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Queering Agenda Building: Lgbt Advocacy Organizations and Strategic Information Flow Through Multiple Media Platforms

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Queering Agenda Building: Lgbt Advocacy Organizations and Strategic Information Flow Through Multiple Media Platforms CORE Metadata, citation and similar papers at core.ac.uk Provided by Carolina Digital Repository QUEERING AGENDA BUILDING: LGBT ADVOCACY ORGANIZATIONS AND STRATEGIC INFORMATION FLOW THROUGH MULTIPLE MEDIA PLATFORMS Joseph M. Cabosky A dissertation submitted to the faculty of the University of North Carolina at Chapel Hill in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the School of Media and Journalism Chapel Hill 2015 Approved by: Rhonda Gibson Lois Boynton Adam Saffer Patricia Parker Kenneth Andrews © 2015 Joseph M. Cabosky ALL RIGHTS RESERVED ii ABSTRACT Joseph M. Cabosky: Queering agenda building: LGBT advocacy organizations and strategic information flow through multiple media platforms (Under the direction of Dr. Rhonda Gibson) Mass communication agenda building literature has examined how story topics and frames develop into media coverage. This dissertation studied two aspects of agenda building that remain under explored. First, while agenda building and agenda setting were developed during days of top-down mass media, today’s media environment can be perceived as, in the words of Andrew Chadwick, a hybrid media system. This system has many interacting players, platforms and opinion leaders, each with access to several media channels and outlets. While scholarship has looked at how much influence older forms of information subsidies, such as press releases, or newer forms, such as Tweets, have on media coverage and corresponding public attention, few studies have looked at how all of these forms of materials and media outlets are interacting with each other. Second, agenda building literature rarely looks at how minority or niche media outlets and audiences discuss a topic. This study compared coverage of an LBGT-themed case study – openly gay athlete Michael Sam’s journey into professional football – to see how the story was built and shaped across mainstream news media, queer media, LGBT advocacy organizations and social media. This study used a qualitative content analysis of multiple outlets and organizations from each of these media and organizational iii categories, coupled with in-depth interviews with individuals associated with Michael Sam’s journey, or the LGBT sports movement more broadly. Results showed that previous conceptualizations of unidirectional information flow developed in mass media days are no longer a reality. Many different outlets, organizations and individuals shaped coverage of Michael Sam, each having their own voice at various points in the story. Theorizations of agenda building therefore need to take account of the modern media system’s diverse landscape. Findings also indicated unique dynamics within queer media and LGBT advocacy organizations, demonstrating how scholars need to fully appreciate the variance that can take place across media coverage, advocacy outlets, and audiences. The study concludes with recommendations for future academic and professional work in this area. First, it suggests that the media system is less of a unidirectional wave and more of an interacting and rippling pond. Second, scholars need to study more than just older or newer types of information subsidies to appreciate all that is affecting broader story flow. Findings showed that, to make broader claims about who influences a story’s development, many individuals, outlets and organizations need to be examined holistically. Third, it calls for a better appreciation of non-news media and non-media relations factors that can affect a story or topic. Fourth, future scholars must think critically when applying the term agenda at all, as findings showed that mainstream news coverage often varied not only from queer coverage and audience or organizational discussion, but also other mainstream news coverage. The study ends with critical and reflexive thought on how scholars and professionals may need to better appreciate the dynamics of power that have led to the field’s current understanding of agenda building. iv ACKNOWLEDGEMENTS Upon completition of this dissertation, I would like to take the time to thank the people who helped make this study possible. To my wonderful committee: To Dr. Rhonda Gibson, who gave countless hours to this study. You have always kept me organized and focused, and your grammar teaching abilities are better than a divine biscuit. Most importantly, you have always been a good mentor and friend. To Dr. Lois Boynton, who has always been there for me, on good days, bad days, and even the occasional Diet Sunkist Saturday. To Dr. Adam Saffer, who has shared so much knowledge with me in the little time we have known each other. I look forward to working with you for years to come, as a colleague and a friend. To Dr. Andy Andrews, who has always been so supportive of us Media School folks; you are simply one of the nicest and most helpful academic mentors I’ve had. And to Dr. Pat Parker, who has been there for me from the beginning. You have always pushed me to be me, and I can think of few compliments better than that. To the Media and Journalism School faculty and staff: To Dr. Riffe, who deserves every mentor award ever created. Dr. Riffe has been a mentor to me and all of my colleagues, teaching us a great deal about academia, life outside of the building, friendship and family…and the importance of blending all of those things. To Dr. Joe Bob Hester, who made this data collection possible, and to whose smile and laugh always brighten my day. Roots for years to come! To Dr. Daniel Kriess, who has long been a v helpful mentor and advisor; Daniel was essential at getting this project off the ground, and I’m always looking forward to hearing his thoughts and feedback. To the rest of the faculty: too many to be named, but whose smiles, advice, wisdom, and collegiality make this building the best place to work. To the J-School staff: Jill and Robin, who have made the last few months a joy, Linda, who is always there to offer a smile, Rachel, who often makes it feel like I have a No. 1 fan, Dean Susan King, who has cheered me on, Stephanie, who makes our whole building run with her research know-how and endless kitten videos that are always perfect for any given day…and the countless others. To my great colleagues and friends: Meghan Sobel, whose nom-noms, smiles, trampolining, and Fifty Shades of Grey watching has made these last few years so wonderful. You’re a true friend for life. To Karen, who has wonderfully listened whenever I had life coaching advice about cars, credit cards or travels – and who has been there to offer afternoon chats in the cat-nap sun. To Diane, for her laugh, support and travel companionship. To Dave, for being my office mate who left too soon! To Suzzanah, for our lunchtime strolls. To Laura, my buddy! To the other Laura, my other buddy! To Elyse, for our chats – they’re one of a kind. To Brooks, for having so many clothing lines named after him…and for his friendship, which is so true, honest and sincere. To Jesse, for teaching me New Zeland referee gestures. To Stephanie, for your constant smiles. To Marshelle, Emily, and all the ‘ole PR gang – you ladies are simply awesome. And to Jeanette, Justin, Lu, and all the other wonderful people. And, to my family. My dad. My mom. Meg, Kate. Talia. Bob and Ben. Grandma and Grandpas. Aunts and Uncles. My in-laws: Walter, Grandma S, Grandma J, D.C., vi Missy, Miranda, Jeff, Judy, Mal, Stevie, and Gump. To Melody and Tom, Ben and Becky. To Jessie and Eric. I love you guys! But most of all, to Seth and Sherri Smith. Seth, you are the love of my life. You have seen me through this journey more than anyone. You have put up with my long nights and weekends, my bad days, and my often monotone voice. You have the biggest heart of anyone I’ve ever met, and I’m so glad to have you in my life. To Sherri, who was the best mother-in-law anyone could have ever had. You were a ray of sunshine, and had such a contagious laugh. We all think of you everyday. Until the end, you were there for everyone in your family. And you have taught me the value of making the most of the life we have. But, most of all, I am forever indebted to you as, without you, there would be no Seth. And yet, Sherri, I know that you’re still here…because your warmth, your kindness will always live on in your wonderful son, Seth. May you always Rest in Peace. And so, to all of you, I thank you from the bottom of my heart. vii TABLE OF CONTENTS LIST OF TABLES………………………………………………………………………..xi INTRODUCTION………………………………………………………………………...1 Exploring information flow in a hybrid media system……………………………2 CHAPTER I: Theorizing in a hybrid media system………………………………………6 Chadwick’s hybrid media system…………………………………………………7 Chapter I conclusion………………………………………………………………9 CHAPTER II: Problematizing agenda building and agenda setting……………………..11 Agenda building: Political science and public policy lineage…………………...12 Agenda building: Adoption and development by media scholars……………….13 Expansion of agenda building into public relations scholarship………………...14 Theoretical gaps: Organizations, information subsidies and agenda building…..16 Theoretical gaps: How to conceptualize media in agenda building……………..17 Theoretical gaps: Conceptualizing the audience…………………………………20 Public relations, agenda building and agenda setting in the digital age…………22 The need for broader research in agenda building in the hybrid media system…24 Moving forward and Chapter II conclusion……………………………………...25 CHAPTER III: Social movements, media & frames, and power………………………..28
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