Ethnocentricity

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If ethnocentric media coverage refers to a phenomenon of the media predominantly focusing on stories related to their own people, then the results of this study support the conclusion that most of the newspaper front pages offered ethnocentric coverage of the 2008 Olympics, with some variation between regions. China, Latin America and the EU-US offered the most ethnocentric coverage, while the Arabic world and Africa offered the least.

Chart 5.1 shows almost half of the front page stories studied (49%) highlighted the country of the newspaper, while 33% highlighted a country other than the country of the newspaper, and only 6% highlighted both the country of the newspaper and another country simultaneously. In 12% of the cases, no country was highlighted.

Chart 5.1


Consistently, chart 5.2 shows 47% of front page images highlighted the country of the newspaper, while 23% highlighted another country and only 6% highlighted both. In 24% of the cases, no country was highlighted.

Chart 5.2


When the results are compared across the six regions of the study, Chinese front page stories emerge as the most ethnocentric with 87% of their stories focusing on China (i.e. on the country of the newspaper). Latin America comes in second with half of the stories from that region (50%) focusing on the country of the newspaper, followed closely by the EU-US at 49%. Africa had 18% of the front page stories highlighting the country of the newspaper and the Arabic world had only 4%. In fact, the vast majority of the front page stories from the Arabic world focused on another country.

Chart 5.3


Similarly, China ranked first when it came to front page images. 65% of front page images from Chinese newspapers focused on China. Latin America came in second with 53% of its front page images focusing on the country of newspaper, followed by EU-US at 41%, other Asian countries 39%, Africa 17%, and the Arabic World 14%.

Chart 5.4

See how much prominence the 2008 Olympics received globally.