Propaganda with Subculture as a Resource for Internet Control in China

• In Event: Propaganda Strategies in China

Abstract

Why do authoritarian regimes leverage online subculture that is inconsistent with mainstream ideology in their own propaganda system? In this paper, I argue that using subculture discourse works as a resource to co-opt the younger generation to increase their regime support. Alternatively, the regime can use subculture discourse to mobilize supporters to make comments in favor of the regime and thus counter the negative impact of criticism. To test these two theories, I conducted a survey experiment including over 2800 respondents, and used content analysis to examining Weibo posts posted by China’s official media between January 2019 and March 2022 as a supplement. The results of survey experiment supported the cooptation proposition rather than the mobilization proposition. Reading subculture-framed propaganda strengthens pro-regime attitudes via emotional triggers. However, it cannot encourage pro-regime behaviors. I conclude that subculture propaganda’s effects are mainly on audiences’ attitudes rather than behaviors.

Authors

• Yukun Li, University of Chicago

• Li Shao, Zhejiang University

• Dongshu Liu, City University of Hong Kong