Visual disinformation and audience reception: a comparative analysis of media richness,sophistication,and emotional engagement in Chinese social media

Abstract

This study investigates the dynamics of audience reception to visual disinformation in the context of the Fukushima nuclear wastewater release on Chinese social media, focusing on the interplay between media richness, manipulation sophistication, and perceived plausibility. Through a comparative frame analysis of four visual modalities – photographs, AI-generated images, edited videos, and 3D animations – from Xiaohongshu, the author explores how varying levels of media richness and manipulation influence emotional engagement and online discourse. The findings reveal that, while high media richness amplifies emotional resonance in low-sophistication visuals, high-sophistication visuals elicit skepticism, particularly when narrative plausibility is compromised. The study introduces the concept of ‘experiential indexicality’ to elucidate how digital visuals shape audience perception, as well as highlighting the nuanced role of historical and cultural contexts, such as anti-Japanese sentiment, in shaping collective engagement. By addressing the limits of audience autonomy in interpreting manipulated visuals, this research contributes to the broader discourse on digital disinformation and its socio-political implications.