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This study examines how the Chinese government has adopted authoritarian digital populism to justify its political programs through its official social media sub-accounts. Through discourse analysis, we investigate textual material concerning the “Belt and Road Initiative” (BRI) posted on a representative WeChat account, Xiakedao. We find Xiakedao performing digital populism through stylistic-emotional manipulation to portray the benefits of the BRI to China, BRI countries, and the world, or, put succinctly, to legitimize the BRI. Specifically, in 2014–2016, through mixing informal and formal language, Xiakedao based its legitimization on stirring up a sense of hegemonic superiority by painting it as a strategy capable of significantly advancing China’s interests. Since 2017, Xiakedao has shifted to emphasizing its massive global contribution to stimulate nationalist pride and exploiting a trauma complex to bestow a counter-hegemonic aura on it. Drawing on Laclau and Mouffe’s discourse theory, we argue that Xiakedao has utilized the terms “China” and “BRI” as an empty signifier and a floating signifier, respectively. We unravel its discursive strategies of fixing their meanings and (re)drawing antagonistic frontiers to legitimize the BRI during different periods. The study contributes to theoretically understanding how an authoritarian state legitimizes the same political programs from disparate stances.

Digital populism in an authoritarian context: A discourse analysis of the legitimization of the Belt and Road Initiative by China’s party media