Berta García-Orosa e-mail(Login required) , Mohsen Alafranji e-mail(Login required)

Main Article Content


Berta García-Orosa e-mail(Login required)
Mohsen Alafranji e-mail(Login required)



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


Engagement, social networks, communication, journalism, Twitter, television, digital platforms


Abu-Hilalah, Y. (2018, April 26). Mapping of discussion Programs at AJA. (M. Alafranji, Interviewer).

AbuMalek, A. (2018, April 25). How to produce Scenarios program? (M. Alafranji, Interviewer).

Al-Kinani, M. G. (2012). Techniques of Media Discussion - Aljazeera Arabic as a model. Amman: Osama House for Publishing and Distribution.

Al-Yasiri, A. (2014). Interactive TV Programs. Amman: Redwan.

Al-Zubaidi, H. (2018, April 15). Creative Sector and interaction of the programs. (M. Alafranji, Interviewer).

Aljazeera Network (2018, January 5). “WHO WE ARE? – A Truly Global Network”. Retrieved from

Alkunaisi, H. (2018, April 17). How to produce discussion programs in AJE. (M. Alafranji, Interviewer).

Alonso González, M. (2015). Las redes sociales como canal de comunicación de las marcas de moda españolas. El caso de Zara, Mango y El Corte Inglés. Index.comunicación, 5(1), 77–105.

Ashour, A. (2018, June 20). The digital content at AJA. (M. Alafranji, Interviewer).

Ashour, A. (2019, June 20). Using Digital Media and Social media in AJA. (M. Alafranji, Interviewer).

Ballesteros Herencia, C. A. (2018). Tenemos que hablar. El Compromiso 2.0 en Facebook durante la cibercampaña española del 20D de 2015. Comunicación y sociedad, 31(1), 169-193.

Ballesteros Herencia, C. A. (2019). La representación digital del engagement: hacia una percepción del compromiso a través de acciones simbólicas. Revista de comunicación, 18(1), 215-233.

Bauman, Z. (2000). Liquid modernity. Cambridge: Polity Press.

Beckett, C. & Deuze, M. (2016). On the role of emotion in the future of journalism. Social Media + Society, 2(3), 2056305116662395. 10.1177/2056305116662395

Berganza, R., Lavín, E. & Piñeiro-Naval, E. (2017). La percepción de los periodistas españoles acerca de sus roles profesionales. Comunicar, 51(25), 83-92.

Bernal Guerrero, A. & Donoso González, M. (2017). Engagement and well-being university teacher. towards the delimitation of evaluative indicators. Contextos educativos-revista de educación, 20, 183-199.

Bishr, Y. (2018, April 26). The Digital Sector of Aljazeera Network. (M. Alafranji, Interviewer).

Broadcasters’ Audience Research Board BARB. (2018, May 5). The Annual Viewing Report. Retrieved from

Campbell, D. A. & Lambright, K. T. (2020). Terms of engagement: Facebook and Twitter use among nonprofit human service organizations. Nonprofit Management and Leadership, 30(4), 545-568.

Carlson M. (2020). Journalistic epistemology and digital news circulation: Infrastructure, circulation practices, and epistemic contests. New Media & Society, 22(2), 230-246.

Chadwick, A. (2013). The hybrid media system: Politics and power. New York, NY: Oxford University Press.

Dennis, E. E., Martin, J. D. & Hassan, F. (2019). Media use in the Middle East, 2019: A seven-nation survey. Northwestern University in Qatar. Doha: Northwestern University in Qatar. Retrieved from

Devin, B. L. & Lane, A. B. (2014). Communicating engagement in corporate social responsibility: A meta-level construal of engagement. Journal of Public Relations Research, 26(5), 436-454.

Dhanesh, G. (2017). Putting engagement in its Proper place: State of the field, definition and model of engagement. Public Relations Review, 43(5), 925–933.

Dirbashi, S. (2018, April 9). The development of Discussion Programs at AJA. (M. Alafranji, Interviewer).

Dubai Press Club and Dubai Media City. (2016). ARAB MEDIA OUTLOOK 2016-2018. Dubai: DUBAI PRESS CLUB.

Eliades, N. (2006, June 6). The Rise of Al Jazeera. Retrieved from

Ferrer-Conill, R. & Tandoc Jr, E. C. (2018). The audience-oriented editor: Making sense of the audience in the newsroom. Digital Journalism, 6(4), 436-453.

García-Orosa, B. (2018). Profile of the Cyber Media Audience: Discursive Representation and Praxis of Receiver 2.0. Palabra Clave, 21(1), 111-133.

García-Orosa, B. & Pérez-Seijo, S. (2020). The Use of 360 Video by International Humanitarian Aid Organizations to Spread Social Messages and Increase Engagement. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 31(6), 1311-1329.

García Orosa, B. (2014). Los gabinetes de comunicación on line de las empresas del Ibex 35. Historia y Comunicación Social, 18, 295-306.

García-Orosa, B., López-García, X. & Vázquez-Herrero, J. (2020). Journalism in digital native media: Beyond technological determinism. Media and Communication, 8(2), 5-15.

García, L. (2018, April 20). The Discussion programs at AJE. (M. Alafranji, Interviewer).

Glück, A. (2016). What makes a good journalist? Empathy as a central resource in journalistic work practice. Journalism Studies, 17(7), 893–903.

Hamidi, A. (2018, May 6). News Programs in AJA. (M. Alafranji, Interviewer).

Harford, T., Shedd, E. & Mortensen, N. (2018). The Viewing Report . London: Broadcasters’ Audience Research Board “BARB”.

Hayes, B. (2017, March). Interactive Television Evolution – Trends, Opportunities & Challenges. Retrieved from

Hujanen, J. (2016). Participation and the blurring values of journalism. Journalism Studies, 17(7), 871–880.

Husain, B. (2018, April 18). The new trends in TV discussion programs in AJE. (M. Alafranji, Interviewer).

Janghout, A. (2018, April 10). Creativity Management in Aljazeera Channels. (M. Alafranji, Interviewer).

Khochtali, H. (2019, June 20). New Social Media Content Strategy of AJA. (M. Alafranji, Interviewer).

Kilic, S. O. (2018). AL JAZEERA BEYOND THE NEWS FEED. Doha: The Author.

Krichen, M. (2018, April 24). New trends in Scenarios Program. (M. Alafranji, Interviewer).

Kroon, R. W. (2010). An Encyclopedic Dictionary of Media, Entertainment and Other Audiovisual Terms. London: McFarland & Company, Inc.

Kubaisi, H. (2018, April 17). New Trends in Programs of AJE. (M. Alafranji, Interviewer).

Lemon, L. (2019) The employee experience: how employees make meaning of employee engagement. Journal of Public Relations Research, 31(5-6), 176-199.

Lin, T. T. & Chiang, Y.-H. (2019). Bridging social capital matters to Social TV viewing: Investigating the impact of social constructs on program loyalty. Telematics and Informatics, 43, 1-12.

Llewellyn, S. (2016, March 30). For breaking news, WhatsApp can be a strong team player. Retrieved from

Mellado, C., Simón, J., Barría, S. & Enríquez J. (2007). Investigación de perfiles profesionales en periodismo y comunicación para una actualización curricular. Zer, 23, 139-164.

Men, L. R. & Tsai, W. H. S. (2013). Beyond liking or following: Understanding public engagement on social networking sites in China. Public Relations Review, 39, 13–22.

Men, L. R. & Tsai, W. H. S. (2013). Beyond liking or following: Understanding public engagement on social networking sites in China. Public Relations Review, 39, 13–22.

Moharar, H. (2018, April 16). Interaction Programs at AJA. (M. Alafranji, Interviewer).

Morehouse, J. & Saffer, A. (2019). Illuminating the invisible college: An analysis of foundational and prominent publications of engagement research in public relations. Public Relations Review, 45(5), 101836.

Motion, J., Haar, J. & Leitch, S. (2012). A public relations framework for indigenous engagement. Culture and public relations: Links and implications, 54-66. Retrieved from

Mousa, I. (2018, May 9). The Digital Platforms of Aljazeera. (M. Alafranji, Interviewer).

Moussaoui, Y. (2018, April 24). The Technology used in Aljazeera Network and its impact on Producing Programs. (M. Alafranji, Interviewer).

Mussico, D. (2018). El compromiso en Comunicación y Humanidades del siglo XXI. Comunicación y Hombre, 14, 17-19.

Nader, J. & Mikhael, T. (2015). Monitoring Talk Shows in TV. Lebanon: Maharat Foundation.

Namous, F. (2016). Aljazeera and Social Media Platforms. In Q. A. Committe from Standards, TV Journalism in Aljazeera Experience (pp. 183-199). Beirut: Arab Scientific Publishers.

Nasif, H. (2018, April 10). The Evolution of Social Media Department of Aljazeera. (M. Alafranji, Interviewer).

Negredo-Bruna, S. (2013). Participation in Al Jazeera English: integrating witnesses and users to broaden the reach of the news, Communication & Society, 26(1), 1-21.

Nel, F. & Westlund, O. (2013). Managing New(s) Conversations: The Role of Social Media in News Provision and Participation. In M. Friedrichsen & W. Mühl-Benninghaus, Handbook of Social Media Management (pp. 179-200). Heidelberg: Springer.

Newman, N. (2016, 2017, 2018, 2019, 2020). Reports of Journalism, Media, and Technology Trends and Predictions. London: The Reuters Institute.

Paulussen, S. (2016). Innovation in the newsroom. In T. Witschge, C. W. Anderson, D. Domingo, & A. Hermida (Eds.), The SAGE handbook of digital journalism (pp. 192–206). London: SAGE.

Rashidian, N, Tsiveriotis, G, Brown, P. D. et al. (2020) Platforms and Publishers: The End of an Era. New York: Tow Center for Digital Journalism, Columbia University.

Reinhard, C. D. & Amsterdam, P. (2017). A Community of Televised Avatars: Interactivities in virtual world television promoting and acknowledging participatory communities. Participations; Journal of Audience and Reception Studies, 14(1), 67-87.

Rossini, C. (2014). Monitorización de redes sociales: un acercamiento exploratorio a las expectativas y necesidades de las empresas en Argentina. Retrieved from

Salah-Aldeen, K. (2015). TV Production Management Handbook. Riyadh: Association of Purposive Visual Media.

Satti, M. (2019). Al Jazeera Arabic and Al Jazeera English Websites: Agenda-Setting as a Means to Comparatively Analyze Online News Stories. Communication & Society, 33(1), 1-13.

Shen, H. & Jiang, H. (2019). Engaged at work? An employee engagement model in public relations. Journal of Public Relations Research, 31(1-2), 32-49.

Spyridou, L.-P., Matsiola, M, Veglis, A. et al. (2013). Journalism in a state of flux. International Communication Gazette, 75(1), 76–98.

Tarín Rubio, A. (2013). Análisis de la gestión de la participación y el “engagement” en redes sociales de las ONG ecologistas. Madrid: Universidad San Pablo-CEU.

Taylor, M. & Kent, M. L. (2014). Dialogic engagement: Clarifying foundational concepts. Journal of Public Relations Research, 26(5), 384–398.

The Future Today Institute . (2020). 2020 Tech Trends Repor, 13th Annual Edition. New York: The Future Today Institute.

Travaglino, G. A., Li, Z., Zhang, X., Lu, X. & Choi, H. S. (2020). We are all in this together: The role of individuals’ social identities in problematic engagement with video games and the internet. British Journal of Social Psychology, 59(2), 522-548.

Weaver, D. H. & Willnat, L. (Eds.) (2012). The global journalist in the 21st century. New York: Routledge.

Wenzel, A. & Nelson, J. L. (2020). Introduction. “Engaged” Journalism: Studying the News Industry’s Changing Relationship with the Public, Journalism Practice, 14(5), 515-517.

Worldwide, M. E. (2019). One Television Year in the World. France: Médiamétrie – Eurodata TV Worldwide.

Zubaidi, H. (2018, April 15). Management of Creativity Solutions in Aljazeera Channels. (M. Alafranji, Interviewer).


Search GoogleScholar


Article Details