Authoritarian Audiences: Theory and Evidence for Subnational Propaganda Targeting in North Korea

We argue that authoritarian regimes engage in subnational propaganda targeting in pursuit of political survival. Drawing on an original dataset of propaganda collected inside North Korea, we show that the regime tailors messaging to elites and masses differently. We outline a schema of strategies and themes that authoritarian regimes utilize when crafting propaganda, theorize variations in their use, and test these variations empirically, using qualitative analysis, regression, and text analysis. We demonstrate that the North Korean regime targets Pyongyang-based elites with co-optational messages promising economic benefit, while the masses receive mobilizational messages focused on agricultural productivity. North Korean propaganda also legitimates the regime differently based on audience: messages to elites reassure them of their privileged status but messages to the masses remind them of why their sacrifices are necessary.