Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/316108 
Authors: 
Year of Publication: 
2024
Citation: 
[Journal:] Review of Economics and Political Science (REPS) [ISSN:] 2631-3561 [Volume:] 9 [Issue:] 2 [Year:] 2024 [Pages:] 151-165
Publisher: 
Emerald, Bingley
Abstract: 
Purpose This article examines the effect of China's soft power projection through the Chinese media in Africa on the African audiences' perception of China's national image through a case study of the residents of Nairobi. It adopted Joseph Nye's soft power model and sought to address three fundamental questions : What is the extent and objective of China's media diplomacy in Africa? How has China's media "offensive" in Africa impacted African audiences' imagery of China? What are the implications, if any, of China's media diplomacy on the Kenyan public view of China? Design/methodology/approach This article used a mixed-methods research design, which deployed elements of positivism and interpretivism. It used a deductive approach and deployed the survey strategy, which entailed the collection of data from Nairobi city residents. The secondary data were collected from relevant academic literature sources. The primary data were analyzed empirically using the Statistical Package for the Social Sciences (SPSS), while the secondary data were analyzed using discourse analysis. Findings China's soft power projection through the Chinese media in Africa is aimed at addressing the "misinformation" about China. China seeks its share of representation among the African public to correct negative perceptions of China. Kenyans had a generally positive attitude toward China. South Africa and Angola have "Fairly" positive perceptions of the Chinese media. However, this study did not reveal whether the perception was due to the influence of Chinese media. These findings implied that the African public's positive imagery of China cannot be fully attributed to Chinese media's influence. Originality/value This study is groundbreaking in that it is one of the few studies that have focused on China's public diplomacy in Africa and assessed the impact of Chinese media on the African public's perception of China.
Subjects: 
Media diplomacy
National image
Public diplomacy
Soft power
Persistent Identifier of the first edition: 
Creative Commons License: 
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Document Type: 
Article

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