An Unlikely Audience

Al Jazeera's Struggle in America

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ISBN:

9780190655723

Publication date:

21/08/2017

Hardback

256 pages

We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.

ISBN:

9780190655723

Publication date:

21/08/2017

Hardback

256 pages

William Youmans

Rights:  OUP USA (INDIAN TERRITORY)

William Youmans

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.

About the Author

William Lafi Youmans
is an Assistant Professor at The George Washington University's School of Media and Public Affairs. He researches the intersection of international communication, politics and law.

William Youmans

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

William Youmans

Features

  • Re-directs attention to the localized geographies of new media production, emphasizing the overlooked importance of place in the networked age.
  • A novel degree of access to the Al Jazeera news organization over a five year period makes for unrivalled scholarship on the company
  • Provides a definitive account of Al Jazeera's globalization to the US through its English, America and AJ+ channels, from 2006 to 2016
  • Discusses in-depth the transformation of Al Jazeera in the US around it's leading coverage of the Arab spring in 2011

William Youmans

William Youmans

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.

About the Author

William Lafi Youmans
is an Assistant Professor at The George Washington University's School of Media and Public Affairs. He researches the intersection of international communication, politics and law.

Read More

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

Read More