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China's New Media Landscape: Are you connecting with China's 500 million netizens?

05 July 2011

Chinese Museum, 22 Cochen Place, Melbourne

On 5 July 2011, more than 100 young professionals attended an Australia-China Young Professionals Initiative (ACYPI) event at the Chinese Museum in Melbourne’s Chinatown precinct.

The event focused on the rise of China’s ‘new media’, which represents a significant meeting point between China’s economic growth, entrepreneurialism and politics. The sector has attracted significant international scrutiny, with global stalwarts of the online landscape, such as Facebook, Twitter and Youtube, blocked in China, making way for domestic players such as Renren, Weibo and Youku. This being said, the internet in China is still a strong medium for reaching out to China’s nearly 500 million netizens, and as such is a powerful marketing tool.

It was these opportunities that the three panellists focused on in answering the questions: ‘what is Chinese new media and what is its potential?’

Panellists Tom Parker and Lindsay Goding used their experiences with the AFL and Tourism Victoria respectively to highlight the need for non-Chinese companies to better understand the expectations of Chinese netizens when developing a web presence for China. Tom Chase, panellist from Monash University, explored the cultural and political implications of the Chinese internet, in particular the possibilities for self-expression and expansion of personal networks online.

Following these presentations, the floor was opened up to Q&A, which was characterised by robust discussions on the opportunities and threats for Australian business in China’s online environment.

ACBC would like to thank ACYPI for an excellent event, Australia-China Youth Association for their support, as well as the Chinese Museum in Melbourne for providing such a fantastic venue for the evening. In addition, ACYPI & ACBC greatly appreciates the time and efforts of Tom Chase, Tom Parker and Lindsay Goding in participating in the event.