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Previous research has noted the ambiguous persuasive potentials of reiteration: repeating a statement, slogan or image can work both positively and negatively, can both help and hinder the effectiveness of a political message. Considering that repeated propaganda in China is broadly ineffective in generating wholehearted public support, this article is interested in how and when repetition does achieve meaningful persuasion. Drawing on affect theory to address these multiple potentials, it critically reconsiders the nature of persuasion itself, arguing that affective engagement is crucial in sustaining and consolidating temporary tendencies that lead to alteration in the social fabric. Looking at humorous ‘socialist memes’ popularised on the Chinese internet in recent years, the article conducts a discourse analysis on the patterns they reveal to break down this reiterative practice as an unfolding event, revealing how its humour disrupts official language and engages the public affectively. It argues that practice of repeating these memes produces interpretive ambiguities around the official language, and in doing so re-directs socialist persuasion towards a liberalised end.

Re-directing socialist persuasion through affective reiteration: a discourse analysis of ‘Socialist Memes’ on the Chinese internet