China’s media and public diplomacy approach in Africa : illustrations from South Africa

Abstract

Media engagement in Africa serves as a component of China‟s contemporary public diplomacy drive, which allows for deeper bilateral diplomatic and economic relations. This paper provides the context and impetus that motivated Chinese state media players to provide their own content and point of view since 2009. Whilst public diplomacy is non-specific in that it seeks to achieve a wider enabling environment than specific objectives, it is also oversimplified to employ a singular approach to such a dynamic and changing continent. Rather, the case study of South Africa is used to demonstrate the limits and potential of China‟s public diplomacy engagement. This paper also highlights the nature of South Africa-China relations and the South African landscape as defining factors that affect the way China to engage meaningfully.