An Unlikely Audience
Al Jazeera's Struggle in America
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Product details:
- Publisher OUP USA
- Date of Publication 6 July 2017
- ISBN 9780190655723
- Binding Hardback
- No. of pages256 pages
- Size 239x155x27 mm
- Weight 481 g
- Language English 0
Categories
Short description:
No one could deny the impressive ambition of Al Jazeera English when it attempted, in 2013, to infiltrate the United States news market and become the first southern-global network to court a northern-global audience. In Al Jazeera in the United States, William Youmans explains what the seeming failure of the network's decade-long American enterprise reveals about the nature of global news, disputing long-held assumptions about global media in the digital age.
MoreLong description:
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.
Table of Contents:
Table of Contents
Preface
Introduction
Chapter 1: The Obstacles to Al Jazeera in America
Chapter 2: From Media Capitals to Ports of Entry
Chapter 3: In the Beltway Before the Spring: The Rise of Al Jazeera English, Except in America
Chapter 4: Al Jazeera English's 'Moment' in the Media-Politics Capital, Washington, DC.
Chapter 5: Al Jazeera America: The Defunct New York City Broadcast Channel
Chapter 6: AJ+: Al Jazeera's Digital Start-up in San Francisco
Conclusion
