Abstract
The emergence of 24/7 cable news channels within the US revolutionized news consumption, offering viewers accessibility beyond fixed broadcast schedules. While the phenomenon began with CNN, competitors quickly emerged, targeting different political ideologies and mirroring the heightened polarization that has altered American society. Cable news channels must market themselves effectively to their audiences through distinctive product differentiation strategies. Understanding these approaches provides insights into information dissemination, political communication, and audience engagement dynamics. This paper aims to conduct a formal media analysis of current self-promotional advertisements across the big three cable news networks within the US to derive insights into contemporary differentiation strategies crucial for monitoring the industry’s technological transition. As the rest of the world has begun to wrestle with increased polarization, this analysis will be relevant to anticipating how non-US news sources use ideology and values to position themselves within highly competitive markets.
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