Local Media And Promotion Of Chinese Public Diplomacy In Zanzibar

This study sets out to assess the role that Zanzibar Broadcasting Corporation(ZBC) is playing in promoting Chinese Public Diplomacy in Zanzibar in term of number, contents, sources, program language, program airtime and types of Chinese Public Diplomacy programs produced and aired by ZBC together with china’s support extended to ZBC. This study further assessed the journalist’s perceptions on ZBC roles and Chinese public diplomacy programs in promoting Chinese public diplomacy in Zanzibar. Finally the study analyzed the shortcomings facing Chinese Public Diplomacy in Zanzibar.This study was conducted in Zanzibar at Zanzibar Broadcasting Corporation(ZBC) as a case study design which used both qualitative and quantitative research techniques in data gathering and analysis. In conducting this study, secondary and primary data were collected through questionnaires, interviews, observation method and documentary review.(See Appendances)The population of the study were ZBC production manager, ZBC Executive director, ZBC chief Technician, Planning and Training officer of the ministry of information, culture, tourism and sports of Revolutionary Government of Zanzibar(RGZ) and 40 journalists(Members) of the Zanzibar Press Club(ZPC) journalistic associations based in Zanzibar on their views about the role that ZBC is playing in promoting Chinese Public Diplomacy in Zanzibar.In term of the types, contents and the number of the program, the study showed that a total of nine(9) Public Diplomacy programs are produced and aired by ZBC weekly with the contents of Chinese culture and projects implemented by Chinese companies in Zanzibar. Concerning the sources of programs produced or aired by ZBC, the study showed 33.3% from Chinese Consulate, 11.1 produced by Chinese medical team, 11.1 from CCTV and 44.4% are from the Government ministries showing developmental projects undertaken by Chinese Companies in Zanzibar.Study showed that 55.6 percent of the programs produced and aired are in Swahili, While 44.4 percent of the programs produced or aired are broadcasted by using English. In terms of Airtime, the results showed a total of 11 hours and 45 minutes are allocated to programs related to China and Chinese activities both within and outside Zanzibar weekly.In term of support, ZBC is enjoying Equipment’s and Technological support, Technical and Skills transfer whereby ZBC workers trained within and outside Zanzibar by Chinese Government, Construction and Maintenance of the ZBC Building and Professional Study Visits to ZBC.On the hand of journalist’s perceptions on Chinese programs, the study shows that 52.5% of the journalists in Zanzibar perceived Chinese program positively, 25% their perceptions are in negative side While 22.5% they are neutral. On other hand of the journalists perceptions on ZBC roles, the study shows that 72.5% of the journalists in Zanzibar, perceived ZBC roles positive, 17.5% their perceptions are in negative side, while 10% they are neutral.The study has found out that Chinese public diplomacy through ZBC in Zanzibar are facing with, lack of understanding the target audience, lack of program effectiveness measurement, language barriers and public diplomacy content localization, poor stakeholders participation and poor message and effect designing strategy.This study recommending China to establish and maintain especially collaboration with local media, produce and localize public diplomacy programs to be aired by local media, to train and attain a media expert to the Chinese companies undertaking projects to various countries in the world and establish CCTV Swahili department to cater for the Swahili speaking countries.