The Marketing Values in News Production

Abstract

The main purpose of this study is to test the proposed marketing model in news production by applying it to the contentofanon-Western news organization as well as to explore the degree to which this proposed model predicts the type of media content patterns. Content analysis was used on the English (AJE) and the Arabic (AJA) versions of Al Jazeera news websites from January 1, 2014 to April 30, 2014. A systematic random sample of 358 stories from AJA news stories was selected, and the same sampling procedure yielded 234 stories constituting the AJE sample. The findings of the study revealed that Al Jazeera reflects marketing values at a moderate level (5.93 out of 11) at the marketing model. At individual level of each news website, AJE scores higher on marketing measures than AJA. AJA reflects the marketing values at the end top of the low level (3.85 out of 11), and AJE reflects the marketing values in the middle of the moderate level (5.87 out of 11). The chi square test shows that there are statistically significant differences.

Keywords

• Content analysis
• marketing values
• Middle East
• news production
• Al Jazeera