The Chinese government is leveraging its vast content distribution network in Africa to tell its story about its rapidly expanding anti-COVID-19 relief effort that’s now underway. Articles written by Xinhua and other state-run media outlets are popping up across African news websites this week to showcase the delivery of aid and expertise to various African stakeholders.
In most instances, these articles have a Xinhua byline but that is a subtlety that is likely lost on the majority of online news consumers.
WHY IS THIS IMPORTANT?: China is demonstrating high levels of message discipline in an all-of-government approach to media communications regarding its relief initiatives using its owned media channels (Twitter, state-run media outlets, etc…) and earned media through content partnerships like the one with News Ghana, for example.
Xinhua also has content distribution relationships with Daily Nation in Kenya, Pulse in Ghana and Kenya, Independent Online (where the China Africa Development Fund owns 20% of the company) in South Africa among many others.
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