What Chinese Internet Users “Like” to Read: Selective Exposure in a Restricted Information Environment

Abstract

Abstract We study the phenomenon of selective exposure in China's restricted online information environment. Through an experimental survey study, we measure to what extent features of online news, such as popularity (i.e. number of “likes”), influence information selection among Chinese internet users (“netizens”). We find evidence of preferences for news information according to news topic and the nationalist sentiments of individuals. Generally, for news about domestic affairs, Chinese netizens prefer articles that take the opposite position of the government; for foreign affairs, they prefer articles aligned with the government's position. However, nationalistic individuals are more likely to select domestic affairs articles congruent with the Chinese government's issue framing. We also find social endorsements to be highly influential on news selection behaviour. Popular posts with many “likes” attract Chinese netizens to the point where they select content they may not otherwise read, even though the internet environment is easily manipulated.