60 Years of Lei Feng Propaganda

It is the 60th anniversary of Lei Feng Day

Today March 5 is the 60th anniversary of "Lei Feng Day" in China.

Lei Feng was a model soldier that the Chinese Communist Party likes to trot out once a year to remind people of his selflessness and altruism. 

For example he was reported to have hand washed his fellow comrades' uniforms and even exposed counterrevolutionaries.

Lei was apparently a model selfless soldier

But ironically he was not known until after his death at the age of 21 when a telephone pole, struck an army truck, hit him as he was directing the truck in backing up.

He kept a diary, recording all his good deeds, which made him a perfect example for generations of CCP members to follow. But some scholars believe his diary was forged under the direction of Lin Biao to improve Mao Zedong's image following the disastrous Great Leap Forward.

Then in 1963 Mao declared March 5 Lei Feng Day, urging people to "Learn from Lei Feng".

Last year a Chinese state media crowed: "Lei likened himself to a small yet indispensable 'screw' inside a machine, and vowed to 'never rust'." 

How poetic.

Even Western companies got into the game. Kentucky Fried Chicken branded one of its China-based outlets with a Lei Feng theme four years ago, featuring Lei's quotes on the walls and "words from his poems playing as background music".

Hilarious.

Even superheroes need to learn from Lei (Cowhig)

Chinese leader Xi Jinping is perpetuating Lei's image, describing him as a "role model of an era." Last week Xi announced that "learning from Lei Feng" was essential to "building a modern socialist country."

However, the public may not be following Xi's lead -- three official Lei Feng biopics in 2013 played to "near empty" theatres, state media reported.

Why?

Han Rongbin, associate professor of international affairs at the University of Georgia and expert on authoritarian propaganda says Lei's relevance "has withered over time."

However, while Lei "doesn't generate a huge resonance, especially among the middle class... but it's still a propaganda symbol, so I don't think the [CCP] is going to give it up anytime soon," Han said.

So... Happy Lei Feng Day to you!