By outdoor-nature-child.com China’s internet regulators have recently launched a campaign aimed at cracking down on the use of puns and homophones, which have become vital tools for citizens trying to discuss sensitive topics without facing repercussions. This initiative, dubbed the “clear and bright” campaign, targets what authorities deem “irregular and uncivilised” language online, particularly focusing on jokes, memes, and wordplay, according to announcements from the Cyberspace Administration of China and the Ministry of Education.
In a recent editorial published by the People’s Daily, the mouthpiece of the Communist Party, it was stated, “For some time now, various internet jargons and memes have been increasingly prevalent, leaving people increasingly confused.” The editorial emphasized concerns over how such obscure language could lead to a “hidden erosion” of daily communication and ideological values among minors, potentially resulting in adverse consequences.
Given the highly monitored and censored nature of Chinese online spaces, many sensitive topics, including references to the Tiananmen Square massacre and criticisms of President Xi Jinping, are outright banned. Users have adapted by resorting to clever humor and obscure references to bypass these restrictions. For instance, they might use homophones—words that sound alike but have different meanings. An example is using the phrase for “paratrooper” (sǎn bīng) instead of “idiot” (shǎ bī).
The authorities seem to be in a perpetual race to keep up with the evolving language used to refer to Xi without directly naming him. This has included creative representations like a series of three arrows to symbolize the tones in his full name or nonsensical associations, such as linking him to Winnie-the-Pooh, due to widespread perceptions of a physical resemblance.
To voice criticism of the Communist Party (CCP), online commentators often employ phrases like “your country” instead of the party’s preferred “my country,” a subtle protest implying that the CCP’s version of China does not represent their own. One Chinese academic shared with the Guardian that instead of bluntly discussing issues related to government policies, colleagues would often share allegorical poems or historical references.
Furthermore, state media have indicated that the new campaign could even target seemingly harmless puns. An example given was the phrase “rainy girl without melons” (yǔ nǚ wú guā), which is frequently used to mean “it’s none of your business” (yǔ nǐ wú guān).
The People’s Daily acknowledged the rapid turnover of online memes and urged authorities and social media platforms to prevent “obviously ambiguous” new terms from spreading without “rectification.” The editorial concluded, “A wave of bad jokes will have disappeared, only for a new wave of bad jokes to potentially emerge.”