It seems like China has figured out a way to hack the media (the free media outside of China, I mean -- the government there obviously has root on Chinese TV and newspapers).
Japanese ownership of this territory is basically as settled under international law as anything of this nature can be; the islands have been held by Japan since the 1800s, then controlled by the USA for a time after it defeated Japan in WWII, and eventually returned to Japan along with the return of Okinawa.[1]
But after China's slow and steady media campaign, it has somehow become widely reported as 'disputed territory'. (Which it is in a meaningless and pedantic sense only.)
This island-building is another hack, and maybe a clever one. Killing 70 Vietnamese soldiers in the military action in the 1980s to seize a submerged reef didn't make China look good at all.
But perhaps by building new 'islands' to buttress its aggressive and expansionist claims to the territorial waters of other nations, we may end up seeing the western media in ten years uncritically reporting that "China, which has 9 islands in the disputed waters, insists that it is merely defending its territory..."
Which is very important, because none of the countries whose territories China is going after -- not even Japan -- would do well in a straight up military conflict. The Philippines only hope is American protection. So the way China's aggression is covered in the western media is actually very important.
Interesting times.
[1]: http://csis.org/publication/japan-chair-platform-senkaku-isl...