Whatever doubts i might have had regarding the effectiveness of the CCP’s campaign to focus Chinese people’s attention on the Scarborough Shoal standoff, they had disappeared by Thursday (May 10), when several Chinese friends here in Perth, Australia — whose usual attitude towards the South China Sea disputes ranges from tolerance-of-my-babblings to complete lack of interest — actively contacted me to say they thought China was about to go to war with the Philippines.
Thursday was probably the day the multimedia swell on Scarborough Shoal peaked, but the mechanics giving rise to it were in motion the evening before.
Foreign Ministry spokesman Hong Lei had already taken the encouragement of public outrage to a new level on his Wednesday afternoon press conference when he stated that the Philippines’ behaviour had “triggered strong reaction and concerns from the Chinese people at home and abroad”.
Then CCTV News’ 10.30pm Huanqiu Shixian (World View) current affairs program hosted “special commentators” Song Xiaojun (宋小军) and Yin Zhuo (尹卓), who recommended violent action (暴力行动) in response to the Philippines’ alleged renaming of Huangyan as Panatag Shoal and plans to remove all signs of China’s presence. Said Yin:
Now if they use force to remove our sovereignty markers, that is taking violent action, and we have the right to take equivalent action.
As far as i can tell, both of these serious-sounding provocations by the Philippines are non-stories. First, the Philippines has not renamed Scarborough Shoal — it still officially refers the feature as Bajo de Masinloc (and has certainly never called it Huangyan Island). Second, as the Sohu photo tour translated here a couple of weeks ago clearly shows, there are no sovereignty markers on Huangyan for the Philippines to remove.
Late on May 9 the Huanqiu Shibaoreleased a report on Philippines Defense Secretary Voltaire Gazmin’s May 9 comment that he he had interpreted remarks made by Hillary Clinton during the 2+2 meeting on April 30 as indicating the US would protect the Philippines from any attack in the South China Sea. After being reposted on the People’s Daily’s website (with Gazmin wrongly referred to as “Foreign Minister” 外长), this became a prominent headline on the front pages of all 5 news portals on May 10.
Contrary to at least one western analyst’s claim, among all the inflammatory coverage there was actually little in the way of official criticism of the US — hardly surprising given Defense Minister Liang Guanglie was on an official visit Washington. In fact, the official media gave plenty of play to the idea that America had refused the Philippines’ requests to step in, an approach that might well have been intended to make Chinese military action appear more feasible.
The Phoenix online video site was particularly enthused, leading with “China meets opportunity to retake Huangyan Island: will China and Philippines go to war?”.
I frequently saw and heard the line that “the US is maintaining a neutral stance” on Chinese TV and radio on May 9 and 10, and the PLA Daily stated that “even [the Philippines'] backers are not convinced” of its claims. (Here are some English-language examples from Xinhua and the China Daily.) On May 10 NetEase chose to include “America refuses to take sides on Huangyan Island issue” on its front page, just below the main headline linking to Gazmin’s comments, “Philippines: US guarantees Philippines will not suffer any attack in the South China Sea“.
While Liang’s visit and the need to downplay the Philippines’ international backing probably dictated that the US connection had to be largely limited to online media, the offline media nonetheless had plenty of material to work with. And judging by the apparent injunction to promote Huangyan-related reports, they needed it.
The May 10 China Youth Daily‘s front page headlines included “Four points about the Huangyan Island incident” and “Philippines incites population’s emotions, seriously harming bilateral relations”. The Beijing Morning News had “Overseas Filipinos to hold anti-Chinese rally on May 11″ and “Hard to be optimistic on Huangyan Island incident: China claims to have made all preparations”.
Huangyan even made the front page of the apparently (i’ve never read it) entertainment-focused Beijing Star Daily (北京娱乐信报), which led with, “Philippine newspaper article says Huangyan Island indeed belongs to China”.
Many, possibly even a majority, of the regional papers had the issue on their front pages too, including the Southeastern Business Daily 东南商报, City Evening News 城市晚报, the Chutian Metropolitan News 楚天都市报, and the Chuncheng Evening News 春城晚报 (those examples were obtained just by glancing through the Bs and Cs on ABBao). Shandong’s Weifang Evening News (Shandong) had one of the more dramatic splashes. The yellow headline reads “Trampling over China’s bottom line, Philippines miscalculates”.
The People’s Daily had a page 3 commentary, synthesizing most of the recent official Chinese comments, talking up the Philippines’ provocations (including the apocryphal renaming and removal of sovereignty markers). But most importantly of all, the People’s Liberation Army Daily came to the party with a foreboding piece that called Scarborough Shoal “an issue of territorial integrity, national dignity and even social stability“. Social stability is of course official code for popular protest (or lack thereof), so the implication was that China could be forced to attack the Philippines because the Chinese people are so angry.
This article was publicised in the main headline clusters on the front pages of all the 5 news portals except NetEase (for some reason consistently the least sensationalistic over the past few weeks), and it became the most-read news story on Sina that day, as well as the most commented-on (rankings here). The top comments, predictably, called for military action. Phoenix’s thread, involved more participants (62,000+) but Sina‘s were slightly more interesting:
“If [China is] not a paper dragon, please retake all the claimed islands that the Philippines is occupying.” [495 supports]
“Not taking active hardline measures in response is just verbal kung-fu. Protest protest protest, territory needs protecting, protests cannot possibly address the root of the problem. What is a great power? One that can steadfastly uphold sovereignty and territory, protect its people’s life and property security, and not be subject to encroachments.” 
” ‘We resolutely oppose! We strongly protest!’ —- is this a dragon or an insect, we common people can tell at a glance, the Philippines understands quite clearly too. China’s current situation has gotten to the point where it is being bullied, we have been bullied for 100 years by Western imperialist powers, now even the running dogs of imperialism can come into our backyard and bark their heads off. At a time when we think we’re strong and powerful, can yelling out a few ‘opposes’ and ‘protests’, as we’ve done for the past 30 years, really scare away these wild mongrels? Chairman Mao once said, even the poorest man has a dog-whacking stick; now we’re not poor,our whacking sticks are thicker and more numerous, so i don’t understand why we’re covered in bruises and bite marks. Are the dogs just too fierce, or are we too cowardly?” 
The latter comment was deleted sometime between Friday and today. Why? Hard to say, given its only difference with the comments elsewhere was that it was more entertaining and better-written. Actually that could be one possible explanation.
More seriously, though, one clue may be the general lack of “treasure the memory of Chairman Mao”-type comments in comment threads of late. They were absolutely dominant last year. If the portals have indeed received instructions to reduce Maoism in the public discourse on this issue, that would support Jeremy Goldkorn’s suggestion that the Scarborough Shoal media frenzy has been an attempt to shift public attention away from domestic politics and the Bo Xilai affair.
That explanation is quite compatible with the one repeatedly put forward here, namely that the leadership is promoting domestic expressions of outrage, including criticism of its own stance as weak, in order to improve its position at the international negotiating table……something about two birds, one stone……single arrow, pair of eagles……etc. The Chinese ruling party is good at that.