Decentralized propaganda in the era of digital media: The massive presence of the Chinese state on Douyin

Abstract The rise of social media in the digital era poses unprecedented challenges to authoritarian regimes that aim to influence public attitudes and behaviors. To address these challenges, we argue that authoritarian regimes have adopted a decentralized approach to produce and disseminate propaganda on social media. In this model, tens of thousands of government workers and insiders are mobilized to produce and disseminate propaganda, and content flows in a multidirectional, rather than a top‐down manner. We empirically demonstrate the existence of this new model in China by creating a novel data set of over five million videos from over 18,000 regime‐affiliated accounts on Douyin, a popular social media platform in China. This paper supplements prevailing understandings of propaganda by showing theoretically and empirically how digital technologies are transforming not only the content of propaganda, but also how propaganda materials are produced and disseminated.