Enhancing China's image in Africa: The role of the Belt and Road Initiative

Nowadays, countries face unprecedented mutual distrust, making it difficult to establish and maintain positive international reputations and country image. Using data from the eighth round of Afrobarometer and the GDELT project, the paper examines how China's Belt and Road Initiative (BRI) affects its image in Africa. By using the multi-period difference-in-differences (DID) method, particular attention is paid to the perception of China's image among Africans as a result of the BRI. The study reveals several findings. Firstly, the BRI significantly improves China's image among Africans. Secondly, the BRI affects Africans' perceptions of China's image highly heterogeneously. In particular, women, the elderly, the unemployed, low-educated respondents, and those with limited media exposure suffer from more negative effects. Thirdly, the BRI enhances international opinion of China's image by increasing Chinese FDI, foreign aid, trade, and mutual cultural communications with Africa. Fourthly, in African countries, domestic mainstream public attention, and public praise and criticism can positively moderate the impact of the BRI on Africans' perceptions of China's image. These findings highlight the importance of economic cooperation and media portrayal in forming a country's image. The study emphasizes the necessity of reviewing the process and effectiveness of the BRI in Africa over the past decade. Additionally, it offers suggestions for both China and Africa to build a high-quality BRI, thus improving their bilateral economic cooperation.