“双软”模型：卖萌宣传对年轻人政治支持的说服效果和作用机制研究

卖萌作为一种常见的软传播手段，在多个领域被广泛研究，但在政治传播领域受关注不足。本研究对社交媒体上卖萌政治宣传的说服效果和作用机制开展实证研究，补充了该议题在政治传播领域的实证证据。本研究概念化卖萌政治宣传，并借鉴相关政治心理学规律提出“双软”模型，强调软宣传策略与软内容之间的协调性，并开展在线实验。研究发现，政务微博上视频形式的卖萌软内容能在短时间内激发年轻人的积极情绪，并显著提高其特定支持。这表明，在采用视频形式、传播软内容、面向年轻受众并进行短期测量的条件下，“双软”模型得到了验证。本研究总结了数字时代中国软宣传的定义和特征，提出卖萌宣传“双软”模型，揭示其有效性边界条件及心理作用机制，为不同背景下的软宣传和卖萌宣传研究奠定基础，为数字时代政治宣传及说服活动提供重要的实践指导。

As a prevalent soft communication tactic, cuteness has been widely studied in many fields, but it has not received enough academic attention in the field of political communication. We provide an empirical research to examine the persuasive effect and mechanism of acting-cute political propaganda on social media, supplementing the empirical evidence on this issue in political communication. First we conceptualize acting-cute political propaganda. Drawing on important rules in political psychology, we then propose a double-soft model that emphasizes the congruence between the tactics and conte nt of soft propaganda. It was tested using an online survey experiment in China. We found that soft content employing an acting-cute factic in video form on Weibo significantly improves the specific support of young Chinese through emotional appeals. This indicates that under the conditions of adopting video format, disseminating soft content, targeting young audiences and conducting short-term measurements, the model has been verified. Our results will pave the way for research on soft propaganda and acting-cute propaganda in diverse political and cultural contexts, and provide important practical guidance for political propaganda and persuasion activities in the digital age.