journal of digital research & publishing - The Sydney eScholarship ...

1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING
C''*/-?%#F(G$&*#'&#H)$&(E
an Ingenious Publicity Campaign
Junying Cui
University of Sydney
Abstract:
A$"5%&#3*6&O3"(3>9S&G%)&,$3"6&=77,#%&+3*&5>%36%8&3&,#7)3#&0%8$3&D>%"K9&6+>7(,+&$6*&7'%"&8%43"5%&67G3>8&
Chinese government. Journalists and news consumers have been speculating on the reasons behind its
action, offering a myriad of opinions. Some hail Google as a free speech hero, some criticize its business
mismanagement, and some mock Google’s American arrogance and aloofness. This article will deduce
Google, while more or less consistent with these interpretations, has intended to cultivate a publicity
campaign both to facilitate the national interest its home country and to enhance the company’s ‘don’t­
be­evil’ image in the bid for the public support of its increasing hegemonic control of the digital market.
A rhetorical perspective will be applied ‘to provide reasonable interpretations of meaning for how the
world is seen from a particular vantage point of view (Mckenzie 2006: 35). This ‘vintage’ has been made
possible by a range of reportages and analysis done by a selected host of global news media and tech­
bloggers.
Keywords:
#--#&+'''.)1&"("$/'''(+04-*43".'''(/1+*'%$$%(8'''5%*8+$'43%*+'.%$*"-$"45
April 22, 2010 had been a regular, smoggy Beijing spring day until the moment
=77,#%&038%&6+%&7D45$3#&3""7("5%0%"6&6+36&6+%&570'3"9&G7(#8&'(##&$6*&*%3>5+&%",$"%&
out of China. In many ways it was the moment Beijing and the rest of the world had
)%%"&G3$6$",&3"P$7(*#9&D7>&7I%>&6+>%%&07"6+*&3D6%>&=77,#%&+38&4>%8&$6*&4>*6&*+76&36&6+%&
Chinese government, both condemning its hugely unpopular Internet censorship and
implying it was the force behind the cyber attacks aiming at the company’s email system.
The Chinese government, conversely, had been vehemently refuting Google’s accusation,
while launching its own media campaign accusing Google had acted on behalf of the
_"$6%*&A636%*&,7I%>"0%"6&67&$"4#6>36%&6+%&#366%>L*&'7#$6$53#&3"8&6>38%&3,%"83*M&/#6+7(,+&
the dustup has seemingly lost much of its intensity as the media, with its short­attention
span, has since shifted its attention to other newsworthy issues. Puzzle and doubt
remains strong about the real motive behind Google’s decision. This article will attempt
1 1 5