Effects of Entertainment-Based Propaganda: Experimental Evidence from China

• In Event: Propaganda, Media Bias, and Public Opinion in China and Russia

Abstract

In China, the regime is increasingly investing in the production of high-profile, blockbuster-style movies for propaganda, which have achieved considerable popularity among the populace. Despite their popularity, the impact of these movies on public opinion and behavior has not been extensively studied. This research uses the patriotic-themed movie "Wolf Warrior" as a case study in an online field experiment to explore these effects. I conducted an online field experiment in which participants received one-month subscriptions to a streaming platform and were encouraged to watch movies during this period. These participants were divided into three groups: a forced-exposure group, who were asked to start with watching the propaganda movie; a placebo control group, who were asked to start with a non-political movie; and a free-choice group, who were given the option to choose between"Wolf Warrior" or the non-political movie. Participants’ political opinions were surveyed post-viewing, and their viewing habits were tracked for a month. Experimental results suggest that the propaganda movie can effectively enhance nationalism, economic perception, system pride, and perceived responsiveness among approximately 80% of viewers. However, these effects potentially backfired among the rest of the participants who initially had an aversion to propaganda movies. While the findings confirm the general appeal and attractiveness of the propaganda movie among most participants, I also find that it fails to foster a taste for similar propaganda content among the audience. This research contributes to our understanding of how authoritarian regimes can use popular, big-budget propaganda movies as a tool of persuasion, as well as the limitations of this approach.

Author

• Linan Yao, Columbia University