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Legitimating organisational decisions: A study of media framing of the Australian Government's legitimacy strategy and public opinion on the war in Iraq

Stephen K.J. Rice (School of Advertising, Marketing and Public Relations, Queensland University of Technology, Brisbane, Australia)
Jennifer L. Bartlett (School of Advertising, Marketing and Public Relations, Queensland University of Technology, Brisbane, Australia)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 1 July 2006

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Abstract

Purpose

The purpose of this paper is to investigate how organisations seek to legitimate their decisions by tracking the relationship between press releases issued by the Australian Government to support their involvement in the Iraq war, media framing of news stories about this issue, and public opinion.

Design/methodology/approach

The study uses a qualitative content analysis of government press releases and media coverage, and the results of Newspoll opinion polls.

Findings

The study showed that despite shifts in the framing of the stories, public opinion remained almost constant.

Research limitations/implications

Given these results, the authors suggest that media content does not necessarily change public opinion on a particular issue.

Practical implications

Using media coverage as a reflection of either the organisation's legitimating attempts, or of public opinion may provide an inaccurate account of the legitimacy of an organisation's decisions.

Originality/value

This study provides evidence that media content does not reflect the legitimacy of an organisational decision nor has a direct influence on public opinion.

Keywords

Citation

Rice, S.K.J. and Bartlett, J.L. (2006), "Legitimating organisational decisions: A study of media framing of the Australian Government's legitimacy strategy and public opinion on the war in Iraq", Journal of Communication Management, Vol. 10 No. 3, pp. 274-286. https://doi.org/10.1108/13632540610681167

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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