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- Title
Engagement as an emerging value on the television channel Al Jazeera. Comparative analysis of AJA and AJE (2016-2020).
- Authors
García-Orosa, Berta; Alafranji, Mohsen
- Abstract
This paper will conduct a comparative analysis of engagement strategies in Al Jazeera's Arabic and English channels. Methodological triangulation is used through literature review, content analysis, in-depth interviews and non-participant observation. We study the channels' policies as seen in two turning points: the formation of the engagement strategy in 2016 and the team restructuring in 2018. Engagement is no longer just a marketing strategy to turn the audience into a key player in content production. Platformization and the search for a comprehensive, international strategy emerge as challenges for the coming years.
- Subjects
AL Jazeera (Television network); COMPARATIVE studies; TELEVISION; ARABS; LITERATURE reviews; DIGITAL technology; MARKETING strategy; ARABIC language; CUSTOMER relations
- Publication
Communication & Society, 2021, Vol 34, Issue 4, p1
- ISSN
2386-7876
- Publication type
Article
- DOI
10.15581/003.34.4.1-16