The empire’s fading influence: United States soft power in Africa during the COVID-19 era

This study examines the initial phase of the COVID-19 pandemic (December 2019 to July 2020) and its impact on United States (US) soft power in Africa. It advances theoretical understanding by emphasizing the interplay between perceived leadership credibility, state capacity, and domestic crises. It argues that leadership’s perceived ability to handle challenges during exogenous shocks such as COVID-19 significantly influences soft power. Furthermore, it highlights the significance of emotional resonance and trust, noting that moral authority can be undermined by racial injustice and political polarization. Methodologically, it triangulates Gallup data with computational analysis of news from ten African countries, thereby mitigating survey biases for a comprehensive assessment. The findings indicate a critical perception of US influence, impacted by the Black Lives Matter movement, Donald Trump’s presidency and pandemic management. This study concludes that fostering trust remains crucial and advocates for a nuanced US public diplomacy strategy emphasizing tangible actions and mutual trust.