Speaker: Dr. 张帆 (Fan Zhang)

Title: You’ve Heard It! The Effect of Media Access on Policy Effectiveness in China

Schedule: May 8, Wed 1:30-3:00 PM

Location: 诚明楼（Chengming Hall） RM315

Introduction: 张帆，对外经济贸易大学保险经济学院助理教授，博士毕业于新加坡国立大学。研究领域涵盖城市与环境政策，家庭金融，和发展经济学。张老师目前在同行评审经济学期刊发表近10篇文章，代表性研究成果见于 Journal of Environmental Economics and Management、Real Estate Economics 等领域顶尖期刊。

Abstract: Enhancing policy awareness and compliance is a central concern for policymakers. In this study, we investigate the impact of media access on households’ responses to centrally issued policies and overall policy effectiveness in China during the 1980s when mass media was in its nascent form. We focus on two key national policies of the time: the Compulsory Education Law and the One-child Policy. Our findings reveal that access to radio or television, emerging forms of mass media during that period, significantly increases policy compliance. This effect is particularly pronounced among younger and better-educated individuals and in regions with higher media penetration. We identify three primary channels. First, media enhances the policy’s salience at its debut and amplifies its effectiveness in the early years. Second, media facilitates the learning of policy content, especially when the policy requires short-term sacrifices for long-term benefits. Finally, media can act as a substitute for top-down enforcement measures during local policy implementation. These findings contribute to a better understanding of mass media’s role in developing states and offer insights into contemporary policy-making in the era of social media.