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Salzburg Academy on Media & Global Change
Media Action Plans (MAPs)
Part 1: Articulating the Challenge
What role do MEDIA play in this challenge?
media literacy goals
• understand the media system
• produce one's own media
• decode media messages
Media literacy in the network society
• In the age of social media, do professional news gatekeepers still have power?
• Yes, but part of a new eco-system
• Social media help complement, amplify, redistribute
– (Entman, 1993)
“in such a way as to promote a particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation.”
– William Gamson
Frames are “media packages” (with exemplars, metaphors, catchphrases, visual images)
How did the U.S. press frame the Iraq Abu Ghraib
prison scandal?
None dare call it torture (Bennett et al.)
• Frame resonated with U.S. “war on terror” (with Sudan president the villain)
• Implied solution: punishment vs. finding solution rooted in historical land ownership conflict
Elements of the “War on Terror” frame
• “war”
• “axis of evil” (WW II)
• “evil doers”
• Pearl Harbor
• “war president”
• “terrorism”, “terror”
Elite linking: "After September 11th having been hit once how could we take a chance that Saddam might strike again? And that's the
threat that has been removed and I think we are all safer ….” (3/11/09)
A press-state construction?• (1 Nov. 2001) NBC Meet the Press host Tim Russert:
• "We are at war, and all of us must come together as never before," Russert said. "Simply put: There are those who want to destroy us, our people -- men, women and children -- our institutions, our way of life, our freedom.
Journalists’ role in framing
• They “transmitted” the frame…
• But also took the frame (and policy) for granted
• It became “naturalized”
Political opponents failed to find a “counter-frame”
John Kerry: “Now, more than ever, with our soldiers in harm’s way, we must stand together and succeed in Iraq and win the war on terror.”
The War on Terror as a natural “fact of life”
“Bin Laden showed new strengths and fallibilities in his tape. They revealed, too, the antidote: determination in the war on terror.”
–Peter Berglez
"News information with a global outlook establishes knowledge of how our lives in Copenhagen, Cairo, Brisbane and Mexico City are intertwined”
Forest Loss in Sumatra
Here on the island of Sumatra, ...........................
.........................................
................are some of the world’s fastest-disappearing forests . . . ...........................
............................companies have been claiming any land they can. (New York Times)
Forest Loss in Sumatra Becomes a Global Issue
Here on the island of Sumatra, about 1200 miles from the global climate talks under way on Bali, are some of the world’s fastest-disappearing forests . . . Responding to global demand for palm oil, which is used in cooking and cosmetics and, lately, in an increasingly popular biodiesel, companies have been claiming any land they can. (New York Times)
Climate Change Soon Could Kill
Thousands in UK, Says Report
Climate change could lead to a
heatwave in the south-east in England
killing 3,000 people within the next
decade, a Department of Health report
said today. (The Guardian)
media literacy goals
• the media system has changed
• because people can produce and connect
• making the media target of decoding more diffused
• framing is still happening