In view of the major methodological challenges which confront researchers in public diplomacy (PD), the paper recognizes the method of comparative-historical analysis (CHA) as an eminently suitable approach for robust empirical studies. The paper starts by exploring different conceptualizations...

Purpose This article examines the effect of China's soft power projection through the Chinese media in Africa on the African audiences' perception of China's national image through a case study of the residents of Nairobi. It adopted Joseph Nye's soft power model and sought to address three...