Propaganda in China

The propaganda system in China has evolved from the Leninist model adopted by the CCP in the 1920s. Under Mao Zedong, propaganda was used to mobilize the masses for revolution and to enforce ideological purity, culminating in the Cultural Revolution (1966–1976) where propaganda reached its zenith. After Deng Xiaoping's reforms in the late 1970s, propaganda shifted from class struggle to economic development and nationalism. In the 21st century, under Xi Jinping, propaganda has been intensified, with a focus on the 'Chinese Dream' and the rejuvenation of the Chinese nation.¹

The Central Publicity Department (formerly the Central Propaganda Department) is the highest body overseeing propaganda and ideology. It directs the State Administration of Press, Publication, Radio, Film and Television (SAPPRFT), which regulates media content. The system also includes the Cyberspace Administration of China (CAC), which controls internet content. These institutions work together to ensure that all media, including news, film, and online platforms, adhere to party guidelines.²

Domestic propaganda employs a mix of traditional and modern techniques. Traditional methods include state-controlled newspapers like the People's Daily, radio, and television. Modern methods involve the use of social media platforms, such as Weibo and WeChat, where 'internet commentators' (often called the '50-cent army') are employed to steer online discourse. Additionally, the 'Great Firewall' blocks foreign websites, and censorship is pervasive. Propaganda is also embedded in education, with mandatory courses on political ideology in schools and universities.³

China's international propaganda aims to improve its global image and counter Western narratives. This is achieved through state-funded media outlets like CGTN, Xinhua, and China Daily, which broadcast in multiple languages. The Confucius Institutes, established worldwide, promote Chinese language and culture. Additionally, China has invested in 'wolf warrior' diplomacy, where diplomats and state media aggressively defend Chinese interests. The Belt and Road Initiative is also used as a tool for soft power, with media coverage portraying it as a win-win cooperation.⁴

Beyond the well-known mechanisms, there are lesser-known aspects of Chinese propaganda. For instance, the 'Study the Great Nation' app, launched in 2019, gamifies political learning, rewarding users with points for reading party articles. Another is the use of 'positive energy' (zheng nengliang) as a narrative to promote optimism and suppress negative news. The 'spiritual civilization' campaigns, which began in the 1980s, aim to cultivate 'civilized' citizens through moral education. Additionally, China has exported propaganda techniques to other countries, such as the 'China Model' of media control, which has influenced countries like Cambodia and Ethiopia. There is also the phenomenon of 'fake news' generated by state media, such as the 2020 'China is winning the war on COVID' narrative, which was later debunked.

The impact of propaganda on Chinese society is significant. Surveys suggest that many Chinese citizens trust state media, and propaganda has been effective in fostering nationalism and support for the CCP. However, there is also evidence of public skepticism, particularly among younger, internet-savvy generations who find ways to circumvent censorship. Internationally, China's propaganda efforts have been met with mixed reactions, with some countries welcoming its soft power and others criticizing it as disinformation. The effectiveness of propaganda is debated, but it remains a cornerstone of CCP governance.

Central Publicity Department

The top party body responsible for propaganda and ideological work, formerly known as the Central Propaganda Department.

Great Firewall

The system of censorship and surveillance that blocks access to foreign websites and controls internet content in China.

50-cent army

A colloquial term for internet commentators paid to post pro-government comments online, named after the alleged payment of 50 cents per post.

Wolf warrior diplomacy

A term for China's assertive and combative diplomatic style, especially in response to criticism.

Positive energy

A propaganda narrative that promotes optimism and positive news while discouraging negative or critical content.