Audience contradictions in the negotiation of controversial cultural media content: The case of Muslim women journalists in niqab

This paper analyses how people negotiate representations of other cultures in the media, in particular those traits that can be considered controversial in the sense of generating strong opinions and opposing stances. A news story about an Egyptian television channel run by Egyptian women journalists wearing the niqab (Maria TV) was used to stimulate debate in four focus groups. Although most of the participants initially criticized the approach adopted by the television channel, they also expressed opinions on journalists in niqab that agreed with the representation proposed by the channel. The article shows that even though audiences may seem capable of criticizing media biases, they do not recognize their own internalized prejudices and, ultimately, accept the discourse proposed by media.