Attraction or Distraction? Impacts of Pro-regime Social Media Comments on Chinese Netizens

Despite heavy Internet regulations, government critics and political satires are not completely absent in the cyberspace of most authoritarian regimes. Some argue that these regimes deliberately tolerate somewhat critical online comments as a way to monitor mass sentiments. To counterbalance critics’ influences, they often mobilize and amplify pro-regime voices. We empirically examine whether such pro-regime voices succeed in changing public opinions in favor of the authorities. Based on two online surveys and an embedded survey experiment that we implemented in China, we find that when given a choice, our Chinese respondents self-select to expose themselves to comments that deviate from the official discourses. In addition, exposure to diverse comments undermines individuals’ policy support. The findings call into question the effectiveness of the “soft propaganda” that authoritarian regimes orchestrate in cyberspace. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1007/s11109-021-09744-4.