The emotional advantages, feasible pathways, and strategic innovations of mass organizations participating in grassroots governance

Mass organizations are a crucial force in the modernization of the grassroots governance system and capabilities. Utilizing the analytical framework of "advantage identification—feasible pathways—strategic innovation", field research reveals that the strengths of mass organizations in participating in grassroots governance lie in their ability to unite and mobilize, foster voluntary participation, maintain public trust, and provide integrated services. They empower emotional governance through identification and guidance, cohesive co-governance, resource accumulation, and responsive remediation. Consequently, emotional governance, as a viable pathway for mass organizations to engage in grassroots governance, merits exploration. The positive role of emotional governance in grassroots governance lies in optimizing the foundation of grassroots mindsets, activating grassroots participation, and aiding in the management of public sentiment. Strategic innovations in the practice of emotional governance by mass organizations include establishing a flattened and professional organizational structure, exploring market-oriented and socialized operational mechanisms, and extending the value chain of mass organization branding projects.