We argue that, to effectively understand media effects in authoritarian societies, researchers must assess different types of media strategies adopted by authoritarian leaders. Using survey data from two Chinese cities, we examine the effects of two types of media strategies adopted by the Chinese government, targeting political attitudes and nonpolitical values and norms, respectively. Following a new line of research, we contrast China’s domestic-controlled media to foreign free media. After accounting for the selection bias in Chinese urbanites’ media access, we do not find sufficient evidence for the effect of the media strategies directly targeting their democratic conceptions. However, sufficient and robust evidence shows that more intensive consumption of diverse media sources, including foreign media, does significantly but indirectly counteract the Chinese government’s political campaigns targeting its citizens’ democratic conceptions, via thwarting the government’s media strategies to cultivate a collectivistic norm in the society.