For David Bandurski of the China Media Project at Hong Kong University, CCTV Africa is part of China’s bid to beef up its “soft power” strategy, a notion that first emerged with President Hu Jintao in 2007 and aims to win influence abroad by appeal and exchanges rather than threats or force.Other pundits point to the media’s role in this.”China has sent its state media on a global mission to advance its influence in the world,” said Yu-Shan Wu from the South African Institute of International Affairs, in a recent paper noting that Beijing’s efforts “previously focused on trade, investment and diplomatic activities.

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