tests conducted by China Digital Times, internet platforms have been diligently controlling search results and comments related to Xinjiang and H&M since last week.

An article in Global Times urged readers to “resolutely criticize those like H&M that make deliberate provocations, but at the same time, stay rational and beware of pretend patriots joining the crowd to stir up hatred.”

The Communist Youth League has been at the forefront of optimizing party messages for viral engagement. Its influence is growing as more voices in society look for ways to show loyalty to Beijing, said Fang Kecheng, an assistant professor in the School of Journalism and Communications at the Chinese University of Hong Kong.

apologized for the “bad impact” her post had made.

“Don’t just support Xinjiang cotton, support Xinjiang people too!” another Weibo user wrote. “Support Xinjiang people walking the streets and not having their phone and ID checked.”

The post later vanished. Its author declined to comment, citing concerns for his safety. Weibo did not respond to a request for comment.

Lin Qiqing contributed research.

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