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    Arab Media, Corporate Media, and Public Relations: The Case of Al Jazeera

    Creator
    Zayani, Mohamed
    Abstract
    Over the past few decades, public relations has developed significantly in the West into a sophisticated management function which is recognized as an integral part of any organization's attempt to communicate with various persons, both within and outside the organization, in order to achieve its goals and objectives. However, this is not the case in the Arab world where public relations remains underdeveloped and, even when practised, is relatively unsophisticated. This paper deals with the public relations function in a prominent though controversial Arab media organization: Al Jazeera Satellite Channel. It explores how Al Jazeera has been dealing with internal and external communication issues impelled initially by its role as a satellite broadcaster spearheading changes in a vibrant Arab mediascape and subsequently by its expansion into a global broadcaster. Drawing on James Grunig's four models of communication to analyze Al Jazeera's public relations practices, the case study at hand outlines some of the communication challenges and opportunities the organization has been facing during its 10 years of existence. The case of an indigenous organization like Al Jazeera operating in a culturally distinct environment puts into perspective communications issues and complicates our understanding of how public relations is understood and practised outside the normative Western public relations paradigm.
    Permanent Link
    http://hdl.handle.net/10822/711172
    External Link
    DOI: https://doi.org/10.1080/01292980802207074
    Date Published
    2014-10-21
    Rights
    This item is currently unavailable in DigitalGeorgetown due to copyright restrictions by the publisher.
    Subject
    Al Jazeera (Television network); Public relations--Arab countries; Mass media--Arab countries;
    Type
    Article
    Is Part Of
    Asian Journal of Communication, 18(3).
    Publisher
    Taylor & Francis (Routledge)
    Collections
    • Qatar Faculty Scholarship
    Metadata
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    Georgetown University Seal
    ©2009 - 2023 Georgetown University Library
    37th & O Streets NW
    Washington DC 20057-1174
    202.687.7385
    digitalscholarship@georgetown.edu
    Accessibility