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Legitimization of Environmental Problems in Newsmagazines: Power, Propaganda, And Legitimization of Environmental Problems in Newsmagazines: Power, Propaganda, and the Environment A thesis presented to the faculty of the College of Arts and Sciences of Ohio University In partial fulfillment of the requirement for the degree Master of Arts Garrett M. Bunyak June 2010 © 2010 Garrett M. Bunyak. All Rights Reserved. 2 This thesis titled Legitimization of Environmental Problems in Newsmagazines: Power, Propaganda, and the Environment by GARRETT M. BUNYAK has been approved for the Department of Sociology and the College of Arts and Sciences by Stephen J. Scanlan Assistant Professor of Sociology Benjamin M. Ogles Dean, College of Arts and Sciences 3 ABSTRACT BUNYAK, GARRETT, M., M.A., June 2010, Sociology Legitimization of Environmental Problems in Newsmagazines: Power, Propaganda, and the Environment (63 pp.) Director of Thesis: Stephen J. Scanlan This paper explores the role of the mass media in providing the public with diverse solutions to the environmental problems facing society through an analysis of media documents. Findings reveal that two frames dominate media solutions to environmental problems: the free market and stimulus frames which reinforce the ecological modernization perspective of some environmental sociologists. The free market and stimulus frames both portray individuals as responsible for the problems facing the environment while they portray mechanisms that have degraded the environment, from elected leaders to free market economics, are part of the solution to the crisis. These frames simultaneously blame individuals for social problems and downplay the power of the people to create change. Furthermore, the lack of ideological diversity undermines the ability of the public to make informed decisions about their environment. The public is forced to search elsewhere for alternative solutions to the environmental crisis facing society. Ultimately these frames support Hermann and Chomsky’s propaganda model that argues that views and opinions that challenge the existing power structure will be left out of mass media coverage. Approved: ___________________________________________________________ Stephen J. Scanlan Assistant Professor of Sociology 4 ACKNOWLEDGMENTS This thesis is possible because of the support I received from my faculty advisors at Ohio University including Leon Anderson and Michelle Brown. I would especially like to thank Steve Scanlan for his comments, counsel, and guidance at all phases of this project. I would also like to thank my mom, dad, and sister as well as the rest of my family and friends for putting up with me and keeping an open mind. 5 TABLE OF CONTENTS Page Abstract 3 Acknowledgements 4 List of Tables 6 Chapter 1: Introduction 7 Chapter 2: Media, Framing, and the Environmental Crisis 12 Chapter 3: Methods 24 Chapter 4: Findings 29 Chapter 5: Discussion 45 Chapter 6: Conclusion 57 References 61 6 LIST OF TABLES Page Table 3.1 Summary of Data Sources 28 Table 3.2 Types of Documents Examined 28 Table 4.1: Number of Articles Utilizing the Free Market and Stimulus Frame 35 7 CHAPTER 1: INTRODUCTION Introduction Thomas Jefferson wrote, “enlighten the people, generally, and tyranny and oppressions of body and mind will vanish like spirits at the dawn of day.” Although not without his critics, Jefferson’s affirmation of the importance of a “free marketplace of ideas” as a means for people to protect and defend their freedoms and participate effectively in the decisions that affect their lives stands as a pillar of democracy. The competitive free market has left not only monetary and political power in the hands of an elite few, but also has led to the monopolization of informational power—the ability to control what information is available quickly and widely to the public. As control of information becomes increasingly concentrated in the hands of the elite, the ability of the public to make meaningful choices about their role in the social degradation1 of the environment is increasingly threatened. The power to control the information that is available to the public means that media2 may be organized to prevent dissemination of ideas that criticize or threaten the status quo of social and environmental degradation. The increasing degradation of both nature and labor to a system of profit accumulation is closely related to the increasing concentration of information control in the hands of the elite. Information is critical for people to participate in democratic decision making with regard to their lives and the environment. In this project, I explore the performance of mass media in examining the environmental problems facing society 1 The “social degradation of nature” refers to the process by which social organization contributes to various ecological problems such as climate change, pollution of ecosystems, etc. This process is described extensively by Foster (2009). 2 For the purposes of this project, the media I discuss refers to mass media—those informational distribution channels intended to be quickly and widely distributed. 8 and the role of these media in empowering people to change the social relationship with nature. Jefferson said, “information is the currency of democracy.” As fewer and fewer massive corporations control society’s informational sources and media outlets, threats to democracy and all of the ecological systems of the planet are increasing. If people are given access to information about the impact of social organization on the planet’s ecosystems, then the people can be empowered to take control of their role in the social degradation of the environment. The trend toward elite control of the media is occurring at a time of tremendous environmental upheaval. According to Foster in The Vulnerable Planet (1994: 11) numerous problems make up this environmental crisis including: Overpopulation, destruction of the ozone layer, global warming, extinction of species, loss of genetic diversity, acid rain, nuclear contamination tropical deforestation, the elimination of climax forests, wetland destruction, soil erosion, desertification, floods, famine, the despoliation of lakes, streams and rivers, the drawing down and contamination of ground water the pollution of coastal waters and estuaries , the destruction of coral reefs, oil spills, overfishing, expanding landfills, toxic wastes, the poisonous effects of insecticides and herbicides, exposure to hazards on the job, urban congestion, and the depletion of nonrenewable resources. In his 2009 work, The Ecological Revolution, Foster goes on to further claim “every major ecosystem on the earth is in decline” (46). As a counterpunch to the environmental problems of the time, people, corporations, and governments are all proposing solutions and taking action to protect the environment, often referred to as “going green”. The various parties view this in different ways, and I examine the dominant solutions to the environmental crisis as presented by messages within mass media publications. 9 In applying the idea of a free marketplace of ideas to the issue of the environment, advocates of democracy would hope that a diverse set of ideas about the threats to the natural environment and possible solutions would be available to the public. A free marketplace of ideas involves discourse from many different claims-makers with ideologically diverse points of view. This marketplace of ideas provides the necessary choices and autonomy for people to make reasoned and informed decisions that affect their lives and the lives of those around them—ultimately empowering individuals to take control of their role in society and their relationship with the environment. For people to make meaningful choices about their role in the social degradation of nature, the public must have access to multiple options and ideas to encourage intellectual freedom in society. One area in which choice is limited is in the news media. Without choices or ideological diversity in the media, the public faces barriers in terms of making informed decisions about their impact on the environment or any social issue. In this study, I use quantitative and qualitative methods of document analysis on a sample of media articles about environmental problems and the proposed solutions to these problems to examine the extent of ideological diversity within mass news media. If democracy is a societal value, then social institutions would have to be organized to encourage the democratic process and to provide choices for the public. A democratic media would provide the necessary discourse to encourage reasoned informed decision making so people can take control of their relationship with their social and natural world. I set out to answer two questions in this project. First, do mass media messages provide legitimacy for the social causes of environmental problems and contribute to reinforcing the status quo of social environmental degradation? Second, do mass media 10 messages provide legitimacy for the existing power structure in society? I use frame analysis to examine the extent to which media legitimizes or challenges the social degradation of nature. Secondly, I examine the dominant frames in popular newsmagazines to determine what types of ideas are supported within these documents and whether these messages serve to legitimize the existing power structure in society. Thus, the project focuses on media performance—the frames that media use to portray solutions to environmental problems—and the implications of media performance.3 In Chapter
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