Propaganda with Subculture: A Resource for Internet Control in China

Why do authoritarian regimes utilize online subcultures that contradict mainstream ideology in their propaganda? This paper argues that subcultural discourse is employed by these regimes to persuade younger generations to increase their support (persuasion proposition). Additionally, it can be used to mobilize supporters to provide favorable comments, countering criticism (mobilization proposition). To test these theories, a survey experiment with over 2800 respondents in China was conducted, supplemented by content analysis of government-run Weibo posts from January 2019 to March 2022. The survey experiment supports the persuasion proposition, as subculture-oriented propaganda strengthens pro-regime attitudes through emotional triggers. However, it does not encourage pro-regime behaviors. Content analysis confirms that subcultural discourse fails to mobilize a larger number of comments and reposts. These findings reveal the impact of subcultural propaganda, a relatively new form of propaganda that has gained popularity in recent years. This finding indicates that even subculture, which is typically seen as subversive and challenging to the regime's authority, can be utilized as a tool to reinforce the regime's control. © Journal of Chinese Political Science/Association of Chinese Political Studies 2024