104. Name: Rihab Mrizek Title: Al Jazeera English: The AJE Brand Strategy Institution: Celsa Sorbonne Université Country: France Date: 2011 Language: French Abstract:
This dissertation addresses the English-language Al Jazeera channel, startingfromitsnewsfunctionanditspositionwithinAlJazeeranetwork’s commercial and symbolic amalgamation. Considering the limitations of marketing approaches and the systematic lack of analysis of news channel projects, the study uses the semiotic analysis methodology of the commercial brand. Semiotic analysis provides appropriate instruments for the research topic and addresses the complexity existing in this study. The study looks at the function of the working environment in which Al Jazeera English operates. it tries to form primary definitions for the personal identity of the channel’s commercial brand by analyzing its global media project which is directed primarily towards the south. Based on the analysis of its marketing vision and keeping in mind that the channel is itself a producer; its performance should be evaluated along with other elements that determine the identity and the function of the project. After conducting an in-depth analysis of Al Jazeera English’s strategy and identity of its commercial brand, the study discusses the commercial challenges facing the channel and explores the future prospects for its development.
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