With new Internet policies set, we asked Neocha.com partner, Edelman Digital guru, 56minus1.com author, and Danwei.org contributor Adam Schokora what the new rules mean for us

56minus1

CW: Why did you start your blog 56minus1? Because I think creating content, sharing information and expressing myself are very rewarding intellectual and creative exercises. I’ve been publishing things online for a few years now in several different places, about a year ago I decided I wanted a single place for it all--that’s how 56minus1.com came to be. In many ways, 56minus1 aggregates my digital life, as well as a public external hard drive for my brain. It also helps me meaningfully connect with likeminded people all over the world that I wouldn’t otherwise have been able to connect with, which has been a very fun and expected perk.

Recently I opened it up to multiple contributors. I still account for 95% of the content, but some friends (and even a couple people I only know via the Internet) occasionally pop in to publish stuff. All are welcome actually. If anyone reading is interested in contributing relevant content, get it touch. Happy to have you.

CW: Why call is it called 56minus1? Contrary to many people’s speculation, it has nothing to do with the number of minority groups in China. I get that a lot.

The short answer is because 55.com was taken and 54plus1, 60minus5, etc. just didn’t sound very good at the time.

The long answer is because I have obsessed over the number 55 since I was a small child. The number finds its way into my life nearly every day ... spare change, license plates, hotel room numbers, sports scores, dates, addresses, bank balances, unread emails, taxi fares, phone numbers, the number of push-ups I can do in a row (I can never get the 56th), etc. I often wake up in the middle of the night with the clock reading 2:55, 3:55, 4:55, etc. The number pops into my head when I daydream, when focusing on something, when I am trying to fall asleep, etc. It shows up everywhere it could possibly show up, and often. A fortuneteller in Indonesia recently told me that I will die when I’m 55, or on May 5, or both--she wasn’t quite sure. Everyone is a little bit neurotic; my neurosis revolves around the number 55. I’ve embraced it, and my blog’s URL is an example of that.

I have found that it’s turned out to be a good blog name because blog-rolls are often in alphabetical order, which means, if I’m fortunate to make it on someone’s blog roll, I’m typically right at the top; it’s easy to remember; and it’s a conversation starter.

The New Internet Regulations

CW: What do you think instigated this new round of internet regulation posted on danwei? It’s hard to tell with these things. Government decision-making in China, especially around Internet content, is often very puzzling. April fools day perhaps? Maybe because it’s been over a year since the government last flexed its muscles in the area of audio / visual Internet content? Heightened paranoia among the authorities because this is major government anniversary year?

There is also speculation among Chinese Internet watchers that there are big commercial deals in the works for the online video sector and that increased regulation like this is setting the stage, or perhaps involved in the deal – I did just read about a major online content partnership being forged with Sina and Haier. I could go on and on, but to be honest, I really have no idea what instigated the new regulations. I can’t imagine anyone does.

CW: What is actually new in these regulations and what is just restating rules that already existed? The last issuing of regulations was quite vague in terms of content. They were more focused on simply getting online video content providers proper licensing and registration; weeding out the dodgy sites, and setting a tone of “accountability” among those that remain regarding the type of content they are streaming, etc.

This latest issuing of regulations by SARFT / MII is focused more specifically on content: which is naughty, which isn’t, why it is / isn’t, which is banned, which needs to be edited / deleted, etc. It restates a lot of the same types of content restrictions from the first issuing of regulations, but does it in much more specific language.

There is also some strong language in the most recent regulations about a new approval process for offline content that makes its way online, like films, TV shows, cartoons, documentaries, etc., that involves obtaining broadcasting licensees. That approval process is not swift, so, it will likely introduce considerable delays between when content is available offline and when it actually appears online, which hitherto has been nearly instantaneous in China. In the end, it may just mean less American and Korean TV dramas for Chinese netizens.

CW: How do you think internet users will be actually be affected by these new rules? It depends on how the new regulations are actually enforced. If enforced strictly, which is unlikely, user experience will be impacted significantly as the types of content outlined in the regulations as “naughty” is extensive, almost comprehensive! But, as with most things in China, there is a law or regulation for everything, only rarely are they thoroughly enforced.

CW: In your opinion are these rules enforceable? I think they are indeed enforceable if the government truly wanted to do so – it wouldn’t happen overnight though. At the end of the day though, the relevant authorities have way bigger issues to worry about than online video. I can’t imagine that they will actually be fully enforced. Full enforcement would require a mountain of official resources and unrealistic cooperation by online video content providers.

I just read on YouKu.com’s blog YouKu Buzz that the site gets something like 60,000 video uploads a day. YouKu is only one local video sharing site. There’s also Chinese language sites like Tudou, there’s 56.com, there’s 6.cn, there’s Sina, Netease, QQ, etc. Imagine what it would take to ensure that each and every video uploaded online are in accordance with the new regulations. It’s doable, but again, highly unlikely.

Net Migrations

CW: By now we’ve all heard of the “Grass Mud Horse” video. Do you think postings like this make a point about the impossibility of regulations / censorship or just cause the net nanny to try harder? Sure, in some ways, yes. But once a meme becomes hot / popular online, it becomes easier to “harmonize” as it’s in plain view then.

Certain groups of Chinese netizens will always find a way to push the limits and test the authorities; that will always happen, but it’s rarely malicious and without any other intent then to be funny or juvenile. There is just so much built in flexibility with the Chinese language (i.e. puns, idioms, acronyms, alternate pronunciations / tones / characters, etc.), people can say anything they want without saying anything at all. It’s great. But it’s not bulletproof in the face of the censorship regime. For the most part, content always gets “cleansed” if the authorities deem necessary. But that only motivates next meme or silly netizen “campaign.”
There will always be a place for memes like the “Grass Mud Horse,” but such content might not stick around online as long as it did before if content regulations are enforced strictly.

But, what many people misunderstand about China’s net nanny / censorship regime is that, in fact, basically ANYTHING can be published online in China, it’s just a question of how long it stays there.

CW: Why do you think the GMH videos took off like they did in China? I think it’s pretty simple. Everyone loves clever language puns and dirty jokes, especially Chinese netizens. It was a very funny, well thought-out meme; plus, it had a small element of “subversion” to it--all essential ingredients to an online hit anywhere.

CW: It’s been said that China has developed a rich internet within the Great Firewall which is one reason many locals don’t often use programs to circumvent it. If you agree with this statement, do you think this additional regulation will push people beyond the GFW? I do agree with that statement. The VAST majority of Chinese netizens couldn’t be less interested in the type of content that hitherto gets censored in China. At any rate, you can still find almost anything you want on the Chinese Internet anyway.

Looking at the big picture, only a small fraction of online content is actually ever censored. Andrew Lih, a well-respected China-Internet watcher, summed this up best when he once said “Chinese Internet users are too busy enjoying the Internet they have to bother worrying about the Internet other think they ought to have.” I agree with Andrew. I don’t think Chinese netizens will be pushed beyond the GFW with the latest regulations any more than they were before, unless of course the authorities are serious about enforcement, which, again, is unlikely.

Educate Yourself

CW: If people want to learn more about the social media in China, where should they look for information? The best way to learn about and understand Chinese social media is to participate in it.

If Chinese language is an issue, follow chinaSMACK for a sampling of the more ridiculous and sensational side of Chinese social media translated into English, or, for a more serious analysis of Chinese online communities, netizens, and online culture, particularly from a marketing / communications point of view, read anything that CIC publishes.

I write quite a bit about local digital / social media in China, on 56minus1.

CW: Which blogs to you follow? My Google Reader has a couple hundred feeds at least, so my online reading is all over the place. But I guess there are a few places I land pretty regularly:

Chinese

• mindmeters.com
• wangxiaofeng.net
• buchimifan.com
• anything on neocha.com (shameless plug, but true)
• And of course randomness on Tianya.cn and Mop.com’s BBS forums

English

• ted.com
• imagethief
• danwei.org
• wired.com
• woostercollective.com
• juxtapoz.com
• psfk.com
• pinktentacle.com
• coolhunting.com