News as brands : branding television news channels in the Arab World : a case study of Aljazeera, AlArabiya, AlEkhbaria and Nile television news channels

Alabdalkarim, SI

Abstract

This research is an attempt to examine the use of news programmes as a means of branding television news channels in the Arab World. The researcher used a quantitative content analysis of the news programmes as well as semi-structured interviews with officials representing the four selected television news channels to explore their strategies in branding their television news channels via news programmes. News of the four selected Arabian television news channels (Aljazeera and Al-Arabiya, as Pan-Arab television news channels and the Nile and Al-Ekhbariya as government supported television news channels representing their regions), were analysed to test how they were used as a means of branding their television news channels in order for them to compete in the Arab media landscape, which is described as a saturated media environment. The study aims, specifically, at testing the differences among the selected television news channels on utilising elements of branding via their news programmes. The other aim of the study is to investigate how these channels reflect their promises which are claimed in their slogan via their news coverage. Moreover, it tries to establish a theoretical and practical perspective based on the specific results of the study regarding to branding television news channels via their news programmes. The study indicates that television news channels used their news bulletin to build and / or enhance their brands through three main groups of elements (news content, news presenters and news production techniques). The study revealed that twenty-two elements of branding were found to be significant.
Due to the lack of studies on television news channels in the Arab World, this study should be the first of its nature and contribute to the knowledge about the use of news as brands by television news channels in the Arab World.

Citation

Alabdalkarim, S. (in press). News as brands : branding television news channels in the Arab World : a case study of Aljazeera, AlArabiya, AlEkhbaria and Nile television news channels. (Thesis). University of Salford

• Thesis Type: Thesis
• Acceptance Date: Mar 29, 2019
• Deposit Date: Apr 9, 2019
• Publicly Available Date: Apr 9, 2019
• Award Date: Mar 26, 2019