Page 197 - Feasibility Study of New Media Technology on Constructing Online Public Sphere

Chapter 6. The Xiamen PX plant event

and fulfil their responsibility as service providers if they can keep a distance from the

state’s bottom line. Operators in media companies have developed their strategies to
avoid negative consequences while serving consumers’ needs. For example, during this
case, Bullog used a ‘wait-and-see’ approach. The service provider did not delete or fil-
ter any sensitive information regarding the Xiamen PX plant in advance, which tempo-
rarily maintained the information flow on its site.

Moreover, my book has demonstrated a ‘probing’ pattern during the operation of
media companies. Similar to Bullog, media practitioners have developed a common
sense as probing the government’s reaction in terms of what can be provided to the

public. From the authority’s side, it is easier to control the information source rather
than to control the general public’s behaviour. Hence, the government has also demon-
strated a certain degree of tolerance. From the media’s side, it is a way to gradually
extend its reporting coverage and to expand the media space for the public. ‘Clickbait’
is another strategy that media service providers usually use to maintain the sustaina-

ble development of the company. To develop in the competitive media market, they
intentionally employ word game and visual effects in the headlines of posts to catch
audiences’ attention. Such strategy draws public attention when reporting social events,

which facilitates the form of public opinion in the media environment.
Furthermore, my interview data revealed the considerations in operating internet
media based on the practitioners’ perception and experience. They prioritised govern-
ment regulations and policies in media operation, followed by commercial interest.
However, there is one exception in which a practitioner from state-owned media com-

pany indicated that profit is the first consideration. The result is interesting given the
different backgrounds of commercial and state-owned companies. Guidance for users’
behaviour and professional ethical codes are perceived as less important during their

daily practice. It implies the characteristics of media operation in China, which is re-
sulted by the power relationship in government-media interaction.
Finally, the government has also showed a tendency of using media channels to
handle mass events. In the Xiamen PX plant case, the public used online group cha-
trooms and SMS to organise demonstrations. To respond, local newspaper and bro-

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