by Google
You definitely didn't miss the new video Mikýř's Amazing Internet Journey, which reached a million views in record time. This time, internet satirist Jan Mikýř focused on a topic that we usually only address during big news, namely the propaganda of an authoritarian regime. Instead of a classic interpretation, however, he created an experiment that will especially affect the world of influencers.
Who is Mikýř and what has he done?
Martin Mikyska is a well-known Czech YouTuber who regularly addresses topics that balance on the edge of humor, critical thinking, and investigative reporting in the show Mikýř's Amazing Internet Journey. This time he decided to show how easily influencers can, often unintentionally, become a propaganda tool for an authoritarian regime.
Mikýř and his team created a fictitious travel agency called Chinaseeing, which sent out 40 invitations to Czech and Slovak influencers, 7 of whom signed up for the meeting. The offer included a trip to China and a daily fee of €500 for publishing positive content about the country.
At first glance, it looked like a classic collaboration, but Mikýř's team gradually revealed other clues to the influencers that indicated that it was paid propaganda. The invitees nevertheless did not realize what it was all about and despite several warning signs they accepted the offer, even signing a framework contract. After the video was published, several of them protested and claimed that they had no idea what it was about. Some are considering legal action.
Did he have the right to do so?
After the video was published, several influencers said they felt cheated and were considering legal action against Mikýř, especially for alleged violation of their personal rights, since he filmed them without consent and published the video in the public space of the Internet.
In general, everyone has the right to protection of their personality, and therefore also to not be recorded or displayed in public without consent. However, there are exceptions that are important in this case and Mikýř is probably relying on them.
For example, news or artistic licenses allow the use of recordings of people without consent for these purposes. Which exception applies in Mikýř's case will probably be decided by lawyers.
Why did it actually work?
Our goal is not to ridicule the influencers, so let's look at a few reasons why this experiment worked. The world of social media is extremely fast. You work with a constant flow of collaborations, answer dozens of emails, shoot, edit, communicate with fans, and then an offer comes along that looks tempting. Most creators simply don't have the capacity to verify every detail, especially when the client seems trustworthy.
The fictitious agency Chinaseeing had a website, logo, presentation, and seemed trustworthy at first glance. At the same time, not every influencer has a detailed overview of Chinese geopolitics, censorship, or the relationship between China and Taiwan. The highlight of the experiment was that they forced influencers to applaud the communist regime, which is hard to justify.
How can you, as an influencer, be careful of such collaborations?
Being an influencer is also about responsibility, and every collaboration you accept creates an image of who you are and what you support. Sometimes even one poorly communicated campaign can be enough to shake your credibility. Before you sign a contract, try asking yourself these 5 questions.
Who is behind the brand? Make sure who the real sponsor of the collaboration is. Is it a local company, an international brand or a completely unknown entity? Is there any online trace of them? If not, ask.
Where is the limit of what I still promote? We all have different levels of comfort. Some people reject alcohol, others gamble, and others don't feel comfortable with political topics. It is important to have this boundary defined in advance and not be tempted only by the fee.
Can I defend what I say? Find out what message you have to spread within the campaign and whether you know what you should and should not spread. It is important to be able to defend the given things.
Is this a sensitive topic? Some collaborations can influence people's thinking and opinions, create prejudices, or support regimes or companies that harm others. If it is a polarizing topic, check the facts or consult an expert.
Can I stand by this in a year? Sure, opinions change, but ask yourself if you will stand by this collaboration in a year.
What about the viewers? How to avoid content that is subtly manipulative
An important part of this discussion is also the viewers of content on the Internet. People often take the opinions of their favorite creators as facts. But even they may not know something or repeat information that they have not verified in depth. And sometimes, as Mikýř's experiment showed, they can also spread manipulative content without even realizing it.
What to watch out for?
Excessive positivity - if someone repeats how "amazing, perfect, beautiful" everything is without any details, balanced perspective or criticism, it may be paid propaganda.
Avoiding questions - if the creator does not answer comments or questions, deviates from the topic, he probably knows that he is not doing something sincerely.
Unlabeled collaborations - watch whether the influencer transparently marks collaborations and paid content. European rules require influencers to visibly mark collaborations, so not marking them is not only unethical, but also illegal.
Sources of information - research sources of information and look for multiple opinions and perspectives on a given matter. If the creator does not offer any evidence or sources from where he got the information, take it with reserve.
The goal of this article is not to publicly ridicule anyone or discredit influencers. Quite the opposite. It is a challenge to think about the power of one shared video, story or one collaboration. Influencers are today people who are trusted by tens of thousands or hundreds of thousands of people. And with that goes hand in hand with responsibility for what and to whom they say.
Mikýř's video here.
