Examining the Interaction of Development Investment and the Media in China’s Image-Building in Africa from below

This article uses Nigeria to explore the interplay of China’s economic investments and the media as image-building instruments of Nigerians’ perception of China. Thus, the purpose is to investigate whether China’s development assistance has shaped the desired outcome—Nigerian public support of China—and to explore the media’s role in this process. How effective are China’s economic and infrastructural investments as strategies for influencing a positive public image in Nigeria? How can visibility—the amount of media coverage and exposure—of China’s investments in Nigeria shape favourable Nigerian public support? Utilising a range of datasets and a longitudinal analysis, I find that Chinese investments may improve Nigeria’s economic growth and people’s standard of living, but are insufficient to build a positive public image of China. However, China could create a long-lasting favourable public image from its investments if the programmes were supported with effective media representation that made them more visible through the public’s news sources. I employed a qualitative research technique and rested the theoretical argument on mediated public diplomacy.