Era” was put forward, ultimately incorporated into the 20th National Congress of the Communist Party of China (CCP) report, marking a significant step in the process of CCP resolving the Taiwan issue and achieving national reunification.
However, despite the tension and concern in the Western world over the situation in the Taiwan Strait, recent polls in Taiwan, including the results of the 2024 Taiwan elections, indicate a widespread lack of urgency among the Taiwanese population regarding the CCP’s Taiwan policy. Many believe that the CCP is merely intimidating Taiwan and won’t follow through with its threats. The dissemination and promotion of CCP’s Taiwan policy seem to fall on deaf ears in Taiwan. Why is this the case? This article aims to analyze the shortcomings in the communication and propaganda of the CCP’s Taiwan policy.
Overview of CCP’s Taiwan Propaganda System
Examining the current CCP propaganda system related to Taiwan, it is primarily concentrated in government departments, with a focus on the weekly press conferences held by the Taiwan Affairs Office of the State Council. These conferences address major issues or current events, with responses provided through spokespersons’ written statements for ad-hoc issues.
In the realm of news media, there are central and local levels. At the central level, entities like Xinhua News Agency, CCTV, and the overseas edition of the People’s Daily convey major policies and offer commentary on current affairs. Notably, the “Xinhua Commentaries” signed by “Xinhua reporters” and the “Riyue Tan” column in the overseas edition of the People’s Daily often discuss Taiwan-related topics. The Global Times, under the People’s Daily, also frequently features commentaries on Taiwan. Additionally, these official media outlets operate new media accounts, such as CCTV News’ “Yuyuan Tan Tian,” People’s Daily Overseas Edition’s “Xiake Dao,” CCTV’s “Kan Taiwanhai,” and others, providing direct commentary on Taiwan’s internal politics.
Under the Taiwan Affairs Office, the media outlet “China Taiwan Net” serves as another major source of mainland-related news. It covers the dynamic activities of Taiwan Affairs Office officials, interprets and comments on significant policies and events. The video content it produces has gained visibility in Taiwan.
Five Challenges in CCP’s Taiwan Propaganda System
While the CCP’s propaganda system related to Taiwan is comprehensive and far-reaching, the impact of its propaganda is challenging to transcend the Taiwan Strait barrier and achieve the goal of “entering the island, the mind, and the heart.” Analyzing the content produced by this system reveals several key problems and shortcomings:
- Self-centered Content with Little External Relevance:
Propaganda media often replicates or paraphrases central policies without clear differentiation between mainland and Taiwanese audiences. This inward-looking approach, resembling internal propaganda, may not resonate with Taiwan, leading to a perception that it is mere self-adulation rather than effective communication. Formulaic Content Lacking Originality:
Articles from propaganda media and official responses tend to focus on policy discussions and lack responsiveness to the curiosity or concerns of Taiwanese citizens. The content often relies on policy documents, leaving the Taiwanese audience feeling indifferent and unable to understand the intended message.Ambiguous Communication with Unexplained Actions:
During significant cross-strait disputes, mainland responses sometimes create confusion by being deliberately mysterious or unclear about whether they are addressing the DPP government’s pro-independence policies or actual issues with Taiwanese products. This ambiguity fuels unhealthy attitudes in Taiwan, allowing groundless speculations to thrive.Insufficient Adaptation to Taiwanese Preferences:
While many official media outlets establish accounts on overseas social platforms, they often fail to adjust their language to meet the needs and thoughts of Taiwanese audiences. Inattention to Taiwanese linguistic nuances and cultural references can lead to unintentional comical situations and reduced viewership.Overuse of Stereotypes Resulting in Backlash:
In the era of online influence, there is an increasing number of Taiwanese content creators catering to the mainland market. However, by adopting stereotypes such as the “suddenly patriotic” Taiwanese YouTuber template, there is a risk of backfiring. These creators may not accurately represent mainstream Taiwanese views, potentially leading to manipulated perceptions and diminishing the effectiveness of the intended communication.
Under the dominance of “political correctness,” the portrayal of Taiwan within the mainland’s propaganda system is distorted, presenting a “misleading” image of Taiwan as either universally pro-unification or pro-independence. This distortion, influenced by the specific needs of political events or policies, reflects a continually changing but blurry image of Taiwan, causing confusion and rejection among both mainland and Taiwanese audiences.
Author: Zhang Junkai
Source: HK01
