Historical, political, economic, military, social and cultural connections between China and the African continent have been emphasized. As Western media is tarnishing the Sino-African relations, Africans are urged to fight for the nation branding that westerns call propaganda, and Rwanda is a typical example given in Beijing, with its ’Visit Rwanda’ Campaign that aims at promoting its tourism with Arsenal; the British popular football team.
From August 8th, a Seminar on Managers of Renowned Internet Media Organizations for African Countries, has been deeply analyzing the truth about the People’s Republic of China and the Sino-African relations. Among the lectures given in the seminar, the "Channel Construction of Sino-African Media Cooperation in International News Reporting", had an active discussion among participants. A senior editor from Ukwezi.com is there to represent Rwanda.
Led by Dr Zhang Yanqiu; an expert from Communication University of China, the lecture traced the truth about what Western Media use to call propaganda, in order to tarnish the image of African countries and the People’s Republic of China, a huge Asian country whose media focuses on the branding of their nation.
The expert agreed with the participants that the term ’Nation Branding’ should be used instead of ’Propaganda’ which normally refers to information, especially of a biased or misleading nature, used to promote or publicize a particular political cause or point of view.
Rwanda, an small country with a great achievement, was given by the expert as a typical example of a nation whose media managed to make the ’Nation Branding.
"Rwanda was previously known for genocide and for now we can know the nation for its beauty and the positive things over there", Dr Zhang said, adding that media is not about only reporting negative side of the country while there are much great achievement made.
The expert and the participants, talked also about ’Visit Rwanda’; the Arsenal’s first official sleeve partner, in a three year deal helping bring Rwanda into people’s minds in a new and dynamic way.
Participants of Seminar on Managers of Renowned Internet Media Organizations for African Countries, held in Beijing