Building a Bridge of Cultural Commonality and Win-win Benefits: Taking the National W Television Engineering Project as an Example

Abstract

In order to meet the urgent need of African villagers to watch TV, the W Digital TV Project, which carries  the beautiful vision of cultural exchange between China and Africa, has successfully landed in Africa. Field  observations have found that both China and Africa reached a preliminary consensus on the dual goals of  "cultural commonality and win-win interests" at the beginning of the project. However, when entering the  implementation and operation stage, the first thing that African village users feel is the satisfaction of their  needs for physical gifts and visual experiences, which enables the W TV project to quickly accumulate a  sufficient number of users and gain high domestic and international reputation. At the same time, the  "shortcomings" in the content of aid programs will hinder the evolution of the village user group towards  the value goal of "cultural commonality", ultimately leading to a differentiation in attitudes towards the W  TV project. After entering the quasi marketization stage, whether the state is present or not constitutes an  important institutional variable in the localization practice of the W TV project.