As Confucius said in around 500 BC, "When it is obvious that the goal cannot be reached, don’t adjust the goals, adjust the action steps." This is just what China began to do a decade ago, in embracing the concept of soft...
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China's Quest for Goodwill
Sep 6, 2018
China is on a quest to win the hearts and minds of Africa.
Much of this effort in the region so far consists of infrastructure-driven development and government-controlled cultural exchange. However, this top-down approach to soft power has met its fair share of criticism.
The following video, produced by Quartz News, documents Chinese soft power in Kenya and explores China's struggle to communicate with, and understand the outside world.
"If China really wants to convince the rest of the world to like it, hard cash and concrete can only go so far," explains Nikhil Sonnad, Quartz News reporter. "Africans want roads, but they also want respect. That might not happen, unless China makes its soft power, softer."
You can find the original video on Quartz News' Facebook page here.
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