China’s news media as public diplomacy in Africa: an assessment of CCTV/CGTN among Kenyan audience

IF 0.8 Q2 AREA STUDIES

Journal of Contemporary African Studies Pub Date : 2022-05-17 DOI:10.1080/02589001.2022.2064979

A. Guyo, Hong Yu

引用次数: 0

Abstract

ABSTRACT This study aims to explore Kenyan audience reception and expectations of CCTV/CGTN Africa. Based on a mixed methods approach (a cross-sectional survey [N = 210] and interview schedule [N = 13]) which were concurrently conducted among the study population in Nairobi, this study revealed that the audience consumption of CCTV/CGTN is limited; with news stories, music and sports being the most commonly expected media products from the Chinese media outlet. The findings further suggest a raft of strategies, ranging from the provision of more contents about Africa, reporting in local perspectives to in-depth and critical reporting among others, as means of gratifying audience expectations of the Chinese news media in the continent. This study recommends that there is need for the state and non-state actors directly or indirectly involved in China's public diplomacy initiatives to review their strategies and devise better mechanisms of attaining favourable outcomes among the African audience.

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中国新闻媒体在非洲的公共外交:肯尼亚观众对CCTV/CGTN的评价

摘要本研究旨在探讨肯尼亚观众对CCTV/CGTN非洲频道的接受程度和期望。基于混合方法（横断面调查[N = 210]和面试时间表[N = 13] ）在内罗毕的研究人群中同时进行的研究表明，CCTV/CGTN的观众消费是有限的；新闻报道、音乐和体育是中国媒体最普遍期待的媒体产品。研究结果进一步提出了一系列策略，从提供更多关于非洲的内容、从当地视角进行报道到深入和批判性的报道等，以满足观众对中国新闻媒体在非洲大陆的期望。这项研究建议，直接或间接参与中国公共外交举措的国家和非国家行为者有必要审查其战略，并制定更好的机制，在非洲受众中取得有利成果。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Contemporary African Studies AREA STUDIES-

CiteScore

2.20

自引率

0.00%

发文量

期刊介绍： Journal of Contemporary African Studies (JCAS) is an interdisciplinary journal seeking to promote an African-centred scholarly understanding of societies on the continent and their location within the global political economy. Its scope extends across a wide range of social science and humanities disciplines with topics covered including, but not limited to, culture, development, education, environmental questions, gender, government, labour, land, leadership, political economy politics, social movements, sociology of knowledge and welfare. JCAS welcomes contributions reviewing general trends in the academic literature with a specific focus on debates and developments in Africa as part of a broader aim of contributing towards the development of viable communities of African scholarship. The journal publishes original research articles, book reviews, notes from the field, debates, research reports and occasional review essays. It also publishes special issues and welcomes proposals for new topics. JCAS is published four times a year, in January, April, July and October.