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Standard Language, Propaganda, and Government Satisfaction under Authoritarianism

Published online by Cambridge University Press:  22 April 2026

Jieun Kim*
Affiliation:
Political Science and International Relations, Seoul National University, Republic of Korea
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Abstract

Beyond its role in nation and state building, I argue that standard language promotion enables autocrats to increase citizens’ satisfaction with the government by expanding the reach of propaganda. Drawing on large-scale surveys supplemented by original interviews, I test this argument in China, which has successfully promoted a common language, putonghua, in recent decades. By leveraging cross-cohort, cross-locality variations in exposure to putonghua at school following a major language reform in 2001, I find that greater exposure to putonghua increases government satisfaction. Individual-level evidence highlights a potential mechanism: increased consumption of television political news, a key channel for state propaganda delivered exclusively in putonghua. This study has implications for state–society communications and authoritarian control.

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Article
Creative Commons
Creative Common License - CCCreative Common License - BY
This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution and reproduction, provided the original article is properly cited.
Copyright
© The Author(s), 2026. Published by Cambridge University Press
Figure 0

Figure 1. Percentage of individuals primarily speaking putonghua at home by province.Note: created by author based on the 2010–12 China Family Panel Studies. Provinces shaded in gray indicate areas not covered by the survey. Home language information is available for 94.4 per cent of the 2010–12 survey participants who were born on or before 2002 (aged 10 and above), totaling 44,375 out of 47,020.

Figure 1

Figure 2. Percentage of students primarily speaking putonghua at school by survey round.Note: created by author based on the 2010–20 China Family Panel Studies surveys. School language information was collected for students aged 10 and above (elementary fourth grade and above). On average across surveys, the information is available for 94.26 per cent of these individuals. Solid lines indicate the period of compulsory education, the primary realm of putonghua promotion efforts.

Figure 2

Figure 3. Constructing groups by provincial enactment and birth year.Note: Xinjiang and Heilongjiang had issued relevant language regulations in 1993 and 1998, respectively, but promptly amended them following the 2001 Law. Except for these two cases, the years listed above indicate the issuance of first provincial regulations.

Figure 3

Figure 4. Operationalization of putonghua cohort variable.Note: the x-axis, age at enactment, refers to the age when the provincial regulation for the 2001 law was enacted. The y-axis, putonghua cohort, is 1 for fully treated subjects (age 9 or below), 0 for untreated subjects (age 16 or above), and fractional values ${67}, {57}, \cdots, {17}$ for partially treated subjects (age 10–15).

Figure 4

Figure 5. Government satisfaction by putonghua cohort and compliance.Note: groups 1–3 (aged 16 and above at the time of provincial legislation), situated to the left of the left vertical line, were untreated by the reform. Groups 6–8 (aged 9 and below), situated to the right of the right vertical line, were fully treated. Groups 4–5 (aged 10–15), situated in between, were partially treated.

Figure 5

Table 1. Effect of putonghua promotion on government satisfaction

Figure 6

Figure 6. Effect of putonghua promotion on government satisfaction by compliance levels.Note: thick black lines represent 90 per cent confidence intervals, and thin gray lines represent 95 per cent confidence intervals. The cohort bandwidth is 0.

Figure 7

Table 2. Robustness checks results (bandwidth = 0)

Figure 8

Figure 7. Effect of putonghua usage at school on TV political news consumption.Note: for panel (a), I regress whether respondents reported putonghua as their primary language at least once during elementary and middle school, separately, on television news consumption. The reduced models omit controls. The full models incorporate controls: gender, ethnic minority or not, urban or rural residency, parents’ highest education, and the family’s relative income level. The reduced and full models include county, birth year, and survey fixed effects; standard errors are clustered by county. The models with county-level controls add counties’ GDP per capita (logged) and urban population proportion, with province, birth year, and survey fixed effects; standard errors are clustered by province. For panel (b), I regress whether respondents reported putonghua as their primary language at school, interacted by the school level (elementary or middle), on television news consumption. All other specifications are the same as panel (a), but with an additional control for the school level and without survey fixed effects.

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