Many Chinese netizens, including myself, recognize the pen name “Michael Anti” (real name Zhao Jing) as an internet legend. His blogs, back in the early 2000s, were must-reads of an emerging body of online writing that was distinctive in style and latitude from what people usually saw on media outlets back then. As a journalist, columnist and blogger, Anti represents the outward-looking, critical voice that introduces liberal ideals into the Chinese cyberspace. In 2005 he famously celebrated China’s Super Girl show (an American Idol style singing talent show) as a massive experiment of democracy, where tens of millions of Chinese viewers voted for their favorite singers through mobile phone SMS. His critique of the global and Chinese media/cyber landscape has established his reputation as one of the sharpest journalistic minds in China. He was the winner of the 2011 M100 Sanssouci Media Award, worked as a war correspondent for 21st Century Business Herald and a researcher for the New York Times Beijing bureau, and became a Harvard Niemann fellow in 2008.
Today, Anti is the editor-in-chief of Caixin Globus, a new media project incubated by Caixin Media, China’s leading business news provider, in 2016 that specializes in reporting news events and developments overseas. When I met Anti in his office two weeks ago, we started by talking about how poorly international news performs in Chinese media. “It’s almost always ranked at the bottom of viewership at news portals,” Anti told me. His answer to that challenge is to make Caixin Globus a “reader-centric” platform of international news. Unlike the standard model of setting up bureaus and dispatching correspondents, a costly arrangement that is out of reach for most non-state Chinese media, Globus has cultivated an impressive network of over 200 overseas contributors, many of them Chinese students of journalism or political science living in countries across the world. With this network, Globus has managed to deliver timely, often on-the-spot coverage of the Kim-Trump Summit, protests in Iran, and the general election in Germany, among other international topics. Anti’s vision is to give readers more say in Globus’s editorial decisions through a built-in mechanism that allows readers to flag what they are interested in. In his words, he would “give up the elitist position of deciding what readers should read” and deliver world news that is actually needed by its Chinese readership.
Globus has recently launched a new initiative to track the overseas ventures of Chinese enterprises. The rolling out of China’s Belt and Road Initiative (BRI) is also firmly on the radar of Anti’s global network. Our conversation naturally surrounds China’s overseas involvements and how the Chinese media should approach such developments far away from home.
“Our readers’ interest will ultimately fill the entire world map.”
Panda Paw Dragon Claw (P): What is the status of Belt and Road reporting in the Chinese media?
Anti(A): I think most of the media outlets, when they are faced with the Belt and Road topics, are in a state of hesitation. They don’t know who actually reads such stories. From an ordinary reader’s point of view, why would she or he want to read about BRI?
At the moment most BRI stories are about corporate pioneers, the enterprises that first step out of the Chinese market and go global. They are either about initial successes or failures, and the lessons generated out of those. The problem is that the Chinese media have neither the resources nor the local presence to find really good story leads. So they end up doing what I call “policy reporting”. Such coverage of general policy developments does not pique the curiosity of most readers, who only browse them for casual reading.
P: So how can such reporting improve?
A: In a sense it is premature to expect the media to go big in this area. Readers’ interest in the topic has to be cultivated gradually. Without growing reader interest, investing heavily into BRI reporting is futile. At Caixin we have recently erected a paywall. If a story does not earn us subscription, it will be considered a loss for the publication. As you know, BRI reporting is expensive. Even if we can reduce costs by commissioning from in-country contributors, it will still cost much higher than reporting from Beijing.
Many of our peer news organization do deem BRI as of strategic importance to cover. The question is how. At Globus we want to empower readers to tell us what to cover. Even though many of them are currently not asking questions about BRI per se, they are starting to take a personal interest in other countries’ visa or immigration policies. And the US-China trade war is now high on their reading list. Sometimes their curiosity brings our attention to totally unpredictable places. So I believe that, with time, our readers’ interest will ultimately fill the entire world map.
It then begs the question of how we spend resources to address that growing appetite. The conventional, elitist mode of “editors pick, readers read” is becoming more and more strained with the ever enlarging geography that news organizations need to cover. The BRI involves more than 60 countries! It’s too scattered. It’s unlike domestic reporting, where editors more or less know what main frames they should use for a given news event. In BRI reporting, some level of reader participation and guidance are definitely helpful. The result coming out of this interactive process will be a real reflection of the BRI that matters, not some imagined concept conjured up by editors.
“The Fourth Estate doesn’t apply here.”
P: Where do you get this idea of need-based reporting?
A: It actually comes from the earliest economic and business reporting, pioneered by the Economist almost 150 years ago, when news reporting was considered an informational service. Nowadays, Chinese media elites understand the role of media often through the lens of New York Times vs. Sullivan, or the Pentagon papers, where news media acts as the “Fourth Estate” (or fourth power) in a society, as a check to other formal powers. But if we go back to the media’s original role as an information service, we may find its value in rebuilding the consensual basis of public discourses, something that is lost in an increasingly polarized and tribal world. In the US, partisan polarization has hit unimaginable levels. China is not there yet but you can still sense that people too readily fall into camps in any given public debate. At such a moment, my concern is to construct the foundation of informed conversation. No matter which side you are on as a Chinese, can we have a shared point of departure as globalized citizens of a responsible world power? This is the kind of consensus-building I would like to invest all my time in right now.
P: Is there any place for the Fourth-Estate-style muckraking in BRI reporting?
A: I doubt it. To play the muckraking role, media would need to be able to influence public opinion on a given matter, thereby exerting pressure on policy making. But we are at such early stages right now that even basic knowledge still needs to be disseminated. It’s impossible to jump directly into a role that can move and shake policy.
P: But the need for Chinese media to play that role is already there, if you look at environmental and social controversies around China-backed projects globally.
A: This can be addressed without resorting to adversarial, critical reporting. We can put them under the framework of an informational service, by explaining local concerns and expectations as accepted norms. We can tell our readers, if you do not respect such norms, your projects or investments may fail. This way you achieve what may otherwise need adversarial reporting through more matter-of-fact analyses. We can take the environmental debates of a host country, summarize the mainstream thinking behind them, and present it as the prevailing norms that Chinese actors should bear in mind when they enter the country. I think the Chinese actors reading our reports will agree with this approach. Because at the end of the day, they seek the acceptance of local communities. There is no point arguing back from where they stand in China.
“China has arrived at the gate of being a globalized country. But its media isn’t ready yet.”
P: What kind of BRI stories should such a press tell?
C: So many stories can be told of China’s “going out”. First of all, readers care about why China is venturing out. It’s about motivation. Secondly, they are massively interested in learning how other countries view China. For Belt and Road reporting, understanding a recipient country’s “imagination” of China is crucial. If this element is not embedded into the reporting, I would consider it a failure as it assumes other countries see China exactly the same way as it sees itself. Understanding that each country is different is the prerequisite for producing really grounded BRI reporting. And in this aspect, Chinese media has not done a great job.
P: Can you elaborate?
A: Only a truly globalized nation will need globalized journalism. It first appeared as the British Empire set its foot around the world. The Economist is a typical early product of that phase of globalization: an encyclopedia of global political knowledge. Without the demand for such knowledge, a country’s media ’cannot be truly globalized. The Economist basically taught its readers how to approach local culture and norms. Only by respecting that can you do business with the local people.
I think China has arrived at the gate of being a globalized country. And it’s not even by choice. To focus predominantly on US-China bilateral relationship is no longer viable given today’s political environment. It forces China to turn to Europe, to get closer with South East Asia, and to promote BRI. There should be a globalized Chinese press in this era.
P: But it seems that the capabilities of the Chinese media do not match the new globalized nature of China’s diplomatic and economic relations?
A: Of course not! Fundamentally China’s media elites themselves lack globalized genes. There is a talent issue here. How many of China’s newspaper editors have practiced journalism in other countries? How many Chinese news organizations have international bureaus or local correspondents? The lack of international experience leads to lackluster international news reporting.
The bright side is that this is starting to change. The United States has actually helped us train many international journalistic talents through its J-schools. And at Globus we now have this expanding network of PhD students overseas who have lived in host countries for many years and are able to analyze situations on the ground. Ultimately, we will need correspondents based in those countries to fill the gap.
P: Beyond having experienced professionals, how can Chinese media deliver stories that accurately portray how other countries view Chinese involvements?
A: This falls under the question of reporting paradigms. In BRI reporting we probably need to go beyond the fact-centric approach of American journalism which is restraint in commentary and invites readers to reach their own conclusion by presenting just ascertainable facts. Considering that our readers often lack the very basic knowledge-base to interpret developments in a host country, I would encourage my reporters to be more adventurous with their methods. Sometimes you will need to be a bit more educational in your reporting to be effective, like what Lin Da does (note: Lin Da is the pen name of a Chinese writer couple living in the US famous for their educational prose collections introducing the history and politics of the US, Spain and other foreign countries to a Chinese readership). BRI reporting doesn’t have to stick with a standard news reporting paradigm. A reporter can be as enlightening and illuminating as possible, as long as he or she maintains objectivity.