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

Miazhevich, Galina 2018. Nation branding in the post-broadcast era: The case of RT. European Journal of Cultural Studies 21 (5) , pp. 575-593. 10.1177/1367549417751228

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The article 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 article goes beyond RT’s branding to explore the broadcaster’s nation branding of Russia. It considers the range of strategies used 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 article explores RT’s branding of Russia and the online audience’s engagement with this within the contemporary transnational, convergent media environment. This article forms part of the Theorizing Media in Nation Branding special issue.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Journalism, Media and Culture
Publisher: SAGE Publications (UK and US)
ISSN: 1367-5494
Date of First Compliant Deposit: 14 May 2018
Date of Acceptance: 29 June 2017
Last Modified: 24 Oct 2018 10:48

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