Engagement as an emerging value on the television channel Al Jazeera. Comparative analysis of AJA and AJE (2016-2020)
Other Titles: 
Engagement como valor emergente en el canal televisivo AlJazeera. Análisis comparativo entre AJA y AJE (2016-2020)
Keywords: 
Engagement
redes sociales
comunicación
periodismo
Twitter
televisión
plataformas digitales
Issue Date: 
2021
Publisher: 
Servicio de Publicaciones de la Universidad de Navarra
ISSN: 
2386-7876
Citation: 
García-Orosa, B. (Berta); Alafranji, M. (Mohsen). "Engagement as an emerging value on the television channel Al Jazeera. Comparative analysis of AJA and AJE (2016-2020)". Communication & Society. 34 (4), 2021, 1 - 16
Abstract
The main objective is the comparative analysis of the engagement strategies in the AlJazeera channels in Arabic and English. Methodological triangulation is used through bibliographic review, content analysis, 45 in-depth interviews and non-participant observation. The policies carried out with two important points are studied in 2016 with the conformation of the engagement strategy and in 2018 with the restructuring of the television teams. Engagement is no longer just a marketing strategy to turn the audience into a fundamental actor in content production. Platformization and the search for a comprehensive and international strategy emerge as challenges for the coming years
This paper will conduct a comparative analysis of engagement strategies in Al Jazeera’s Arabic and English channels. Methodological triangulation is used through literature review, content analysis, in-depth interviews and non-participant observation. We study the channels’ policies as seen in two turning points: the formation of the engagement strategy in 2016 and the team restructuring in 2018. Engagement is no longer just a marketing strategy to turn the audience into a key player in content production. Platformization and the search for a comprehensive, international strategy emerge as challenges for the coming years.  

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