Mao Zedong once famously declared that “political power grows out of the barrel of a gun”. But almost a century later, China realises that triumphing in an increasingly multipolar world also requires shaping public opinion. Accordingly, Beijing is rearranging its foreign policy outlook – especially in Africa.

Whether countering human rights criticism or isolating Taiwan, China’s goal is to wage a new form of warfare – the strategic contest for hearts and minds. Beijing has embraced a strategic mix of diplomacy, soft power and influence campaigns — demonstrated through its increasing media control, educational outreach and economic ties across Africa — as it aims to position itself as a leader in shaping the global order.

China’s approach to cultivating its international image initially relied on the country’s economic prowess. But with its expanding economic influence, China increasingly seeks to reshape the existing global order according to its values. In pursuit of this alternative world order, China acknowledges the strategic importance of securing Africa’s support through influence.

In 2013, Beijing launched its ambitious Belt and Road Initiative to connect economies across Asia, Africa and beyond. Beyond infrastructure, the initiative also seeks to foster a pro-China narrative by framing China’s model as better suited for developing economies than Western approaches. China’s distinct approach is characterised by state-led investment aimed at industrialisation and rapid growth, along with a governance model that often prioritises economic performance over democratic institutions – commonly referred to as the Beijing Consensus. Through investments in key sectors such as African media, China subtly encourages recipient countries to adopt Chinese norms and governance models.

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