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An Unlikely Audience - Al Jazeera's Struggle in America (Hardcover)
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An Unlikely Audience - Al Jazeera's Struggle in America (Hardcover)
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Total price: R865
Discovery Miles: 8 650
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In 2006, the Al Jazeera Media Network sought to penetrate the
United States media sphere, the world's most influential national
market for English language news. These unyielding ambitions
surprised those who knew the network as the Arab media service
President Bush lambasted as "hateful propaganda" in his 2004 State
of the Union address. The world watched skeptically yet curiously
as Al Jazeera labored to establish a presence in the famously
insular American market. The network's decade-long struggle
included both fleeting successes, like the sudden surge of popular
interest during the Arab spring, as well as momentous failures. The
April 2016 closure of its $2 billion Al Jazeera America channel was
just one of a series of setbacks. An Unlikely Audience investigates
the inner workings of a complex news organization fighting to
overcome deep obstacles, foster strategic alliances and build its
identity in a country notoriously disinterested in international
news. William Youmans argues counter-intuitively that making sense
of Al Jazeera's tortured push into the United States as a national
news market, actually requires a local lens. He reveals the
network's appeal to American audiences by presenting its three
independent US-facing subsidiaries in their primary locales of
production: Al Jazeera English (AJE) in Washington, DC, Al Jazeera
America (AJAM) in New York, and AJ+ in San Francisco. These cities
are centers of vital industries-media-politics, commercial TV news
and technology, respectively. As Youmans shows, the success of the
outlets hinged on the locations in which they operated because Al
Jazeera assimilated aspects of their core industries. An Unlikely
Audience proves that place is critical to the formation and
evolution of multi-national media organizations, despite the rise
of communication technologies that many believe make location less
relevant. Mining data from over 50 interviews since 2010, internal
documents, and original surveys, the book offers a brisk and
authoritative account of the world's most recognizable media-brand
and its decade-long ingress into the US - crucial background for Al
Jazeera's continued expansion in the United States.
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