Chinese Media Diplomacy in Africa A content Analysis of Xinhua’s Africa section articles from September 1st to December 1st, - 2024.

Abstract

This research examines how Xinhua News Agency employs media diplomacy to enhance China’s public image in Africa. Drawing on Entman’s framing theory, we conducted a qualitative content analysis of 52 articles published between September 1 and December 1, 2024, selected through stratified systematic sampling from Xinhua’s Africa section. The findings reveal that Xinhua operates as a state-controlled institution that uses strategic framing to promote three narratives: “China as a Solution Provider and Strategic Partner,” “Unity and Solidarity,” and the “Critical Frame,” which includes the strategic omission of negative content. Selective sourcing, repetitive positive themes, the avoidance of criticism or conflict-related topics, the use of positive visual elements, and soft language all contribute to reinforcing the Dragon’s ideology in Africa. Ultimately, our research argues that Xinhua’s media diplomacy is a deliberate and structured strategy. It constructs a favorable and uncritical portrayal of China’s image in Africa, aligning closely with Beijing’s foreign policy objectives and supporting the expansion of its influence across the continent.