American YouTuber iShowSpeed visits China and receives a hero’s welcome. Six-hour livestreams showcase his China experience. Plain propaganda or good news?
The arrival of iShowSpeed in Shanghai was big news for everyone closely following China. And China certainly knows how to present itself in the spotlight. It was a Hollywood-worthy tour de force showcasing everything that makes the Chinese proud. I watched the images not without some admiration. Of course, it didn’t take long before criticism erupted, with the main complaint being that the “unfiltered China” (according to China Daily) portrayed to the world was essentially one big propaganda show.
Big YouTuber in China equals “propaganda”?
Without a doubt, you don’t get such a grand reception – with all the bells and whistles – without explicit approval from the relevant authorities. It’s also clear that the travel itinerary and situations along the way are partly planned and scripted. This is 95 percent how the Chinese leadership wants the world to see China: a highly developed country with a lot to offer.
PR-value
Look, the problem with the word “propaganda” is that it leaves a bad taste. It brings to mind North Korean dancers holding up images of their great leader. Or wartime factions demonizing each other. It just feels wrong. “PR” already sounds a bit more palatable. And yes, this Chinese-American content spectacle definitely has PR value. It’s honestly impressive how powerfully it washes away negative images, prejudices, and stereotypes.
Large-scale social media operation
This isn’t the work of dogmatic party ideologues, but rather of social media creators. I don’t know the details of the collaboration, unfortunately, but it seems like the team around the American backflip king has partnered up with skilled Chinese social media and marketing professionals.
Two things strike me: First, it seems the Chinese social media crew was given quite a bit of creative freedom, which really benefited the end result. Second, this is no small-scale operation. Everything has been meticulously prepared, with an incredible number of people involved.
The deal
The deal is likely something like this: China benefits from all the positive imagery, while 22-year-old iShowSpeed gets to expand his fanbase to a potential 1.4 billion people. That’s quite the interesting deal. China’s image has taken a hit in recent years – just think of the zero-COVID era. No surprise that this whole spectacle seems to focus heavily on joy and freedom.
The risk for China
That said, China is taking a significant risk. What if the YouTuber slips up and says something off-script or controversial? That can easily happen during a six-hour livestream. And Darren Watkins (as the man is really called) wouldn’t be the first foreigner to be overwhelmed by Chinese culture shock. He’s lucky that his ultra-extroverted personality comes with a pretty powerful social battery.
More of this, please
My hope is that this turns into a kind of “ping-pong diplomacy.” What China has pulled off here in collaboration with an American internet star is, at the very least, next-level entertainment in terms of length, variety, and intensity. China has absolutely made progress. Sure, underneath it all, it’s still a tug-of-war between the U.S. and China – but done with humor. It may not all be to everyone’s taste, but if you ask me: more of this, please. In the end, it’s simple: Let’s respect each other, collaborate, and learn from one another. And if you want even more – learn Chinese.
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