Diversity, Rationality, and the Diffusion of Online Populism: A Study of Chinese Social Media Discussions

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Abstract

This study asks whether two core dimensions of deliberative quality—viewpoint diversity and rationality—shape the diffusion of online populism on Zhihu, a major Chinese Q&A platform. Using Transformer-based language models and LLMs to operationalize diversity and rationality across threads on ten salient populist issues, and estimating multilevel negative binomial models, we find: (a) diversity is positively associated with diffusion (comments/likes), and (b) rationality is negatively associated with diffusion; moreover, issue-level random effects are substantial, indicating topic-specific virality. We theorize that rationality may dampen the diffusion, and—based on prior literature—this is plausibly because it reduces emotional arousal, increases cognitive load, interrupts outrage cycles, and weakens bandwagon cues typically rewarded by algorithms and users. Theoretically, the paper bridges deliberative democracy and populism by showing that diversity can be a double-edged amplifier in populist contexts, while rationality functions as a diffusion brake; it also recenters analysis on a non-Western, platform-level setting. Practically, the findings caution against diversity-only interventions, support community and design measures that elevate reason-giving (e.g., sourcing, evidence prompts) while accounting for issue-specific virality when governing online populism in China’s digital public sphere.

Keywords: online populism, deliberation, rationality, diversity, social media

By Yu Su & Tongtong Li

Introduction

In the digital public sphere, diversity of viewpoints and rationality of discussion are widely recognized as two core features of public deliberation, serving as important mechanisms for promoting healthy democratic discourse (Dryzek, 2000; Habermas, 1996). Diversity emphasizes the inclusion of different opinions and perspectives in the deliberative process, helping to break information echo chambers and reduce the emergence of extreme positions (Mutz, 2006); rationality advocates for providing reasons, evidence, and logical arguments to support one’s viewpoints, thereby facilitating information sharing and cognitive updating in discussions (Stromer-Galley, 2007).

However, today’s online space has witnessed the rapid rise of populism. In China in particular, although the meritocratic political system has to some extent constrained the emergence of populist politicians and effectively precluded top-down populist mobilization, a form of bottom-up populist expression continues to proliferate on the internet (Ma, 2015). Chinese online populism is characterized by grassroots political narratives, with ordinary netizens leveraging anonymity to launch collective criticism against elite misconduct and perceived threats from “the other” (He et al., 2021; Miao et al., 2020). Here, “the elite” refer to those who ostensibly speak on behalf of the people but fail to genuinely represent their interests, having lost the sense of “paternalistic responsibility” (Miao et al., 2020). “the other” are those perceived as threatening societal or collective interests, such as Western countries or “white left” ideologies (Zhang, 2020; Zhang, 2022), reflecting Chinese netizens’ strong exclusionary attitudes and the defense of mainstream values. Thus, anti-elitism and nationalism together form the fundamental tone of Chinese online populism.

The extremely low threshold for participation on Chinese social media has led to the emergence and fermentation of numerous hotly debated topics that are permeated with the aforementioned populist tendencies. For instance, the “Driving a Mercedes into the Forbidden City”¹ incident triggered intense public anger toward elite privilege and wealth (He et al., 2025b); similarly, discussions surrounding the “996” work schedule are filled with resistance to excessive overtime and calls for the protection of workers’ rights. There is also the case of the public outcry over foreign brands ceasing to use Xinjiang cotton in their products² (Tao et al., 2025). However, current communication studies on such populist issues mostly focus on the discursive construction and logic of populist discourse within individual topics (He et al., 2025a; He et al., 2025b; Tao et al., 2025; Zhang & Schroeder, 2024), while there remains a lack of attention to how these populist discourses actually diffuse in the online sphere.

Whether diversity and rationality—two essential elements of deliberation—can curb the diffusion of populist discourse is the central question of this study. When diversity is present, the discussion space accommodates heterogeneous voices, thereby depriving populist discourse—which heavily relies on singular positions and adversarial constructions—of fertile ground for spreading (Sunstein, 2001; Cinelli et al., 2021). Likewise, when discussions are grounded in rationality, participants are more likely to engage with issues prudently and are less susceptible to emotional mobilization, thus hindering the proliferation of populist discourse (Rauchfleisch & Kaiser, 2021).

To examine this relationship, this study integrates computational analysis with traditional statistical testing. First, ten highly influential populist topics from Chinese social media were selected, and all related discussion threads from Zhihu—a major Chinese Q&A platform—were systematically collected as the research corpus. Next, a pre-trained large language model was employed to measure the two key predictor variables: diversity and rationality within the discussions. The number of comments and likes received by each thread were used as quantitative indicators of the extent of “diffusion.” Finally, regression analysis was conducted to explore the relationships among diversity, rationality, and the diffusion of populist discussions, thereby addressing the central research question.

This study makes two primary contributions: first, it deepens the understanding of the applicability and limitations of deliberative democratic theory in the context of non-Western digital platforms, expanding the conceptualization of diversity and rationality; second, it provides a theoretical basis for understanding the diffusion mechanisms of online populist discussions and offers insights for platform governance in China.

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