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Academic diplomacy and policy borrowing: media content analysis of Chinese soft power in Morocco

Author

Listed:
  • Zineb Draissi

    (Zhejiang Normal University)

  • Yu Rong

    (Zhejiang Normal University)

  • Hafiz Muhammad Ihsan Zafeer

    (Zhejiang Normal University)

  • Samra Maqbool

    (Zhejiang Normal University
    Smart Learning Institute of Beijing Normal University)

  • Saima Javed Malik

    (Zhejiang Normal University)

  • Sufyan Maqbool

    (Zhejiang Normal University)

  • Sayed Hussain Agha Alemi

    (Zhejiang Normal University)

Abstract

China’s Soft power in Africa has garnered increasing attention since the establishment of Confucius Institutes (CIs) in African countries. This study examines the framing and interpretation of the discourse on Chinese soft power in Moroccan online media in the context of policy borrowing and policy lending. Content analysis was performed on media reports published in three French outlets regarding the Belt and Road Initiative, Programme for International Student Assessment, CIs and related research items over the period of 2010–2019. In total, 153 online news articles were analysed, which yielded interesting results about how media outlets are calling for borrowing policy from China as a reference country. The three most common themes in the discourse behind policy borrowing were as follows: (i) human capital soft power; (ii) university ranking; and (iii) lessons learnt from the Chinese educational system.

Suggested Citation

  • Zineb Draissi & Yu Rong & Hafiz Muhammad Ihsan Zafeer & Samra Maqbool & Saima Javed Malik & Sufyan Maqbool & Sayed Hussain Agha Alemi, 2025. "Academic diplomacy and policy borrowing: media content analysis of Chinese soft power in Morocco," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-11, December.
    • Handle: RePEc:pal:palcom:v:12:y:2025:i:1:d:10.1057_s41599-025-04544-1
    DOI: 10.1057/s41599-025-04544-1
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    References listed on IDEAS

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    1. Luwei Rose Luqiu & John D. McCarthy, 2019. "Confucius Institutes: The Successful Stealth “Soft Power” Penetration of American Universities," The Journal of Higher Education, Taylor & Francis Journals, vol. 90(4), pages 620-643, July.
    2. Lien, Donald & Miao, Liqing, 2018. "Effects of Confucius Institutes on China's higher education exports: Evidence from Chinese Partner Universities," International Review of Economics & Finance, Elsevier, vol. 57(C), pages 134-143.
    3. Warren, T. Camber, 2014. "Not by the Sword Alone: Soft Power, Mass Media, and the Production of State Sovereignty," International Organization, Cambridge University Press, vol. 68(1), pages 111-141, January.
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