THE IMAGE OF ETHIOPIA IN THE CHINESE MEDIA: A CASE STUDY OF CHINA GLOBAL TELEVISION NETWORK

Year 2020, Volume: 2 Issue: 2, 11 - 25, 31.12.2020

Yibeltal Belayneh Abate

Abstract

The relationship between Ethiopia and China dates back in 1970s.The two countries, under the Sino-Africa relationship have mutually benefitted. Despite the long dated friendship, it is surprising how a number of Chinese have little or no idea about Ethiopia or its citizens whilst the situation is different with Ethiopians. Therefore, this study checked how China portrayed Ethiopia in media reporting and the image formed about Ethiopia and Ethiopians. Again, China, like the African Continent has suffered bad image representation by the Western media, thus, it is committed to the implementation of the New World Information Communication Order (NWICO), which would give voice to the voiceless by changing how Africa has been represented. Thus, the research compared the International Chinese media, particularly, China Global Television Network on how it portrayed Ethiopia’s public image not only in China but the world as a whole. The research was guided by three research questions which included how is the image of Ethiopia portrayed by Chinese media? What are the major themes that are presented in Chinese media? And what kind of frames the media used to narrate stories about Ethiopia? Anchored to media framing theory and using content analysis the researcher reviewed stories that were broadcasted about Ethiopia for the period of two years that is 2015 and 2016 on Chinese mainstream media, China Global Television Network. It employs both qualitative and quantitative method. The study showed that the image of Ethiopia in Chinese media is a favorable. Most of the news items were positive which focuses on strengthen a cordial relationship between the two countries. The study also found out that the economic theme is the most dominant theme where Ethiopia is viewed as an economic power and an important player in African economic growth and international business. That means development, business, trade and other economic related stories has a lot of space in CGTN. Political theme takes the second slot on China Global Television Network portrayal of Ethiopia.

Keywords

Media image, Media framing, CGTN, China, Ethiopia

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