Radio Beijing in the Middle East | Joseph Braude - 1 views
www.huffingtonpost.com/...ing-in-the-midd_b_4673076.html
China Arabs Arabic media radio publicdiplomacy Egypt
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The decision to expose Egyptians to the show was the outcome of a protocol signed by the Chinese government and the Egyptian Radio and Television Union (ERTU), a division of Egypt's information ministry, for the express purpose of using mass media to prepare the population for a stronger alliance between the two states. China gave ERTU the rights to the program for free and paid for the translation and overdubbing. Egyptian Information Minister Duraya Sharaf al-Din, toasting the program's premiere during a visit to the Chinese embassy in Cairo, told Chinese radio that her government wants the series to instill an emotional connection with China that will popularize political and economic ties.
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The show falls outside the news cycle and offers little entertainment value, but for the narrow purpose of inducing Egyptian and Tunisian youth to enroll in their local Confucius Institutes it strikes precisely the right chords. Young listeners in an unstable country with high unemployment hear that they can study Chinese for free and dramatically boost their job prospects. The show's guests manage to preempt defensive reactions from the kind of nationalistic listeners who would bristle at such an overture from a foreign power: They are assured that Egypt, too, is a great civilization and only lags behind China owing to its history of exploitation by the West. A step toward China is a step toward liberation and progress. Beijing comes across as a refreshingly hospitable destination for study abroad, moreover. Its people honor guests and reject the anti-Arab stereotypes widespread in Europe and the United States.
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Who listens to such a broadcast? Unlike America's Radio Sawa or the BBC from London, CRI Arabic isn't available on local radio in the region (with the exception of what appears to be a pilot project on FM radio in the sparsely populated North African republic of Mauritania). Nor does it figure prominently among Arabic stations hyped online. One finds it advertised in venues where Arabs already curious about China are likely to go. For example, the website of the Chinese embassy in Cairo features a link on its home page, while in person the embassy's cultural attaché encourages the young people he meets to tune in. Some Confucius Institute chapters also disseminate links to prospective students as a kind of audio brochure.