Abstract
In the Irish context, the troubled development of digital services has occasioned a renewed legislative and critical focus on the role of public service broadcasting in articulating national and cultural identity. But it is also possible to trace the ‘textualisation’ of new relations between broadcasters and national audiences (Richardson and Meinhof, 1999: 10). This paper adopts a textual approach to the analysis of Radio Telefis Eireann (RTE) during this transitional period. The focus of the analysis is RTE’s discursive framework, which encompasses graphic ephemera such as station idents, logos, lead-ins and trailers, as well as other aspects of scheduling, continuity and branding. This paper also considers the wider context for these shifts in orientation, by exploring television’s ‘re-imagination’ of Europe and the Web.
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