Perception of America in "Kuensel" - Bhutan’s most popular newspaper
DOI:
https://doi.org/10.51480/compress.2025.8-2.922Keywords:
media, usa, the united states of america, kuensel, bhutanAbstract
This paper explores the image of the United States of America in Bhutan’s most popular newspaper. The Kingdom of Bhutan is a Buddhist country in the Himalayas, that for centuries remained in the self-imposed isolation that influenced its culture, customs, and media that were introduced at the end of the 20th century. This constitutional monarchy is run under the auspice of the Gross National Happiness (GNH) index that measures the development not in monetary value, but in terms of personal achievements. Such peculiar circumstances influenced Bhutanese media, which tend to avoid harsh judgments, sensationalism, and tabloidism, therefore it’s fascinating how the USA is presented through a Bhutanese lens. This study is based on a qualitative paradigm and used the media content analysis method. The research sample (122 texts) was drawn from articles published in "Kuensel". Authors used leading software for qualitative and mixed methods researches as their investigation tool. The results fill a research gap in the context of the study of America's image in Bhutanese media.
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