Movements and Media as Interacting Systems
Movements and Media as Interacting Systems (Gamson) Power and Dependency Relations -
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Movements generally much more dependent on media Needs of each are a competitive symbiosis: the movements need media for mobilization, validation, and scope enlargement, while the media need movements for drama, conflict and action However, movements are not the media’s only source of these things
Power dependency theory -
2 components of power: 1) value, 2) need Relative power of actors is determined by the ratio of their value to their need Movements rarely have much power- are the most in need but have least access to media services
Framing -
Movements and media are engaged in a constant struggle over framing Journalists serve as gatekeepers deciding which frames will be heard- this gatekeeping is influenced by powerful actors in the media Movement disadvantages in the struggle over meaning reflect cultural obstacles as well as handicaps in access and resources Movements often view media as representing the dominant cultural codes which they seek to challenge- media as both a target and a medium of communication
Effects of movements on media coverage- 3 elements of interest to movement actors: 1) Standing - Extent to which the group is being taken seriously by being given extensive media coverage 2) Preferred framing - Prominence of group’s frame 3) Movement sympathy - Extent to which media portrays movement sympathetically Hypothesis 1: the greater the resources, professionalization, organization and coordination of a movement, the greater its standing and preferred framing will be because these movements will be more able to provide and package info in ways that meet the media’s needs Hypothesis 2: the greater the complementary division of labour among movement actors, the greater the movement’s ability to gain standing and preferred frames -
Dividing tasks: those who are deviants and serve to get media’s attention are initially separated from movement spokespeople who articulate preferred frame Division of labour will only work when there is a common frame and a willingness to subordinate concern for who gets credit of being the messenger
Hypothesis 3: the narrower a movement’s demands, the more likely it is to receive coverage which presents is sympathetically -
Have to walk a fine line between being sympathetic and actually enacting desired changes
Effects of Media on Movements- media effects on 3 different movement outcomes: 1) 2) 3) -
Leadership Role media plays in determining who has standing in the movement Action strategy Role of media in influencing which collective action strategies and tactics are pursued Framing strategy Role of media in influencing how the movement represents its message in the contest over meaning
Hypothesis 4: the larger and more elite the audience of the media outlet, the greater the impact on movement framing strategies -
Problem of movement is how to condense its message effectively without losing it
Hypothesis 5: the more the media actor emphasizes entertainment values relative to journalistic values, the more likely it is to influence the leadership choices and action strategies of the movment Hypothesis 6: the more the media actor emphasizes visual material in its news production, the more likely it is to produce action strategies that emphasize spectacle, drama, and confrontation Puts a high premium on novely, costume, and confrontation
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Movements generally much more dependent on media Needs of each are a competitive symbiosis: the movements need media for mobilization, validation, and scope enlargement, while the media need movements for drama, conflict and action However, movements are not the media’s only source of these things
Power dependency theory -
2 components of power: 1) value, 2) need Relative power of actors is determined by the ratio of their value to their need Movements rarely have much power- are the most in need but have least access to media services
Framing -
Movements and media are engaged in a constant struggle over framing Journalists serve as gatekeepers deciding which frames will be heard- this gatekeeping is influenced by powerful actors in the media Movement disadvantages in the struggle over meaning reflect cultural obstacles as well as handicaps in access and resources Movements often view media as representing the dominant cultural codes which they seek to challenge- media as both a target and a medium of communication
Effects of movements on media coverage- 3 elements of interest to movement actors: 1) Standing - Extent to which the group is being taken seriously by being given extensive media coverage 2) Preferred framing - Prominence of group’s frame 3) Movement sympathy - Extent to which media portrays movement sympathetically Hypothesis 1: the greater the resources, professionalization, organization and coordination of a movement, the greater its standing and preferred framing will be because these movements will be more able to provide and package info in ways that meet the media’s needs Hypothesis 2: the greater the complementary division of labour among movement actors, the greater the movement’s ability to gain standing and preferred frames -
Dividing tasks: those who are deviants and serve to get media’s attention are initially separated from movement spokespeople who articulate preferred frame Division of labour will only work when there is a common frame and a willingness to subordinate concern for who gets credit of being the messenger
Hypothesis 3: the narrower a movement’s demands, the more likely it is to receive coverage which presents is sympathetically -
Have to walk a fine line between being sympathetic and actually enacting desired changes
Effects of Media on Movements- media effects on 3 different movement outcomes: 1) 2) 3) -
Leadership Role media plays in determining who has standing in the movement Action strategy Role of media in influencing which collective action strategies and tactics are pursued Framing strategy Role of media in influencing how the movement represents its message in the contest over meaning
Hypothesis 4: the larger and more elite the audience of the media outlet, the greater the impact on movement framing strategies -
Problem of movement is how to condense its message effectively without losing it
Hypothesis 5: the more the media actor emphasizes entertainment values relative to journalistic values, the more likely it is to influence the leadership choices and action strategies of the movment Hypothesis 6: the more the media actor emphasizes visual material in its news production, the more likely it is to produce action strategies that emphasize spectacle, drama, and confrontation Puts a high premium on novely, costume, and confrontation
