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China's multi-faceted endeavor to expand its influence in Africa has attracted worldwide scholarly and media attention. This paper examines the different moments of China's soft power endeavor from projection through its state media to representation and livedexperiences in South Africa and Zimbabwe, two African countries which receive a high level of attention in China's policymaking. Through such inter-disciplinary methodologies as content analysis, on-line questionnaire and in-depthdoi:10.1080/02500167.2016.1143853 fatcat:2h5mkadf2nfavlultajirpalq4