Mimicking Democracy: The Legitimizing Role of Redistributionist Propaganda in Autocracies

Autocrats often disseminate propaganda to boast about their redistributive efforts. Why is such propaganda so prevalent in autocracies? We propose a novel explanation: redistributionist propaganda helps autocrats fortify a façade of democracy. Our argument is premised on nuanced understandings of democracy among the masses: many citizens do not hold a strict, procedural view of democracy; instead, they often understand democracy through the lens of social equity. Exploiting such nuanced understandings of democracy, autocrats can deploy redistributionist propaganda to manipulate public opinion on how “equity-promoting”—and therefore how “democracy-promoting”—the regime is. To evaluate our argument, we first demonstrate with extensive cross-national survey data that perceived social equity strongly predicts perceived democratic legitimacy among global citizens. We then probe the causal effect of redistributionist propaganda by using a preregistered survey experiment that exploits real-world propaganda material in China. Consistent with our argument, respondents exposed to redistributionist propaganda evaluated China’s democracy more positively.