China’s leadership has started a propaganda blitz amid concerns about rising dissent among younger internet users. Observers said Beijing was seriously concerned that online media was having an “undesirable influence” on young Chinese people and was trying to ensure they got more exposure to the officially approved narrative. At the core of this drive is a team of millennial new media specialists who eschew the jargon-heavy style of traditional propaganda in favour of stories designed to resonate with younger, web-savvy citizens.
