Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (83Rd, Phoenix, Arizona, August 9-12, 2000)
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DOCUMENT RESUME ED 447 534 CS 510 451 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (83rd, Phoenix, Arizona, August 9-12, 2000). International Communication Division. INSTITUTION Association for Education in Journalism and Mass Communication. PUB DATE 2000-08-00 NOTE 581p.; For other sections of this proceedings, see CS 510 452-470. PUB TYPE Collected Works Proceedings (021) EDRS PRICE MF03/PC24 Plus Postage. DESCRIPTORS Agenda Setting; Case Studies; Content Analysis; Foreign Countries; Higher Education; *International Communication; Internet; *Journalism Education; Media Research; News Media; Public Relations IDENTIFIERS Europe; Journalists; *Media Coverage; *Media Government Relationship; Media Literacy; Middle East; New York Times; Technology Implementation; Television News ABSTRACT The International Communication Division section of the proceedings contains the following 21 papers: "The European Press and the Euro: Media Agenda-Setting in a Cross-National Environment" (Olaf Werder); "Factors Affecting the Internet Adoption by Thai Journalists: A Diffusion of Innovation Study" (Anucha Thirakanont and Thomas Johnson); "Linkages of International and Local News" (Gene Burd); "The Absence of Fairness in Two Philippine Newspapers" (Geri M. Alumit); "From Globalization to Localization: World's Leading Television News Broadcasters in Asia" (Yu-li Chang); "News Media Representation of the Yanomami Indians as a Reflection of the Ideal Audience" (Tania H. Cantrell); "Locating Asian Values in Asian Journalism: A Content Analysis of Web Newspapers" (Brian L. Massey and Arthur Chang); "Communicative Distance and Media Stereotyping in an International Context" (Deepak Prem Subramony); "The Relevance of Mass Communication Research in a Global Era: Localization Strategies of International Companies Entering India" (Geetika Pathania Jain); "Economic News: What's the Deal? Dutch Audience's Use and Interpretation of Economic Television and Print News" (Florann Arts); "Prospects and Limitations of World System Theory for Media Analysis: The Case of Middle East and North Africa" (Shelton A. Gunaratne); "The Image of Muslims as Terrorists in Major U.S. Newspapers" (Natalya Chernyshova); "Media Literacy and India's Ramayan in Nepal: Are TV Aesthetics Universal or Culture-Bound?" (Elizabeth Burch); "Between the Government and the Press: The Role of Western Correspondents and Government Public Relations in Reporting on the Middle East" (Mohammed el-Nayawy and James D. Kelly); "A Talking Nation, Not a Talking Individual: A New Order in Tanzania?" (Jyotika Ramaprasad); "McQuail's Media Performance Analysis and Post-Communist Broadcast Media: A Case Study of Broadcasting in Estonia" (Max V. Grubb); "Sovereignty, Alliance and Press-Government Relationship: A Comparative Analysis of Japanese and U.S. Coverage of Okinawa" (Mariko Oshiro and Tsan-Kuo Chang); "Government, Press and Advertising Revenue: Impact of the 27 October, 1987 Suspension of 'The Star's' License to Publish on 'The Star' and the Competing 'New Straits Times'" (Tee-Tuan Foo); "The Post-Cold War Bulgarian Media: Free and Independent at Last?" (Robyn S. Goodman); "Korean Reproductions supplied by EDRS are the best that can be made from the original document. Environmental Journalists: How They Perceived A New Journalistic Role" (Jaeyung Park and Robert A. Logan); and "Manufacturing Consent of 'Crisis': A Content Analysis of the 'New York Times' Reporting on the Issue of North Korean Nuclear Weapon" (Oh-Hyeon Lee). (RS) Reproductions supplied by EDRS are the best that can be made from the original document. Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (83rd, Phoenix, Arizona, August 9-12, 2000). international Communication Division. U.S. DEPARTMENT OF EDUCATION Office of Educational Research andImprovement PERMISSION TO REPRODUCE AND EDUCATIONAL RESOURCESINFORMATION DISSEMINATE THIS MATERIAL HAS CENTER (ERIC) BEEN GRANTED BY This document has been reproducedas received from the person or organization originating it. Minor changes have been madeto EleGA improve reproduction quality. BEST COPY MAILABLE o Points of view or opinionsstated in this TO THE EDUCATIONAL RESOURCES document do not necessarilyrepresent INFORMATION CENTER (ERIC) official OERI position or policy. 1 THE EUROPEAN PRESS AND THE EURO: MEDIA AGENDA-SETTING IN A CROSS- NATIONAL ENVIRONMENT Olaf Werder Doctoral Student College of Journalism & MC/ Grad Division University of Florida 2000 Weimer Hall PO Box 118400 Gainesville, FL 32611 Ph.: 352/ 392-6758 Email: [email protected] This paper is presented asa student entry to the International Communications Division during the AEJMC Conference, August 2000 in Phoenix. Theauthor would like to thank Dr. Wayne Wanta, without whose constantsupport and encouragement this paper would not exist in its current form. L 3 THE EUROPEAN PRESS AND THE EURO: MEDIA AGENDA-SETTING IN A CROSS- NATIONAL ENVIRONMENT ABSTRACT Coverage of the Euro currency introduction was analyzed in the leading news publications in the UK and Germany. Specifically, we probed whether (1) coverage of the same cross-national issue differed in level of support and (2) the two national media applied different news frames. The study showed that the London Times opposed the Euro even with pro-Euro sources, whereas the FrankfurterA4gemeine Zeitung maintained neutrality. The Times used an episodic, while the F.A.Z. employed a thematic style. The difference in styles allowed for different covering of subissues. THE EUROPEAN PRESS AND THE EURO: MEDIA AGENDA-SETTING IN A CROSS-NATIONAL ENVIRONMENT After nearly three decades since the seminal agenda-setting work by McCombs and Shaw (1972), an impressive number of research projects was conducted to study media agendas, public agendas and the relationship between them (from Weimann and Brosius, 1994). The vast majority of these studies, however, dealt with ethnocentric research during and outside elections within specificcountries, predominantly oriented and conducted toward phenomena in the U.S. Despite the fact that "similar methodological approaches, pointing to the same conclusions, further strengthen the validity of the agenda-setting concept" (see Semetko and Mandelli, 1997), cross-national comparative research would move the agenda- setting theory into the transnational arena. As Semetko and Mandelli (1997) argued, cross-national agenda-setting "provides an opportunity to examine how those involved in the political communication process publics, political parties, and mediabehave when operating under different institutional constraints." In the same article, the authors ask for two angles of future cross-national research efforts on agenda setting and the related issues of priming and framing one looking at the formation of media agendas and story frames (including contributing parties), the other looking at the influences of those agendas and frames on public opinion. Semetko and Mande lli contended that it is crucial to integrate a political culture approach to the cognitive approach to agel:cia-setting in a cross-national arena. This would not only help The European Press and the Euro explain, how the different media operate, but also how they are influenced and are influential themselves. We would stand to gain from this research, as it dives further into the "international expedition" sub-theme of the theory. It would also help explain why researchers seemingly found that the original hypothesis isn't working as well in other countries as it is in the U.S., and if that indeed is the case. Furthermore, since this research will also need to make frequent excursions into the related research field of influences on media content and political agenda formation, it will ultimately help to further advance agenda-setting research altogether by merging it with these other areas. The present study seeks to bring quantitative data to the discussion by comparing the agendas of the leaderships of two member countries of the European Union, the UK and Germany, regarding the supra-national issue of the EU-wide currency change, to the agenda of reports in the two leading newspapers in the respective countries, thus examining the transfer of salience and frames at the public level. Background On January 1, 1999, the European Union embarked on becoming a true monetary union via a transitional process, which will be concluded by January 2002 with the introduction of Euro banknotes and coins and withdrawal of national money. During this preparation time and setup of the European Central Bank (Spring through Winter 1998) of the larger member countries, only the UK opted out of joining in 1999. Despite its known longstanding reservation toward continental Europe, the UK had become increasingly tied in with the EU 4 6 The European Press and the Euro and benefited from its existence.Hence, this decision can have potential negative consequences for the economy and political position of the UK within the EU. Likewise, Germany's decision to let go of the strongest currency on the continent (the Deutsche Mark) can impact the country negatively in its role as a keystone financial force and can hurt the country's national economic pride as the "anchor of Europe." It is, therefore, in the interest of either country's leadership to "sell" its decision as the right one for its national public's welfare and prosperity. Drawing samples from pre-change 1998 and immediate post-change