Eurovision through an intercultural lens: Navigating Eurocentric cultural bias in visual profiling of Azerbaijan and Sweden

This study examines the Eurovision Song Contest (ESC) media coverage of Azerbaijan and Sweden to consider possible Eurocentric bias in international communication. Using Media Influences Theory and textual analysis, it analyzes visual symbology and notes consistent differences in portrayals of Western and non-Western participants. Western European media appear to respond to ingrained audience preferences, which may reinforce Eurocentric frames. These tendencies shape intercultural perception within ESC coverage. The study suggests reconsidering media practice toward representation that reflects global cultures rather than privileging Western norms.