Media ● Analysis ● Impact
Media Representation of National Parliament’s Role in European Policy Making Media ● Analysis ● Impact Agenda
; The Vanishing Voter ; Parliament‘s Role in the Media ; Case Study: The Media Image of the European Parliament ; The Reasons: Characteristics of Political Reporting Media ● Analysis ● Impact The Vanishing Voter
Two Questions: ● How do the media frame parliamentarism? or: “In Search of the National Parliament’s Role in European Policy-Making” ● What are the implications of the widening gap between politicians and journalists on one side and the public on the other? Voter Turnout in German National Elections 1949-2005 The “Vanishing Voter” in Germany…
Source: http://de.wikipedia.org/wiki/Wahlbeteiligung; http://www.bpb.de/wissen/RVVZN8,0,0,Wahlbeteiligung.html Voter Turnout in European Elections 1979-2004 … and in European Elections
Voter Turnout - EU Average 70,0% 63,0% 61,0% 58,5% 60,0% 56,8% 49,8% 50,0% 45,6%
40,0%
30,0%
20,0%
10,0%
0,0% 1979 1984 1989 1994 1999 2004
Source: http://www.europarl.europa.eu/elections2004/ep-election/sites/de/results1306/turnout_ep/turnout_table.html Media ● Analysis ● Impact
; The Vanishing Voter ; Parliament‘s Role in the Media ; Case Study: The Media Image of the European Parliament ; The Reasons: Characteristics of Political Reporting Dailies, weeklies, TV news, magazine programs, online media Our method: Scientific content analysis • All articles in print or broadcast media (TV News Shows, TV Magazines) in which Aventis or a subsidiary is described in at least five select lines or for 5 seconds, are analyzed in this report for the media list referenced on the following page.
• The information is evaluated on the statement level. All information given about the company or its senior executives is coded as a new understand individual statement.
• Each coded statement contains: a person/ company, the line of business, topic, +/-rating and source of the statement/rating. As data is analyzed, if any part of a statement changes (i.e. the topic) a new statement has to be coded. code • Data are checked through tests, coders are trained daily.
7 Domestic and International Coverage in International TV news / Share of all Stories 03/2006-02/2007 Background: Domestic / Foreign Coverage in TV News
36,9% 36,1%
63,1% 63,9%
22,6% Arab Satellite TV
43,0%
57,0%
77,4%
Domestic Coverage Foreign Coverage
Basis: 26,333 / 26,604 / 50,384 / 42,998 news stories in the respective countries Visibility of Countries in Foreign News / Share of all stories 03/2006-02/2007 Iraq and U.S. Dominate Worldwide
IraqUSA 16,3% 15,72% Iraq 36,4% FrankreichUSA 2,81% 12,4% Lebanon 8,6% LebanonChina 2,15%8,1% UK 4,4% GermanyIndien 5,2%1,85% Iran 3,9% AustraliaRußland 3,0%1,20% Israel 3,6% FranceItalien 2,5%1,08% Afghanistan 3,4% Pakistan EU 2,2%0,90% Palestine 3,2% PalestineDeutschland 2,2%0,66% North Korea 3,1% IsraelJapan 2,1%0,60% Mexico 1,3% NiederlandeIndia 2,0%0,24% Russia 1,2% 0,0%0,00% 10,0% 5,00% 20,0% 10,00% 30,0%15,00% 20,00% 40,0% 0,0% 10,0% 20,0% 30,0% 40,0%
USA 11,7% Iraq 13,3% Iraq 5,4% Palestine 11,9% Lebanon 5,4% Lebanon 9,1% Italy 4,6% Iran 5,1% UK 4,0% USA 4,7% France 3,9% Egypt 3,7% Afghanistan 3,0% Israel 3,4% EU 2,7% UK 3,0% Iran 2,5% Saudi-Arabia 2,5% Palestine 2,5% Germany 2,4% 0,0% 10,0% 20,0% 30,0% 40,0% 0,0% 10,0% 20,0% 30,0% 40,0%
Basis: 9,720 / 9,614 / 21,670 / 33,270 news stories in foreign TV coverage in the respective countries Rating of Main Protagonists in Foreign News / Share of all stories 03/2006-02/2007 Negativism: A Hallmark of Foreign News
Iraq Iraq USA Lebanon Lebanon UK Germany Iran Australia Israel France Afghanistan Pakistan Palestine Palestine North Korea Israel Mexico India Russia 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
negative no clear rating positive
USA Iraq Iraq Palestine Lebanon Lebanon Italy Iran UK USA France Egypt Afghanistan Israel EU UK Iran Saudi-Arabia Palestine Germany 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Basis: 9,720 / 9,614 / 21,670 / 33,270 news stories in foreign TV coverage in the respective countries Protagonist Structure in Domestic News / Share of all Stories 03/2006-02/2007 Domestic Coverage: Only U.S. Congress in the News
20,4% 34,7% 0,3% 48,5%
17,0% 62,2% 0,1% 11,2% 5,3% 0,2% 15,8% 1,0% 30,8%
9,2%
0,6% 51,1%
0,7% 73,4% 14,8% 2,6%
Government/authorities Parliament Political parties Supranational organisations/EU other protagonists
Basis: 16,613 / 16,990 / 28,714 / 9,728 news stories in domestic TV coverage in the respective countries Protagonist Structure in Foreign News / Share of all Stories 03/2006-02/2007 Foreign Coverage: Government* in the Front
32,4%
48,0% 45,5% 55,6% 0,7% 7,4% 3,9% 3,5% 1,7% 1,2% 22,5% 29,0%
0,7% 3,0%
6,3% 0,7% 60,3% 67,6% 5,6% 4,4% *: including armed forces/police and courts Government/authorities Parliament Political parties Supranational organisations/EU other protagonists
Basis: 9,720 / 9,614 / 21,670 / 33,270 news stories in foreign TV coverage in the respective countries Visibility of Parliaments in Foreign News / Number of all stories 03/2006-02/2007 Little Interest in European Parliaments
USA 15,72% Iraq 122 USAFrankreich 2,81% 44 Iran 4 China 2,15% Afghanistan 4 Iraq Indien 1,85% 20 Rußland 1,20% Cuba 3 Italien 1,08% Mexiko 3 Iran 2EU 0,90% Syria 3 Deutschland 0,66% Lebanon 2 Italy Japan1 0,60% Niederlande 0,24% Sudan 2 00,00% 10203040506070 5,00% 10,00% 15,00% 20,00% 0 20 40 60 80 100 120 140
USA 62 Iraq 61 USA 38 Iraq 19 Palestine 28 Lebanon 15 Lebanon 25 Kuwait 24 Italy 12 Jordan 10 France 8 Egypt 8 Iran 4 Afghanistan 5 Israel 4 Serbia 4 Yemen 3 Turkey 3 Poland 3 Syria 2 China 3 Oman 2 Pakistan 2 UK 2 Vietnam 2 Israel 2 Algeria 2 Morocco 2 Congo 2 Somalia 2 0 10203040506070 0 10203040506070
Basis: 68 / 159 / 152 / 231 news stories in foreign TV coverage in the respective countries Rating of Parliaments in Foreign News: The Issues / Share of all stories 03/2006-02/2007 Only German TV Mentioned European Affairs
Politicians: Relation w. Party Warfare International Conflicts International politics Warfare Election outcomes Parliamentary Work Politicians: Public Appearance International Conflicts Politicians: Personality Domestic Policy of other Countries Elections in General Party Coalitions Politicians. Public appearance Politicians: Capability Politicians: Relation w. Party Parliamentary Work Party Coalitions Energy Policy Justice Public Transport Historical Issues Defense 0 5 10 15 20 25 30 0 20406080
negative no clear rating positive
International Conflicts Parliamentary Work Defense Domestic Politics Parliamentary Work Domestic Security Elections in General Middle East Conflict Foreign Affairs Election Results Performance of Government Politicians: Relation w. Party International Trade Warfare International Conflicts Domestic Security Value Democracy Foreign Policy Elections in General Domestic Politics Constitution Minorities/Immigration Warfare Politicians: Public Appearance Budget EU Integration Terrorism Justice Crime Election Outcomes Terrorism Defense Middle East Conflict Domestic Policy other Countries Public Transport Accidents/Natural Disasters 0 5 10 15 20 25 30 0 20406080
Basis: 68 / 159 / 152 / 231 news stories in foreign TV coverage in the respective countries Media ● Analysis ● Impact
; The Vanishing Voter ; Parliament‘s Role in the Media ; Case Study: The Media Image of the European Parliament ; The Reasons: Characteristics of Political Reporting Reference to the European Union as protagonist, TV news 01 – 11/2006 Little Awareness of the EU in 2006...
1,4% 0,3%
98,6% 99,7% 1,1% 0,1%
98,9% 99,9% EU other protagonists
Basis: 46,382/25,862/7.908/24,316 news stories in 16 TV news shows 16 Rating of the European Union as Main Protagonist, TV News 01 – 11/2006 ... but More Criticism than Support within the Union 6,5% 1,4% 15,3% 7,1%
78,2% 91,4% 6,0% 1,2% 12,5%
43,8%
43,8% 92,9% negative no clear rating positive
Basis: 619/70/86/16 news stories in 16 TV news shows 17 Visibility of EU protagonists in German TV and Print media / Rating of the EU Parliament, 01/2004 – 05/2007 Only 1 in 20 Reports Focused on the Parliament
5,1% 5,2% 10,8%
28,4%
54,3%
12,3% 84,1%
negative no clear rating positive Parliament Commission Council EU in General/Other
Basis: 92,630 / 4,713 ??? 18 Visibility of the EU Parliament in German TV and Print Media, 01/2004 – 05/2007 Scandals and Conflicts Drive Coverage
Share of all reports 12,0% Parliament rejects 10,0% Commission 8,0%
6,0%
4,0%
2,0%
0,0% 12345678910111212345678910111212345678910111212345 2004 2005 2006 2007 Parliament
Basis: 92,630 reports (at least 5 lines/seconds) about the EU and its organisation 19 Rating of EU Protagonists in German TV and Print Media, 01/2004 – 05/2007 “Victory” about Barroso as High Point in 41 Months
Average rating (-1/+1) 0,05
0
-0,05
-0,1
-0,15
-0,2
-0,25 12341234123412 2004 2005 2006 2007 EU in general/other organisation Parliament Commission Council
Basis: 92,630 reports (at least 5 lines/seconds) about the EU and its organisation 20 Rating of the European Parliament in German TV and Print media, 01/2004 – 05/2007 No “Winner“ Topics Addressed
EU Structure/Organisation 1.053 Economic and Trade Policy 594 EU Integration/Extension 540 European Constitution 423 Environment/Transport/Society 347 EU Budget 282 Domestic Policy/Borders 249 EU in General 217 Employment Policy 207 Foreign and Defence Policy 177 Consumer and Agricultural Policy 159 International Conflicts 86 International Politics 29 Terrorism 27
0 200 400 600 800 1.000 1.200 negative no clear rating positive
Basis: 1,186 reports (at least 5 lines/seconds) 21 Media ● Analysis ● Impact
; The Vanishing Voter ; Parliament‘s Role in the Media ; Case Study: The Media Image of the European Parliament ; The Reasons: Characteristics of Political Reporting Persons in Focus: Description in text of image for at least five seconds, German TV 01-05/2007 Personalisation: The Face of Politics
Angela Merkel 2.891 Peer Steinbrück 996 Frank-Walter Steinmeier 932 Kurt Beck 897 Edmund Stoiber 882 Franz Müntefering 876 Michael Glos 849 Wolfgang Schäuble 801 Ursula von der Leyen 784 George W. Bush 715
Norbert Lammert 122 Hans-Gert Pöttering 105
Harald Ringstorff 54 0 500 1.000 1.500 2.000 2.500 3.000 3.500
Basis: 97,963 descriptions of individual persons 23 Rating of Politicians/Political Parties and Companies/Managers in German TV and Print Media, 01-05/2007 Politics: Where are the Positive News?
Politicians/Parties Companies/Managers
8,5% 17,4% 19,2% 20,9%
72,3% 61,7%
negative no clear rating positive
Basis: 108.552 reports about German political protagonists / 135.768 passages about companies, industries or managers 24 Rating of Chancellor and Cabinet Members in German media, 12/2005 – 12/2006 Quest for Negative Quotes: Politicians Pilloried
Merkel Steinmeier
Schavan Zypries Wieczorek-Zeul Gabriel Tiefensee Schäuble Seehofer Müntefering Glos von der Leyen Steinbrück Jung U. Schmidt -15% -10% -5% 0% 5% 10% Share of negative and share of positive statements
100%: all statements from/about the respective politician (balance: no clear rating)
Basis: Overall 240.767 statements in 31 media 25 Media ● Analysis ● Impact Summary
● Parliaments lose out to governments and political parties in terms of visibility ● European politics is framed in a national perspective – leaving little room for transnational European protagonists ● Negativism in political coverage is driven by the “competitive framing” and the selection of sources ● Media coverage of political activities fuels distrust towards politics and politicians and aggravates disenchantment with politics – “Politikverdrossenheit” Media ● Analysis ● Impact What can be done?
● Communicating with a long-term perspective ● Focusing on the issues ● Forming alliances with partners in other countries ● Bypassing traditional media channels ● Addressing journalists in partner countries directly ● Establishment of performance criteria for the media October 31st - November 2nd, 2007 / www.agendasetting.com 8th International Agenda Setting Conference
Once a year Media Tenor invites academics from various fields, including communication science and media analysis, to engage politicians, managers and journalists on the impact of media on public opinion, based on Media Tenor‘s international research. Additionally we announce the Media Tenor Awards in different categories. AS workshops
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Agenda Setting Theory Investor Relation Corporate Reputation Management Issue Management Management
28 Media ● Analysis ● Impact
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