China's State Media Leverages AI and Social Media to Shape Global Narratives

China's Communist Party is transforming its approach to global communication by utilizing artificial intelligence (AI) and social media to project its narratives, particularly against the United States. Historically characterized by rigid and dogmatic messaging, the Chinese government is now embracing more engaging formats to resonate with younger audiences worldwide. This shift is part of a broader strategy initiated by President Xi Jinping to enhance China's influence in global media and counter perceived Western biases.

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A recent example of this strategy is a five-minute AI-generated animation released by China Central Television, which depicts an allegorical representation of the war in Iran. The animation, styled after classic martial arts films, has been praised domestically for its ability to simplify complex geopolitical issues. It quickly gained traction online, amassing over one million views after being subtitled and shared on social media platforms like X. Analysts, such as Andrew Chubb from Lancaster University, noted that the content transcends traditional propaganda, resembling more of a dramatization of historical events.

China uses AI, social media to reshape global narrative

China's state media is actively building a vast "matrix" of social media accounts, managed by diplomats, influencers, and automated bots, to disseminate its narratives globally. This approach allows for a more dynamic engagement with international audiences. The use of AI-generated "infotainment" is particularly aimed at appealing to younger demographics, as it is deemed more effective in conveying Chinese perspectives on international affairs. Shi Anbin, a professor at Tsinghua University, emphasized that this new format helps younger audiences understand China's viewpoint.

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Despite the innovative methods employed by Chinese state media, there are concerns regarding the implications of such messaging strategies. A recent U.S. State Department cable highlighted that foreign messaging campaigns, particularly those from state-controlled media, pose a "direct threat" to U.S. national security and contribute to hostility toward American interests. This reflects an intensifying global information war, where the U.S. is also seeking to enhance its counter-narratives against foreign propaganda.

China uses AI, social media to reshape global narrative

• “It’s hardly even like propaganda — it almost seems more just a historical fiction dramatization of the situation,” — Andrew Chubb, Senior Lecturer, Lancaster University

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• “Whatever one thinks about the format, the message itself clearly resonates with increasingly larger audiences, which helps explain why such content gains traction online,” — Wang Zichen, Deputy Secretary-General, Center for China & Globalization

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China's strategic use of AI and social media represents a significant shift in how the Communist Party communicates its narratives on the global stage. By adopting more relatable and engaging content, Beijing aims to reshape perceptions and counteract Western narratives, while also navigating the complexities of an evolving information landscape.

China uses AI, social media to reshape global narrative