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At the Central Diplomatic Conference in Beijing in 2014, Chinese President Xi Jinping advocated strengthening China’s soft power globally by improving the way China communicates its messages. In the following years, Chinese state media focused on cultural investment and international cooperation, establishing marketing networks and expanding the reach of quality cultural assets abroad, especially in Africa.
China’s expansion into Africa
China’s information campaign in Africa is subtle, focusing on economic issues and promoting a positive narrative, primarily around investments in the Belt and Road Initiative. State media such as Xinhua News Agency, China Daily, China Radio International (CRI), and CGTN (formerly CCTV International) play a key role in this story.
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. The company has invested more than US$2 billion in digital TV infrastructure in 30 African countries.
China’s state media has focused on cultural investment and international cooperation, establishing marketing networks and expanding the reach of quality cultural assets abroad, especially in Africa.
Moreover, China is actively producing documentaries such as “Africans in Yiwu”, “TAZARA: The Endless Journey”, and “Bobby’s Factory” to increase its soft power. For example, the documentary “Bobby’s Factory” focuses on a Chinese factory manager in Africa and his positive interactions with local workers. Another series, “TAZARA: The Endless Journey,” focuses on the Tanzania-Zambia Railway (TAZARA) project, a symbol of China-Africa cooperation under the broader umbrella of the Belt and Road. Comprised of three episodes – ‘The Railway of Friendship’, ‘The Lifeline’ and ‘Love for Tazara’, this documentary series explores the emotional connection of the railway line and how it positively impacts young people in Tanzania. I’m digging into what you gave. Similarly, “The Africans of Yiwu – The Chinese Meet Africa” tells the story of the hard-working and enterprising people living in Africa and their efforts to bridge the gap between China and Africa. Finally, in “My China Story,” Africans share their positive experiences during their stay in China, further forming a positive image among the younger generation.
China’s information strategy in Africa
China has adopted a three-pronged strategy in its information campaign in Africa. First, it hosts and trains large numbers of African media professionals every year, teaching them how to promote Chinese investment as a positive force. Second, China is investing in local media in Africa and influencing editorial practices in line with China’s claims. For example, StarTimes formed a joint venture with Zambia National Broadcasting Corporation (ZNBC) and secured a majority stake. Finally, China is selling technology to African governments that gives them greater control over digital information, including blocking websites and cutting off internet access. For example, during Ethiopia’s Tigray conflict in 2020, Ethio Telecom used the technology and expertise of Chinese companies such as Huawei and ZTE to suppress opposition and restrict the flow of information.
China sells technology to African governments that allows for tighter control over digital information, including blocking websites and cutting off internet access.
Chinese content often downplays local criticism of Chinese projects, such as labor disputes, environmental issues, and debt issues, leading to a distorted view of China-Africa relations. During the 2016 Zambian elections, Chinese capital and local media portrayed Chinese investment as beneficial to Zambia’s economic future and supported pro-China candidate Edgar Lungu.
China’s growing role as an infrastructure investor featured prominently in Kenya’s 2017 elections. CGTN Africa painted former President Uhuru Kenyatta as a symbol of modernity and progress, ignoring public concerns about sustainability and cost, and minimizing opposition criticism while building projects like the standard gauge railway. He emphasized the president’s agreement with the In Zimbabwe, China has actively supported the ZANU-PF party by restricting civil society movements and opposition, and promoting a narrative favorable to Chinese interests in politics and business.
To negotiate contracts and trade agreements, China also creates new narratives. Angola, a major oil producer, has received large infrastructure loans from China in exchange for future oil exports to China. Chinese media has labeled these infrastructure projects as “infrastructure for oil” and portrayed them as essential to Angola’s recovery from decades of civil war. This strategy ultimately gave China long-term access to Angola’s oil reserves at favorable prices.
In Zimbabwe, China has actively supported the ZANU-PF party by restricting civil society movements and opposition, and promoting a narrative favorable to Chinese interests in politics and business.
Similar tactics were observed in Zambia, where the China Non-Ferrous Metals Mining Corporation (CNMC) secured a significant stake in a Zambian copper mine, aided by favorable media coverage that overlooked labor and environmental issues. Similarly, China set up a base at Djibouti’s Doraleh multipurpose port as part of its Belt and Road Initiative, downplaying concerns about Djibouti’s increasing dependence on Chinese financing. With other strategically important projects, such as Uganda’s Entebbe International Airport and Ethiopia’s Addis Ababa-Djibouti Railway, China has strengthened its economic and geopolitical footprint by dampening debt concerns and promoting pro-China rhetoric. I got a big advantage.
The influence of Chinese media is under scrutiny
Local perceptions are also evolving as more African countries speak out against the negative effects of China’s narrative construction. Zambian President Hakainde Hichilema expressed concern about growing foreign influence in the media, particularly with China shaping the narrative and favoring a particular point of view. Similarly, Oby Ezekwesili, a former Nigerian politician and current vice president of the African World Bank, says Chinese investments and loans are often overstated. Ezekwesili questioned the lack of transparency in contracts awarded to Chinese companies. She argued for significant control of speech by Chinese-backed media.
African regime officials are often more receptive to China’s governance model and message.
There are also growing concerns about Chinese-owned social media apps like TikTok. This is because these apps are considered susceptible to politically-driven actions. Several countries, including Senegal and Somalia, officially banned the app in 2023, citing safety and moral concerns. Countries such as South Africa and Kenya have filed petitions against apps such as WeChat and TikTok.
control the story
The Chinese Communist Party’s investments in Africa’s media landscape are influencing access to information and shaping dominant narratives, but the impact of China’s messages remains mixed. African regime officials are often more receptive to China’s governance model and message. But ordinary Africans are bearing the brunt of this narrative battle, inundated with contradictory and misinformation aimed at swaying public opinion and undermining social cohesion. Awareness campaigns are urgently needed to educate these politicians about the long-term risks to their sovereignty.
Samir Bhattacharya is an Associate Fellow and Yuvvraj Singh is a Research Intern at the Observer Research Foundation.
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