This study investigates the audience of state-media broadcasts (SMBs) among Chinese Internet users-a missing link for understanding political communications in the high-choice media environment of modern countries. Using a "least likely case" strategy and a nationwide online survey, we created an audience profile of contemporary viewers among Chinese Internet users of Xinwen Lianbo (XWLB), the primary SMB program in China. We further examined the motivations driving viewers to watch the program, finding that external factors, such as media inequality, historical inertia, and family bundling, do not greatly alter people's watching behaviors. Instead, internal motivations, such as the pursuit of authentic information and psychological gratification, significantly increase the frequency with which viewers watch XWLB. These effects remain robust even after controlling for potential model biases and political desirability.
Keywords State Media • Active Audience • Political Communication • Xinwen Lianbo • ChinaState-media broadcasts (SMBs), i.e., public news programs produced by government-owned media companies, play an indispensable role in government-to-citizen communications in modern countries. SMBs are the mouthpiece of the government and the primary platform for rulers to exhibit their achievements and promote the * Zijie Shao