This study explored how cultural context influences news content by comparing American and Swedish news about the Iraq war in 2003. Using a theoretical foundation derived from the works of Hall (1980, 1997) and Hofstede (1979, 1980, 1991), a theme analysis of television and print news was conducted. The results revealed that the war was portrayed differently in the two countries and that emphasis was placed on different aspects. American media focused on military strategy, interpreted the war from the troops’ perspective, and explained it as the US bringing freedom to the Iraqi people. Swedish media interpreted the war from the international community’s and the suffering Iraqi civilians’ points of view and explained it as a failure of the international community. As hypothesized, American media had comparatively more masculine content while Swedish media had comparatively more feminine content. Findings suggest that culture is an important variable that should be considered when studying news production and coverage.
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