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Table Of Contents

Introduction
THEORY AND CONTEXT
A. From Structuralism to Functionalism
1. Two Theories
2. Ideology and language
3. The Sacred myth
4. The Political myth and the sacred myth
B. Globalising the Media
1. A brief Overview: Integrating the world economy
2. The Media oligarchy in the United States
3. The European media market
4. Global Strategies in the written media
5. The Position of the NYT within the media network
C. The Communicative Situation of the NYT
Conclusion
A. Euroreach
1. Brief Description of the NYT project in Europe
2. Changes at the International Herald Tribune
4. Readership and the concept of the host
b. The readership of the host newspapers
c. Cultural resistance and the first buy
d. Branding, blending and the concept of the host
5. Advertising
b. The Supplement as advertiser host
B. The Pilot Host Project ‘Le Monde’
1. Evolutions at Le Monde
a. A Propitious international context
b. The Growing international tension
2. Comparative Study
a. Evolution of articles concerning France
b. Editing the titles of articles in the NYT supplement
c. Editing the NYT articles for the supplement
3. Layout: use of photography and complementary between
A. Investigating Corporate Values and Myth-making
1. Culture
2. Multiculturalism is the new Orientalism
3. The War
a. The Invasion of Iraq
b. Discriminating against Victims
c. Covering Dissent
B. Myth-making Techniques
1. The Neither/nor technique
3. Conjuring history
4. Engaged Vocabulary
General Conclusion
BIBLIOGRAPHY
A. Primary sources
B. Secondary sources
APPENDICES
APPENDIX 1:
Euroreach presentations
APPENDIX 2:
Readerships
APPENDIX 3 :
Le Monde
APPENDIX 4:
Layout
Detailed analysis of the NYT supplement
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Franchising Myths

Franchising Myths

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Published by Philippe Schulligen

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Published by: Philippe Schulligen on Aug 28, 2011
Copyright:Attribution Non-commercial

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08/10/2013

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