Who is China’s Publicity Film Really For?

Columnist and veteran journalist Chang Ping writes in the South China Morning Post (reposted on China Media Project) about a new propaganda film, People, being issued by the Chinese government:

For many Chinese, our “national image” is something sacred. But once sanctified, a concept hardens and become abstract. People start believing it can be created independent of all other factors, and they ignore larger social and political issues. So what if there are problems with China’s legal environment and its financial system? So what if authors are persecuted for their writing, citizens set fire to themselves to protest at the forced destruction of their homes, or rights petitioners are tossed into extralegal “black jails” simply for seeking justice? None of these things represent our national image. We suppose we can simply manufacture a “national image” independent of these facts, burying our heads in the sand and saying, “Look over here, everyone. This is the image approved by our government.”

It’s fine to film nice things and share them with people. You can film beautiful scenery to promote tourism. You can film life in the city and give people a taste of local culture. But these films convey only what you’ve chosen to film. They can’t possibly be representative.

The producer of the State Council publicity spots, Zhu Youguang, said recently that while “not every country has ‘national image publicity films’, all countries promote themselves in different ways”. The United States does not produce publicity films to promote its image, Zhu said, but this was simply because all of America’s feature films, animations and musical productions promoted its national image. It’s true that the so-called “American spirit” is constantly being promoted through popular culture. But Zhu has confused “image” and “concept”. American films are not produced with funding from the US government, and they are not in the business of manufacturing an American image. What they do is express ideas and concepts, which are intellectual and cultural aspirations. An image, by contrast, is something preconceived, a foregone conclusion.

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