Trend Alert Foreign Language Media Gaining Ground

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  • 1. Trend Alert: Foreign Language Media GainingGroundThis article was originally published on the Acclaro blog.Category: Global Trends Who knew what Al-Jazeera was 10 years ago? Not many people in the U.S., thats for sure. The only access that Americans had to foreign language media sources was through special cable subscriptions, and a lot of foreign channels were simply not available in many American markets. Thats no longer the case. Satellite television has brought foreign channels into many American homes. And as people consume media in an increasingly diverse amount of ways beyondnewspapers and television, other media sources are getting attention from Westerners.From North Koreas national Twitter account, in which anyone in the world can read the"pronouncements of the state," to TwoFour54, an Abu Dhabi-based media company that usesTV, radio, film and video games to broadcast its message, foreign language media sources aregaining strength.The impact of these new diverse sources is not just international, however. Mainstream mediasources from the Western world like BBC, CNN, and The New York Times are losing clout amongaudiences abroad. Both local-language media and English-language media are giving them arun for their money, writes Faisal al Yafai in The National.Al-Jazeera English is the obvious example, reaching millions of peoplearound the globe. China launched CNC World last month. Other state-funded English-language news channels are gaining prominence, suchas Russia Today, Germany’s Deutsche Welle, France 24, Japan’s NHKWorld, China’s CCTV and Iran’s Press TV. Having an English-languagechannel (often along with other major languages) allows them tospread their brand and message un-interpreted by others.Another upside of their existence is that viewers can see internationalPage 1: Trend Alert: Foreign Language Media Gaining Ground Copyright © Acclaro 2012
  • 2. events and get information that is grounded in the language and culture that they are familiarwith, adding to the trust factor that has been gradually slipping away from mainstream media.The downside? A possible distrust of information presented in a way that does not fit theviewers world view, and the loss of authenticity as people understand how many versions of thetruth really exist. News as we know it may disappear, becoming merely another comment on anevent, Yafai suggests.About Acclaro: Acclaro is an international translation and localization company thathelps the world’s leading brands succeed across cultures. We specialize inwebsitetranslation, marketing campaigns, documents and software localization to give clientsan authentic voice in key language markets. North America: 1-866-468-5106 Worldwide: +1-914-468-0222 www.acclaro.comsales@acclaro.comPage 2: Trend Alert: Foreign Language Media Gaining Ground Copyright © Acclaro 2012