Promoting a global brand: a study of international news organisations’ YouTube channels

Abstract

For international news organisations with sometimes limited access to cable and broadcast distribution outlets, self-generated YouTube channels offer an opportunity to share their content with a worldwide audience and to position themselves strategically. This content analysis of 475 YouTube videos posted by 4 international news organisations during 1 week examines what stories were covered and how, and offers insight into what that says about the organisations’ branding strategies. Included are the YouTube channels of Al Jazeera English, Cable News Network International, France 24 English and Russia Today English.