Abstract
This paper examines how communist propaganda affects gender norms and behavior in China. Improving women’s status and promoting gender equality were significant themes of revolutionary propaganda in China from the 1950s to the 1970s. Exploiting plausibly exogenous variation resulting from topography, I find that exposure to radio broadcasts during the Cultural Revolution improved educational gender equality, and such effects were stronger in areas with weaker Confucian norms. Using individual-level census data, I also find positive effects of radio exposure on women’s family-related and career-related outcomes. I explore the possible mechanisms using data from two surveys on gender norms, and my evidence is consistent with rational updating. The significant persuasion effects disappear when more recent data are employed, implying temporary communist influences on entrenched social norms.