Rising popularity of Chinese media: A result of strategic social innovations, use of tech, and connectivity
Through innovative platforms like the "Message Board for Leaders" and strategic use of technology and branding, Chinese media outlets have created a unique bond with their audiences
In China's northeastern city Qiqihar, Jhin, a resident of the "culture home community," faced a persistent problem – a leaking roof in his home. Unable to resolve the issue himself, he turned to the People's Daily's "Message Board for Leaders," a platform connecting citizens with government authorities.
Within three days, the local county authorities resolved Jhin's issue.
This platform has become a lifeline for millions of citizens across China. It allows users to report a wide range of problems, from water leakage and broken roads to overdue salaries or pet-related issues.
By directly connecting citizens to relevant departments, the platform ensures rapid resolution of problems.
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Bridging the gap between people and government
Launched in 2006, the "Message Board for Leaders" has transformed how people interact with the government. Managed by People's Daily, the platform allows logged-in users to raise concerns and questions.
Over 9.2 million people and 20,762 organisations are now connected to this system. Since its inception, the platform has handled nearly six million messages, resolving 5.1 million.
A spokesperson for the People's Daily highlighted how the platform bridges the gap between citizens and government. "There's no need for lobbying or petitions. The distance between the people and government is just a click away," the spokesperson explained.
The initiative also serves as a news source, with many compelling human-interest stories emerging from the platform. Despite the digital era, People's Daily maintains a strong print presence, selling 3.5 million copies daily, and it remains one of the world's most widely circulated newspapers.
The newspaper spokesperson also highlighted various aspects of this initiative to some Bangladeshi journalists who recently visited Beijing. The Chinese Embassy in Bangladesh organised the visit.
During the visit, the journalists observed the activities of China's top media, Xinhua News Agency and China Daily, in addition to the People's Daily. Each media outlet has gained popularity among the country's people through its exceptional work.
Social media and technological prowess
The People's Daily's digital presence is equally impressive. The 76-year-old newspaper boasts 84 million Facebook followers, 6.5 million Twitter followers, and 170 million TikTok followers. It publishes in 14 languages and engages audiences on Instagram and YouTube.
Similarly, Xinhua News Agency, China's largest media outlet, has leveraged technology to maintain its dominance. Known for creating the world's first AI-powered newsreader, Xinhua also operates a cutting-edge 3D studio as part of its multimedia operations.
The agency employs over 10,000 staff globally, reaching audiences in multiple languages, including French, Spanish, Arabic, and Portuguese. With 97 million Facebook and 11.8 million Twitter followers, Xinhua is a leader in global media outreach.
Engaging audiences through branding
Another prominent media outlet, China Daily, has adopted unique branding strategies to enhance its appeal. Established in 1981, the newspaper reaches 350 million readers across print, online, and mobile platforms. It is a significant player in the global media landscape, with 116 million Facebook followers and 36 million app downloads from 180 countries.
A model for media innovation
Through innovative platforms like the "Message Board for Leaders" and strategic use of technology and branding, Chinese media outlets have created a unique bond with their audiences.
Whether resolving citizens' problems or promoting Chinese culture globally, these media organisations exemplify how innovation and connectivity can transform the role of journalism in society.
