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A Double-Soft Model: the Persuasive Effect and Mechanism of Acting-Cute Propaganda on Young Chinese’s Political Support
HU Shiran, ZENG Ziying, GUO Zhongshi, AO Song
Chinese Journal of Journalism & Communication ›› 2025, Vol. 47 ›› Issue (8) : 115-138.
PDF(1598 KB)
PDF(1598 KB)
A Double-Soft Model: the Persuasive Effect and Mechanism of Acting-Cute Propaganda on Young Chinese’s Political Support
As a prevalent soft communication tactic, cuteness has been widely studied in many fields, but it has not received enough academic attention in the field of political communication. We provide an empirical research to examine the persuasive effect and mechanism of acting-cute political propaganda on social media, supplementing the empirical evidence on this issue in political communication. First, we conceptualize acting-cute political propaganda. Drawing on important rules in political psychology, we then propose a double-soft model that emphasizes the congruence between the tactics and content of soft propaganda. It was tested using an online survey experiment in China. We found that soft content employing an acting-cute tactic in video form on Weibo significantly improves the specific support of young Chinese through emotional appeals. This indicates that under the conditions of adopting video format, disseminating soft content, targeting young audiences and conducting short-term measurements, the model has been verified. Our results will pave the way for research on soft propaganda and acting-cute propaganda in diverse political and cultural contexts, and provide important practical guidance for political propaganda and persuasion activities in the digital age.
Soft propaganda / acting cute / persuasive effect / political support
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