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Nation branding in the post-broadcast era: the case of RT

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journal contribution
posted on 2018-02-06, 11:47 authored by Galina Miazhevich
The paper examines Russia’s international multinational broadcaster RT (formerly Russia Today), which was launched in 2005 with the direct support of the Russian government. RT promotes a distinct ‘counter-hegemonic’ brand of broadcasting. This paper goes beyond RT’s branding to explore the broadcaster’s nation branding of Russia. It considers the range of strategies employed by RT, placing these within RT’s change of mission – from ‘informing others about events and life in Russia’ to comprising those ‘who question more’. By analysing RT’s coverage of the Republic of Crimea in 2016, and using a framing approach, the paper explores RT’s branding of Russia and the online audience’s engagement with this within the contemporary transnational, convergent media environment.

History

Citation

European Journal of Cultural Studies, 2018

Author affiliation

/Organisation/COLLEGE OF SOCIAL SCIENCES, ARTS AND HUMANITIES/Department of Media and Communication

Version

  • AM (Accepted Manuscript)

Published in

European Journal of Cultural Studies

Publisher

SAGE Publications

issn

1367-5494

eissn

1460-3551

Acceptance date

2017-06-29

Copyright date

2018

Available date

2018-03-28

Publisher version

http://journals.sagepub.com/doi/abs/10.1177/1367549417751228

Language

en

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