The Localization of Global News Brands and the Symbolic Power of CNN in Latin America

This paper explores the localization of international news brands in Latin America. It examines the case of CNN, its symbolic power, and the impact and contributions of its localized channels to the media systems and journalism cultures in Chile and Brazil. The study is based on 34 semi-structured interviews with established and trainee journalists working for CNN and other news media in both countries. The findings show that the arrival of CNN was considered as beneficial, contributing to pluralism, and prompting other media to adopt practices seemingly complying with journalistic values as represented by the brand. However, CNN’s local channels were also perceived as having positioned themselves as targeting elite audiences, thereby undermining the reach of their influence. Finally, the arrival of CNN was welcomed by many journalists out of sheer pragmatism: the symbolic power of this network afforded new opportunities for career advancement.