Editing Gamson Wolfsfeld 1993 (section)

=== Hypotheses ===
* The degree of relationship between movement and media is influenced by multiple facets within the movement systems and the media systems. 
* Within a movement system, there are differences in getting their message across to the public. Some prioritize the use of media as a communication platform, some prioritize a more direct and hands on approach to the public. 
* For media systems, there are differences in organization and ideology. 
* Consider the size of audience and values of content. 
* Thus, there are many variables that can influence what the relationship between movement and media systems look like. 
* Suggested hypotheses are in consideration of what the weight of these variables mean for both media systems and movement systems in both directions. 

==== Effects of movements on media coverage ====
* Three elements of media coverage that are particular interest to movement actors
# Standing - How legitimate is the group from receiving coverage, content does not matter. 
# Preferred framing - How much the group's issue is considered important in media. 
# Movement sympathy - How much public support can be garnered from the portrayal in media. 
==== Hypothesis (1) ====
* The better the level of resources, organization level, and strategy for the movement, the better standing and preferred framing it will have in media. 
* If organized enough, communication to the media will be efficient and impactful. In doing so, the reciprocal relationship between movement actors and media actors are clearly established. 
* If not, the movement's legitimacy cannot be gained even from journalists. 
* Once standing is achieved, framing follows naturally as communication pipeline is established.

==== Hypothesis (2) ====
* Bureaucracy matters within movement actors. The better the labor organization within the movement, the better standing and preferred framing. 
* Movements have to choose between gaining legitimacy and getting message out. 
* If there are designated actors to do one and the other, movement does not have to choose. 
* Disagreement within the movement can present a challenge to this organized labor though. For the sole reason that the media can present a narrative of division within the movement which can overshadow the message. 

==== Hypothesis (3) ====
* The specificity of what the movement want is important in gaining public support. The more specific the demands are, the better its chances are at getting support from the public through media attention. 
* Another dilemma - who the movement challenges and how they do it has an impact on what kind of outcome they get. Challenge the powerful status quo and be seen as overtly intense or challenge very little and get very little as outcome. 
* To be successful, the movement must find a balance between the two.

==== Effects of media on movements ====
# Leadership - the media's role on who gets legitimacy in the movement.
# Action strategy - the media's role on how the movement organizes strategies. 
# Framing strategy - the media's role on how a movement presents its message in the challenge for interpretation 

==== Hypothesis (4) ====
* The relationship between the audience of the media and the movement's strategy to get their message across in media is important. 
* The bigger and more significant the audience is, the bigger the role that the media outlet will play on the movement's strategies. 
* If the movement is a challenge to the political and cultural status quo, the movement will not want to downplay the message to a large audience. 
* However, if the media has a large scale outreach and influence, the movement might consider re-framing the message to benefit itself. 

==== Hypothesis (5) ====
* The relationship between the values of the contents in a media actor and the movement actors' internal organization on leadership as well as action strategy is important. 
* If a media actor favors entertainment values, that will have an impact on who speaks on behalf of the movement as a leader. 
==== Hypothesis (6) ====
* The relationship between what materials the media actor use and the action strategies of the movement is important. 
* If a media actor relies on visual content, the movement will produce a spectacle in getting its message across. 
* Spectacles are associate with drama, drama usually means heightened emotions. 
* Heightened emotions makes for sensational content that attracts an audience.