Those of us following the international
news media could easily be led to believe that the environmental case followed
most closely by the media is global warming. We have seen reports on
withdrawing glaciers and a lake around the
North Pole, as well as interesting plot twists around accusations of skewed
research reports and contra-scientists funded by foundations linked
with the Koch brothers (see my earlier post). Fascinating stuff, but much of
the discussion around environmental issues takes place in the local newspapers,
not on CNN. What gets covered in the local news media?
Research by Kenneth Andrews and Neal Caren
in American Journal of Sociology shows that local news media has a completely different
agenda, and one that helps us understand why it is important to remember that news media
are organizations, not just some random collection of journalists. Organizations
have a market niche that they cater to. For news media, the niche is their
audience, and local news media knows that local issues like a polluted river,
tourism, employment, and economic growth will play better. So if you think the press
is biased toward global warming, you are probably viewing the global press
(they like global issues because they have no local ones); if you are viewing
the local press you likely have seen a lot less about global warming.
But the insights on press-as-organization
continue beyond this one. The news media don’t investigate as much as you might
think; instead stories are brought to their attention, often by social
movements campaigning for or against something. Essentially, news media are offices receiving inquiries for attention. Whether social movements
actually get media attention depends on how organized they are: media
organizations are better at dealing with organizations than with people, so
movements led by formal organizations are more successful. (So, the highly
organized conservation movement in the USA is the reason that rare butterflies can
stop developments.) Not only that, social movement organizations that have
conventional and uncontroversial protest tactics get more press attention than
those who choose unusual protest tactics. This may sound counter-intuitive, and
is surely disappointing for the social movements that choose unusual tactics precisely
to gain attention, but a petition is easier to understand and write
about than, for example, trespassing on an industrial development site.
As consumers of news, we should remember how the news are filtered by these criteria, which are unrelated to the
importance of the issue, and are not even particularly well
related to its newsworthiness. They simply reflect how a media organization
works more easily. And if you are considering starting a social movement, the
advice is clear: be organized, be large, be conventional, and be local. If you
can’t be local (maybe you care about global warming), link your cause to local
issues.