China's image-building in Africa: The intersection of the media and economic development investment in Mali.

The article examines the relationship between China’s economic investments and public perception of China in Mali, highlighting the role of media in shaping this perception from 2010 to 2020. Despite Mali receiving relatively low Chinese foreign direct investment (FDI) compared to other African countries, Malians exhibit uniquely positive views of China, a phenomenon explained by the visibility and framing of Chinese development activities in local and Chinese media rather than the volume of investment itself. Employing a mixed-methods longitudinal approach and grounded in the media agenda-setting framework, the study finds that media coverage and the portrayal of Chinese projects significantly influence public attitudes, suggesting that China’s image-building in Africa depends more on effective public relations and media engagement than on economic assistance alone. Mali’s case offers insights into the interplay between economic diplomacy, media representation, and public opinion in China–Africa relations.