Outsourced Propaganda: The Role of Journalists in China’s Government Social Media

This research explores an underexamined aspect of government communication—the role of journalists as outsourced propaganda content producers in the Chinese context. Based on 15 semi-structured interviews with journalists who have first-hand experience managing outsourced government social media accounts, and grounded in boundary work theory, this study examines how journalists navigate the tension between journalism and propaganda in relation to their role identity, work routines, and professional values. Findings reveal that outsourced journalists, often referred to as Xiaobian, occupy a contested hybrid position. Their identity negotiation is constrained by dual pressures from both government agencies and news organizations, leaving limited room for professional autonomy. In their daily practices, bureaucratic logic takes precedence over journalistic logic, intensifying the tension between serving the state and serving the public. These dynamics highlight journalism’s boundary crossing in the digital era, shaped by changing economic and political conditions within the media landscape.