In brief
With just days left before elections, Australian opposition candidates are intensifying their efforts to connect with the Chinese Australian community, a demographic that previously shifted away from the conservative Liberal-National coalition. This strategy involves leveraging platforms such as WeChat and RedNote, which the party has previously criticized over national security concerns.
In a 2022 Lowy Institute poll, nearly 60% of Chinese Australians reported using WeChat daily. Grange Chung, running for the New South Wales constituency of Reid, emphasized his commitment to Australia in a video posted on WeChat, showcasing his background and campaign efforts. The Chinese Australian demographic, while only 5.5% of the national population, played a pivotal role in the Labor Party's 2022 victory, leading to a significant swing away from the traditionally conservative bloc in many constituencies.Analysts suggest that the community's discontent largely stemmed from the government's response to racial tensions during the COVID-19 pandemic and perceived anti-China sentiments from former Prime Minister Scott Morrison. Facing a tightening electoral landscape, Liberal candidates are focusing on crucial marginal electorates with substantial Chinese Australian populations, aiming for outreach in areas such as Burwood—a locality often dubbed Sydney's secondary Chinatown.Chung commenced his outreach through WeChat earlier this year, posting about community concerns and celebrating cultural events. His digital engagement reflects a broader trend, with over 220 approved Liberal advertisements on WeChat since January, vastly outnumbering Labor's modest 35 campaigns. Reid resident Henry Luo noted the sophistication of targeting in this campaign, highlighted by high-profile endorsements and alliances with influential figures within the Chinese community.Non-ethnic Chinese politicians are also engaging with these platforms, sharing cultural experiences and localized content to resonate with voters. Despite these efforts, experts express skepticism regarding the direct correlation between social media visibility and electoral success. Political analyst Qiuping Pan remarked on the maturing political awareness within the Chinese Australian community, which might lean towards independent candidates better aligned with their interests.Some community members feel frustrated by being viewed solely as voting blocs rather than being acknowledged for their deeper political aspirations. The sentiments of distrust fueled by politicians' narratives further complicate the election landscape, with accusations against certain community members casting a shadow on genuine political discourse.Candidates, particularly in seats like Bennelong, where nearly a third of the population has Chinese ancestry, are adapting their content to include Mandarin translations, addressing the low English proficiency in the community. In a recent post, Scott Yung, the Liberal contender for Bennelong, underscored the importance of China-Australia relations, highlighting the real-life implications for Chinese Australians.As the campaign progresses, concerns about the Coalition's anti-migrant rhetoric create unease among voters, with observers noting a discord between campaign messages and actual immigration policies. The Liberal Party's outreach strategy reflects a critical pivot towards reconnecting with a community whose votes could prove decisive in the upcoming electoral battle.
