Gamson Wolfsfeld 1993

Abstract and Introduction

Abstract:

• Offers organizing principles and hypothesis regarding the ways that social movements and new media affect outcomes for both parties

Structural analysis:

• Attention on power and dependency, consequences of asymmetries

Cultural analysis:

• More subtle or nuanced contest over meaning

Hypothesis on how social movement characteristics affect media coverage:

1. Movement standing
2. Preferred framing
3. Sympathy

Main point:

• Argue for the importance of organization, professionalism, strategic planning and for the benefit of division of power
• Theorize on media characteristics and movements focus on leadership, action strategy, and framing strategy
• Also argue for audience size

1. Emphasis on visual
2. Emphasis on entertainment values as influencing movements

Power and Dependency

definitions: - Media- 1. movement is a transactional relationship that is symbiotic and dependent on the other - Social movement is defined as: 1. Sustained and self conscious challenge to authorities or cultural codes by various actors like organizations or networks

- Some of these actors employ extra institutional means of influence 1. The media-movement relationship is not necessarily equal 2. Movements are generally more dependent on media than the reverse 3. Asymmetry implies greater power of media system here

What is the “competitive symbiosis” between the two?

Movements need news media for three reasons: - Mobilization 1. Most movements need to reach populace in part through public discourse Through publications or meetings 2. Media discourse is indispensable because they reach people that are often missed by movement oriented outlets

- Validation 1. Media spotlight validates the fact that the movement is an important player 2. Receiving standing in the media is often a necessary condition before targets of influence grant movements recognition

- Scope enlargement 1. Scope of the conflict frequently changes over time 2. Introduction and subtraction of players changes power relations between contestants 3. Where the scope is narrow, weaker party has much to gain and not a lot to lose by broadening it

Making a conflict public provides: 1. Opportunity of movement to increase relative power over antagonist - Mass media coverage is a vehicle for this

2. Not just attention, but rather the content of the media coverage that affects whether and in what ways other parties get to intervene or interact 3. Movements depend on media to generate public sympathy

What do social movements provide for media: 1. Drama 2. Conflict 3. Action

Movements need media more than media needs them: - Translates into greater power for media

Power dependency theory distinguishes two components of power: 1. Value: - How much the other party needs one’s own services

2. need:

- Refers to how much one needs the other party’s services

- Relative power of actors is determined by the ratio of their value to their need

Actors and movements:

1. Social movements - Ratio generally favorable 2. Movement actors: - Do not receive automatic standing in the media - Have to struggle to establish it at a cost for the message they need to convey - Dependency forces a price that affects the transaction 3. Institutional actors: - Given standing immediately - Access to institutional channels of influence - Do not have mobilization and validation needs