International Journal of Research and Innovation in Social Science (IJRISS) |Volume VI, Issue XI, November 2022|ISSN 2454-6186
Gideon Kimayo and Patrick Maluki
University of Nairobi, Kenya
Abstract: This article examines China’s image cultivation through cultural diplomacy. It focuses on the Confucius Institute (CI) in Kenya with a view of conceptualizing the impact of these institutes on the Kenyan public’s perception of China. The article pivots on the soft power theory and applies a mixed methods approach comprising quantitative and qualitative research. As such it uses positivist and interpretivist methods. The data for this study was collected using a semi-structured questionnaire. The informants were 400 Kenyans from ten cohort categories; government ministries, media, private sector (informal business), private sector (formal business), universities, religious organizations, civil society, county government, security sector and political parties. The results indicate that CI has had a diminutive impact on the enhancement of China’s national image among the Kenyan public from all categories. This shows that China’s cultural soft power projection through the CI demands improvement, especially to encourage Kenyans to attend the institutes.
Keywords: Soft Power, Public Diplomacy, Culture, Cultural Soft Power, Public Perception
I. INTRODUCTION
China has heighted its cultural relations with African countries at least since the early 21st century. Following the first Forum on China-Africa Cooperation (FOCAC) of 2000, China has deepened its cultural operations with African states. On 24 October 2000, China hosted the New Century China-Africa Cultural Exchange Symposium attended by the representatives of 22 African countries and the Organization of African Unity (OAU). Since 2000, cultural cooperation between China and Africa has featured strongly in subsequent FOCAC meetings including at the Addis Ababa Summit and the 2006 Beijing summit of 2006.