The Use of Soft Power by Alhurra TV and Russia Today in News Bulletins
Content Analysis of Bulletins from 1/10/2022 to 31/12/2022
DOI:
https://doi.org/10.33282/abaa.v17i69.1116Keywords:
Use, Alhurra TV, Russia Today, Soft power, News bulletinsAbstract
Objectives: This study aims to reveal how the concept of soft power and its resources are used in the news bulletins of Alhurra TV and Russia Today. It starts from the assumption that both channels dedicate part of their broadcasts to leveraging soft power through the news they present, reflecting the role of international media in shaping and directing public opinion.
Methodology: This descriptive study used the survey method to analyze news bulletin content during the period from October 1, 2022, to December 31, 2022. The sample consisted of 30 news bulletins from each channel, selected using the “constructed month” technique to identify how each channel treated the subject of soft power.
Results: The findings showed that both channels clearly focused on soft power issues in their news bulletins, with differences in the number and distribution of news items. Government actors were most prominent as the active forces in employing soft power. Local news ranked first in Alhurra, while international news dominated Russia Today. In terms of airtime, Alhurra came first in coverage of soft power issues, followed by Russia Today.
Conclusion: The study confirmed that both media powers – Alhurra and Russia Today – clearly rely on using soft power in their news bulletins, but in different ways reflecting each channel’s priorities. The findings highlight that competition in international media is manifested through different emphases and news priorities, making soft power a central tool in shaping media policies.
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