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How Is the Performance of Chinese News Media in Kenya? An Analysis of Perceived Audience Reception and Motivation

In the past decade, Chinese national news media have stepped up their efforts to spread their influence across the globe, including in Africa. This study sought to explore the extent to which these media were able to satisfy the needs of their target audience in Kenya. Based on a  cross-sectional survey in Nairobi (N=355), the results showed that the audience reception of China’s media was fairly satisfactory, with CCTV Africa being touted as the most commonly accessible Chinese media by the respondents. Although there was statistically significant difference in the audience motivations for their perceived use of Chinese media contents, and their level of education, the final result suggested that the audience perceptions of China’s media coverage of African issues was relatively adequate. This study concluded that though their consumption was limited, these media were able to contribute to some knowledge on Sino-Africa relations. Keywords: Audience; China’s news media; coverage; gratifications; Kenya DOI : 10.7176/NMMC/79-06 Publication date : April 30 th 2019