The media in China–Africa public relations: Assessing China's attractiveness beyond economic development assistance

This work explores China's African public relations and image-building effort, focusing on Nigeria. Thus, the paper's purpose is twofold: first, to investigate whether China's conduct of public diplomacy through its soft power resource—development assistance—has effectively shaped positive Nigerian public perception of China, and second, to determine the media's role in advancing China's public diplomacy in Nigeria. Specifically, it explores the interaction of economic development assistance, media, and public relations. I do this by comparing China's foreign direct investment (FDI) in Nigeria (2010–2019) with the public's perception of the FDI's influence on the Nigerian economy (2016 and 2020) and the media's role in shaping public support toward the investments. Utilizing a range of datasets, I find that Chinese economic investment alone is insufficient to substantially shape positive Nigerian public perception of China. Within a framework of mediated public diplomacy, I demonstrate that the Chinese image-building effort in Nigeria would likely enhance when the country links economic investments with public relations to make the investments more visible through effective media representation.

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