Online Strategies for Promoting the Socialist Core Values in the City of Guangzhou

Abstract: Guangzhou as one of the three biggest city in China plays a significant role in promoting the President Xi's Socialism Core Values in China.This paper examines Guangzhou residents' perception of Socialism Core Values, their media consumption behaviours, and the online strategy to promote Xi's Socialism Core Values. Based on conducting online and face-to-face surveys, the findings show that Guangzhou residents have a very limited understanding of Xi's Socialism Core Values, but the mobile application WeChat is the dominant media channel that Guangzhou residents adopt to access information and communicate with peers. This paper suggests that education on Xi's Socialism Core Values to the Guangzhou residents needs to take place as soon as possible, and the online communication strategy to promote the Values should rely on Wechat, use multimedia texts, integrate online and offline activities, blend the soft and the hard publicity approach, and encourage a residents' participatory approach to co-promote the Values.