News As a Political Resource? a Case Study of the Media Strategies and Media Representation of the National Organization for Women, 1966-1980
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University of Pennsylvania ScholarlyCommons Dissertations (ASC) Annenberg School for Communication 1997 News As a Political Resource? A Case Study of the Media Strategies and Media Representation of the National Organization for Women, 1966-1980. Bernadette Barker-Plummer University of Pennsylvania Follow this and additional works at: https://repository.upenn.edu/dissertations_asc Part of the Communication Commons Recommended Citation Barker-Plummer, Bernadette, "News As a Political Resource? A Case Study of the Media Strategies and Media Representation of the National Organization for Women, 1966-1980." (1997). Dissertations (ASC). 9. https://repository.upenn.edu/dissertations_asc/9 This paper is posted at ScholarlyCommons. https://repository.upenn.edu/dissertations_asc/9 For more information, please contact [email protected]. News As a Political Resource? A Case Study of the Media Strategies and Media Representation of the National Organization for Women, 1966-1980. Abstract This dissertation is a case study of the historical interaction between the New York Times and The National Organization for Women, 1966-1980. It investigates whether commercial news media can be used as a political resource by social movement groups. Using archival and content analysis methods, the study investigates the development of media strategies by NOW and then assesses whether these strategies "succeeded," through an analysis of NOW's representation in the Times, over a 15 year period. The study found that news was a resource In some ways. Through resource investments in media work, a general strategy of reflexive appropriation of news conventions (media pragmatism), and the creation and maintenance of relationships with some key women reporters, NOW was able to produce some routine access to news over time. Despite some marginalizing coverage In the early years, NOW's legitimacy as a source in the Times increased generally over 1966-1980. However this "success" had important limitations. NOW's news access and the legitimacy of its representation shifted depending on the kind of issue NOW was addressing and on the context in which the group was being judged. If NOW talked about more traditionally "public" issues (such as sex discrimination in employment), it was represented as a more legitimate source and its stories were more likely to be placed in the news sections. When the organization talked about "newer" issues or invoked more structural frames -- such as child care issues or structural "sexism" or patriarchy frames -- these stories would be placed in lifestyle or "women's page" sections and in the context of these tories, NOW's organizational legitimacy was likely to be questioned. I argue that these and other patterns in the NOW-Times relationship indicate a general "processing" of NOW's discourse by the Times through a pUblic-private filter which worked to contain NOW's public communication and which makes news a contradictory resource for feminists. Degree Type Dissertation Degree Name Doctor of Philosophy (PhD) Department Communication First Advisor Gandy, Oscar Second Advisor Wright, Charles Subject Categories Communication This dissertation is available at ScholarlyCommons: https://repository.upenn.edu/dissertations_asc/9 NEWS AS A POLITICAL RESOURCE? A CASE STUDY OF THE MEDIA STRATEGIES AND MEDIA REPRESENTATION OF THE NATIONAL ORGANIZATION FOR WOMEN, 1966-1980. BERNADETTE BARKER-PLUMMER A DISSERTATION IN COMMUNICATION Presented To The Faculties Of The University Of Pennsylvania In Partial Fulfillment Of The Requirements For The Degree Of Doctor Of Philosophy 1997 Supervisor Of Dissertation Graduate Group Chairperson / .. COPYRIGHT BERNADETTE BARKER-PLUMMER 1997 iii Dedication To Jim and Margaret Barker, and In memory of Margaret McGuire Collins. Acknowledgments iv First, I want to thank my advisor, Professor Oscar Gandy Jr. for his advice, his support and his thoughtful feedback and criticism throughout this project. Oscar has taught me many lessons, among them the value of critical work and the responsibility to choose important problems for study. But the lesson I have benefited from most is one he taught by example -- to trust and value my own voice. I hope to emulate with my own students, the unique blend of care, critique, and respect that Oscar brings to his relationships with his students. I would also like to thank my dissertation committee members, George Gerbner, Klaus Krippendorff, and Larry Gross for their individual and collective wisdom. George Gerbner's ability to get to the heart of any mass communication problem, and his certainty that mass communication is a problem worth studying, has been inspirational to me since I first encountered his work. Klaus Krippendorff's ability, and his willingness, to start over and rethink a problem at any stage, has taught me that all knowledge is tentative and that the process of investigation is as important as the destination. My conversations with Klaus have influenced me in more ways than I can account for in citations. I thank Larry Gross for his kindness in stepping in to help me when I lost one of my advisors to retirement, and for his valuable contributions to the project even V at a late stage. My graduate school experience was enriched beyond measure by my fellow students and friends at the Annenberg School. I particularly thank Eleanor Novek, Nikhil Sinha, Pam Inglesby, Chris Koepke, Nancy Morris, Amy Sarch, Katharina Kopp, Rob Drew, Yoshimi Nishino, and Karin Wilkins for great conversations about communication and social change. For conversations of another kind, and for simple, but profound and human care for my person and psyche throughout the process, I thank Liz Clark and Linda Black. I have spent the last part of my dissertation process away from my advisers, teaching full time at another University -- a situation that would have been much harder had it not been for the mentorship of Rob Elias, Jennifer Turpin, Andrew Goodwin, and Stanley Nel, and the friendship of Karen Bouwer, Kathy Nasstrom, Mike Webber and Anne Roschelle, all at the University of San Francisco. Finally, and most importantly, thanks to Dave Barker-Plummer for his love, his support and especially for his intellectual companionship. lowe him much more than can be acknowledged here. Everyone should have such a partner. ABSTRACT vi NEWS AS A POLITICAL RESOURCE? A CASE STUDY OF THE MEDIA STRATEGIES AND MEDIA REPRESENTATION OF THE NATIONAL ORGANIZATION FOR WOMEN, 1966-1980. Bernadette Barker-Plummer Professor Oscar Gandy, Jr. This dissertation is a case study of the historical interaction between the New York Times and The National Organization for Women, 1966-1980. It investigates whether commercial news media can be used as a political resource by social movement groups. Using archival and content analysis methods, the study investigates the development of media strategies by NOW and then assesses whether these strategies "succeeded," through an analysis of NOW's representation in the Times, over a 15 year period. The study found that news was a resource In some ways. Through resource investments in media work, a general strategy of reflexive appropriation of news conventions (media pragmatism), and the creation and maintenance of relationships with some key women reporters, NOW was able to produce some routine access to news over time. Despite some marginalizing coverage In the early years, NOW's legitimacy as a source in the vii Times increased generally over 1966-1980. However this "success" had important limitations. NOW's news access and the legitimacy of its representation shifted depending on the kind of issue NOW was addressing and on the context in which the group was being judged. If NOW talked about more traditionally "public" issues (such as sex discrimination in employment), it was represented as a more legitimate source and its stories were more likely to be placed in the news sections. When the organization talked about "newer" issues or invoked more structural frames -- such as child care issues or structural "sexism" or patriarchy frames -- these stories would be placed in lifestyle or "women's page" sections and in the context of these stories, NOW's organizational legitimacy was likely to be questioned. I argue that these and other patterns in the NOW-Times relationship indicate a general "processing" of NOW's discourse by the Times through a pUblic-private filter which worked to contain NOW's public communication and which makes news a contradictory resource for feminists. TABLE OF CONTENTS viii Chapter One: Introduction .............................. 1 Movements and Media ............................... 5 A Dialogical/Structurationist Framework ........... 9 What structures Dialog? ......................... 13 What Constitutes Success? ....................... 18 Design of the Study .............................. 21 NOW as a case study organization ................. 22 Chapters Overview ................................ 26 Chapter Two: Movements, Media and Social Change ....... 32 The Symbolic Challenge of the NSMs ............... 33 Movements as Mass Communicators .................. 38 Movements and Strategic Communication ............ 40 Movement Communication and Agenda Building ....... 44 Media Roles in Movement Communication ........... 49 News as a Social Movement Resource ............... 53 Towards a Dialogical Model ....................... 61 Assessing Interactions ........................... 64 Assessing Success ................................ 69 Research