Movements and Media as Interacting Systems

TLDR

The article proposes principles and hypotheses about how social movements interact with news media and the resulting outcomes for both parties. The analysis examines structural power and dependency asymmetries, cultural meaning contests, and proposes hypotheses linking movement traits (standing, framing, sympathy) and media traits (leadership, action strategy, framing) to their mutual influence. The authors conclude that organized, professional, strategically planned movements with a division of labor, as well as large audiences and visually and entertaining media coverage, enhance movement effectiveness.

Abstract

In this article, some organizing principles and hypotheses are offered concerning the ways in which social movements interact with the news media and the outcomes for both parties. The structural part of the analysis focuses attention on the power and dependency aspects of the relationship and the consequences of the asymmetries. The cultural part focuses attention on the more subtle contest over meaning. Hypotheses on how social movement characteristics affect media coverage focus on movement standing, preferred framing, and sympathy. The authors argue for the importance of organization, professionalism, and strategic planning and for the benefits of a division of labor among movement actors. Hypotheses on how media characteristics affect movement outcomes focus on leadership, action strategy, and framing strategy. The authors argue for audience size, emphasis on the visual, and emphasis on entertainment values as influencing movements.