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Zhu, Jian-Hua.

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Information availability, source credibility, and audience sophistication: Factors conditioning the effects of Communist propaganda in China.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Information availability, source credibility, and audience sophistication: Factors conditioning the effects of Communist propaganda in China./
Author:	Zhu, Jian-Hua.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 1990,
Description:	290 p.
Notes:	Source: Dissertation Abstracts International, Volume: 51-11, Section: A, page: 3550.
Contained By:	Dissertation Abstracts International51-11A.
Subject:	Mass communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9109722

Information availability, source credibility, and audience sophistication: Factors conditioning the effects of Communist propaganda in China.
Zhu, Jian-Hua.

Information availability, source credibility, and audience sophistication: Factors conditioning the effects of Communist propaganda in China. - Ann Arbor : ProQuest Dissertations & Theses, 1990 - 290 p.

Source: Dissertation Abstracts International, Volume: 51-11, Section: A, page: 3550.

Thesis (Ph.D.)--Indiana University, 1990.

Is Chinese Communist Party (CCP)'s propaganda effective? There have been two schools of thought: a Cold War perspective which criticized the CCP for using propaganda for political control, and a Development perspective which the CCP in promoting a course of modernization. However different they might be, both assumed that CCP propaganda was effective. This presumption has not been supported by empirical evidence, however.Subjects--Topical Terms:

2144804
Mass communication.

Information availability, source credibility, and audience sophistication: Factors conditioning the effects of Communist propaganda in China.
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245 1 0 $a Information availability, source credibility, and audience sophistication: Factors conditioning the effects of Communist propaganda in China.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 1990
300 $a 290 p.
500 $a Source: Dissertation Abstracts International, Volume: 51-11, Section: A, page: 3550.
502 $a Thesis (Ph.D.)--Indiana University, 1990.
520 $a Is Chinese Communist Party (CCP)'s propaganda effective? There have been two schools of thought: a Cold War perspective which criticized the CCP for using propaganda for political control, and a Development perspective which the CCP in promoting a course of modernization. However different they might be, both assumed that CCP propaganda was effective. This presumption has not been supported by empirical evidence, however.
520 $a This study attempted to fill this gap, by offering a new theoretical framework and baseline evidence. It began with an analysis of three goals of CCP propaganda, including (1) creating a new Communist mankind; (2) promoting the Party's policies; and (3) repressing political dissent. Based on Kelman's theory of opinion-changing mechanisms, the study predicted that CCP propaganda is most effective in achieving the minimum goal (repressing dissent), somewhat effective in its medium goal (promoting policies), and least effective in the maximum goal (shaping a new being). The study further argued that the effects of CCP propaganda are further conditioned by three factors: (1) the sophistication of the audience's cognitive ability; (2) the perceived credibility of the Party and its media; and (3) the availability of alternative information. It was hypothesized that the more sophisticated the audience became, or the less credible the Party and its media were viewed, or the more available alternative information was, the less likely CCP propaganda was to be influential.
520 $a The primary method of this research is secondary analysis of 11 audience surveys, conducted by the author or other scholars in China throughout the last decade. Supplementary data come from two on-going projects: a mail survey of Chinese students who came to study in American universities after June 1989, and a content analysis of audience letters to Voice of America in Spring and Summer 1989. The data reveal supporting evidence for the above predictions and hypotheses. While only one-fifth of the audience appeared to echo Communist ideology, nearly half of them endorsed reform policies, and more than two-thirds were influenced by repressive campaigns. Multiple regression analyses further showed that the audience's cognitive sophistication, the perception of Party/media credibility, and the availability of alternative information all affected the public's responses to CCP propaganda.
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