Abstract
Theory of strategic narratives assumes that narratives are strategic tool, which states seek to mobilise to gain influence and shape the behaviour of third parties. Global trade is one of possible domains where strategic narratives play an important role.
The US, the EU, and China represent three poles of the global economy. These poles interact and cooperate one with each another, but also with other world regions.
While in mutual relations power is more or less balanced, when dealing with other regions, there is a big power imbalance. Strategic narratives are part of this imbalance: the stronger partner clearly formulates its interests and goals, tries to persuade the weaker partner to adopt these goals, and also expects the weaker partner to do so.
It is obvious that all three parts of the global Triad pursue different approaches vis-á-vis Africa. The EU supports regional integration.
However, it constructs African regions on its own and does not respect existing African regional groupings (at least in some cases). Contrarily, China deals with African states on a strictly bilateral basis.
Finally, the US seems less interested in this question as their trade preferential regime (AGOA) is focusing on Africa as a whole, while trade and investment framework agreements (TIFA) are signed on a bilateral or regional basis. All three superpowers have different visions of global economic governance.
What should interest us, is the perception of these strategic narratives in Africa itself. However, this topic remains underdeveloped.
Presentation consists of two parts. First part is a theoretical framework linking together concepts of strategic narratives, "Normative Power Europe" concept, and inter-regionalism.
Second part presents an empirical analysis of perception of the EU's strategic narrative in Kenya. Data for this interpretive textual analysis are taken from articles in the leading Kenyan newspaper The Daily Nation between 2012 and 2015.