China’s image-building in Africa: The intersection of the media and economic development investment in Mali

Abstract

Since the 2000s, China has deepened public relations in its engagement with Africa primarily through economic investment and assistance. The present work looks at China’s African public relations and the mechanism that shapes public perception of China, focusing on Mali. Mali is not a major destination for Chinese investment, yet public perceptions of China appear to be uniquely positive. How may we explain this trajectory? The work undertakes a longitudinal examination, comparing China’s economic developments in Mali (2010–20) with Malians’ perception of China’s influence on the Malian economy that shapes the general perception and attitude towards China (2010–20) and the media’s role in this process. Some questions guide this study: how do Chinese economic activities in Mali shape Malians’ perception of China? How does the media contribute (if any) to shaping Malian perception of China’s developmental programmes? Employing a mixed research method and a range of datasets, I find that economic investment does not necessarily shape positive public perception of China in Mali. Instead, how the public receives information about economic investments shapes and enhances a positive perception of China in Mali. Consequently, China would substantially enhance its image-building effort when its foreign economic development assistance is linked with public relations, making economic programmes more visible through media representations. I based the theoretical discussion on the media agenda-setting framework.