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Accepted Paper:
China's soft power in Africa: application through the state media
Yu-Shan Wu (South African Institute of International Affairs (SAIIA))
Paper short abstract:
China's state media, as an instrument of a grander soft power drive, is increasing their global influence. By understanding how the media strategy has evolved and is applied in the African context, it becomes clearer the factors that need consideration in order for real influence to take place.
Paper long abstract:
China is complimenting its outward trade and political engagements by adopting a soft power drive to communicate with foreign publics. The state media is such a soft power instrument that is leading in communicating China's point of view to Africa. The presentation seeks to understand the reasons behind the recent soft power drive and how the Chinese media involvement in Africa has adjusted to incorporate such a strategy. By exploring the Chinese media engagement in Africa, it will become apparent the challenges that need to be considered in order for meaningful soft power to expand and for the larger China-Africa relationship to prosper.
Asian soft powers in Africa
Session 1