The proliferation of social media and digital technologies has made it necessary for governments to expand their focus beyond propaganda content in order to disseminate propaganda effectively. We identify a strategy of using clickbait to increase the visibility of political propaganda. We show that such a strategy is used across China by combining ethnography with a computational analysis of a novel dataset of the titles of 197,303 propaganda posts made by 213 Chinese city-level governments on WeChat. We find that Chinese propagandists face intense pressures to demonstrate their effectiveness on social media because their work is heavily quantified–measured, analyzed, and ranked–with metrics such as views and likes. Propagandists use both clickbait and non-propaganda content (e.g., lifestyle tips) to capture clicks, but rely more heavily on clickbait because it does not decrease space available for political propaganda. Government propagandists use clickbait at a rate commensurate with commercial and celebrity social media accounts. The use of clickbait is associated with more views and likes, as well as greater reach of government propaganda outlets and messages. These results reveal how the advertising-based business model and affordances of social media influence political propaganda and how government strategies to control information are moving beyond censorship, propaganda, and disinformation.
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How Information Flows from the World to China
Government censorship—internet shutdowns, blockages, firewalls—impose significant barriers to the transnational flow of information despite the connective power of digital technologies. In this paper, we examine whether and how information flows across borders despite government censorship. We develop a semi-automated system that combines deep learning and human annotation to find co-occurring content across different social media platforms and languages. We use this system to detect co-occurring content between Twitter and Sina Weibo as Covid-19 spread globally, and we conduct in-depth investigations of co-occurring content to identify those that constitute an inflow of information from the global information ecosystem into China. We find that approximately one-fourth of content with relevance for China that gains widespread public attention on Twitter makes its way to Weibo. Unsurprisingly, Chinese state-controlled media and commercialized domestic media play a dominant role in facilitating these inflows of information. However, we find that Weibo users without traditional media or government affiliations are also an important mechanism for transmitting information into China. These results imply that while censorship combined with media control provide substantial leeway for the government to set the agenda, social media provides opportunities for non-institutional actors to influence the information environment. Methodologically, the system we develop offers a new approach for the quantitative analysis of cross-platform and cross-lingual communication.
more » « less- NSF-PAR ID:
- 10369371
- Publisher / Repository:
- SAGE Publications
- Date Published:
- Journal Name:
- The International Journal of Press/Politics
- ISSN:
- 1940-1612
- Page Range / eLocation ID:
- Article No. 194016122211174
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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