How Social Media Influencers in the Philippines Are Being Used to Push Pro-China Narratives

Have you ever wondered how social media influencers in the Philippines might be shaping public opinion? With the rise of digital platforms, these influencers hold a powerful sway over their audiences. But what happens when influencers are used as pawns in a global power play? A recent study has revealed an intriguing—and concerning—trend: Filipino social media influencers are being recruited by the Chinese government to spread pro-China narratives online. Through this article, we dig deep into how China is trying to influence the Philippines’ public opinion, especially amid growing tensions in the South China Sea, through a combination of social media influencers and fake online accounts. Despite China’s massive efforts, however, their influence on Filipinos is falling flat. Let’s explore why this is the case and what the future holds for Chinese influence in the Philippines. Strategy of China in the Philippines: Social Media Influencers and Fake Accounts In the day where social media is a powerful tool for shaping perceptions and driving narratives, the Chinese government has turned to Filipino social media influencers to help sway public opinion in its favor. Through paid campaigns, influencers are flown to China to experience and share positive aspects of the country. Yet, the true impact of these efforts remains minimal, and Filipino social media users seem largely immune to the influence of these narratives. China’s strategies are far-reaching. Alongside influencer campaigns, Beijing is also using digital “troll farms” to flood social media platforms with fake accounts that promote pro-China content. These fake accounts are designed to spread misleading or exaggerated information, creating the illusion of widespread support for China in the Philippines. Despite these sophisticated tactics, the effectiveness of China’s online influence in the Philippines is highly questionable. Why Pro-China Narratives Aren’t Gaining Ground in the Philippines So, why is it that China’s social media campaigns are not gaining the traction they expected? Researchers and experts suggest several key factors that hinder the effectiveness of these efforts. 1. Disconnection from Local Context While influencers may be well-intentioned in their attempts to promote China’s image, their messaging often falls flat due to a lack of understanding of the Philippine context. Social media influencers in the Philippines may not fully grasp the political, cultural, and historical complexities that shape the country’s relationship with China. As a result, their posts often fail to resonate with local audiences. In a country with such strong nationalistic sentiments, especially in relation to its territorial disputes with China in the South China Sea, it’s difficult for content promoting China as a friend or ally to gain any real traction. This disconnect is a significant barrier to China’s influence efforts. 2. Ongoing South China Sea Tensions At the heart of the Philippines’ distrust of China lies the ongoing conflict over the South China Sea. With multiple maritime incidents between the two countries, the Philippines has become increasingly wary of China’s growing presence in the region. No matter how polished or carefully crafted the message, social media posts supporting China often clash with the Filipino public’s perception of China as a major threat to national security. The situation is further exacerbated by the Philippines’ active media coverage of China’s actions in the disputed waters. Videos and reports on China’s aggressive maneuvers in the South China Sea are regularly circulated, and these only reinforce negative perceptions of Beijing. In this context, the efforts of social media influencers in the Philippines to present China in a positive light seem out of touch with the realities faced by the public. 3. Backlash Against Pro-China Campaigns Several campaigns aimed at boosting China’s image have faced fierce backlash. For instance, the Chinese Embassy’s video titled “Iisang Dagat” (“One Sea”)—released during the COVID-19 pandemic—was intended to present China and the Philippines as allies in the battle against the virus. The video, however, was seen as a disingenuous attempt to distract from China’s maritime aggression. It received more than 100,000 dislikes, a clear indication of how out-of-touch the campaign was with the Filipino audience. Despite the financial and strategic resources behind these campaigns, the Chinese government has struggled to change the deeply ingrained public perception of China in the Philippines. Local audiences seem to resist overt attempts to reshape their views, especially when those messages are perceived as promoting an agenda that contradicts their national interests. The Role of Media Partnerships in Shaping Public Opinion China has sought to influence Filipino public opinion through more traditional media channels. It involves forming partnerships with local media outlets, often with financial incentives. These partnerships aim to ensure that news about Chinese-backed infrastructure projects and investments in the Philippines is framed in a way that minimizes China’s controversial role. Many of these infrastructure projects—such as the Kaliwa Dam and Chico River Pump Irrigation Project—are backed by China and are part of the Belt and Road Initiative (BRI). The Chinese government has been careful to present these projects as being aligned with the Philippine government’s development agenda. The goal is to obscure the extent of China’s involvement and shift any blame for problems such as cost overruns or environmental issues onto local officials. Yet, despite these efforts to present China’s involvement as a neutral or even beneficial force, the Filipino public remains skeptical. These have been criticized for their environmental impact, potential for exploitation, and lack of transparency. Furthermore, the coverage of these issues in the media continues to expose the deeper complexities of China’s role in the Philippines, making it harder for pro-China narratives to take hold. The Power of Local Media in Defying Pro-China Narratives The Filipino media outlets has crucial role in shaping public sentiment, especially when it comes to issues like China’s presence in the South China Sea. Even though Chinese state media has tried to establish partnerships with local media companies to improve its image, these efforts have largely failed. Alternatively, local media continues to cover China’s actions critically, highlighting the growing public concern over its maritime ambitions. Filipino media is resilient in maintaining an independent voice is a testament to the country’s strong democratic values. Journalists and news organizations in the Philippines remain dedicated to telling the full story, even when the issues are complex or politically sensitive. This independence makes it difficult for China to fully control or influence the narrative, as local media outlets continue to publish critical stories about China’s actions in the region. Why Filipinos Aren’t Buying the Pro-China Narrative At the core of this resistance to China’s influence lies a deeply rooted sense of national identity and sovereignty. Filipinos are not easily swayed by external forces that seek to undermine their independence, especially when it comes to territorial disputes. It’s desire to protect the country’s territorial integrity and resources, specifically in the South China Sea, has created a strong sense of unity against perceived foreign threats. Moreover, social media influencers in the Philippines have limited influence when it comes to topics as serious and politically charged as China’s actions in the region. Influencers may have a significant following in areas like lifestyle, fashion, or entertainment, their ability to shape opinions on geopolitical matters is much more limited. Chinese continuously attempts to use influencers to push their agenda are being met with skepticism and criticism from a population that is already wary of Beijing’s growing regional influence. Looking Ahead: Can China’s Influence in the Philippines Ever Succeed? Although China’s social media and media manipulation strategies have failed to significantly shift public opinion in the Philippines, this doesn’t mean they will stop trying. Chinese government is well aware of the power of media and public perception, and it will continue to explore new ways to influence Filipino audiences in the future. However, the Filipino public remains highly engaged and politically aware, especially when it comes to issues that directly affect national security. As tensions in the South China Sea continue to rise, it’s unlikely that Chinese narratives will be able to gain much ground without addressing the very real concerns of the Filipino people. Until then, China’s attempts to influence the Philippines will likely continue to fall flat. Final Popstar Tip The Philippines ongoing struggle for public opinion is far from over. While China has used social media influencers and media partnerships as part of its broader strategy to shape public perception, the Filipino public remains largely resistant to these efforts. Combined with a strong sense of national identity, the deepening tensions in the South China Sea, make it difficult for pro-China narratives to gain a foothold in the country. Eventually, China’s efforts to manipulate public opinion in the Philippines may prove to be a long-term battle, but it’s clear that the Filipino people are not easily swayed. As the geopolitical landscape continues to evolve, one thing is certain: the power of local media, social media influencers, and the unwavering Filipino spirit will continue to stand in the way of foreign influence. Send us a message or contact our Team at contact@pop-star.me for more information on how PopStar can help your digital marketing here in the Philippines.