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The relationship of social organisations and mass media

A comparative analysis of the international feminist organisations FEMEN, Pinkstinks and #metoo and their media coverage in Germany

Rechten: Alle rechten voorbehouden

The relationship of social organisations and mass media

A comparative analysis of the international feminist organisations FEMEN, Pinkstinks and #metoo and their media coverage in Germany

Rechten: Alle rechten voorbehouden

Samenvatting

This dissertation explores the ways in which third wave feminist organisations can influence mass media coverage in their favour. Social movements are dependent on mass media in order to thrive. Mass media legitimises social movement’s claims, broadens the scope of conflict and mobilises the public (Gamson & Wolfsfeld, 1993). Therefore, it is essential for social movements to be frequently covered in mass media and represented in their interest. However, the relationship of mass media and social movements is asymmetrical and social organisations face a unique media opportunity structure. Research on the media opportunity structure for social movements is in constant development and recognises a change in the relationship between social movements and mass media, due to the web 2.0, which includes new Information and Communication Technologies (ICTs), such as social media. The common or popular opinion on this subject today states that the ways in which journalists work have changed offering new opportunities for social organisations. However, the importance of being covered in mass media has not changed, since mass media provides a master forum for mainstream public beliefs, it is the major site of contest politically and mass media forums influence changes in language use and political consciousness in the daily lives of citizens (Voss, 2015, p.19). Factors which can be influenced by social movements regarding their media coverage offer a variety of perspectives by scholars. Some focus on generic features, others highlight the importance of the type of media and communication strategies, used by social organisations. Based on these assumptions and previous studies on media coverage of the third wave feminist movement, the media outcome of three feminist organisations, namely FEMEN, Pinkstinks and #metoo, is assessed through a quantitative media analysis of 621 articles, published between the foundation of the organisations and April 31st, 2018, in Germany. The selected dimension of analysis ‘media standing’ and ‘presence of preferred frame’, are recognised as common indicators for measuring the success in media outcome for social organisations. This research argues that social organisations can influence their media coverage in two ways. First, by developing high professionalism regarding the relationship between the social organisation and journalists, which includes the provision of press material and the appointment of a media spokesperson for the organisation. Secondly, by implementing high entertainment value actions on a regular basis, ideally even developing a trademark for protests and campaigns.


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OrganisatieDe Haagse Hogeschool
AfdelingMO Europese Studies / European Studies
Jaar2018
TypeBachelorscriptie
TaalEngels

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