In 2014, during the Central Foreign Affairs meeting in Beijing, Chinese President Xi Jinping advocated for strengthening China’s soft power globally by improving how the country communicates its message. In the subsequent years, Chinese state-controlled media focused on cultural investments and international cooperation, establishing marketing networks and expanding the reach of quality cultural assets abroad, particularly in Africa.
China’s African outreach
China’s information campaigns in Africa are subtle, focusing on economic issues and promoting a positive narrative around its investments, mainly in the Belt and Road Initiative. State-controlled media outlets like Xinhua, China Daily, China Radio International (CRI), and CGTN (formerly CCTV International) play a vital role in this narrative.
Meanwhile, StarTimes, a Chinese-owned media company, has become Africa’s second-largest digital TV provider, with over 13 million digital TV and 20 million streaming subscribers. It has invested over US$2 billion in digital TV infrastructure across 30 African countries.