Framing Vem pra Rua
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This document analyzes how Brazilian media outlets framed the 2013 protests in Brazil on news websites, blogs, and Twitter. It finds that initially, news websites used more "confrontation" frames but later shifted to more "legitimizing" frames as protest participation grew and demands became more generic and resonant. Blogs emphasized "debate" frames from the start. Twitter news accounts followed public support on Twitter, mirroring trends seen in previous Brazilian protests. The rise of a "rights" frame correlated with increased legitimizing coverage, supporting the hypotheses. Further analysis of frame sponsorship and impact on social movements is recommended.
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A preeminent form of social activism today is what has been termed “hashtag activism” (Dewey, 2014), essentially the movement to spread awareness online regarding social issues embraced and defined as important by well-known public figures and ordinary people alike. Hashtag activism is conducted on Twitter, an Internet platform actively used by 255 million account holders across the world and passively followed by millions more (Twitter, 2014). According to a study conducted for the Pew Research Center’s Internet Project, in 2013, 18% of online adults had Twitter accounts (a 2% increase from the year before) (Duggan & Smith, 2014). Twitter is not the only online platform used for social activism, but it has played a part in a number of broad public campaigns, such as the effort to capture alleged war criminal Joseph Kony, wanted for crimes of mass murder and rape in Uganda (#Kony2012), and the effort to draw attention to injustice in the killing of Trayvon Martin and the subsequent acquittal of the man who shot him, George Zimmerman (#JusticeforTrayvon).
In the spring of 2014, a major campaign of hashtag activism was undertaken in response to the kidnapping of more than 200 schoolgirls from a provincial Nigerian boarding school. Outrage over the girls’ abduction by a self-proclaimed radical Islamic group called Boko Haram (which means “Western education is a sin” in the local Hausa language) spread quickly in April and May of that year from domestic Nigerian activists and the young women’s aggrieved parents to become a global movement functioning primarily online through #BringBackOurGirls. Among the political and cultural luminaries tweeting their support of the kidnapped girls and demanding their safe return were First Lady Michelle Obama, British prime minister David Cameron, media personalities Ellen DeGeneres and Piers Morgan, young Pakistani activist for women’s and girls’ rights Malala Yousafzai, and even celebrities like Chris Rock and Amy Poehler. By the beginning of May, #BringBackOurGirls had accrued well over 2 million tweets (McGann, 2014). Online appeals also spurred public protests outside Nigeria, including demonstrations in Los Angeles and Washington, D.C., calling for the safe return of the kidnapped girls.
© Parker Haeg/Demotix/Corbis
Hashtag activism is, arguably, a potentially powerful technological instrument of social activism. First, it is a means for raising awareness of issues that might otherwise go unnoticed in our information-saturated modern world, particularly if well-known figures involve themselves in campaigns (as was the case in the #BringBackOurGirls campaign). Supporters of social media activism point out that heightened public awareness can put pressure on officials who are in a position to make or change policies or foster action on actionable issues (Seay, 2014). Second, hashtag activism has the potential to draw together concerned individuals and groups across the g ...
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Framing Vem pra Rua
- 1. Framing #Vemprarua: The 2013 Brazilian Protests on News Websites, Blogs And Twitter Rachel Reis Mourao
- 2. Vem pra Rua Summer of 2013: massive protests in more than 150 cities encompassing an array of grievances. First massive protest since President Collor’s impeachment in 1992 Bus fare increase, World Cup expenditures, human rights violations, corruption, etc.
- 3. Scheufele’s model of framing research
- 4. Definitions Collective action frames: action-oriented sets of beliefs and meanings that inspire and legitimize the activities and campaigns of a social movement organization (Benford & Snow, 2000). Master frame: not a concept. Media: intermediary between SMO’s collective action frames and the public, including prospective supporters “Protest paradigm”: structural biases that produce a pattern of coverage of social movement actions (Gitlin 1980; McLeod and Hertog 1992; Shoemaker 1984). Historical overview of protest coverage in Brazil: media “flip-flop,” legitimizing protests when they become more powerful. Entman & Rojecki (1992): the news grants legitimacy to participation by movements with little institutionalized power in politics but only so long as they steer clear of effective political action.
- 5. Research questions and hypotheses How did Brazilian media outlets cover the 2013 protests online? RQ1: What frames were employed by main media outlets when covering the 2013 Brazilian protests online? RQ2: What frames were employed by bloggers when referring to the 2013 Brazilian protests? RQ3: What frames were employed by Twitter users when referring to the 2013 Brazilian protests? H1: The more people participate in protests, the more the media use “legitimizing” frames when covering them. H2: The broader and more resonant the collective action frames, the more the media use “legitimizing” frames to cover the protests.
- 6. Method Computerized content analysis using the software Crimson- Hexagon Monitors: a) news websites; b) blogs and forums; c) Twitter news outlets; d) Twitter general. Training: a sample was used to train the program on the various master frames proposed by Hertog and McLeod (2001): confrontation, riot and debate. Algorithm applied the lessons to the large data sets based on the identification of central concepts (Hertog & McLeod, 2001; Miller & Riechert, 2001). Results were compared with a timeline of the events (H1) Hashtags were used as a proxy for the movement’s demands (H2)
- 7. Results: news websites and blogs
- 8. Results: Twitter news and general
- 9. Results
- 10. So what? Brazilian media followed the “protest paradigm” more closely on the beginning of the events, but migrated to legitimizing frames as demands became generic and public support increased (H1 supported) This is consistent with the literature on media coverage of previous protests in the country, but in contrast to US theory. News stories follow public support on the streets. Twitter news accounts follow public support on the Twittersphere. The rise of the resonant “rights frame” was closely followed by legitimizing media coverage (H2 supported) Blogs emphasized “debate” frames from the beginning, essentially being used by the social movement organizations to gather support for the protests.
- 11. What’s next? Software training limited: could not identify the circus frame. Future studies on frame sponsorship are needed understand Brazilian media “flip-flop” behavior. Elites fail to index? What is the impact of shifting from issue-specific to generic frames on the cohesion of social movement organizations? Next step: compare the results of media frames analysis to the collective action frames put forward by the SMOs on blogs and Twitter.
- 12. Thank you!
Editor's Notes
- Annnd here is a gif of romney playing jenga, if that doesn’t warm their hearts, I don’t know what else will =)