Traditional beliefs as target and weapon

Abstract This paper examines the evolution of China’s family planning policy propaganda through the lens of banner slogans, a ubiquitous tool in Chinese political communication. Focusing on the transition from the one-child policy to the current two- and three-child policies, it analyzes conceptual shifts in these slogans and their implications for social consensus. Based on a comprehensive database of banners from 1980 to 2022, our longitudinal analysis reveals a significant transformation in the framing of family planning messages. Initially, banners promoted the one-child policy as a national imperative to address overpopulation. As demographic challenges emerged, the policy stance shifted, necessitating a recalibration of propaganda strategies. It is demonstrated how traditional Confucian values, once criticized during the one-child era, have been reappropriated to promote larger families. It is argued that the shift reflects broader challenges in China’s socio-economic landscape and highlights the complexities of using propaganda to rapidly reshape ingrained social norms.