China's Soft Power in Africa : A Qualitative Content Analysis on China's Strategic Narrative Projection in Ethiopia and South Africa

Abstract: China is believed to employ soft power in international politics to facilitate its peaceful riseand enhance its global appeal by leveraging numerous soft power resources. This study challenges the prevailing resource-centric understanding of China’s soft power by employing a constructivist framework wherein soft power manifests via the deployment of strategic narratives. The analysis of China’s strategic narrative projection and its influence on African leaders' policies and perceptions of China is explored with a specific focus on Ethiopia and South Africa using a qualitative content analysis. The findings reveal that China's narrative projection plays a significant role in shaping the portrayal of Beijing's initiatives in Ethiopia and South Africa. The narratives emphasize a historical connection and shared identity, presenting China as a reliable partner committed to trustworthiness and solidarity with the African populace. The study highlights the importance of soft power narratives in the context of multiple powers vying for influence in African countries. Overall, this research provides valuable insights into the deployment of strategic narratives and their impact on shaping perceptions of Sino-African relations.