ON THE SUCCESSFUL STRATEGIES OF MANAGEMENT OF AL-JAZEERA
ABSTRACT: Established in the Arabic desert, Al Jazeera shot to fame during the Afghan War broke out in 2001 and rose up to one of the most influential News Media in the Arab World, it’s also well-known as a national business card of Qatar. In an era when western media is wielding the discourse power, the Al Jazeera that represents the eastern media is blowing a tornado of a successful revolution in the journalism field all around the world. This revolution in journalism industry, illustrates itself in the depiction and interpretation upon international event hotlist by seizing back the discourse power which used to be monopolized media in developed nations, so to speak. Consequently, Al Jareeza won its reputation as “Arabic CNN”.
CCTV in China have pretty much in common with Al Jazeera such as sponsors from government, 24-hour news channels, their roots in developing country as well as the common aspiration of becoming the forerunner in the establishment of the new order in the fields of journalism and communication worldwide, etc. Ezzat Shahrour, the chief of office of Al Jazeera in Beijing, stated that in the field of international communication, China and Arab world should have been fellow-sufferers even comrades in arms who are always facing the challenge of the defaming and slander from the main-stream western media. Therefore, it is essential for both Al Jazeera and colleagues in China to enhance the communication and develop constant mutual emulation. Thereby, study and research based on the successful experience of Al Jazeera would be instrumental for media in China to build up international brand of its own and promote the international competitiveness so as to strive for more discourse power in the field of international communication. This essay is supposed to analyze the essence of the achievement of Al Jazeera to find a rational outlet and a fast effective approach for the internationalization of media in China.
