Nation branding in the post-broadcast era: The case of RT
Journal: European Journal of Cultural Studies
Year: 2018

The article examines Russia’s international multinational broadcaster RT (formerly Russia Today), which was launched in 2005 with the direct support of the Russian government. RT promotes a distinct ‘counter-hegemonic’ brand of broadcasting. This article goes beyond RT’s branding to explore the broadcaster’s nation branding of Russia. It considers the range of strategies used by RT, placing these within RT’s change of mission – from ‘informing others about events and life in Russia’ to comprisin