Chinese state media persuades a global audience that the “China model” is superior: Evidence from a 19-country experiment

Abstract

Many are skeptical of the appeal of authoritarian political systems. We argue that global audiences will embrace authoritarian models when they believe that autocracies can meet governance challenges better than democracies. We collect comprehensive data on the external messaging of the Chinese and American governments. We then conduct a randomized experiment in 19 countries across six continents exposing global citizens to real messages from the Chinese and American governments’ external media arms. We find that exposure to a representative set of Chinese messages strengthens perceptions that the Chinese Communist Party delivers growth, stability, and competent leadership. It also moves the average respondent from slightly preferring the American model to slightly preferring the Chinese model. In head-to-head matchups, messages from the US government are less persuasive. Our findings show how autocracies build global support by selling growth and competence, with important implications for democratic resilience.