The Scramble for Asian Soft Power in Africa

The unprecedented global expansion of Chinese media and communication networks over the past decade, specifically in Africa, raises important questions about the changing media landscape in what is emerging as one of the major media markets in the world. However, China is not alone in this endeavor, driven by geopolitical and economic considerations. Apart from US, European, Japanese, Russian, and Brazilian interests, India, the other Asian giant, is also deploying its hard and soft power in Africa. This chapter examines the media race for Africa by China and India, focusing, in particular, on the Indian presence on a continent where long-established people-to-people connections favor the expansion of Indian political and economic interests. Unlike the Chinese involvement, the Indian presence is largely based not on state economic support but on private economic support and soft power, drawing on its cultural and diasporic connections with Africa (Roy, 2013; Sullivan, 2015). The Indian diaspora in many African countries—notably in South Africa, Kenya, and Mozambique—has contributed to the popularity of Indian popular culture and commerce. The Indian government and corporations recognize that people-to-people communication can be much more effective than government propaganda initiatives. After exploring this diaspora as a soft power asset, the chapter suggests that due to the growing digital connectivity, with the convergence of mobile communications technologies and content via the Internet, the Indian presence is likely to deepen.