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Transparency of Chinese media coverage became an international controversy when the COVID-19 outbreak initially emerged in Wuhan, the eventual crisis epicenter in China. Unlike studies characterizing mass media in authoritarian contexts as government mouthpieces during a crisis, this study aims to disaggregate Chinese media practices to uncover differences in when, where, and how the severity of COVID-19 was reported. We examine differences in how media institutions reported the severity of the COVID-19 epidemic in China during the pre-crisis period from 1 January 2020 to 20 January 2020 in terms of both the "vertical" or hierarchical positions of media institutions in the Chinese media ecosystem and the "horizontal" positions of media institutions' social proximity to Wuhan in terms of geographical human traffic flows. We find that the coverage of crisis severity is negatively associated with the media's social proximity to Wuhan, but the effect varies depending on the positional prominence of a news article and situation severity. Implications of the institutions' differentiated reporting strategies on future public health reporting in an authoritarian context are also discussed. [ABSTRACT FROM AUTHOR]