Beijing, and Xinhua in particular, has been holding a World Media Summit. A number of interesting people have shown up:
This vision of a new world order closely echoes Beijing’s often-voiced obsession with soft power. China wants a “right to be heard”; it is misunderstood; and the Western media describe the country in a biased way, Chinese officials complain frequently.
The astonishing thing is that some of the most powerful men of global media have agreed to sit down and be used as props in Beijing’s show.
Eleven heavyweight media executives including New York Times publisher Arthur Sulzberger Jr, BBC director-general Mark Thompson and AP president Tom Curley attended the summit and discussed things such as the protection of intellectual property rights, journalists’ safety, the media’s role in disasters and media cooperation in the new media era. That, at least, was the agenda according to Xinhua, which not only hosts and heads the World Media Summit’s secretariat and its website but also seems to have produced all media coverage there is about the event. Requests by foreign journalists based in Beijing for accreditation were politely declined (by Xinhua).
Also present were senior execs from News Corp and Al Jazeera. David Bandurski has much more on the messaging strategy behind the summit here.
The problem here is that news executives are being duped into participating in an institutional framework that is ostensibly “non-governmental [and] non-profit” but which is backed and funded by the Chinese state via its official news agency, and which clearly has agendas beyond simple business exchange that overlap with those of the Chinese leadership.
These media executives are representing themselves — or allowing themselves to be represented — as governing members of an organization that states publicly on an official website apparently managed by Xinhua News Agency itself, bearing an all-rights-reserved Xinhua copyright, that it plans to “set a code of conduct binding for all” in order to “tackle challenges and problems confronting all.” Li Congjun, the former deputy propaganda chief who runs Xinhua and is now the Summit’s president apparently proposed “establishing a WMS [World Media Summit] mechanism outlining a common code of conduct.”
I don’t think this will change external coverage of China. What the summit does do is allow Beijing to tell people in China that its own news management practices are endorsed by major global news organizations and conform to international standards. That tends to make life more difficult for reporters in China trying to push back news management boundaries.
Newspapers like Southern Metropolis Daily justify their investigative journalism in part as a means of developing the professionalisation of media in China, a formulation which conforms to stated government policy and gives them room to print material that the government and Party would normally prefer not to see. It's important for media in this position to be able to say that aggressive reporting which does not respect vested interests is in fact the international professional standard. Having a bunch of big shots from global media apparently endorse the Xinhua approach to news cuts this ground from under their feet.
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