Staggenborg, Social Movements, pp. 48-52.docx

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Movements and Media as Interacting Systems (Staggenbourg)
- Movements are typically less powerful than media organizations are in controlling
images- the frame presented by the media is sometimes different than the movement
would like
- Fundamental asymmetry in relations of movements and media because movements
need media but the media do not need movements as much
- One important consequence of limited time and resources of media organizations is the
centralization of news gathering- journalists rely solely on “official source” which
present a largely coherent worldview- sometimes results in a missed or incomplete
story
Different movements have come up with strategies for securing favourable media coverage
- Resorting to dramatic tactics, liberalizing their platform or planning events
Movements have to continually come up with new tactics to secure news coverage
Often, media coverage actually hurts movements (i.e. feminist demonstration of bra burning
was played up even though it was a marginal part of the movement, contributed to the larger
trivialization and sexualization of the movement)
Royal Commission on the Status of Women
- Strategies for getting accurate media coverage
- Involved scheduling radical briefs during lunch hour when they would receive less
attention, framing women’s rights issues as issues of democracy and equality, a frame
which is familiar to the media
Rise of internet provides a good way for movements to get info to populations without having to
frame issues for mass media
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Document Summary

Movements are typically less powerful than media organizations are in controlling images- the frame presented by the media is sometimes different than the movement would like. Fundamental asymmetry in relations of movements and media because movements need media but the media do not need movements as much. One important consequence of limited time and resources of media organizations is the centralization of news gathering- journalists rely solely on official source which present a largely coherent worldview- sometimes results in a missed or incomplete story. Different movements have come up with strategies for securing favourable media coverage. Resorting to dramatic tactics, liberalizing their platform or planning events. Movements have to continually come up with new tactics to secure news coverage. Often, media coverage actually hurts movements (i. e. feminist demonstration of bra burning was played up even though it was a marginal part of the movement, contributed to the larger trivialization and sexualization of the movement)

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