Media Framing of the Pittsburgh G-20 Protests

Abstract

Purpose – Movements typically have great difficulty using the mass media to spread their messages to the public, given the media's greater power to impose their frames on movement activities and goals. In this paper, we look at the impact of the political context and media strategies of protesters against the 2009 G-20 meetings in Pittsburgh on media coverage of the protests.

Methodology – We employ field observations, interviews with activists and reporters, and a content analysis of print coverage of the demonstrations by the two local daily newspapers, the Pittsburgh Post-Gazette and the Pittsburgh Tribune-Review.

Findings – We find that protesters were relatively successful in influencing how they were portrayed in local newspaper stories and in developing a sympathetic image of their groups’ members. Specifically, we find that activist frames were present in newspaper coverage and activists were quoted as frequently as city officials.

Research implications – We argue that events such as the G-20 meetings provide protesters with opportunities to gain temporary “standing” with the media. During such times, activists can use tactics and frames to alter the balance of power in relations with the media and the state and to attract positive media coverage, particularly when activists develop strategies that are not exclusively focused on the media. We argue that a combination of political opportunities and activist media strategies enabled protest organizers to position themselves as central figures in the G-20 news story and leverage that position to build media interest, develop relationships with reporters, and influence newspaper coverage.

Citation

Kutz-Flamenbaum, R.V., Staggenborg, S. and Duncan, B.J. (2012), "Media Framing of the Pittsburgh G-20 Protests", Earl, J. and Rohlinger, D.A. (Ed.) Media, Movements, and Political Change (Research in Social Movements, Conflicts and Change, Vol. 33), Emerald Group Publishing Limited, Leeds, pp. 109-135. https://doi.org/10.1108/S0163-786X(2012)0000033008