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

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.