The Committee to Nuke Elysium

The companies also can help clients win sympathy. Metersbonwe Group, a domestic apparel retailer, faced eviction from its flagship outlet in Shanghai last year when the local government wanted to replace Chinese-owned brands with big names such as Nike and Adidas (ADDDF). Daqi seeded the Net with opinions linking the issue to a simultaneous controversy over Starbucks’ (SBUX) presence in Beijing’s Forbidden City. While Metersbonwe ended up losing the space, Daqi says the pressure helped the retailer win a lease for a larger store. “In Internet forums we said: A Chinese brand is being pushed out while a foreign brand is still located in the Forbidden City,’” says Daqi’s Zhou. “We got intense and rapid response. People were very angry.” Metersbonwe confirmed that Daqi helped with the Shanghai case but declined to comment further.

Plenty of companies are willing to pay for positive spin. PR outfits hire students to write postings that boost certain brands and criticize the competition, says a staffer at a Western PR firm in Beijing. The job description of one online help-wanted ad reads: “Publicize and popularize [products] via online forums and blogs. Send at least 50 propaganda posts per day.” Workers are offered 1.5 cents per post.