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October 20, 2009 in The China Beat


Copyright October 20, 2009 Guobin Yang. Used by permission.


An Uncanny Story[1]

On July 16, 2009, an anonymous internet user in a popular Baidu discussion forum posted a message titled “Jia Junpeng, your mother wants you to go home to eat.” The message has only twelve Chinese characters in its title and has no other content. Yet it got 3,000 responses within five hours, responses that range from the routine socializing type (“Support!” “Interesting!”) to the funny and sarcastic (“I am not going to eat at home today. I’m eating in the Internet bar. Please pass on my message to my mom.”). Within one day, it received seven million hits and 300,000 comments. Large portal sites like,, and newspapers like Southern Metropolis began to cover it, adding to its popularity. A cryptic posting was thus turned into a national media event. Jia Junpeng became a household word in Chinese cyberspace overnight.

No one knows who posted the message or who the Jia Junpeng in the message is. In their responses, many people doubted whether the Jia Junfeng in the posting refers to a real person. The name might just have been made up by whoever posted the message.

As people were puzzling over this bizarre phenomenon, two new developments happened. First, several business firms claimed that the Jia Junpeng event was the product of their online marketing. The CEO of a new media firm, for example, alleged in early August that the entire event had been created by his firm. He claimed that his firm had hired over 800 marketing personnel, who then registered over 20,000 user IDs to post responses to that cryptic sentence, thus turning it into a national media event. None of these firms has released evidence to prove their claim. It is possible that their real marketing strategy is to try to get some share of the media limelight by making a sensational claim. Even if these claims are unsubstantiated, however, they do suggest that it is possible to manipulate or manufacture public sentiments in cyberspace.

The story does not end here. Just one day before the Jia Junpeng message appeared, a blogger by the name of Guo Baofeng was detained by local police in the town of Mawei in Fujian province. Guo Baofeng was accused of using his blog to spread rumors about local police. At the police station, he secretly sent a text-message asking for urgent help: “I have been arrested by Mawei police. SOS.” Upon receiving this message, his friends started campaigning for his release. Inspired by the Jia Junpeng posting, one well-known blogger called on people to send postcards with the phrase “Guo Baofeng, your mother wants you to go home to eat” to the police station where Guo was detained. The address of the police station was posted online. This created a “postcard movement.” Some well-known names in the Chinese blogosphere began sending postcards to Guo Baofeng through the post office (whether they reached Guo is another matter). Similar messages were posted in online forums. Although it is not clear how much this postcard movement might have helped, Guo Baofeng was soon released.