195. Name: Joanna Stryczniewicz Title: Visual and Multimodal Media Representations of the Third World Problems: The Case of Sub-Saharan African Countries (A Comparative Analysis of CNN, BBC, Al Jazeera English and TVN BIŚ) Institution: Jagiellonian University Country: Poland Date: 2016 Language: Polish Abstract: This comparative study examines media representation of the Third World problems in Sub-Saharan Africa. It investigates the representation of the poorest African countries in the news media, advertising and social campaigns, as well as contemporary popular culture. The theoretical part of the study describes in detail the most recognizable countries of Sub-Saharan Africa, based on a survey conducted among 202 respondents in five countries: South Africa, Kenya, Nigeria, Sudan and the Democratic Republic of Congo. The study also defines the national brand and explains the role of national branding strategies in shaping the mental image of the country. The research employed both quantitative and qualitative methodology and used content analysis to analyze data collected mainly from the following international TV networks: CNN, BBC, Al Jazeera English and TVN BIŚ. It also uses materials from Polish and foreign advertising, social campaigns, as well as novels, reports and films produced in a number of African countries. The study concludes with a chapter summarizing the current image of African countries and answering the question of how international media create and influence the perception of this region.
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