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Influencers as Mouthpieces? Exploring the Political Role of Social Media Influencers in China

China
Political Ideology
State Power
Technology
Dion Stevers
Hertie School
Dion Stevers
Hertie School

Abstract

Digital communication has introduced a variety of new actors into the political communication landscape. Alongside formal media institutions, individual ‘users’ have come to play a key role in the creation and circulation of political information. This study examines the role of social media influencers—individuals with a large online following—in shaping online political discourse in China. Using a temporal analysis of Weibo messages from influencers and state-owned media, it applies topic modelling and vector autoregression models to assess how influencers position themselves on political issues and to what extent they align with the content and framing of official media channels. The findings contribute to broader discussions on the role of digital media in authoritarian political systems, and particularly how they may continue to sustain an information environment favourable to the state.