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Using content analysis to analyze vlogs released by the Chinese official media over COVID-19, this study explores how the government conducts emotional governance on social media during national trauma. The analysis unveils two archetypes (civilian hero and miracle government) that are adapted by official media outlets to convey emotions, including national responsibility, national pride, and healing patriotism, to consolidate the legitimacy of the regime. In addition, this study analyzes the sources of these vlogs and demonstrates that netizens are motivated by the authority’s recognition to participate in vlog production. Thus, an “inter-embedded” emotional governance model characterized by technological innovation, casual style, and interactive format is formed.

How does the Chinese Government conduct emotional governance over COVID-19? Content analysis of video blogs