China’s increasing control over digital content has led to the suppression of critical voices, even impacting those who initially sought to portray a positive image of the country. The case of Winston Sterzel, once lauded as China’s first YouTuber, and his collaborator, exemplifies this evolving censorship strategy.
For over a decade, Sterzel and his partner created popular YouTube content showcasing China’s culture and daily life. Their initial goal was to present a vibrant picture of the country, avoiding politically sensitive topics. However, as China intensified its control over online content, their work came under increasing scrutiny. A shift in the government’s stance transformed them from perceived supporters into potential opponents, forcing them to leave China for the United States.
Freed from China’s restrictive environment, Sterzel and his partner openly criticized the Chinese Communist Party (CCP), its censorship practices, and its global influence operations. Their YouTube channel gained a wider audience as they exposed China’s suppression of free speech and its manipulation of online narratives.
The CCP’s interference became particularly evident during the COVID-19 pandemic. The YouTubers revealed attempts by the Chinese government to control the narrative by removing critical videos, pressuring sponsors, and spreading misinformation. They even received a USD 2,000 offer to post a pre-made video falsely attributing the pandemic’s origin to white-tailed deer in the United States. The subsequent appearance of similar content on Western YouTube channels suggests a coordinated disinformation campaign.
Following the 2020 US election, the YouTubers experienced a significant, unexplained drop in viewership. This coincided with changes to YouTube’s algorithm and a shift in China’s online tactics, highlighting the CCP’s ability to influence even platforms banned within its borders.
The experiences of Sterzel and his partner highlight China’s sophisticated methods of suppressing dissent on international platforms like YouTube. Even creators who initially aimed for neutrality have become targets as China seeks to control the global narrative, particularly on sensitive issues like Xinjiang and the COVID-19 pandemic. This case underscores the challenges faced by those attempting to provide uncensored information about China and the CCP’s reach beyond its own borders. The corroborating evidence from the Australian Strategic Policy Institute’s 2021 report further solidifies this concerning trend.
Lara Zijl 
