Media and Propaganda| Long Live Chairman Mao: Propaganda About Mao Zedong in Chinese Primary School Textbooks (1984–1999)

This article examines the portrayal of Mao Zedong in Chinese literacy textbooks published within the context of the Patriotic Education Campaign during the 1980s and 1990s. Employing critical discourse analysis, this study reveals that Mao is depicted as an authoritative, charismatic, and industrious political leader who maintains a frugal lifestyle and close ties with the people. The textbooks primarily highlight his role during the Chinese revolutions and the early years of the People’s Republic of China (PRC), while avoiding discussion of his later political conflicts and flawed economic policies. This deliberate approach allows the Chinese Communist Party to construct a favorable image of Mao, aimed at preserving Maoism’s legitimacy among younger generations of Chinese who may not be well-acquainted with the Chinese revolutions. Consequently, the collective memories cultivated about Mao through the education system serve as a form of pro-regime propaganda, illustrating the intricate and symbiotic relationship between education and propaganda in the PRC.