Twisted tongue: limits of China’s propaganda during crises and policy changes

Abstract Extensive research showcases that authoritarian propaganda can cultivate support and deter protest during “normal” times. This study examines authoritarian propaganda’s efficacy during crises and policy changes when the regime needs it most. We posit that various propaganda strategies, including “hard” and “soft” rhetoric, have significant limitations during crises. Hard propaganda’s heavy-handed slogans could signal regime strength but may also legitimize “rightful resistance” against local authorities, limiting its protest-deterrence effects. Soft propaganda may lose persuasiveness due to presenting contradictory arguments during policy changes. We leverage the turbulent period of China’s COVID policy reversal to conduct an original survey experiment in December 2022. Our findings reveal that pro-reopening hard propaganda weakens its protest-deterrence effects by reinforcing belief in protest righteousness. Moreover, inconsistent soft propaganda lowers public evaluations of China’s COVID response, diminishing its persuasive effects. Our study highlights significant limitations of authoritarian propaganda during crises and policy changes.