China is tweaking its media campaigns for African audiences
While much has been written on China’s media campaigns in the United States, Europe, and Asia, until recently Beijing’s Africa-focused propaganda has received comparably little attention. But it represents a model Beijing is building on to target the global south more broadly. Africa’s 1.48 billion people, set to hit 2.48 billion by 2050, are a critical part of the global community, and China is keen to win them over. Chinese Communist Party (CCP) propaganda emphasizes positive changes in African societies that are attributed, whenever possible, to cooperation with, or learning from, China.
Beijing seeks to build an international coalition of like-minded partners to help further its “core national interests.” While there are various interpretations of this term, all assume three basic overlapping objectives: ensure the CCP will continue to rule China; maintain and defend China’s sovereignty and territorial integrity, as defined by the CCP; and promote a stable international environment conducive to enhancing China’s comprehensive national strength. Beijing is working to develop compelling messaging and strengthen its capacity to reach African audiences, with so far mixed results.
On one hand, Africans generally view China’s presence on the continent favorably. China’s official news agency, Xinhua, has 37 bureaus in Africa, more than any other media agency; and China’s Africa-focused propaganda programs have successfully cultivated dozens of influential African interlocutors who help promote the country’s image and interests. Yet despite spending untold millions of dollars each year on its Africa-focused propaganda work, by some measures China’s favorability still lags behind that of the United States. Moreover, Beijing’s official media outlets have low levels of African viewership, and there is little overlap between the most common themes in their coverage and those in mainstream African media outlets.
Since the CCP’s founding in 1921, it has used propaganda to “educate the masses” and “mobilize friends to strike at enemies.” For non-Chinese—in this case Africans—China’s external propaganda work advances four mutually reinforcing messages: promote a positive view of the CCP and China; promote party policies and Chinese culture; counter hostile foreign forces; and assert and normalize China’s territorial claims over Taiwan, Hong Kong, Tibet, the South China Sea, and other contested areas.
While China has long focused on vanity projects such as stadiums and presidential palaces to court African countries, today Beijing also aims to create what Yang Jiechi, the director of China’s Central Foreign Affairs Commission Office, called “favorable public opinion for the friendship and cooperation between China and Africa.”
Since taking power in 2012, Chinese President Xi Jinping has spoken repeatedly about the need to increase China’s “soft power” by creating a compelling Chinese narrative and strengthening the party’s capacity to convey its political messages overseas. At the 2013 National Conference on Propaganda and Ideological Work, Xi emphasized the “use of innovative outreach methods to tell a good Chinese story and promote China’s views internationally.” In 2014, he introduced a new foreign media–management strategy intended to create “a new type of mainstream media” that would be “powerful, influential, and credible.” Chinese officials understood their marching orders, and worked to enhance the country’s capacity and breadth of propaganda.
Most recently, during his report to the CCP’s 20th National Congress in October 2022, Xi instructed the CCP Central Propaganda Department to “accelerate the development of Chinese discourse and narrative systems, effectively communicate the voice of China, and portray a credible, lovable, and respectable image of China.”
Although official figures are not available for China’s external propaganda expenditures, in 2017 David Shambaugh of George Washington University valued them at about $10 billion per year. Between 2017 and 2020, Freedom House’s Sarah Cook identified “a dramatic expansion in [China’s] efforts to shape media content and narratives around the world, affecting every region and multiple languages.” In 2020, she estimated that China spends “hundreds of millions of dollars a year” on external media propaganda. In 2022, Freedom House estimated Beijing was devoting “billions of dollars a year to its foreign propaganda and censorship efforts.” It’s unclear just what percentage of this is targeted at Africa—but China’s efforts there are extensive.
China’s party-controlled media outlets, sometimes referred to as the Big Four—Xinhua, China Daily, China Radio International (CRI), and the China Global Television Network (CGTN; CCTV International until 2017)—target African audiences in various countries, regions, and linguistic groups. All four receive an unknown amount of vast state resources that allow them to cover a wealth of stories using various types of media (i.e., print, television, radio, and online) in all six U.N. languages—Arabic, English, French, Spanish, Russian, and Chinese—four of which are official languages in at least one African country. They do not identify themselves as CCP-controlled outlets, and each has numerous multilingual, outward-facing social media accounts with millions of followers on platforms that are blocked in China, such as Twitter, Facebook, YouTube, and Instagram.
Shows
See AllAM Live
AM Live is NTV's morning current affairs show that sets the agenda for the day with insightful panels every weekday.
Business Redefined
Business Redefined is Kenya’s premier thought leadership platform for unpacking matters regarding economic and finance policy as well demystifying complex developments in the region’s capital markets.
Comedies
A collection of our premium content. Diam curabitur vehicula A collection of our premium content. Diam curabitur vehicula
Creatives & Coins Podcast
A podcast that dives deep into the vibrant and rapidly evolving digital creative economy in Kenya. This show explores the lives, challenges, and triumphs of individuals who are successfully navigating the gig and creative economies. From digital artists and content creators to freelance writers and tech entrepreneurs, we spotlight the voices that are shaping the future of work in Kenya.
Documentaries
A collection of our premium content. Diam curabitur vehicula A collection of our premium content. Diam curabitur vehicula
Entertainment
A collection of our premium content. Diam curabitur vehicula A collection of our premium content. Diam curabitur vehicula
Fixing The Nation
Fixing the Nation is a bold and groundbreaking show that will take an unflinching look at challenges facing the Kenyan society and the solutions that can move us forward. It is anchored by respected journalists Eric Lattif, Janet Mbugua, and Mariam Bishar. Podcast created by: Nation FM
Fixing the Nation
Fixing the Nation is a bold and groundbreaking show that will take an unflinching look at challenges facing the Kenyan society and the solutions that can move us forward. It is anchored by respected journalists Eric Lattif, Janet Mbugua, and Mariam Bishar
Full Episodes
A collection of our premium content. Diam curabitur vehicula A collection of our premium content. Diam curabitur vehicula
Gumzo La Sato
Gumzo La Sato is a live social issues show that aims to create awareness about issues affecting the larger society. The discussions range from Parenting, Marital bliss and struggles, Oppression, violence, and all matters of the Heart.
Health Diary
Health Diary is a weekly show that highlights different types of diseases/conditions and seeks ways to prevent, treat/manage them. The show debunks this through real life stories and also feature specialists in different fields, to offer medical advice on the same.
Letter To My Younger Self
Letter To My Younger Self is a podcast where guests get to write a letter to their younger self, from which Maxine formulates questions to ask them during the hour-long show.
Nation Reports
Nation Reports is a weekly podcast offers an opportunity for listeners to interact with various reporters and journey with them as they unravel the biggest most emotive stories.
Noma
NOMA is a gripping family drama that delves into the complexities of sibling rivalry, parental expectations, and the struggle for identity within a powerful business family In the heart of Nairobi, the Mwamba family stands as a beacon of success, with a thriving business empire built by the patriarch, MZEE AMAON MWAMBA. However, beneath the surface, the family is fractured by jealousy, unspoken desires, and the weight of expectations.
One Health Lens Podcast
Discussing health matters and human stories from Kenya and across Africa. We talk big picture from people to policy, ecosystems, and everything in between. Follow us on LinkedIn: https://www.linkedin.com/company/onehealthlens
Paradise Lost
Paradise Lost peeks through the story of Louis Otieno, the times, and everything in between.
Primetime
A collection of our premium content. Diam curabitur vehicula A collection of our premium content. Diam curabitur vehicula
Speaking of GEN Z
Speaking of Gen Z brings you entertaining but meaningful conversations about a generation that is trying to navigate through adulthood. Join hosts Michelle, Jackie and Esther as they unravel all things Gen Z.
Sport On
Sport-On is a 30-minute sports magazine show on NTV and 3 hours on NATION FM. The show seeks to give the sports “fanatics” and “funatics” comprehensive and in-depth coverage of sports both locally and internationally.
Tech-over
The extent of technological growth is beyond mere acknowledgment; it has seamlessly integrated into our daily existence. A few years ago, the notion of paying electricity bills through mobile money or recharging with 'tokens' in Kenya seemed inconceivable. Online product sales were considered distant, and artificial intelligence is rapidly reshaping various facets of our lives. Amidst these technological leaps, those with a solid understanding of tech can navigate challenges, seize opportunities, and build a sustainable livelihood. Tech over Show aims to be the platform facilitating discussions among thought leaders, innovators, tech companies, and the government, addressing challenges and opportunities in Kenya's thriving tech industry.
Thamani
Thamani is a business show which is dedicated to emerging issues regarding micro, small and medium size businesses.
The Politalk podcast
This is The Politalk podcast. Here we look into the ins and outs of everything Kenyan politics. We pull no punches and have no reason to sugarcoat anything that matters to Kenyans.
The Trend
A two-hour-long live show that airs on Fridays. The show focuses on what is current in the entertainment industry, controversial and popular across all media platforms targeting those aged between 25 and 35 years.
The trend podcast
The trend podcast highlights and captures the best of banter from #TTTT segment that airs every Friday on NTV. It's the TTTT EXTRA
The Wicked Edition
The Wicked Edition with Dr. King’ori seeks to address serious issues through humour and relatable wit. It is a two-part half hour show filmed in front of a live audience
Trending
A collection of our premium content. Diam curabitur vehicula A collection of our premium content. Diam curabitur vehicula
Twende
Twende is a travel show that highlights beautiful, unique, diverse locations, people, and cultures. The show offers fresh perspectives on familiar locations and memorable experiences in new ones.
Unscripted
This Saturday evening lifestyle show lets viewers share their stories and life experiences as openly & honestly for the purpose of shifting the culture of silence.
VIP Access
VIP ACCESS is Anyiko Owoko’s YouTube and podcast show on Music and Culture dedicated to promoting Africa’s most promising talent and creatives. This podcast grants you VIP access into timeless interviews while providing a platform for rising as well as established artists across the continent. Since launching in 2018, Anyiko has interviewed over 70 African music stars.
WADR
This weekly news show aims to have all sides of debate but not be constrained by it, listen to main voices in the contest but not allow them to hold the viewers hostage, entertain debate but allow push back with all due respect.
When death do us part
In this podcast, three widowers openly speak about the process of grief, how they found themselves exposed to the emotional turmoil of losing their wives, and how society still does not know how to deal with them.
Your World
Your World is a health, wellness and variety show. It provides a platform for audiences and experts to share their experiences on how to improve or manage health issues, across Kenya and the Africa region.