The internet in China is undergoing a major transition. Major social media sites like Weibo, Xiaohongshu, and Douyin—the corresponding versions of Twitter, Instagram, and TikTok, respectively—have coordinatedly begun to crack down on influencers who ostentatiously display their wealth. This move is in line with the Chinese government’s larger campaign of “common prosperity,” which aims to close the nation’s growing income disparity.
The purge has led to the deletion of thousands of posts and fines for hundreds of influencers who were thought to be endorsing “bad values.” These consist of actions such as:
- Displaying extravagant possessions: Bragging about luxury cars, sprawling mansions, or excessive amounts of cash is now considered a marketing gimmick and strictly prohibited.
- “Get-Rich-Quick” Schemes: Influencers promising unrealistic financial success through dubious methods are being targeted.
- Nepotism Glorification: Showcasing the lavish lifestyles of the “second-generation household” – children of the wealthy elite – is discouraged.
- Exploiting Children: Using minors with expensive items to attract viewers is now a punishable offense.
- Stoking Class Division: Content that exaggerates the struggles of the less fortunate or emphasizes class differences is deemed inappropriate.
Authorities are concerned that such content not only promotes materialism but also fuels social discontent among lower-income groups. The crackdown seems to target influencers who built their fame solely on extravagant displays of wealth, often of questionable origin, and who potentially mislead viewers with unrealistic portrayals of success.
President Xi Jinping’s objective of “common prosperity,” which initially aimed to pull millions out of extreme poverty, aligns with this program. But the idea has developed into a more comprehensive attempt to alleviate wealth inequality. This change is reflected in recent policies that target rich families and digital firms.
State media continues to promote the idea of common prosperity, even though the government may have toned down its rhetoric on the subject in light of recent economic difficulties. It is unclear if this campaign will be successful in the long run, especially in light of China’s growing income inequality as of September 2022, when the difference between the wealthiest and poorest urban households hit a record high.
Some critics view this crackdown as an attempt to control the online narrative and limit freedom of expression. They argue that genuine displays of wealth shouldn’t be penalized, and the focus should be on the legitimacy of income sources.
Only time will tell if this campaign truly fosters common prosperity or simply restricts online behavior to fit the government’s agenda. One thing is certain: China’s social media landscape is undergoing a significant transformation, with the boundaries between promoting wealth and promoting unrealistic ideals becoming increasingly blurred.
