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När Journalistik Går Bananas!* - En Kvalitativ Studie Om Framing Inom PR Och Journalistik I Fallet Dole Vs

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När Journalistik Går Bananas!* - En Kvalitativ Studie Om Framing Inom PR Och Journalistik I Fallet Dole Vs Södertörns högskola | Institutionen för samhällsvetenskap Kandidatuppsats 15 hp | Journalistik | Höstterminen 2014 När journalistik går Bananas!* - En kvalitativ studie om framing inom PR och journalistik i fallet Dole vs. Bananas!* Av: Danielle Sjölund & Mattias Enback Handledare: Jonas Appelberg ABSTRACT År 2009 hade dokumentärfilmen Bananas!* premiär. Filmen skildrar rättegången i en långdragen konflikt mellan nicaraguanska bananarbetare och fruktföretaget Dole, där skadliga bekämpningsmedel anses ha gjort bananarbetare sterila. Bananas!* skapade debatt inför premiärvisningen vid Los Angeles filmfestival, då Dole ansåg att filmens innehåll bar på osanning, och ville stoppa filmen. Efter visningen stämde Dole filmens regissör Fredrik Gertten, producenten Margarete Jangård och filmbolaget WG Film. Detta blev starten på en kamp mellan ett företag och ett journalistiskt arbete, och en medial uppståndelse blev till. Den här uppsatsen undersöker hur tidningar i USA och Sverige rapporterade om konflikten kring Bananas!*. Tidningarna Los Angeles Times och Sydsvenskan analyseras för att ta reda på hur olika karaktärer i konflikten framställdes. Breven och den stämningsansökan som Dole skickade, där företaget uttryckte sin misstro gentemot filmen, analyseras även för att ta reda på hur Dole ramade in händelsen och hur detta kan ha påverkat tidningarnas rapportering. Detta med hjälp av teorier som framing, nyhetsvärdering och nyhetsretorik. Resultatet av denna undersökning visar att framställningen av karaktärerna skiljer sig åt i de två tidningarna. I Sydsvenskan är den generella framställningen av Fredrik Gertten positiv och av Dole negativ, medan framställningen av bananarbetarna och advokaten Juan Dominguez blir något positiv. Los Angeles Times framställer Dominguez, och delvis bananarbetarna, på ett negativt sätt, medan Dole och Gertten till stor del blir neutrala i dessa artiklar. Undersökningen visar även att Doles inramning av konflikten kan ha påverkat vad tidningarnas rapportering fokuserade på, där Sydsvenskan fokuserade mer på Doles felaktiga agerande och deras stämningsansökan medan Los Angeles Times rapportering överensstämmer med Doles inramning. Nyckelord: Bananas!*, Framing, Nyhetsvärdering, Nyhetsretorik, Los Angeles Times, Sydsvenskan [F]RAMES SELECT AND CALL ATTENTION TO PARTICULAR ASPECTS OF THE REALITY DESCRIBED, WHICH LOGICALLY MEANS THAT FRAMES SIMULTANEOUSLY DIRECT ATTENTION AWAY FROM OTHER ASPECTS. (ENTMAN, 1993) Innehållsförteckning 1. INLEDNING .......................................................................................................................1 2. SYFTE & FRÅGESTÄLLNINGAR ..................................................................................1 3. BAKGRUND ......................................................................................................................2 3.1 OM FILMEN .....................................................................................................................................2 3.2 HÄNDELSENS HISTORIA ...............................................................................................................3 3.3 DOLES BREV & STÄMNINGSANSÖKAN ........................................................................................4 3.4 PUBLIC RELATIONS, NEWS MANAGEMENT & JOURNALISTIK ..................................................5 3.5 OM SYDSVENSKAN .........................................................................................................................6 3.6 OM LOS ANGELES TIMES ..............................................................................................................6 4. TIDIGARE FORSKNING ..................................................................................................6 5. TEORETISKA UTGÅNGSPUNKTER ............................................................................9 5.1 FRAMING .........................................................................................................................................9 5.2 NYHETSRETORIK ........................................................................................................................10 5.3 NYHETSVÄRDERING ...................................................................................................................11 6. METOD & MATERIAL ................................................................................................. 11 6.1 URVAL & AVGRÄNSNING ............................................................................................................12 6.2 MASSMEDIERETORISK ANALYSMODELL ..................................................................................13 6.3 METODDISKUSSION ....................................................................................................................14 6.4 ETISKA ÖVERVÄGANDEN ...........................................................................................................14 7. RESULTAT & ANALYS ................................................................................................. 15 7.1 SYDSVENSKAN ..............................................................................................................................15 7.2 LOS ANGELES TIMES ...................................................................................................................24 7.3 ANALYS AV DOLES BREV & STÄMNINGSANSÖKAN ................................................................36 8. SLUTSATS & DISKUSSION ......................................................................................... 37 8.1 FRÅGESTÄLLNING 1 ...................................................................................................................37 8.2 FRÅGESTÄLLNING 2 ...................................................................................................................39 8.3 VIDARE FORSKNING ....................................................................................................................42 KÄLLFÖRTECKNING BILAGOR 1. INLEDNING Inför den svenska dokumentärfilmen Bananas!* premiär, under Los Angeles filmfestival i juni 2009, hade filmen stött på problem. Fruktföretaget Dole Food Company, som figurerar i filmen, ansåg att den innehöll falska anklagelser och menade att den inte borde visas innan korrigeringar gjorts (Bilaga 3, brev 1). Filmbolaget WG Film, regissören Fredrik Gertten samt producenterna Margarete Jangård och Bart Simpson stod inför risken att bli stämda av Dole. Detsamma gällde filmfestivalen och dess inblandade sponsorer, bland annat tidningen Los Angeles Times. Filmen visades ändå, och några veckor senare anlände en stämningsansökan till WG Films kontor i Malmö (Big boys gone bananas!*, 2011). I och med Doles åsikter om filmen och det som föranledde den, uppstod en konflikt som behandlades i olika medier (Bilaga 1 & 2). Doles agerande gentemot Bananas!* ansågs vara ett PR-trick för att rikta uppmärksamheten bort från filmens innehåll (Bilaga 1, Artikel 3), medan Dole själva hävdade att filmen byggde på ett bedrägeri (Bilaga 3, brev 1). Därför finner vi det intressant att undersöka om Doles påståenden, genom de brev och den stämningsansökan som skickades till bland andra Fredrik Gertten, kan ha påverkat tidningarna Los Angeles Times och Sydsvenskans rapportering. Vi vill även undersöka hur tidningarna framställde konfliktens huvudkaraktärer, vilka vi anser vara Fredrik Gertten, Dole, advokaten Juan Dominguez och bananarbetarna. Detta för att se huruvida tidningarna framställer karaktärerna på olika sätt. Enligt Roger Fowler är alla nyheter skrivna utifrån ett specifikt perspektiv med en viss vinkel (1991:10). Samtidigt diskuterar Jesper Falkheimer public relations och dess inverkan på journalistiken (2012:149). Utifrån dessa påståenden vill vi undersöka om detta tar sig uttryck i rapporteringen kring konflikten. Vår undersökning kommer dock inte kunna avgöra huruvida Doles agerande var ett pr-trick eller ej. Vi kommer endast att undersöka hur tidningarna framställde händelsen, mot bakgrund av Doles brev och stämningsansökan som lämnades in. 2. SYFTE OCH FRÅGESTÄLLNINGAR Syftet med denna undersökning är att belysa nyhetsrapporteringen kring dokumentärfilmen Bananas!*. Detta genom att se om Doles inramning av händelsen, i breven och stämningsansökan gentemot Fredrik Gertten, Margarete Jangård och WG Film, visar sig i 1 nyhetsrapporteringen i tidningarna Los Angeles Times och Sydsvenskan. Undersökningen ämnar även ta reda på hur tidningarna framställer karaktärerna i denna konflikt. Våra frågeställningar är: - Hur framställdes konfliktens karaktärer i Sydsvenskan jämfört med Los Angeles Times? Vi anser konfliktens huvudkaraktärer vara Fredrik Gertten, Dole, Juan Dominguez och bananarbetarna. Vi vill undersöka hur dessa karaktärer framställdes i tidningarnas rapportering, i negativ eller positiv bemärkelse, för att se om det gjordes på olika sätt. - Kan Doles inramning ha påverkat tidningarnas fokus i rapporteringen kring Bananas!*, och i så fall hur? Utifrån teorier om framing, med fokus på public relations, vill vi se vilket fokus nyhetsrapporteringen fick. Mot bakgrund av Doles stämningsansökan och brev finner vi det intressant att undersöka om dessa kan ha fått inflytande på rapporteringen. 3. BAKGRUND 3.1 OM FILMEN Filmen Bananas!* (2009) handlar om ett rättsligt fall mellan Dole Food Company och tolv arbetare från Nicaragua, vilka har arbetat vid Doles bananplantage i landet. Arbetarna hävdar att de blivit sterila av ett bekämpningsmedel som använts vid plantagen, och söker ekonomisk
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