A mission beyond journalism: advocacy and media practices of award giving in China

Abstract

Chinese media organizations do not yet have an established and widely adopted journalistic paradigm. Thus, some journalists believe they should go beyond journalism's conventional roles and participate directly in social advocacy. They practice not only advocacy journalism but also social advocacy by hosting public forums, organizing journalism training camps, and giving various awards to social activists, cultural elites, celebrities, business people, and fellow journalists. This research explores the award-giving practices of several influential Chinese media organizations. It contends that a complex array of forces and factors interact to shape the award-giving practices of contemporary Chinese media. In contemporary China, the marketized and mission-burdened media tend to use the award-giving practice as a means to build their brand image and fulfill their social mission (i.e. advocacy of values). Award giving is also intended to help media organizations network with like-minded representatives of civil society. This analysis thus demonstrates that award-giving practices help build mutual recognition between the media and a specific group of social elites in China and lead to the formation of an alliance of “the weak” when confronting the authoritarian state machine.