Postcolonial Analysis of Transcultural News Frames: A Case Study of Facebook Rebranding

Abstract

This study investigates the portrayal of international technology companies in the media, with a specific focus on Facebook rebranding. Utilizing content analysis and correlational observation, we conducted a comparative analysis of search interests and news frames between Western and African-based news websites following the announcement of Facebook’s rebranding to Meta. Two datasets were examined to assess search interest and sentiment scores based on the positivity, negativity, and neutrality of published stories from selected African and Western countries. The findings reveal the persistence of colonial influences in news coverage, with Western websites demonstrating sympathy and African websites emphasizing conflict-driven narratives. These observations underscore the significance of media diversity and representation in shaping public discourse, particularly in postcolonial contexts characterized by ethnocentrism, poverty, violence, and political instability.