In the lead-up to the upcoming Australian elections, opposition candidates are taking a new approach to woo the influential Chinese Australian demographic, a group that significantly influenced the recent election outcomes. Previously, this group had distanced itself from the Liberal-National coalition, primarily due to the government's handling of racial tensions and its anti-China discourse during the pandemic.
With less than a week until polling day, Liberal candidates are focusing their efforts on platforms previously criticized for national security reasons: notably, Chinese social media apps like WeChat and RedNote. A survey by Lowy Institute indicates that nearly 60% of Chinese Australians engage with WeChat daily, making it a key communication channel.
Grange Chung, a candidate running for the New South Wales seat of Reid, hosted a campaign video on WeChat, expressing gratitude for the country that welcomed his family and urging voters to support him in his quest to serve the community. Chinese Australians constitute a mere 5.5% of Australia’s population, yet they played a pivotal role in the Labor party's victory in 2022, a shift that ended nearly a decade of Liberal-National rule.
The Liberal party faced a significant backlash in crucial marginal seats, witnessing an unprecedented exodus of votes from the Chinese Australian electorate in contrast to other communities. Analysts believe this shift was prompted by perceived failures in addressing racial abuse and the government’s previous hostile posturing against China. To regain lost ground, Liberal candidates are increasing their presence in areas with high populations of Chinese Australians, such as Burwood, which is often referred to as Sydney's second Chinatown.
Chung has taken to WeChat to connect with local Chinese communities by discussing important cultural events and engaging with business owners. Interestingly, over 220 Liberal ads have emerged on WeChat from January to date, overshadowing Labor's modest 35 ads.
This campaign season has seen a noticeable pivot in the messaging of candidates, as they strive to portray a more welcoming image to the Chinese-speaking populace. Reid resident Henry Luo highlighted the increased outreach, where campaigns are now strategizing to connect through popular Chinese influencers. However, simply being present on these platforms does not guarantee voter conversion.
Qiuping Pan, a lecturer specializing in Chinese studies at the University of Melbourne, notes a shift toward a more politically aware and assertive Chinese Australian electorate, recognizing their pivotal voting power and seeking candidates who genuinely represent their interests over partisan lines.
Many in the Chinese Australian community express frustration at being reduced to mere votes, voicing concerns over how they are perceived within broader political narratives. Erin Chew from Sydney highlighted how derogatory comments regarding Chinese volunteers in politics have contributed to a sense of alienation and distrust.
Meanwhile, Liberal candidate Scott Yung for the New South Wales seat of Bennelong, where a significant Chinese demographic resides, ensures his WeChat communications are accessible by adding Mandarin subtitles and voiceovers. This tactic aims to bridge the language gap in a community where English proficiency is comparatively low.
As candidates ramp up their social media tactics in a bid for votes, they grapple with the complex perceptions and concerns of Chinese Australians concerning domestic policies that affect migration and international relations. Many community members link the shifting rhetoric from the Liberal party with wider anxieties about racial discrimination and migration policies.
With less than a week until polling day, Liberal candidates are focusing their efforts on platforms previously criticized for national security reasons: notably, Chinese social media apps like WeChat and RedNote. A survey by Lowy Institute indicates that nearly 60% of Chinese Australians engage with WeChat daily, making it a key communication channel.
Grange Chung, a candidate running for the New South Wales seat of Reid, hosted a campaign video on WeChat, expressing gratitude for the country that welcomed his family and urging voters to support him in his quest to serve the community. Chinese Australians constitute a mere 5.5% of Australia’s population, yet they played a pivotal role in the Labor party's victory in 2022, a shift that ended nearly a decade of Liberal-National rule.
The Liberal party faced a significant backlash in crucial marginal seats, witnessing an unprecedented exodus of votes from the Chinese Australian electorate in contrast to other communities. Analysts believe this shift was prompted by perceived failures in addressing racial abuse and the government’s previous hostile posturing against China. To regain lost ground, Liberal candidates are increasing their presence in areas with high populations of Chinese Australians, such as Burwood, which is often referred to as Sydney's second Chinatown.
Chung has taken to WeChat to connect with local Chinese communities by discussing important cultural events and engaging with business owners. Interestingly, over 220 Liberal ads have emerged on WeChat from January to date, overshadowing Labor's modest 35 ads.
This campaign season has seen a noticeable pivot in the messaging of candidates, as they strive to portray a more welcoming image to the Chinese-speaking populace. Reid resident Henry Luo highlighted the increased outreach, where campaigns are now strategizing to connect through popular Chinese influencers. However, simply being present on these platforms does not guarantee voter conversion.
Qiuping Pan, a lecturer specializing in Chinese studies at the University of Melbourne, notes a shift toward a more politically aware and assertive Chinese Australian electorate, recognizing their pivotal voting power and seeking candidates who genuinely represent their interests over partisan lines.
Many in the Chinese Australian community express frustration at being reduced to mere votes, voicing concerns over how they are perceived within broader political narratives. Erin Chew from Sydney highlighted how derogatory comments regarding Chinese volunteers in politics have contributed to a sense of alienation and distrust.
Meanwhile, Liberal candidate Scott Yung for the New South Wales seat of Bennelong, where a significant Chinese demographic resides, ensures his WeChat communications are accessible by adding Mandarin subtitles and voiceovers. This tactic aims to bridge the language gap in a community where English proficiency is comparatively low.
As candidates ramp up their social media tactics in a bid for votes, they grapple with the complex perceptions and concerns of Chinese Australians concerning domestic policies that affect migration and international relations. Many community members link the shifting rhetoric from the Liberal party with wider anxieties about racial discrimination and migration policies.
