Description
The “Al-Jazeera Effect” posits that Al-Jazeera has reshaped global news flows while challenging the hegemony of Western news outlets. However, few studies to date have measured this “Effect” or offered a method for doing so. This study addressed this gap by assessing Al-Jazeera’s ability to attract high quality digital diplomacy followers on Twitter including Ministries of Foreign Affairs (MFAs) and UN Missions. Such an analysis is important as the clout of international news outlets arises in part from their ability to impact foreign policy makers. Using a sample of 56 MFAs, and 132 UN Missions, the study analyzed Al-Jazeera’s digital diplomacy following on Twitter and compared it to that of CNN, BBC World and Reuters. Quality of digital diplomacy followers was assessed using an innovative model consisting of 15 variables including offline variables, online variables, and networked variables. Statistical analyses and network analyses demonstrate that Al-Jazeera attracts high quality digital diplomacy followers, be it UN Missions of affluent states and world powers, or MFAs that are central to diplomatic networks on Twitter. By developing a unique model for assessing the quality of digital diplomacy followers this study offers a method for measuring the impact of news outlets in the age of social media. Equally important, the study offers a new model for assessing the possible impact of news outlets and media brands on diplomats and diplomatic institutions. Finally, the study discusses the diplomatic importance of Al-Jazeera and its ability to shape diplomats' agenda at a time of conflict and horrid wars in Gaza and the Middle East more widely.
