On the basis of the results of an ongoing research project on the activities of the Chinese media company StarTimes in Nigeria and Côte d’Ivoire, this paper analyses the fluid and fragmentary dimension of the engagements between Chinese media and African publics, while equally emphasizing the power dynamics that underlie them. Focusing on a variety of ethnographic sources, it argues for an approach to the study of Chinese media expansion in Africa able to take into account, simultaneously, the macro-political and macro-economic factors which condition the nature of China–Africa media interactions, the political intentions behind them (as, for example, the Chinese soft power policies and their translation into specific media contents), and the micro dimension of the practices and uses of the media made by the actors (producers and consumers of media) in the field.
Appeals and Cultural Values in Chinese Television Commercials