simplicity and clarity. Its editorial methods verify both the authenticity and expressiveness of the language as well as the use of shorter sentenc- es, which are easier for the listener to absorb. This has necessitated a better way of picture composition and avoiding drowning the text with jargon. If a new term is needed, then it should only be explained once in the report, and there should be special attention to the correct pro- nunciation of the words, as well as the invisible relationship between the presentation and meanings on one hand, and the presentation and visuals on the other. This is all under the awning of using expressions free of fluff, that are sufficient in meaning, and do not cheapen or lower the level of performance…all of this, so that structural sentences are not transformed into cloaks enveloping the truth” (1) . A pleasant voice and good delivery are among other factors that complete the quality of the language, and this is why Al Jazeera applies strict standards to maintain control of this aspect of aesthetics, and does not allow mediocre or weak voices to find their way to the ears of its viewers. Its efforts in this are aided by a monumental human capital of people with distinctive voices, as well as experienced presentation and delivery trainers. The written standards manuals relied on by the net- work underscore the importance of the presenter or voice commenta- tor’s grasp of the language and skills in these areas, including standards of words and pronunciation, voice tone control and rhythm, as needed by the context. A presenter or commentator must also be aware of the structural validity of sentences and know when it is acceptable to pause and when it is acceptable to continue (2) . Another aesthetic part of television that cannot be ignored is the technical and identity aspects. Al Jazeera has a number of technical ele- ments that express its spirit and message, drawing a certain image in the minds of viewers. Some very precise technical standards specify this aspect of identity across all the network’s platforms (3) , and it can be said
(1) “Editorial Standards”, Ibid., p. 60.
(2) “Documentary Film Standards”, Ibid.
(3) “Technical Standards”, in Quality Control and Editorial Standards , (Al Jazeera Media Network), p. 97.
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