How does the Chinese Government conduct emotional governance over COVID-19? Content analysis of video blogs

Abstract

Using content analysis to analyze vlogs released by the Chinese official media over COVID-19, this study explores how the government conducts emotional governance on social media during national trauma. The analysis unveils two archetypes (civilian hero and miracle government) that are adapted by official media outlets to convey emotions, including national responsibility, national pride, and healing patriotism, to consolidate the legitimacy of the regime. In addition, this study analyzes the sources of these vlogs and demonstrates that netizens are motivated by the authority’s recognition to participate in vlog production. Thus, an “inter-embedded” emotional governance model characterized by technological innovation, casual style, and interactive format is formed.

Keywords:

• China
• government
• political communication
• vlogs

Acknowledgments

We are grateful to anonymous reviewers for their detailed suggestions that help us to strengthen our article.

Disclosure statement

No potential competing interest was reported by the authors.

Notes

1 See the latest: China confirms human-to-human transmission of 2019-nCoV, infections among medical staff. http://www.xinhuanet.com/english/2020-01/21/c_138722888.htm

2 See 2019 China vlog business model and user behavior monitoring report. https://www.iimedia.cn/c400/64757.html

3 Bilibili is a highly concentrated cultural community and video platform for the young generation in China.

4 Douyin, released by Chinese tech giant ByteDance, is one of the most successful short-video community platforms for all ages.

5 See mainstream media network communication power report for the first half of 2022. http://www.199it.com/archives/1462671.html

6 Bullet screen allows viewers to send comments that travel across the screen in real-time. See Douyin user service agreement. https://aweme.snssdk.com/draft/douyin_agreement/agreements.html?

7 See Douyin user service agreement. https://aweme.snssdk.com/draft/douyin_agreement/agreements.html?

8 See (new China in 70 years) commentary: The evolving face of “China speed.” http://www.xinhuanet.com/english/2019-09/22/c_138412788.htm

Additional information

Funding

This work was supported by the Major National Social Science Fund of China (18ZDA312) and the Palace Museum Open Project (2021, Mercedes-Benz Youth Foundation).

Notes on contributors

Jie Cui

Jie Cui is a Ph.D. candidate in journalism and communication at the School of Media & Communication (SMC), Shanghai Jiao Tong University. Her research interests include political communication, visual communication, and critical studies.

Qingyan Tong

Qingyan Tong is a tenured professor at the School of Media & Communication (SMC), Shanghai Jiao Tong University. Her research interests include cultural relics digital communication, new media, and media creative economy.