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31295008853193.Pdf (1.872Mb) CNN WORLD REPORT: A HISTORICAL ANALYSIS OF THE CREATION OF AN INTERNATIONAL NEWSCAST by SHEILA K. SIMMONS, B.B.A. A THESIS IN MASS COMMUNICATIONS Submitted to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of MASTER OF ARTS Approved Accepted December, 1994 !jX.J --r~ . - \~Gl4 ~)o.f69 C.·~ ACKNOWLEDGMENTS I would like express my sincere gratitude to my committee chairperson, Dr. Liz Watts, for her time and patience, and to Dr. John Fryman for sparking my interest in the CNN World Report. As well, I would like to thank two of my fellow graduate students for their support and encouragement, Georgann Burrell and George Moore. Most importantly, my family and friends deserve recognition for never doubting my ability to succeed. Someone once said, "There is no strength where there was no struggle ... I try to remind myself of this proverb when life becomes more of a struggle than I had anticipated. .. II TABLE OF CONTENTS ACKNOWLEDGEMENTS II CHAPTER I. INTRODUCTION 1 II. LITERATURE REVIEW 10 Ill. METHODOLOGY 13 IV. DATA ANALYSIS 14 v. DISCUSSION 24 VI. CONCLUSION 28 REFERENCES 30 ... Ill CHAPTER I INTRODUCTION fJ On ~~r ~~~~z, __at--&tfo p.m. EST, the Cable News Network (CNN) aired the ''first truly planetary newscast to which any country in any part of the globe was free to contribute .. (Flournoy, 1992, p. 2). This program featured a total of 32 news packages from 27 countries, three territories, and an international agency.1 A regional breakdown of the stories reveals ten submissions from Europe, one from Australia, six from Asia, eight from South America and the Caribbean, one from Africa, three from North America, one from the Middle East, one from the Soviet Union, and one from the United Nations. Denmark's news package led the program. It focused on Danish fishermen fighting with a West German freighter believed to be polluting the - , environment. Next, Australia reported on demonstrations taking place at American military bases as well as reporting on a watering hole in the outback. The program continued with an array of stories, from a report on Poland's Arabian horse auction which used only natural horse sounds to Nepal's report which told about the nation's annual festival to honor the rain god despite the Napalese•s struggle against heavy rains which had killed many people. A news package from Bermuda was the final report on t~_e first CNN World Report program which examined the island's acceptance of the stock market crash. •The concept behind the CNN World Report is to introduce uncensored and unedited international viewpoints without editorial comments which would 1 Denmark, Australia, Brunei, Czechoslovakia, Puerto Rico, the United Nations, Taiwan, Thailand, Zimbabwe, Venezuela, Bulgaria, United States, Hong Kong, Aruba, Saint Vincent and the Grenadines, Guam, Poland, Grenada, United Kingdom, Jordan, Soviet Union, Cuba, Finland, Nepal, Colombia, Switzerland, Japan, Cyprus, American Samoa, Saint Lucia, Portugal, and Bermuda, respectively. 1 2 convey every viewpoint as .. a valid component of reality .. (Flournoy, 1992).,The purpose of this research is to document the decisions behind the adopted concepts of the CNN World Report in order to establish its significance to international communications. The CNN World Report is unlike traditional international news coverage because the World Report focuses on international news; only a small percent of the news presented is from the United States . .Evening network newscasts in the United States, however, devote an average of 5.5 minutes or 25 percent of their 22 minutes to international news coverage (Weaver, Porter, & Evans, 1984). Typical international news coverage by U.S. television networks features more news on €developed countries than developing countries (Adams, 1986; Gaddy & Tanjong, 1986; Larson, 1982, 1984). Some .. so-called 'foreign• news is, in fact, news of the United States from a foreign dateline.. (Weaver, Porter, & Evans, 1984, p. 362). The researchers explain that international news is often coverage of foreign relations topics vital to the United States for economic and strategic purposes. The topic and story choices of traditional network news programs, ABC, CBS, and NBC, are similar to each other. CNN and PBS are significantly ~ifferent in story topic selection from the traditional networks, with 1CNN having a greater number of international stories (Stempel, 1988).•CNN has more balanced and less sensational business and economic news than ABC, CBS, and NBC, which suggests that the amount of time available correlates to the quality of news (The Media Institute, 1983). Traditional network news coverage of international events is primarily .. centered around atrocities in developing countries (Adams, 1982; Larson, 1984; Stevenson & Gaddy, 1984; Weaver, Porter, & Evans, 1984). The World 3 Report's international news coverage differs from historical patterns of network coverage. •The World Report coverage includes less emphasis on atrocities and <-\0 includes more cultural, economic, and developmental topics (Fryman & Bates, 1992; Ganzert, 1990}. • The CNN World Report's format initially consisted of three-minute news packages submitted by foreign news services and now consists __ oU_wo_~_~pd~­ half minute packages. Each program is comprised of an average of 30 to 40 news packages, making an effort to regionally balance the program because some regions submit fewer stories than others even though the number of participating news organizations ·for each region is relatively equal (Flournoy, 1992). The news packages are aired on Sundays for two hours beginning at 3 p.m. EST and again at midnight in the United States. Sometimes 30 minutes is added to the World Report and CNN airs a two-and-one-half hour extended version of the program during the midnight time slot (Fryman & Harmon, 1994; Ganzert, 1990}. 'To be an eligible contributor, individuals must be professional journalists with an organization that has the capability to prepare reports and the means to transmit those reports to Atlanta, Georgia. Also, the contributor must have the capability to receive and record the World Report so the program may be used by the contributor's news service (Flournoy, 1992). Contributors obtain the right to use all news packages on the CNN World Report for any purpose desired, as does the Cable News Network (CNN). All submissions to the World Report are archived in Atlanta, Georgia (Flournoy, 1992} .•All programs are archived in the_Sch.ool ofMas.s_Commql1i9~t_iqns at - . Texas Tech University, Lubbock, Texas. 4 Contributors pay all costs of producing and delivering their reports to Atlanta, either by air freight or satellite. In return, CNN pays for assembling and transmitting the World Report to contributing countries (Flournoy, 1992). The idea of World Report is a Ted Turner classic: a genuine wish to use television to improve international understanding, combined with a shrewd business and public relations strategy. It makes CNN a clearing-house for international stations, gives CNN's other programmes a source of fresh and cheap pictures, and makes friends for Turner's four television channels among the world's television companies. (Purvis, 1989, n.p.) The production costs of the show are minimal. CNN serves only as the "packager" (King, 1989). In direct response to contributor's requests to see how CNN's facilities in Atlanta operate, the CNN International Professional Program (IPP) was developed (Loory, 1994a). The CNN World Report Contributors Conference was developed to help foster dialogue regarding the CNN World Report. CNN gave some broadcasters in underdeveloped countries financial resources to attend the first Contributors Conference (Loory, 1994a). Turner told contributor's at the 1989 CNN World Report Contributors Conference that CNN does not judge each World Report program on profitability. "Certainly it's an additional expense and a significant one." Turner stated, "It would be far easier just to re-run something else" (Kioer, 1989, p. A15}. eAfter becoming a contributor, there are two requirements for news packages: (1) three-minute limit in length (as of July 1991, two and one-half --------------- minutes) and (2) reQc;>rted j_n English. The..qontent of the news packages • submitted is solely the decision of the contributing news agency, though the report must be in good taste and must observe all United States libel and slander laws. CNN World Report executives express a desire for "hard news" 5 with the video showing the people and culture of the country (Flournoy, 1992) . .. By allowing nations to say virtually whatever they want, Turner has become the manager of a journalistic array o' disparate products and quality, and thus has forged ties that give CNN advantages in a competitive media marketplace .. (Warren, 1990, p. 1:1 ). Loory stated that .. through the show, we•re building an international cooperative organization that would be a TV equivalent of the Associated Press.. (cited in Warren, 1990, p. 1:1 ). The CNN World Report is .. the world•s first global newscast and international news exchange, one of the few positive outcomes from 20 years of rancorous debate in the United Nations about a •new world information and communication order... {Flournoy, 1992, back cover). Included in the 20 years of debate were thef~United Nations Educational, Scientific, and Cultural Organization•s (UNESCO) MacBride Commission•s recommendation54' These recommendations, in part, were concerned with the imbalance, content, and control of news flow (MacBride, 1984). The N'ew World Information· Order (NWIO) debate was argued within UNESCO. The purpose of UNESCO was .. to contribute to peace and security by promoting collaboration among the nations through education, science, and culture ... UNESco·s programs .. seek the eradication of illiteracy, the promotion of scientific research, the preservation of the world•s cultural treasures, and the free flow of ideas .. (Giffard, 1989, pp. 1-2). UNESCO had two communications programs: the Division of the Free Flow of Information and the Division of Development of Communication Systems.
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