Packaging messages from different times and places, combining cognitive stimuli that would not otherwise be found together, journalists work discursively on various dimensions of distance to make the reality they construct and present more relevant and emotionally engaging for the audience. The present article makes a claim that such journalistic ‘work on distance’ and the resulting impression of ‘co-presence’ are central to the potential of television news discourse to affect cognitive–affective attitudes of the audience. The process of reducing the distance (...) is discussed under the term proximization and linked to the semiotic properties of the medium itself and to the news, understood both as a process and as a product. The data analysed come from the CNN news coverage of the Horn of Africa crisis in 2011. (shrink)