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Media Framing of Third Sector Activities in Europe

Thu, June 30, 3:30 to 5:00pm, Campus Ersta, Aulan

Abstract

This paper contains content and framing analyses of 8463 items on third sector activities sampled from the year 2013 in leading national and regional newspapers from nine European countries, posing the research question: How are third sector activities and social innovation framed by European news media?
First, it is demonstrated that little relevant media research has been published specifically on third sector activities related to social innovation policy and civic engagement (Curran & Seaton, 2010). Consequently, it is argued that more empirical research is urgently needed, and that a framing perspective, drawing upon the growing literatures of agenda-setting (McCombs, Shaw & Weaver, 1997), and diffusion of innovation (Rogers, 2003)., is particularly relevant for studies of this kind.
Secondly, a media content analysis summarizes the major trends in mediated discourse on third sector activities in the Czech Republic, Denmark, France, Germany, Italy, the Netherlands, Spain, Sweden and the United Kingdom 2003-2013. These tendencies are related to social innovation policy streams documenting that the latter is covered to a minimal extent. In all the countries under study, journalism tends to neglect innovative performances by the third sector. In so doing, mass media may not directly influence public opinion by telling people what to think, but rather indirectly by indicating to the decision makers what (not) to act upon.
The framing analysis indicates that third sector activities – in marked contrast to business and politics – do not have high priority as a news reporting beat in their own right. The third sector is primarily mediated with localized references to specific organizations and individuals performing advocacy and services provision on a non-profit basis. In the relatively few instances where social innovation policy in a more general sense is related to the third sector media coverage, the reporting is overwhelmingly loyal to government views.
Finally, four hypotheses are tested showing that the press framing of the third sector is generally positive – especially at the local media level. It is also demonstrated how social innovativeness is less pronounced in press coverage than other civil society values, e.g. voluntarism and civic engagement. Most of the press coverage is consensus-oriented leaving little room for anti-establishment frames. Especially after the financial crisis of 2008, non-government and non-market initiatives have become political issues regarded by governments as well as journalist to be universal solutions to social problems. On the other hand, concepts such as “third sector” and “social innovation” are not an established short hand for such activities in Europe. More prevalent key words depicting this domain are “civil society” and “voluntarism”.
In conclusion, an affinity between the media framing of different third sector fields and civil society roles is indicated. Advocacy is particularly emphasised in relation to environmental sustainability and community development. Service provision is stronger mediated in relation to social services and healthcare. More coordinated work, however, is needed in this understudied area of social science, especially empirical and comparative research involving a broader variety of media platforms, including electronic- and social media.

References:

Curran, J., & Seaton, J. (2010). Power without responsibility: The press, broadcasting and the internet in Britain (7th ed.). London, New York: Routledge.

McCombs, M.E., & Shaw, D.L., & Weaver, D.L. (1997). Communication and Democracy: Exploring the Intellectual Frontiers in Agenda-Setting Theory. Mahwah, N.J. Lawrence Erlbaum.

Rogers, E. M. (2003). Diffusion of Innovations. New York: The Free Press.

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