Chinese Military Parade Shows Weakness in Social Armour


The Chinese military parade may have sent rumblings through the west and delivered a clear message to Islamic State, but not every Chinese netizen was inclined to kowtow to the television. Fergus Ryan reported from Beijing that the social media chirped the Chinese military parade from every angle while the censor struggled to keep on top. The idiom ‘chink in armour’ means a weak spot in defences, and the social media certainly fidgeted another one.

Wide Variety of Positions taken on Chinese Military Parade

It was not clear whether the younger, mobile set felt much empathy for the war with Japan that ended 70 years ago, or whether it was a sense of broader social awareness. Some proudly selfied themselves saluting the ‘veterans’, while others swooned over the ‘cute’ massive nuclear missiles debuted in the Chinese Military parade.

With cameras strategically positioned to capture every conceivable event, the fashionistas on social media had every opportunity to ogle the first lady’s purple dress. Taobao was selling clones of it within minutes of the broadcast. It probably stocked them anyway, but failed to make the connection previously.

Chinese Military ParadeWhile crowds fenced off from Tiananmen Square sweltered in the heat, cameras rolled as a woman shielded the president with an umbrella and fanned his face to keep him looking cool. Sceptical netizens managed only 1,118 reposts of this before the censor wiped them out.

There were anticipated comments about the ‘astronomical waste’ of money. Chairman Mao’s chubby grandson sitting on the side lines of the Chinese military parade came in for special mention as the ‘little general’, who only became the country’s youngest major general in the People’s Liberation Army in 2010 because of his ‘auspicious lineage’.

Signs of Desperation from Censor during Chinese Military Parade

Many of the deleted posts contained the names of the current and former presidents, and the word ‘parade’. According to Charlie Smith’s Great Fire website the censor positioned police in major service providers weeks ahead of the parade. They must have had a busy day, since many supporters of the Chinese military parade would have repeated the same words.

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Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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