Unveiling Chinese Cadres’ Public Image: Evidence from Provincial Party Secretary

• In Event: Political Communication in China

Abstract

Extensive research has illuminated the adept image management strategies employed by political elites in Western liberal democracies through various media channels, particularly during electoral campaigns. In stark contrast, one-party authoritarian states like China face distinct challenges due to media control and a lack of electoral competition. This study delves into the largely unexplored terrain of public images of political elites in authoritarian regimes, focusing on Party Secretaries in Chinese provinces. Utilizing a dataset of 43,858 official news reports spanning from 2016 to 2022, this research employs advanced analytical methods to unveil narrative strategies and configurational factors influencing the portrayal of local leaders in official media.

Contrary to the assumption of a monotonous narrative, our large-N analysis reveals a diverse landscape of public images among Party Secretaries. Four distinct types emerge: "competence-oriented," "benevolence-oriented," "loyalty-oriented," and "versatility-oriented." Each image type exhibits preferences for specific reporting themes and narrative frameworks, challenging traditional views on the homogeneity of media portrayals in authoritarian regimes.

Fuzzy-set qualitative comparative analysis uncovers configurational factors behind the adoption of different image-shaping strategies. Structural factors, such as unique incentive mechanisms in the CCP cadre system, contribute alongside non-structural factors like the regional environment and individual traits of officials. Notably, older officials with shorter tenures tend to manifest a "loyalty-oriented" image, emphasizing political and party affairs. In contrast, younger leaders in economically prominent provinces strategically focus on driving economic development, while those transferred to less-developed areas highlight a benevolent and people-oriented image.

Despite the absence of electoral pressures, this study contends that political elites in China strategically utilize official propaganda tools to "package" themselves. The motivations behind this packaging are diverse, ranging from demonstrating loyalty or competence to higher authorities, to exhibiting influence and amiability to the local public. Public activities by local officials serve as a primary means for outsiders to comprehend local government policy agendas in China's opaque bureaucratic system.

In conclusion, this research challenges assumptions about the uniformity of media portrayals in authoritarian regimes, providing a nuanced understanding of the CCP's "propaganda politics." By highlighting the interplay of incentive structures, regional environments, and individual traits, this study enriches the literature on public images of political elites in non-democratic countries, offering unique data and perspectives for scholarly exploration.

Author

• Yang Yan, Freie Universität Berlin