中国媒体与中国在非洲的软实力建设

Abstract:In the early 1990s，American scholar Joseph Nye first put forward the term of soft power. Since then，soft power，which is based on foreign policy，culture and value，became the main component of one country’s comprehensive strength and international competition. When soft power theory enters Chinese official discourse，how to boost China’s soft power becomes a state strategy. Africa is an important forefront where China can upgrade soft power，in which state-led media has been playing remarkable role. From the very beginning，Xinhua News Agency，China Radio International，China Central TV，People’s Daily，and China Daily dominate China’s propaganda to Africa for friendship and solidarity among Third World countries. With the rapid development of China-Africa relations，especially since the establishment of Forum on China-Africa Cooperation，Chinese media quickens the African strategy，with many branches set up in various African countries and China-Africa media exchange and cooperation booming. In so doing，Chinese media enhances their international discourse power，safeguards China’s image，spreads Chinese culture，and provides easy and fast platform for China-Africa friendship. However，owing to Western media’s long dominance over international discourse power，Chinese media faces many challenges. In order to get rid of the awkwardness of being represented by Western media，Chinese media should try its best to realize their African strategy，strengthen exchange and cooperation with their African counterparts，and influence international public opinion with objective and reliable coverage. Besides，Chinese private companies make remarkable contributions to Africa’s internet and digital radio and TV. They can play special role in China’s soft power construction in Africa.

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