Gentle or rude? A study on China's publicity of epidemic prevention and governance of urban and rural areas based on anti-epidemic slogans

COVID-19 has swept through the world, challenging countries' ability to respond to crises and their public governance. One of the difficulties of public governance in China is the knowledge gap caused by the urban-rural dual structure. This study takes anti-epidemic slogans in China, a traditional means of information governance as its research object in the context of COVID-19. Independent sample tests and cluster analysis were conducted to measure the knowledge gap between urban and rural residents in acquiring epidemic information, and compare the different slogans posted in urban and rural areas, as well as the feedback they received. Based on this, the study explores the different logic of urban and rural governance in China. The results show that, although slogans cannot convey the latest information, they can make the public aware of the severity of the epidemic. Urban residents were found to give lower evaluations to slogans, although they acknowledged that slogans had the effect of rendering an anti-epidemic atmosphere, whereas rural residents were more accepting of rude and threatening slogans and control measures. Slogans with scientific guidance were more likely to trigger changes in their awareness and behavior. The study is significant as it can be a reference for other regions' and countries' publicity work and governance approaches in the prevention and control of infectious diseases.