Det kinesiska medielandskapet och mediekonsumtionen

Det kinesiska medielandskapet

Kinas medielandskap är stort och relativt komplext. Vad som kan vara viktigt att notera är att Kinas medielandskap anses som ett av världens mest restriktiva, delvis p g a de kinesiska myndigheternas kontroll över klassiska och online-mediers rapportering av politiskt känsliga ämnen.[1] Trots den stränga censuren i Kina har internet bidragit till att öka spridningen av information och öppna politiska diskus­sioner. En växande trend är den ökade funktionaliteten i de sociala medieplattformarna, sk Omni-media. Omni-media avser en komplex medieplattform som består av olika funktioner såsom sök, nätverk, kommunikation, underhåll­ning, spel, köp, möjlighet att dela innehåll m m.[2]

Visit Swedens integrerade kommunikation

Digital kommunikation är ett självklart fokus i Visit Swedens integrerade kommunikation. Information om vad Sverige som semesterland erbjuder finns på Visit Sweden.com och i de egna sociala kanalerna weibo.com/visitsweden och WeChat kontot: vschina.

Under helåret 2022 ledde Visit Swedens PR-arbete till att Sverige omnämndes i 59 artiklar med ett PR-värde[3] på totalt 38 MSEK.

De mest omskrivna ämnena i Kina handlade om storstäderna samt andra naturaktiviteter såsom norrsken och camping. Mat och dryck var även ett uppmärksammat ämne.

Nedan kommenterar Visit Swedens PR-avdelning i Kina medielandskapet:

Exactly like what is happening in many other countries, traditional media is facing very tough competition with new media, but we still believe some big international titles are using quality content to attract their readers. Most of the traditional media have also developed their own social media channels to provide variety of information and keep readers’ loyalty and interaction.

Blogger and Influencers are still very popular channels to work with and there are more of niche bloggers’ stand out, focusing on art/design, gourmet etc. Quite many of them also regularly contribute articles to traditional media (magazine/newspaper), they also have their own subscrip­tion account on the WeChat platform (which is like a combination of blog, Facebook and Instagram). We are working with bloggers/freelancers as well as influencers to promote Sweden to different segments of the target audience.

Video streaming media is getting hugely popular nowadays, more and more people tend to watch news, TV shows and travel programs online. Therefore, when we arrange press trips, we also take video footage to publish online as well as add it to digital versions of the magazines.

After having experienced a downturn in 2017 and 2018, livestreaming has revived during the Pandemic when in-person travel and offline events (physical) were impossible. Most destinations have used such functions offered by different platforms to showcase their travel products, or to offer trainings.

Short video is emerging very rapidly. The mostly popular ones are TikTok, Miaopai, Kwai, Bilibili. In February 2020, WeChat launched its video channel as a built-in function.

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