Subculture Hegemony

diba

Try to think of great subcultures worldwide, those surrounding Japanese anime and Norwegian black metal might come to mind.  After January 21, 2016, you might as well put Chinese online forum in that pantheon.

On that date, tens of thousands of users from mainland China logged onto Facebook and “occupied” the comment sections of the pages of major Taiwanese news organizations and politicians to express their disapproval of Taiwan independence.

If as a non-Chinese speaker you are confused by references to “Diba”, “D8” or “Tieba” in news reports about this incident, it means you are normal. By definition, a subculture tries to construct an alternative identity that differentiates itself from the one bestowed by the parent culture. It often has its own language, symbols and rituals that may be unintelligible to an outsider. Not surprisingly, it took many usually Internet-savvy Chinese observers some time to figure out what was going on. Equally dazzled were the Taiwanese targets of this campaign.

Getting some basic understanding of that subculture has become somewhat imperative not just because it injects itself so forcefully into the high politics of the Taiwan Strait this time. Its permeation into the daily discourse of Chinese society and the favorable attention it gets from China’s propaganda machine warrant a deeper look into its root and temperaments.

Our protagonist this time is called “Diba”, a keyword-based online forum (or “Tieba” as they are known in Chinese) hosted by China’s largest search engine Baidu. It was at first just a regular Tieba dedicated to a mediocre Chinese soccer player, set up in 2004. Over the years, it has gone through major transformations that make it outstanding among the hundreds of thousands of Tiebas that exist, boasting a membership of 20 million, which easily dwarfs any other such forums in the Chinese cyberspace.

One of such transformations is to go beyond its designated “keyword”, “Li Yi”, the soccer player who said stupid things such as “my skills resemble those of Henry”, the French superstar. Since Henry was fondly referred to by fans as Henry the Great (Henri le Grand), members of the Tieba jokingly dubbed Li “the Emperor”, hence the forum’s nickname “Diba” (“Di” means emperor in Chinese). Participants of the forum initially gathered to make fun of Li Yi, but then quickly extended their sarcastic talents to whatever issues that attracted their attention.

As a recent analysis of the Diba phenomenon puts it, the forum gradually transcends its namesake and is increasingly organized around a unique discursive strategy: a veiled, satirical way of badmouthing someone that disguises itself as compliments. It’s the Chinese equivalent of singing hymn to Justin Bieber. The strategy also has a class signature to it: members of the group self-deprecatingly refer to themselves as “Diaosi” (another play with the pronunciation of “Di” but has the meaning of pubic hair), which is considered a label of those from a lower social class. Rather than avoiding a label like this, participants, mainly young males, embrace it proudly. Furthermore, they invented a host of terms applying to the opposite social class, such as “Gaofushuai” (“tall, rich, good-looking”), with very little resentment embedded in them. Instead, self-branded “Diaosis” use them with humorous resignation, adopting a posture of self-disarming capitulation. Both “Diaosi” and “Gaofushuai”, among other Diba-originated words, have find their place in modern Chinese language, a sign of the subculture’s ability to reciprocate its influence to the parent culture.

Why would a loosely organized online community so self-involved in constructing subtle jokes suddenly wake up to a nationalist call to confront the so-called Taiwan independence force?

Events in January alone could not fully explain such an eruption of enthusiasm, although they do serve as a trigger. Prior to the presidential election in Taiwan on January 16, public sentiments on the mainland were influenced by an agitator coming, ironically, from Taiwan. Since late 2015, a third-tier Taiwanese singer and former TV show host, Huang An, had been running a personal campaign against “Taiwan independence” by crucifying fellow Taiwanese celebrities in front of the mainland authority and public. His approach was clumsy and tacky, at one point involving holding a banner in front of the mainland’s Taiwan affairs office with anti-independence slogans. Yet it was also effective in its own way. Many Taiwanese pop stars named and shamed by Huang saw their business plans in the mainland disrupted for appearing to be sympathetic to the independence cause. Huang’s motivation for such uncalled-for agitation is unclear, as his behavior alienates the Taiwanese society, effectively burning the bridge back to his home market. Some conjectured that he was just trying to camouflage his practice of advertising for dubious health products in the mainland with disingenuous patriotic posturing. What’s more interesting is the mainland authority’s willingness to entertain such behavior and watch Huang lynch Taiwanese public figures with the mainland’s ultra-sensitive political taboo as a weapon.

Things got a bit heated up when in November 2015 Huang set his eyes on Chou Tzu-yu, a young Taiwanese pop star who had barely started her performing career in South Korea. Huang regards some of her acts in public, such as waving the Taiwanese flag in a video clip, as reflecting an “independence tendency”. But what finally agitated Huang into a full attack mode, as he later claimed, was Taiwan’s pro-independence media, which used Chou as an upholder of the Taiwanese identity and crowned her “the light of Taiwan”. The unfortunate 16-year-old saw herself sucked into a nasty swirl propelled by two mutually reinforcing forces: one that sees Taiwanese independence as an absolute, non-negotiable taboo and would err on the side of caution by eliminating any possible association with it, and the other that amplifies any conscious or unconscious expression of one’s own identity as a political statement. The result is a string of cancellations of her appearance in mainland TV shows.

Apparently under tremendous pressure, Chou released a pre-recorded apology on the Internet on January 15. In the VCR, people saw a pale, distressed girl wearing a black turtleneck. She read from a piece of paper with a blank face, saying she “felt proud being a Chinese” and expressing her regret for irritating the public from “both sides of the Strait”. In the end, she announced that she would suspend all her activities in China to “reflect on her mistake”. She bowed to the camera.

People on both sides of the Strait were indeed irritated, but for very different reasons. For those watching in Taiwan, the VCR was an appalling scene of a 16-year-old being politically bullied and humiliated publicly. Some of them vented their anger on a mainland TV star who joked about Chou’s stuttering performance in the video by flooding his Facebook post with criticism.

This became the detonator of a massive mobilization campaign at the Diba, where its millions of members vowed to give the other side a lesson.

On Jan 20, the Long March began. According to a first-hand account from a participant, “conscription” ads started to appear on the Internet asking people to join numerous “columns” formed to execute the campaign. There were groups responsible for translating materials into foreign languages so that “foreigners can be sympathetic to the cause”. Others were in charge of all the Photoshopping and graphic design of “pic-emojis”, which became the main ammunition of the campaign. Leaders of the mission set down rules that were at once militantly disciplinary and comically naive. There were rules about not using dirty language, and also those barring participants from using images of the top leader. People were asked to differentiate separatists from “the Taiwanese people.” You can be merciless to the former, but should be friendly to the latter.

The landing was set at 19:00 sharp. Participants were asked to register at Facebook, something many of them had never done until that very moment. Together with Twitter, YouTube and Google, Facebook is blocked in mainland China by the infamous Great Firewall. To get over the wall, netizens had to use VPN services, a cumbersome undertaking. This did not stop them from parachuting into Facebook en masse. In no time, comment sections under the posts of Apple Daily, Sanli News and Taiwan’s president-elect Tsai Ing-wen were filled with seemingly mass produced contents: patriotic poems, communist party slogans, pic-emojis, and pictures of food.

Some people on the mainland were repulsed by the shallowness of the message sent by the young patriots. Others laughed at their lack of erudition. By reciting textbooks and acting as if they were “educating” the other side, theirs was essentially a message of rejection: refusing to understand the aspects of the Taiwan society that are simply alien to a mainland mind. This is not an awfully unfair characterization. The “class struggle” mark on the guiding principles of the campaign was too glaring to not notice. The idea that people can be easily identified as “separatists” and “brothers”, and should be treated in completely different ways betrays the mindset from another era, a mindset that lingers in middle school textbooks and gets passed along to the millennials. Even though “rules” bar participants from using dirty words, they found other creative ways to intimidate their perceived opponents. Calling them “independence dogs” seemed to be perfectly fine for most of the Facebook crusaders.

Among the participants of the pageant, there is a visible tendency to approach things merely from a materialistic point of view, as if the Taiwanese people could be wooed by pictures of fancy cuisines or shiny skyscrapers. To be fair, this might be just a response to the caricature of the mainland by the Taiwanese side: the Taiwan pundits’ misrepresentation of the mainland as still living in the poverty stricken era of Mao hurt the pride of many across the Strait. But the notion that economic power trumps everything, and that a superior economic position is somehow equivalent to a superior value system is not only logically flawed, but also disconcerting when a large number of Chinese youth seem to take it for granted.

When the battalions of China’s young Facebook warriors were armed, organized and aligned along such an overarching logic, it is not surprising that their narratives were full of patriarchal metaphors wherein Taiwan was the “younger brother” and the “son”, even when they were showing good will.

Military terms notwithstanding, it would be a mistake to see these youngsters as an organized force answering the call of the Party. Their tone and style set them apart from the more uptight “online patrols” the Party dispatches to enforce its political creed. This is probably the most intriguing aspect of this Facebook saga: no one, left or right, seemed to be prepared for such a massive expression of patriotism, especially from this corner of the Internet. Even though official outlets such as the People’s Daily’s WeChat account spoke highly of the newfound patriotic zeal in the Chinese millennials and the Communist Youth League came close to giving it a virtual standing ovation, their moves were more like trying to catch up to a novelty they were (pleasantly) surprised of. Conservatives were also busy helping the millennials fend off attacks from the liberals, who immediately dismissed the kids as online “Red Guards”. Unfortunately, the liberals, who are traditionally more internet savvy than their rivals on the left, seemed to be as confused this time. Red Guard is clearly a misnomer: there is no indication that those youngsters are violent fanatics. So is “little pink”, the supposedly derogatory term coined by the liberals to describe what they consider as “mildly and playfully red”. But those more attuned to online subcultures pointed out that “little pink” was an existing community with very different political leaning.

The failure of existing opinion leaders to recognize, let alone understand, the young kids who jumped over the Great Firewall to bicker with the Taiwanese, is indicative of the generational gap between the old order on the internet and the emerging new. Cautious observers took a more detached position, without cheering or condemning the episode. They considered it a rare chance for young people from across the Strait to have direct dialogue about an issue that had proved thorny for an older generation.

Interestingly, this is hardly the first time that the Diba crowd collectively expressed their political stance through post bombardment. But their previous feats were obscured by the fact that they happened largely within the underground world of subcultures. A review of the ten-plus-year history of the forum shows that at least in 11 previous cases, they “carpet bombed” other forums for views they did not approve. Nationalism, albeit an unsophisticated version,  underlines 4 (out of the 11) such campaigns. In one case, they paralyzed a Tieba dedicated to a Taiwanese pop star for her disrespect of Nanjing massacre victims; in another, they overwhelmed a Korean singer’s forum because he allegedly beat up a Chinese pregnant woman. One analysis attributes this spontaneous airing of nationalism with the forum’s soccer origin. It is said that modern sports, particularly soccer, is closely associated with nationalistic sentiments. As Orwell once famously put, “There cannot be much doubt that the whole thing is bound up with the rise of nationalism — that is, with the lunatic modern habit of identifying oneself with large power units and seeing everything in terms of competitive prestige.”

There are others who read the Diba’s increasingly patriotic vibe as a result of the intentional guidance from its board managers, who, in interviews with the media, had indicated their interest in connecting the forum’s passive-aggressive cynical culture to the more upbeat mainstream discourse as a way to establish its legitimacy. And nationalism provides a perfect shortcut to that connection, given the forum’s largely young and male membership.

From a more macro perspective that locates the ascendence of the Diba subculture in the tectonic plate shift of China’s online opinion geology, the recent incident is a strong signal that the political pendulum of the Chinese internet is swaying momentously to the left after years of domination by liberal values. Insulated from the major battles on Weibo that decided China’s online sentiments in the past few years, the generation that has grown up chatting about ACG in obscure online communities using their own language begins to assert its own political values disregarding rules set by any established camps. The fact that they climbed over China’s notorious internet firewall to wage a patriotic campaign highlights the rebellion/allegiance contradiction in their action. The later shutdown of their VPN services reflects the authority’s uneasiness in handling this new force, and the intrinsic difficulty in co-opting it.

At this moment, it is hard to predict how this impulsive youth subculture would create any lasting political impact. The collective action might just be one of the ways a subculture reasserts and rejuvenates its own distinctive identity. Just like an active volcano, after a major eruption, the community relapsed into its everyday mode of nonsensical jokes and undecipherable jargons. Is it going to belch flames again in the future and occupy the Facebook page of Hillary Clinton, or overwhelm the Twitter account of Shinzo Abe, as some have suggested? Will it go beyond its current role of political taboo enforcer and public opinion vigilante, and adopt the more sophisticated strategies of other online subcultural communities such as Anonymous? Before anyone can clearly see the consequence, the best thing to do is to get familiar with some Diaosi vocabulary.

Further Reading on this Blog: Love Thy Country

6 thoughts on “Subculture Hegemony

  1. […] 7. Subculture Hegemony | Chublic Opinion From a more macro perspective that locates the ascendence of the Diba subculture in the tectonic shift of China’s online opinion geology, the recent incident is a strong signal that the political pendulum of the Chinese internet is swaying momentously to the left after years of domination by liberal values. Insulated from the major battles on Weibo that decided China’s online sentiments in the fast few years, the generation that has grown up chatting about ACG in obscure online communities using their own language begins to assert its own political values disregarding rules set by any established camps. The fact that they climbed over China’s notorious internet firewall to wage a patriotic campaign highlights the rebellion/allegiance contradiction in their action. The later shutdown of their VPN services reflects the authority’s uneasiness in handling this new force, and the intrinsic difficulty in co-opting it.// And why those in the West who think if the CCP just went away then all would be right with China and they would get “on board with the program” are likely dangerously misinformed…this nationalism outside of the ccp is what I saw more and more of in the last two years and which frankly started to scare me living in Beijing… […]

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  2. Superb analysis as always.

    Just one small correction, but one that i think leads to a bigger point – the linked article reviewing previous Diba collective actions actually noted that only 4 out of 11 (not almost all) were nationalism-related. Moreover, of those 4 cases, only 2 involved targets beyond PRC borders.

    This might seem trivial but i think it is indicative of a larger tendency, especially in English-language analysis of the subject, to overstate the prominence of anti-foreign nationalist themes at the grassroots level of Chinese public opinion.

    To be sure, the phenomenon of bottom-up nationalist mobilization is a concern in today’s PRC — as it should be wherever it arises — but those numbers (3 out of 12 including the latest FB expedition) suggests that it’s far from representative of even the most extreme cases of online mobilization in China. In other words, even the righteous Diba warriors (themselves only a small minority of Diba users, in turn a small minority of PRC citizens) are much more likely to mobilize about other things. I think it’s important for PRC watchers, particularly westerners, to keep that in mind.

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    • Thanks Andrew for this important note. I’ve made corrections in the paragraph to more accurately reflect the original article (didn’t read carefully enough!). But when I re-read that review, I did sense from the author’s tone that he believed 4 out of 11 was pretty significant. But I guess this is more of a half-empty/half-full judgment call.

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      • Yeah, i reckon a lot really comes down to word “nationalism” – as far as i can tell, when it’s used in relation to China, the term very often connotes anti-outsider sentiment. If so, are the Sichuan earthquake and Zhou Enlai perhaps examples of “民族主义” but not “nationalism”?

        No Diaoyu-related case is interesting too. Wonder what happened there.

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  3. Great article, I’m really glad I found your blog (through Sinica) as I often find myself wanting to know more about what captivates Chinese public opinion but my poor Chinese skills often leave me with few venues where to look for more insights.

    It’s quite interesting to hear you talk about Chinese youth political views swaying strongly to the left after years of more liberal sentiments, what do you think is prompting this shift? I have previously done some research on the impact of the patriotic education campaign, and I do wonder if the introduction of patriotic education in the 1990s might be behind this momentous shift in the political sentiments of Chinese youth. Clearly that would only be part of the picture (and I am no expert, so I might be way off). I guess it’s also ironic how patriotism to legitimise and defend the CCP has pushed many to go against CCP policies (climbing the Great Firewall for starters), the very idea of being able to contain and predict people’s thoughts and reactions is flawed, any attempt, for as successful as it might be, is doomed to backfire somehow.

    Again, thanks for the insightful read and looking forward to read more!

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