A report in the Chinese-language Apple Daily suggests that at around the time of the anniversary of President Ma Ying-jeou’s (馬英九) inauguration, local newspapers and TV stations carried a large amount of paid-for “news” about the government’s achievements.
Certain ministries are alleged to have contracted out the responsibility of keeping the public informed to marketing companies; these firms organize a number of campaigns each year to fill a quota of newspaper space and TV programming with news about their clients.
This trend represents a revival of embedded marketing by government institutions. Actually, “revival” is too mild a word considering just how rampant this kind of placement marketing has become. “Ubiquitous” might be more appropriate.
The ministries are not alone. Even Premier Liu Chao-shiuan’s (劉兆玄) newspaper interviews are paid for. If those at the top set a bad example, their subordinates will follow suit.
Unless the Ma administration expressly forbids government departments from paying for embedded publicity, bureaucrats will continue to use taxpayers’ money in this way to claim false achievements and cover up their incompetence.
The question most often raised in this regard is: Can news media be relied on to monitor the government if they take cash to report news on the government’s activities?
A cornerstone of democracy is that the press should act as the Fourth Estate.
But how can the public be confident that the media will perform this duty when they take their orders from those in power? At election time, viewers may not be able to tell whether news is information gathered to monitor the government and inform the public or undeclared advertising paid for by candidates and other politicians.
If even on-the-spot news can be bought, how can the public believe anything in a news bulletin?
Sadly, those voicing concerns about this issue have little effect. Civic groups and academics have for years reminded the media of their responsibility to monitor the government.
They have pointed to the harm that embedded propaganda brings to Taiwan’s democracy. What more can be said or done when those in power turn a deaf ear to these warnings?
The harmful effects of government-funded embedded marketing go beyond those mentioned above.
For example, government officials get accustomed to not having to take responsibility for policies. If the government can buy news segments, then officials need not worry what people will think or say about them.
When bureaucrats devote part of their budget to buying media time in the guise of news, it blunts the media’s willingness and ability to criticize. If officials are allowed to employ the media to improve their image, then they will go ahead and do just that. With the media at their beck and call, officials will not be accountable for their policies.
What you end up with is a bunch of incapable bureaucrats who answer to no one. Regardless of what happens, they will hide behind the manufactured image of achievement embedded in the media.
I can’t say for certain whether the Ma administration needs civil servants like these, but the public certainly does not.
An assistant to a government official once told me that the main reason ministries buy media time and space is not the possible influence it will have on public opinion.
Rather, they use TV and press reports as tools to convince officials higher up the chain that they are working hard.
In other words, lowly ranked bureaucrats use the media to inform — or hoodwink — their superiors in order to protect their jobs. If what my informant said is true, it can be surmised that ministries pay for embedded reports to hoodwink the Cabinet, and that the Cabinet buys slots to fool the president.
Do ordinary people realize that officials are using taxpayers’ money to fool each other and everyone else? If so, and if they find this acceptable, then Taiwan is in real trouble.
I have a modest request for those in government: Please stop using embedded marketing to paint over the cracks in your policies. Civil servants should be willing to answer for their performance. The media, for their part, should remember their proper role, and media workers should ask themselves what became of the ideals they had when they chose to work in the industry.
Otherwise, there will come a time when the public loses faith in the media altogether. The democratic system will be weakened and everyone in Taiwan will suffer the consequences.
Media workers should not sell their souls in this messy potage, and media outlets should consider more than just the bottom line.
Chen Ping-hung is a professor in the Graduate Institute of Mass Communication at National Taiwan Normal University.
TRANSLATED BY JULIAN CLEGG
Could Asia be on the verge of a new wave of nuclear proliferation? A look back at the early history of the North Atlantic Treaty Organization (NATO), which recently celebrated its 75th anniversary, illuminates some reasons for concern in the Indo-Pacific today. US Secretary of Defense Lloyd Austin recently described NATO as “the most powerful and successful alliance in history,” but the organization’s early years were not without challenges. At its inception, the signing of the North Atlantic Treaty marked a sea change in American strategic thinking. The United States had been intent on withdrawing from Europe in the years following
My wife and I spent the week in the interior of Taiwan where Shuyuan spent her childhood. In that town there is a street that functions as an open farmer’s market. Walk along that street, as Shuyuan did yesterday, and it is next to impossible to come home empty-handed. Some mangoes that looked vaguely like others we had seen around here ended up on our table. Shuyuan told how she had bought them from a little old farmer woman from the countryside who said the mangoes were from a very old tree she had on her property. The big surprise
The issue of China’s overcapacity has drawn greater global attention recently, with US Secretary of the Treasury Janet Yellen urging Beijing to address its excess production in key industries during her visit to China last week. Meanwhile in Brussels, European Commission President Ursula von der Leyen last week said that Europe must have a tough talk with China on its perceived overcapacity and unfair trade practices. The remarks by Yellen and Von der Leyen come as China’s economy is undergoing a painful transition. Beijing is trying to steer the world’s second-largest economy out of a COVID-19 slump, the property crisis and
As former president Ma Ying-jeou (馬英九) wrapped up his visit to the People’s Republic of China, he received his share of attention. Certainly, the trip must be seen within the full context of Ma’s life, that is, his eight-year presidency, the Sunflower movement and his failed Economic Cooperation Framework Agreement, as well as his eight years as Taipei mayor with its posturing, accusations of money laundering, and ups and downs. Through all that, basic questions stand out: “What drives Ma? What is his end game?” Having observed and commented on Ma for decades, it is all ironically reminiscent of former US president Harry