I can understand why people are willing to take on this kind of job. It's determined by supply and demand. Most of the job ads target "college graduates", testifying to the gloomy job prospects for this demographic. It is much more interesting to dissect why this kind of guerrilla tactic works on those who receive it - I assume it works better in China than elsewhere.
We don't have a tradition of fair play in the media industry. Whoever controls information has a natural inclination to twist it to their own advantage. For example, our press has the habit of mixing reporting with commentary. We use colorful adjectives to describe something that should be reported without bias or judgment. We equate one man's opinion with the stand of the outlet that published it.
The result is a double whammy: Many words have turned into clichs and lost their effectiveness; but many in the audience are accustomed to the practice and they no longer use analytical power when sifting through the ever larger flow of information. They used to be wary of the spin of what they read or watched, but are now so carried away by the "anyone can shout" environment of the Internet they have relaxed their vigilance. Because Web content is less censored it is more credible, they assume.
While it may take years to lead a large population astray with deliberate disinformation on traditional media platforms, it sometimes takes just one writer and one editor to launch a massive misinformation campaign on the Web. Someone fabricates a sensational story, the editors give it prominence and voila, an online rebellion is born.
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