The Shadow of China in Zambia’s Media

 China’s Media Investment in Africa and Its Dominance in Zambia’s Media

An independent, free, and transparent press… In theory, an ideal that everyone defends, but in practice, one that almost never exists. Today, the media is the voice of whoever controls it, the story of whoever holds power. It is not facts but narratives that fight.

Throughout history, great powers have used the media to shape public opinion, legitimize their interests, and control the global narrative. For centuries, the West dictated to the world how Africa should be seen, projecting its own filtered view of the world onto Africa and constructing a reality that suited its interests.

Now China is writing its own script on the same stage. As Beijing spreads across the continent through infrastructure projects, it also deploys media tools to impose its perspective. Africa has become not only a battleground for economic rivalry but also a frontline in the global war over media narratives.

China’s Media Strategy in Africa

Guided by Sun Tzu’s principle that “the best strategy is to win without fighting,” China’s strategic media outreach began under President Hu Jintao’s (2002–2012) “going out” policy. During this period, China’s state news agency Xinhua expanded its network of correspondents across Africa. In 2008, CCTV Africa (now CGTN Africa) opened in Nairobi, Kenya. By 2011, through its digital television company StarTimes, China began broadcasting across many African countries.

Under Xi Jinping, and within the framework of the Belt and Road Initiative, China’s media presence in Africa expanded more rapidly and forcefully—and continues to grow.

Today, Xinhua operates 37 bureaus across Africa. StarTimes has become the continent’s second-largest media giant after South Africa’s DSTV. It has installed satellite dishes in 10,000 rural homes across 20 African countries, connecting them directly to Chinese digital television.

Like any global power, China aims to reshape global information flows, improve its international image, and expand its economic reach. Its media investments in Africa go beyond news and broadcasting. Beijing also trains African journalists in China, tailors media content to promote pro-China narratives, and provides governments with digital infrastructure support.

China’s Media Power in Zambia

Zambia stands out as a striking example of China’s media strategy. In 2017, the national broadcaster ZNBC entered into a joint venture with TopStar, a subsidiary of StarTimes, a major Chinese digital TV provider. Under the deal, 60% of ZNBC’s operations were handed over to TopStar for 25 years in exchange for upgrading the broadcaster’s digital infrastructure, financed by a £212 million loan from the Export-Import Bank of China. In other words, China not only influences Africa’s media content but has also taken direct control of its infrastructure.

The agreement was negotiated in secrecy, and details remain difficult to access. Initially promoted as a “win-win” partnership, it soon triggered concerns over China’s control of Zambia’s media and the lack of transparency. Critics pointed to China’s dominance over advertising revenue and its ability to shape content. Reports emerged of journalists being threatened or even detained when they attempted to investigate the deal.

Zambian journalists frequently express concerns about how China’s growing influence restricts their professional freedom. Those who attempt to criticize China or pursue independent reporting risk losing their jobs.

In the years following the 2017 deal, both state and private media outlets in Zambia portrayed China in overwhelmingly positive terms. Reports on poor working conditions, low wages, and environmental damage caused by Chinese-owned companies were rarely aired by ZNBC. However, after the election of President Hakainde Hichilema in 2021 and his more pro-Western orientation, coverage of China began to decline.

A review of Chinese-related coverage between 2022 and 2024 shows a clear pattern: state-owned outlets such as the Zambia Daily Mail depicted Beijing in a more favorable light, while independent newspapers like News Diggers adopted a more balanced approach, highlighting irregularities involving Chinese companies. Yet both state and independent media shaped their coverage within specific narratives, underscoring how China has become an influential actor in shaping public opinion through media in Africa.

What Do Zambians Think?

While China’s media dominance in Zambia appears to bring certain advantages at the state level, it has created widespread discontent among ordinary citizens. Many internet users argue that China is effectively “buying up” Zambia through its media power, turning the country into a new form of colony.

Although Chinese companies’ contributions to the local economy are acknowledged, their one-sided portrayal in the media has fueled public resentment. Chinese-backed outlets frequently promote Beijing’s projects while ignoring local concerns and criticism.

Another recurring complaint is that Chinese digital TV packages prioritize kung fu and cultural content from China rather than local programming—an effort widely seen as Beijing’s attempt to expand cultural influence in Zambia.

Independent media outlets and journalists in Zambia continue to challenge China’s influence, but economic and political pressures make truly free reporting difficult. As press freedom erodes, public dissent increasingly finds its voice on social media.

In the long term, it remains uncertain how China’s media dominance will shape public opinion in Zambia and how local journalism will respond.

Like every global power, China will naturally seek to project its own image and spread its ideology through the media. But a genuine shift in both how Africans view the world and how the world views Africa can only be achieved through an Africa-centered, free, and independent press.

 

This article was originally published in Independnet Türkçe, on March 5, 2025.

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