154. Name: Scott Bridges Title: Al Jazeera’s Expansion: News Media Moments and Growth in Australia Institution: University of Canberra Country: Australia Date: 2017 Language: English Abstract: Devised as an outward looking news organization by the small nation’s then new emir, Al Jazeera was, and is, a key part of a larger soft diplomatic and brand-building project. Through Al Jazeera, Qatar projects a liberal face to the world and exerts influence in regional and global affairs. Expansion has beed central to Al Jazeera’s mission as its soft diplomatic goals are only achieved through its audience being put to work on behalf of the state benefactor, much as a commercial broadcaster’s profit is achieved through its audience being put to work on behalf of advertisers. This thesis focuses on Al Jazeera English’s non-conventional expansion into the Australian market, helped along as it was by the channel’s turning point coverage of the 2011 Egyptian protests. This so-called “moment” attracted critical and popular acclaim for the network, especially in markets where there was still widespread suspicion about the Arab network, and it coincided with Al Jazeera’s signing of reciprocal broadcast agreements with the Australian public broadcasters. Through these deals, Al Jazeera has experienced the most success with building a broadcast audience in Australia.
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