Audience Perceptions in the Global South: A Survey-Based Analysis of Beijing’s Multidimensional Image in South Africa

Abstract

Focusing on the under-researched nexus of city image and Global South audiences, this study investigates Beijing’s multidimensional perception in South Africa. Grounded in an integrated framework of soft power and city branding, it employs a stratified survey and regression analysis to reveal a structural City Gap, while Beijing is admired for technological and economic prowess, its image as a political center and inclusive metropolis remains weak, indicating a ceiling for performance-based legitimacy. Regression identifies media exposure and direct visits as key positive predictors. Crucially, a demographic divide emerges: younger cohorts show a significant youth dividend of favorable views, whereas higher education correlates with skepticism. The results confirm the two-step flow of communication, demonstrating the primacy of local media mediation over official narratives. The study concludes by advocating for a strategic pivot from broadcast publicity to city citizen diplomacy, emphasizing glocalized engagement to build genuine soft power.