Media, and the influence it has on communities, nations and global trends is the epitome of "soft power," no matter what lens the media consumer is looking through. Intrinsically media should reflect the world around us, positively or negatively, so that people can make better decisions by being better informed. And through that information, misunderstandings, prejudice, stereotypes and myths can be overcome and debunked.

In Africa, the presence of Chinese media has grown since the launch of the FOCAC action plan in 2006. It hasn't been an easy ride for these government controlled media outlets, which include China Central Television (CCTV), Xinhua, China Daily Africa and China Radio International (CRI). They have countered the criticism of producing propaganda content by reporting on Africa with African anchors, reporters and expert guests.

In general, news reports by Chinese media on their country's presence in Africa takes on a different hue to conventional Western reports – what experts call "constructive journalism." These stories are sourced from people on the ground, giving them a local flavor that seeks to find solutions, rather than only highlighting deficiencies – a shift away from the focus on politicians and all things official of past reporting. There is also a trend to report on Africa as a place where opportunity exists and this is a spin-off from the long standing friendship and sense of equality China has developed with Africa over decades.

This indicates that despite Chinese media still battling with the process of presenting itself as credible, in the opinion of many Western observers, the less combative approach to reporting is gradually influencing media consumers in a positive way. It is a strategy driven by China's larger role in international affairs, and aims to change the conventional negative narrative about Africa. And with that changing narrative comes deeper understanding between Chinese and Africans on a more personal level.

Social media also plays an important role in Sino-African relations. With the growing number of Chinese migrants in Africa looking for opportunities, or simply to travel, portals such as Tencent QQ and web-chat forums are an important way for Chinese on the continent to get their messages out to friends and family back home. These messages can include everything from describing working conditions and employment possibilities, to posting photos of the scenery, wildlife and cultural practices in the African countries where they live.

Whether positive or negative, social media communication can in many cases be more valuable to groups of people than mainstream media, as it is human nature to generally trust someone you know, and spread their message to others. In a sense, it's a form of citizen journalism that relies more on the writer's immediate surrounds, perceptions and realities than on investigation. But it's a two way street that can both attract Chinese who are curious about Africa to pay a visit, or reinforce long held stereotypes of disease, chaos and poverty. For the receiver it's a glass half empty or half full conundrum – however, either way, the process of getting people talking social media is quickly breaking down cultural barriers.

Apart from conventional media outlets, the inroad made by digital media is also a direct tool to spread understanding about Chinese culture. Companies like Chinese digital TV giant StarTimes aims to provide affordable digital TV services to 30 million subscribers in 40 African countries in the next five years.

The implications of this are staggering. Not only are Africans becoming familiar with Chinese life through popular dubbed soap operas, but plans to broadcast Chinese Super League football games across football-crazy Africa will introduce new sporting stars to the continent. StarTimes also hope to screen dubbed African TV shows in China in a symbiotic program that could see African celebrities and lifestyle viewed by a wider Chinese audience. Undoubtedly people will gain cultural understanding far more easily through sporting or lifestyle connections on the small screen than through watching news bulletins.

In the past China has neither been effective at promoting its presence in Africa in a coherent sense, nor in giving media access to information that can be used to demystify the often used "neo-colonial" rhetoric. Clearly with China's burgeoning media presence in Africa, along with the growth in economic and political engagements, this situation is changing, and collectively it is all part of a campaign to win the hearts and minds of Africans through a deeper shared understanding.

In the process this will not only support a better commercial environment, but also create a deeper awareness of who the Chinese are and their intentions to help develop Africa. Trust can only be built on understanding and respect – there is no other way. But both Chinese media operators and the journalists they employ know only too well that to achieve the optimum effects of the soft power that is of such value in building sound relationships in Africa, credibility is non-negotiable. And that appears to be the positive message going forward.

The author is Africa Managing Editor of CHINAFRICA Media and Publishing (Pty) Ltd.

Opinion articles reflect the views of their authors, not necessarily those of China.org.cn

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