National Identity, State Ideological Apparatus, or Panopticon? A Multiperspectival Analysis of Chinese National Search Engine Jike

Abstract

This article addresses a major gap in the Internet and policy literature by exploring the symbolic, social and political implications of Jike, China’s national search engine. Through a case study of Jike, we explore the implications of national search engines and national web studies. We demonstrate that semiotic and political economic perspectives could critically inform our understanding of complex information intermediaries. Semiotic analysis of Jike shows how Jike tried to tap into popular nationalism to strategically brand itself as friendly, high tech, and patriotic. A political economic analysis of Jike reveals the mechanisms through which a changing mode of state digital propaganda production attempts to use the market to subsidize the Party press’s digital infrastructures and “thought work.” The article also raises awareness of Jike’s potential surveillance capabilities. The paper concludes with a discussion of the implications of national search engines for Internet policies.