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Outsourced Propaganda: The Role of Journalists in China’s Government Social Media

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  • Chunyan Huang

    (Department of Communication, University of Macau, Macao SAR, China)

  • Haiyan Wang

    (Department of Communication, University of Macau, Macao SAR, China)

Abstract

This research explores an underexamined aspect of government communication—the role of journalists as outsourced propaganda content producers in the Chinese context. Based on 15 semi-structured interviews with journalists who have first-hand experience managing outsourced government social media accounts, and grounded in boundary work theory, this study examines how journalists navigate the tension between journalism and propaganda in relation to their role identity, work routines, and professional values. Findings reveal that outsourced journalists, often referred to as Xiaobian , occupy a contested hybrid position. Their identity negotiation is constrained by dual pressures from both government agencies and news organizations, leaving limited room for professional autonomy. In their daily practices, bureaucratic logic takes precedence over journalistic logic, intensifying the tension between serving the state and serving the public. These dynamics highlight journalism’s boundary crossing in the digital era, shaped by changing economic and political conditions within the media landscape.

Suggested Citation

  • Chunyan Huang & Haiyan Wang, 2025. "Outsourced Propaganda: The Role of Journalists in China’s Government Social Media," Media and Communication, Cogitatio Press, vol. 13.
    • Handle: RePEc:cog:meanco:v13:y:2025:a:10451
    DOI: 10.17645/mac.10451
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    References listed on IDEAS

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    1. J. Ignacio Criado & Julian Villodre, 2021. "Delivering public services through social media in European local governments. An interpretative framework using semantic algorithms," Local Government Studies, Taylor & Francis Journals, vol. 47(2), pages 253-275, March.
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