Journalism and Media Studies Centre, The University of Hong Kong 1 Framing and agenda setting by the media Critical issues in journalism and global communications Week 3 Miklos Sukosd

Journalism and Media Studies Centre, The University of Hong Kong Structure of presentation 1. Agenda setting by the media 2. Criticism of the agenda setting approach 3. Framing in the media: the concept 4. Framing in the media: a case (urbanization in former farmland) 5. Questions for journalists 2

Journalism and Media Studies Centre, The University of Hong Kong Agenda setting What the media present: salience of issues, topics, topic areas in media and audience perception Causal relationship from media agenda to public agenda (audience cognition/perception) Case 1: Lonely people (few interpersonal contacts) follow political agenda more – stronger agenda setting role of the media Case 2: Classic Iowa referendum study: counties with newspaper and citizens’ committee: significantly different voting patterns, self-interest effect is reinforced by agenda setting 3

Journalism and Media Studies Centre, The University of Hong Kong Criticism of agenda setting model Roots of media agenda are missing: policy (legislative), political, public (civic, NGO, citizen) agendas Methodological problems - Content analysis and polling - How many media sources? Research opportunities: International comparative research project re news consumption and political knowledge in 8 countries Longitudinal research opportunities (long term media agendas) 4

Journalism and Media Studies Centre, The University of Hong Kong Framing How to present/cover? The mode of coverage. Missing aspect of the “objectivity approach” Each article about the same topic or story is different (journalists often call it “angles”) Framing key features: selection and salience Select some aspects of reality and make them salient; omit or lessen salience of other aspects Influence over human consciousness by communication of information/text 5

Journalism and Media Studies Centre, The University of Hong Kong 6 Frames - Promote particular problem definition (define problems) - Causal interpretation (diagnose causes) - Moral evaluation (make moral judgements) -Treatment recommendation (suggest remedies) Frames by/in - Communicators (sources, journalists) - Text - Receivers - Cultural context

Journalism and Media Studies Centre, The University of Hong Kong 7 Framing case: Urbanization project in agricultural areas or suburbs Background: legal re-classification of agricultural lands for housing development (China: forced evictions) 1. Development/progress frame - Working opportunities subframe - Local infrastructure development subframe - China: national/regional/local economic growth 2. Critical democratic frame - Who decided and how? Transparency of decision subframe - Whose interest? subframe

Journalism and Media Studies Centre, The University of Hong Kong 8 3. Environmental frame - Peaceful conditions subframe - Ecological subframe - Environmental legal subframe 4. Real estate frame - Prices/markets for buyers subframe - Real estate trends and investment for professionals subframe Framing power: cultural capital + financial power Framing wars: conflicting and mutually exclusive frames (politicians; states in international conflict) Framing coalitions: agreement on larger frames Masterframes: incorporating elements of frames

Journalism and Media Studies Centre, The University of Hong Kong Questions to journalists re framing and agenda setting How relevant are these concepts for journalists and editors? How free are you as a journalist to - set agendas with your story? - select or define the frames of your story? Can stories exist without frames? 9

Journalism and Media Studies Centre, The University of Hong Kong Case studies in section next week: China-Africa relations in the world press What is the media agenda regarding China-Africa relations? What are the most relevant topics: economic- business issues (Chinese investments in Africa); aid; political-diplomatic issues; the Arab springs; environmental issues; tourism; media; culture; or sg.else? What are the typical frames of interpretation in the stories? Who are the typical news sources? What is the typical language like? What are the typical metaphors? Are the articles negative/critical, or positive of China’s growing role in Africa; and why? What are the differences among newspapers in the same country? A global survey: what are differences between newspapers; and national modes of coverage? 10