{"id":39983,"date":"2025-06-17T12:00:32","date_gmt":"2025-06-17T10:00:32","guid":{"rendered":"https:\/\/europeanvalues.cz\/?p=39983"},"modified":"2025-06-23T18:34:39","modified_gmt":"2025-06-23T16:34:39","slug":"influence-for-hire-chinas-youth-focused-marketing","status":"publish","type":"post","link":"https:\/\/europeanvalues.cz\/cs\/influence-for-hire-chinas-youth-focused-marketing\/","title":{"rendered":"Vliv k pron\u00e1jmu: \u010d\u00ednsk\u00fd marketing zam\u011b\u0159en\u00fd na mlad\u00e9"},"content":{"rendered":"
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Co se d\u011bje?<\/h2>

V kontextu rostouc\u00edho znepokojen\u00ed z dezinformac\u00ed ze strany autorit\u00e1\u0159sk\u00fdch st\u00e1tn\u00edch akt\u00e9r\u016f se minul\u00fd t\u00fdden mezin\u00e1rodn\u00ed pozornost zam\u011b\u0159ila na odhalen\u00ed<\/a>, \u017ee \u010d\u00ednsk\u00e1 st\u00e1tn\u00ed m\u00e9dia c\u00edl\u00ed na mlad\u00e9 influencery ze Spojen\u00fdch st\u00e1t\u016f. \u010c\u00ednsko-glob\u00e1ln\u00ed program v\u00fdm\u011bny mlad\u00fdch influencer\u016f<\/strong> (\u4e2d\u570b\u2014\u2014\u5168\u7403\u9752\u5e74\u5f71\u97ff\u8005\u4ea4\u6d41\u8a08\u5283) si klade za c\u00edl p\u0159iv\u00e9st do \u010c\u00edny mlad\u00e9 americk\u00e9 influencery, aby ukazovali sv\u00fdm sleduj\u00edc\u00edm \u201eskute\u010dnou \u010c\u00ednu\u201c. Reklama na tento program byla zve\u0159ejn\u011bna v den\u00edku China Youth Daily (\u4e2d\u570b\u9752\u5e74\u5831) a na dal\u0161\u00edch medi\u00e1ln\u00edch platform\u00e1ch nav\u00e1zan\u00fdch na \u010d\u00ednsk\u00fd st\u00e1t.<\/p>

Tento krok p\u0159ich\u00e1z\u00ed uprost\u0159ed zv\u00fd\u0161en\u00e9ho nap\u011bt\u00ed mezi USA a \u010c\u00ednou, kter\u00e9 je dan\u00e9 prob\u00edhaj\u00edc\u00ed obchodn\u00ed v\u00e1lkou, zp\u0159\u00edsn\u011bn\u00edm v\u00edzov\u00fdch p\u0159edpis\u016f pro \u010d\u00ednsk\u00e9 studenty a rostouc\u00ed podez\u0159\u00edvavost\u00ed na obou stran\u00e1ch.<\/p>

\u00a0<\/h2>

Jak\u00e9 jsou \u0161ir\u0161\u00ed souvislosti?<\/h2>

Podm\u00ednky \u00fa\u010dasti v\u00a0programu jsou jednoduch\u00e9: \u00da\u010dastn\u00edci by m\u011bli m\u00edt alespo\u0148 300\u00a0000 sleduj\u00edc\u00edch na TikToku, Instagramu, YouTube nebo X, m\u011bli by b\u00fdt americk\u00fdmi ob\u010dany, projevovat l\u00e1sku k \u010c\u00edn\u011b a k \u010d\u00ednsk\u00e9 kultu\u0159e a nem\u00edt \u017e\u00e1dnou \u201ehistorii \u0161patn\u00e9ho chov\u00e1n\u00ed\u201c. B\u011bhem desetidenn\u00edho programu se \u00fa\u010dastn\u00edci pod\u00edvaj\u00ed do m\u011bst Su-\u010dou, \u0160anghaje, \u0160en-\u010denu, Chan-tanu a Pekingu. D\u00e1le uvid\u00ed \u010d\u00ednsk\u00e1 technologick\u00e1 centra, kde nav\u0161t\u00edv\u00ed s\u00eddlo \u010d\u00ednsk\u00e9 platformy soci\u00e1ln\u00edch m\u00e9di\u00ed Xiaohongshu Technology co. (zn\u00e1m\u00e9 jako RedNote) \u010di v\u00fdrobce elektromobil\u016f a bateri\u00ed BYD co., a budou m\u00edt mo\u017enost \u017eiv\u011b streamovat z Velk\u00e9 \u010d\u00ednsk\u00e9 zdi.<\/p>

To zn\u00ed to skv\u011ble, \u017ee?<\/p>

\u010c\u00ednsk\u00e1 strategie vyu\u017e\u00edv\u00e1n\u00ed zahrani\u010dn\u00edch influencer\u016f k \u201edobr\u00e9mu vypr\u00e1v\u011bn\u00ed \u010d\u00ednsk\u00e9ho p\u0159\u00edb\u011bhu\u201c<\/strong> (\u8b1b\u597d\u4e2d\u570b\u6545\u4e8b) \u2013 slogan, kter\u00fd v roce 2013 zavedl Si \u0164in-pching \u2013 byla ji\u017e d\u0159\u00edve analyzov\u00e1na, ale jej\u00ed d\u016fsledky jsou st\u00e1le podce\u0148ov\u00e1ny<\/strong>. Z\u016fst\u00e1vaj\u00ed ot\u00e1zky ohledn\u011b rozsahu vlivu, kter\u00fd tito wang-chungov\u00e9<\/em> (\u7db2\u7d05, internetov\u00e9 celebrity) maj\u00ed, a ohledn\u011b toho, pro\u010d \u010d\u00ednsk\u00e1 vl\u00e1da zahrani\u010dn\u00ed influencery tak dychtiv\u011b l\u00e1k\u00e1. P\u0159\u00edb\u011bhy zahrani\u010dn\u00edch influencer\u016f, kte\u0159\u00ed slou\u017e\u00ed \u010d\u00ednsk\u00e9 propagand\u011b, st\u00e1le v\u00edce p\u0159itahuj\u00ed pozornost z\u00e1padn\u00edch m\u00e9di\u00ed \u2013 a dal\u0161\u00edch influencer\u016f. V lo\u0148sk\u00e9m roce se na tituln\u00ed str\u00e1nky novin dostal p\u0159\u00edb\u011bh<\/a> \u010desk\u00e9ho tiktokera Jana \u201eHonziho\u201c Mich\u00e1lka, kter\u00fd se z\u00fa\u010dastnil placen\u00e9 cesty do \u010c\u00edny a propagoval influencery napojen\u00e9 na \u010d\u00ednskou vl\u00e1du.<\/p>

Mich\u00e1lek zdaleka nen\u00ed ojedin\u011bl\u00fd p\u0159\u00edpad \u2013 podobn\u00e9 p\u0159\u00edklady<\/a> byly pops\u00e1ny v Polsku, \u0158ecku i jinde. Letos v dubnu cestoval po \u010c\u00edn\u011b se sv\u00fdmi 47 miliony sleduj\u00edc\u00edch popul\u00e1rn\u00ed americk\u00fd youtuber IShowSpeed, kter\u00fd dokumentoval t\u00e9m\u011b\u0159 ka\u017ed\u00fd okam\u017eik sv\u00e9 velmi dob\u0159e p\u0159ipraven\u00e9 cesty a stal se tak \u201eambasadorem \u010d\u00ednsk\u00e9 m\u011bkk\u00e9 s\u00edly\u201c<\/a>.<\/p>

V n\u011bkter\u00fdch p\u0159\u00edpadech v\u0161ak naivita influencer\u016f nebo neznalost \u010d\u00ednsk\u00e9ho politick\u00e9ho kontextu<\/strong> vyvolala negativn\u00ed reakce. Kdy\u017e Martin Mikyska (alias Mik\u00fd\u0159) nap\u00e1lil n\u011bkter\u00e9 \u010desk\u00e9 a slovensk\u00e9 influencery tak, \u017ee na videu<\/a> ze zinscenovan\u00fdch sch\u016fzek (s herci vyd\u00e1vaj\u00edc\u00edmi se za z\u00e1stupce spole\u010dnosti) nato\u010den\u00e9m skrytou kamerou podepsali partnerstv\u00ed o spolupr\u00e1ci s fiktivn\u00ed \u010d\u00ednskou spole\u010dnost\u00ed, vyvolalo to celon\u00e1rodn\u00ed diskusi jak o \u010d\u00ednsk\u00e9m vlivu, tak o etice Mik\u00fd\u0159ova po\u010dinu.<\/p>

\u00a0<\/h2>

Pro\u010d je to d\u016fle\u017eit\u00e9?<\/h2>

Zat\u00edmco \u010c\u00edna otev\u00edr\u00e1 sv\u00e9 dve\u0159e mlad\u00fdm cizinc\u016fm a nab\u00edz\u00ed bezplatn\u00e9 z\u00e1jezdy, aby utv\u00e1\u0159ela to, jak je vn\u00edm\u00e1na v zahrani\u010d\u00ed, USA se vyd\u00e1vaj\u00ed opa\u010dn\u00fdm sm\u011brem \u2013 zp\u0159\u00eds\u0148uj\u00ed v\u00edzov\u00e1 pravidla a omezuj\u00ed vzd\u011bl\u00e1vac\u00ed p\u0159\u00edle\u017eitosti pro \u010d\u00ednsk\u00e9 studenty. To je nejen malichern\u00e1 diplomatick\u00e1 odveta, ale i promarn\u011bn\u00e1 p\u0159\u00edle\u017eitost a strategick\u00e9 selh\u00e1n\u00ed.<\/strong><\/p>

Zat\u00edmco \u010c\u00edna investuje znateln\u00e9 prost\u0159edky do formov\u00e1n\u00ed glob\u00e1ln\u00edch narativ\u016f a posilov\u00e1n\u00ed sv\u00e9 m\u011bkk\u00e9 s\u00edly<\/strong>, z\u00e1padn\u00ed demokracie z\u016fst\u00e1vaj\u00ed do zna\u010dn\u00e9 m\u00edry pasivn\u00ed \u2013 nejen v boji proti dezinformac\u00edm, ale tak\u00e9 v proaktivn\u00ed strategick\u00e9 komunikaci a v nab\u00eddce atraktivn\u00edch, hodnotov\u011b orientovan\u00fdch alternativ.<\/p>

Uvalov\u00e1n\u00ed omezen\u00ed na \u010d\u00ednsk\u00e9 studenty ne\u0159e\u0161\u00ed skute\u010dn\u00fd probl\u00e9m. Naopak to oslabuje z\u00e1padn\u00ed vliv a\u00a0podkop\u00e1v\u00e1 dlouhodob\u00e9 vz\u00e1jemn\u00e9 styky. Zejm\u00e9na Evropa si m\u016f\u017ee po\u010d\u00ednat l\u00e9pe a tak\u00e9 by si l\u00e9pe po\u010d\u00ednat m\u011bla. To znamen\u00e1 investovat do vysoce kvalitn\u00edho vzd\u011bl\u00e1v\u00e1n\u00ed, chr\u00e1nit akademick\u00e9 instituce a odm\u00edtat my\u0161len\u00ed zalo\u017een\u00e9 na pov\u00fd\u0161enosti a v\u00fdlu\u010dnosti. Odpov\u011b\u010f spo\u010d\u00edv\u00e1 v sebev\u011bdom\u00e9 a inkluzivn\u00ed interakci<\/strong>: ve spolupr\u00e1ci s\u00a0talentovan\u00fdmi studenty, v prosazov\u00e1n\u00ed demokratick\u00fdch hodnot a v posilov\u00e1n\u00ed akademick\u00e9 a\u00a0kulturn\u00ed v\u00fdm\u011bny \u2013 ne s naivitou, ale beze strachu<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

What is happening With disinformation from authoritarian state actors a growing concern, revelations last week that Chinese state media is targeting social media influencers from the United States gained international attention. The China-Global Youth Influencer Exchange Program (\u4e2d\u570b-\u5168\u7403\u9752\u5e74\u5f71\u97ff\u8005\u4ea4\u6d41\u8a08\u5283) aims to bring young American influencers to China to show and have them share with their followers […]<\/p>\n","protected":false},"author":7,"featured_media":39985,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[500],"tags":[534],"class_list":["post-39983","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-zuzana-koskova"],"yoast_head":"\nInfluence for Hire: China\u2019s Youth-Focused marketing - European Values Center for Security Policy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/europeanvalues.cz\/cs\/influence-for-hire-chinas-youth-focused-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influence for Hire: China\u2019s Youth-Focused marketing - European Values Center for Security Policy\" \/>\n<meta property=\"og:description\" content=\"What is happening With disinformation from authoritarian state actors a growing concern, revelations last week that Chinese state media is targeting social media influencers from the United States gained international attention. 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