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This article focuses on BBC News in the United States, where recent developments suggest that a new, powerful 'multifaceted' BBC is emerging -one that integrates the many elements of this venerable yet still-dynamic modern institution. Thanks to its unique combination of historically derived institutional credibility, solid non-commercial funding base, and a newly acquired 'cool' cachet, the BBC brand in the United States can now be presented in multiple ways, using its many 'faces' to attract new audiences while retaining the loyalty of existing audiences, both in news and entertainment. This influence is not confined to the BBC -it can also be seen in other UK-originated news outlets. But it is the BBC that provides the anchor role that underpins the influence of these other institutions.The accumulated impact of the BBC in Britain and around the world -including America -over the past 80 years has been immense. The institution, and the social responsibility/public-service broadcasting model it embodies, has become intimately associated with the very idea of Britain. The BBC controls one of the biggest news organizations in the world, with 3700 news employees and 41 overseas bureaus -more than CNN, far more than even the biggest US newspapers and the networks (Robertson, 2004). Yet it also maintains its role as a prominent producer and sponsor of all types of entertainment programming.This article argues that the news function of the BBC, a traditional statesupported public-service broadcaster in Britain, operates differently in the US context. As the BBC has weakened its public diplomacy function within North America, and shifted its focus there from shortwave broadcasting to the internet and domestic cable television, its role has begun to resemble that of a domestic
This article focuses on BBC News in the United States, where recent developments suggest that a new, powerful 'multifaceted' BBC is emerging -one that integrates the many elements of this venerable yet still-dynamic modern institution. Thanks to its unique combination of historically derived institutional credibility, solid non-commercial funding base, and a newly acquired 'cool' cachet, the BBC brand in the United States can now be presented in multiple ways, using its many 'faces' to attract new audiences while retaining the loyalty of existing audiences, both in news and entertainment. This influence is not confined to the BBC -it can also be seen in other UK-originated news outlets. But it is the BBC that provides the anchor role that underpins the influence of these other institutions.The accumulated impact of the BBC in Britain and around the world -including America -over the past 80 years has been immense. The institution, and the social responsibility/public-service broadcasting model it embodies, has become intimately associated with the very idea of Britain. The BBC controls one of the biggest news organizations in the world, with 3700 news employees and 41 overseas bureaus -more than CNN, far more than even the biggest US newspapers and the networks (Robertson, 2004). Yet it also maintains its role as a prominent producer and sponsor of all types of entertainment programming.This article argues that the news function of the BBC, a traditional statesupported public-service broadcaster in Britain, operates differently in the US context. As the BBC has weakened its public diplomacy function within North America, and shifted its focus there from shortwave broadcasting to the internet and domestic cable television, its role has begun to resemble that of a domestic
Amidst the financial crisis affecting UK newspapers, one area of optimism is their online overseas audiences. These foreign visitors often outnumber their domestic equivalents, and some newspapers have made the ‘long-distance’ market a key component of their commercial strategies. Overseas news audiences are, however, under-researched, an omission this study aims to help remedy via an investigation into the audiences for 7 UK newspaper brands (and a public-service broadcaster) across 10 countries using data from a leading source of Internet audience measurement, Comscore. The study uses an innovative, multidimensional model (derived from work by Zheng et al.) to analyse audience engagement across the dimensions of visibility, popularity, depth, loyalty and stickiness. The results reveal that there are significant differences in how audiences behave from country to country, dependent on language and culture. The study has implications for how news organizations serve their overseas audiences and suggests new directions for research into audiences for globalized online journalism.
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