China’s so-called Great Firewall is well known for filtering out controversial content relating to democracy, Tiananmen Square and criticism of Beijing. But as this New York Times article shows, a large part of the censorship effort includes positive spin to proactively promote the government’s view:

Not content merely to block dissonant views, the government increasingly employs agents to peddle its views online, in the guise of impartial bloggers and chat-room denizens. And increasingly, it is backing state-friendly clones of Twitter, Facebook and YouTube, all Western sites that have been blocked here for roughly a year.

The government’s strategy, according to Mr. Bandurski and others, is not just to block unflattering messages, but to overwhelm them with its own positive spin and rebuttals.

The government makes no apologies for what it calls “guiding public opinion.” Regulation is crucial, it says, to keep China from sliding into chaos and to preserve the party’s monopoly on power. . . .

In recent years, local and provincial officials have hired armies of low-paid commentators to monitor blogs and chat rooms for sensitive issues, then spin online comment in the government’s favor.

Mr. Xiao of Berkeley cites one example: Jiaozuo, a city southwest of Beijing, deployed 35 Internet commentators and 120 police officers to defuse online attacks on the local police after a traffic dispute. By flooding chat rooms with pro-police comments, the team turned the tone of online comment from negative to positive in just 20 minutes.

According to one official newspaper editor who refused to be named, propaganda authorities now calculate that confronted with a public controversy, local officials have a window of about two hours to block information and flood the Web with their own line before the reaction of citizens is beyond control.