China as a persuader: CCTV Africa's first steps in the African mediasphere

Abstract

China, in seeking greater engagement with African audiences, has dramatically boosted its potential to shape narratives in ways that can favour its image or interests abroad. Focusing on CCTV Africa, China's flagship efforts to win hearts and minds on the continent, the article explains how this strategy has been pursued not by directly offering an alternative image of China, but by advancing new ways of looking at Africa. The article offers insights into the innovations and contradictions associated with China's increased presence in African media. It examines how the concept of ‘positive reporting’ is making inroads in Africa, tapping into the narrative of a ‘rising Africa’ and challenging the Western conception of the media as watchdogs. The article also highlights how CCTV is adapting to liberal journalistic standards, embracing a more aggressive style of reporting to compete for loyalty in a market which is becoming increasingly crowded.