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Media, Culture & Society 2007 SAGE Publications (Los Angeles, London, New
Delhi and Singapore), Vol. 29(6): 890915
[ISSN: 0163-4437 DOI: 10.1177/0163443707081693]
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1. Acquisition of
democratic
prerequisites
B. Media discourses
about politics:
discourse analysis
C. Citizens discourses
about politics:
focus group study
through the media analysing issues such as How do citizens do agendagetting? What are their repertoires of media use? How do they make sense of
specific TV news stories? This study was conducted as a focus group study,
in the tradition of reception research.
On the horizontal axis, we were interested in exploring the definitional
power of media discourses and citizens discourses over politics in a broad
sense. We operationalized this knowledge interest in the form of two separate
studies, one dealing with the representation of politics in the news media
analysing the issue How do the media talk about (articulate the field of) politics? This study was conducted as a discourse analysis of print and electronic media texts (Study B).
The second study on the horizontal axis explored the representation and
negotiation of politics among citizens looking for answers to the question
How do citizens talk about (articulate the field of) politics? This study was
conducted as a focus group study (Study C).
This research design might seem to lend itself to all kinds of causal claims
about the relationships between the media and citizens. On the horizontal axis,
do the media impose their political agendas and discourses on the citizens? Or
does the discursive relation work the other way around so that the political discourses of the media merely reproduce the citizens political agendas and discourses? On the vertical axis, do the media spoon-feed citizens a democratic
diet that produces well-informed, critical and reflecting citizens? Or do the citizens shop around and prepare their own democratically nutritious meals?
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and focus group participants aims to demonstrate that the discursive patterns
are fluid and shifting; they are not just structure but also practice, with the
capacity to change these very structures.
896
Short education
Daily newspaper
Cultural leaflets and
public information
from local
government
Radio: culture and
society programmes
The news-hour
(DR1)
Deadline (news
magazine)
-------Mode of experience
Equal orientation
towards media
content and
aesthetics
Awareness of their
social determinants
Infotainment
programmes
(consumer, lifestyle,
etc.)
Free local paper
(bi-weekly)
Metro/Urban (free
city newspapers)
P4 Copenhagen
Radio
TV-News:
DR1 and/or TV2
Lorry (regional TV)
Text-TV
The internet:
overview or
specialized
information
19 Direkte
(popular/populist
TV news)
-----Mode of experience
Primary orientation
towards media
content, secondary
towards aesthetics
Desire for general
overview of news
media that are mainly used by those with a relatively long education
media that are mainly used by those with a relatively short education
media used by long- and short-educated people alike, in similar or different ways.
For each of the two educational groups, the diagram specifies first the media
and programmes that make up their news diet and, second, their mode of experiencing these media. The media exposure patterns delineated in the diagram
turn out to correspond fairly closely with existing media statistics, but the most
interesting aspect of the analysis is not the fact that these groups use a certain
configuration of media, but rather their discursive construction of why they use
the media they do, what they say they use them for, and how they assess the
content and form of the different media, genres and programmes.
Focus group participants with a short education present as their main concern the wish to gain an overview of what is in the news on a daily basis. They
want news that is to the point without unnecessary and irrelevant details, and
justify this news preference on the grounds of a lack of time and a lack of
interest in in-depth background knowledge. The participants refer to a small
897
range of television programmes that provide them with the news overview
that they consider necessary. A newspaper is excluded from their news menu
with the legitimation of lack of time.
In contrast, participants with a relatively long education give accounts of a large
and varied media use encompassing heavy media and genres. They position
themselves as socially engaged citizens to whom it matters to be well-informed,
which means both to have a broad overview, but also to immerse themselves in
the background and context of the political and cultural stories on the news
agenda. At the same time, some of the participants no longer subscribe to a daily
broadsheet newspaper, justifying this on the grounds that they now read the free
daily tabloid and two weekend newspapers. This move from consumption of the
daily newspaper to the free tabloid was a pattern found across focus groups.
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Six repertoires: the medias and the citizens political orders of discourse
Through extensive, systematic discourse analysis of the media material and
the focus group recordings/transcripts, we mapped two orders of discourse
that consisted of the same six interpretive repertoires, but which weighted the
individual repertoires differently. These six interpretive repertoires have
grown out of the analytical encounter between our broad theory of politics (as
defined above) and the media and interview data. This interpretive process can
best be characterized as an abductive inferential process that cross-fertilizes
theoretical structuration and empirical analysis, through which interpretive
categories emerge, merge and diverge until the material appears to have been
exhaustively analysed.
Accordingly, the media and citizens can be said to talk about politics on the
basis of six different interpretive repertoires, which should be seen as often
intertwined with each other, and only analytically separable:
(1)
(2)
(3)
(5)
(6)
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The outer boundaries of the two orders of discourse, together, represent the
limits of what we can say and do in relation to politics. Definitional power
consists not only in the articulation of repertoires but also in the absence of certain interpretive repertoires, excluded because their perspective is considered to
be marginal, irrelevant or does not even come to mind as an existing perspective at all. In our case, an interpretive repertoire is missing that could have articulated politics as a radical critique of the present socio-economic order,
putting into question the current political arrangement whereby private corporate power is unquestioningly granted a considerable domain of control, beyond
the scope of democratic politics. The need to constrain corporate power is certainly present in some of the interpretive repertoires we found, such as in media
reports on the Attac-led grassroots critique of a G8 summit. But this is a form
of critique of capitalism that merely argues for the need to constrain the power
of corporate capital (through global taxation), not to abolish it, as we would
probably have found in an analysis of the political repertoires in the 1970s.
Similarly, a religious articulation of politics is not voiced in our material.
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The people are personified here as named individuals, Elna and Arthur,
while their adversary is constructed as the system through use of dehumanizing terms such as Roads Authorities, politicians and they instead of
proper names. Politicians are discursively constructed as representatives of
the system and thus as responsible for Elna and Arthur losing their home. A
solution exists, apparently, that would harm no one, and save tax-payers
money but the politicians dont care.
Citizen discourses on politics
In the political discourses articulated by citizens, one main focus was on their
discursive understanding of traffic problems and their attribution of
responsibility for these problems and their solution. We probed into what people
understand as a public problem and what they understand as a personal matter.
The following short excerpt illustrates the frequent co-articulation of the two
most dominant repertoires in citizens talk, namely, the party political game
politics as dirty deals, where politics is represented as a democratically
suspect game, and the repertoire populism, which contrasts distant, arrogant
politicians with ordinary peoples sound common sense:
Frederik: I think it was quite frightening to see how many motorways are lacking
in the Copenhagen area. I mean you build a motorway for a lot of money
between towns like Herning and Brande <Yes, I think so too>, but what about
building a ring-road around Copenhagen? They have simply not taken that into
account. It will have to be built further out from the city, if they have not bought
the land for it and had it insured and so on. And then suddenly itll be too late.
Kirsten: (interrupts) But you cant give something to one part of the country
without giving the others something too (laughs a bit), thats the way they
distribute things.
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Moderator 1: I think it was you, Iben, who used the expression they dont have
their finger on the pulse or
Iben: Yes it was me, yes, they dont know where its wrong apparently. When
Mogens Lykketoft [Foreign Minister] is riding around on his bike in the city, he
isnt thinking that the motorway from Roskilde to Tstrup is only two-laned,
and if you are driving at half seven in the morning, for example, and need to go
into town, well youll be lucky if you can go higher than third gear before you
get to Tstrup. They havent got a clue about that. He speeds right through the
city on his bike, but its a bit far from Roskilde. (Group 3)
Stig, Steen and Iben criticize the transport agreement for its failure to take the
needs of car-owners into account, and no recognition is made that there could
be other needs that are equally legitimate. Responsibility for the problems is
ascribed by Iben to them, who are accused of not having their finger on the
pulse. She supports this claim by reference to specific traffic conditions in three
local areas around Lyngby Motorway, the stretch of motorway between
Roskilde and Tstrup and Motorway South. Through a high level of detail and
the use of objective rather than subjective modalities, Iben downplays her own
role, so that the account is constructed as a neutral description of the world out
there rather than merely Ibens personal opinion. And the roots of the account
in local reality, together with her indignation, are further strengthened by the
imperative of her rhetorical appeal to the other focus group participants: Turn
on the local radio every single morning, theres chaos. Moreover, the extent of
the problems is stressed through the use of extreme-case formulations such as
crazy, every single morning and chaos (Potter, 1996).
One of the other speakers, Steen, backs up Ibens claim by talking from the
same everyday perspective. However, he makes it clear, by use of subjective
modalities, that his knowledge is based on his own personal experience. And he
speaks about the problem without the attribution of responsibility to any particular source. The moderator then tries to turn the discussion back to the question of the politicians lack of understanding of the problems. In her response,
Iben draws on the populist repertoire to criticize politicians detachment from
the people from the perspective of the car-owner. As an example of how politicians are detached from the people, she describes how a particular government
minister (the then Foreign Minister Mogens Lykketoft) rides a bicycle instead
of driving a car. The people in this case are thus equated with car-owners.
Two maps: the medias and the citizens discursive landscapes of politics
We have tried to produce a visual display of our discourse-analytical findings
(Figures 3 and 4) in order to clarify the patterning of interpretive repertoires
in the two orders of discourse.
Interpretive
repertoires:
Political
levels
Parliamentary
democracy in
action
Parliamentary
democracy:
politics as
dirty deals
Parliamentary
level Parties,
politicians
Populism:
citizens
against the
system
Sub-political level
Movements,
activists
Grassroots in
the media:
growth versus
environment
Politics in daily
life: negotiation
of individual
responsibility
Life-political
level Family,
consumer-citizen
Grey background indicates dominant interpretive repertoires: the darker the background, the more prominent the repertoire. The linear
position of the repertoires indicates their relative articulation of the political levels of parliamentary politics, sub-politics and life-politics.
FIGURE 3
Interpretive repertoires in the news media's discourses about politics
Interpretive
repertoires:
Political
levels
Parliamentary
democracy in
action
Parliamentary
democracy:
politics as
dirty deals
Parliamentary
level Parties,
politicians
Populism:
citizens
against the
system
Politics in daily
life: negotiation
of individual
responsibility
Life-political
level Family,
consumer-citizen
Grassroots
movements
growth versus
the environment
Sub-political level
Movements,
activists
Grey background indicates dominant interpretive repertoires: the darker the background, the more prominent the repertoire. The linear
position of the repertoires indicates their relative articulation of the political levels of parliamentary politics, sub-politics and life-politics.
FIGURE 4
Interpretive repertoires in the citizens' discourses about politics
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Media, Culture & Society 29(6)
909
The basic design of the two maps is identical: at the bottom we have placed
the first five interpretive repertoires, so that their linear positions indicate their
relative articulation of the political continuum from parliamentary politics,
through sub-politics, to life-politics. As the meta-discursive repertoire is neutral with respect to this continuum, we show it as a long bar, thereby indicating that, with this interpretive repertoire, actors observe and assess the political
continuum as a whole.
The difference between the two maps lies in the shading of the boxes: grey
shading indicates the more prominent interpretive repertoires within the order
of discourse. The darker the grey, the more prominent the repertoire is.
The shading thus shows that the medias discourses about politics are dominated by the repertoires labelled Parliamentary democracy in action,
Populism: citizens against the system and Meta-discourses about politics,
in that order.
From this pattern we conclude that, by showing the positive picture of politics conveyed by the repertoire Parliamentary democracy in action, the
media, and especially the public-service TV channels, play an important part
in educating citizens in the day-to-day mechanics of parliamentary democracy.
As the days, months and years go by, citizens are exposed to a media curriculum of politics that takes seriously the legislative and executive processes
of government. Our study of the ways in which citizens talk about their use and
experience of informative media indicates that they pick up considerably more
than the mere essentials for being an informed citizen (cf. Study A). Moreover,
the critical analytical glance of the meta-discursive repertoire complements
this media portrayal of efficient parliamentary government.
However, through the frequent articulation of the populist repertoire, the
media may simultaneously serve to discredit politicians and the political system, and to invite political actors to follow popular moods rather than political vision and rational argument. On the other hand, the populist repertoire
may also have a democratically healthy influence, in so far as the medias
populist critique of the system coincides with the more venerable media role
of fourth estate.
Turning to the map of the citizens discourses about politics, we see a configuration of repertoires dominated by the repertoire Politics as dirty deals
and the populist repertoire, followed by Politics in daily life: negotiation of
individual responsibility, and Meta-discourse on politics. The two dominant
repertoires, Politics and dirty deals and the populist repertoire, attribute
responsibility for causing and solving transport problems to the functioning of
the party political game and ascribe little agency to citizens with respect to
both the causes and solution of the problems. Consequently, within these
repertoires, citizens experience their scope for political action as political
agents to be extremely limited. But, at the same time, it can be said that the
repertoires were used across educational, gender and age groupings as
resources in engaged discussion of the concepts and rules of politics that is,
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dominance of parliamentary party politics on the news scene, which may discourage the idea that grassroots and life-political activities can be effective
vehicles of political power.
If the causal relationship was a simple and uni-directional one from media
discourses to citizen discourses or from citizen discourses to media discourses, it would be surprising that the Parliamentary democracy in action
repertoire, which dominates the media discourses, plays a negligible role in
the citizens discourses and that the media rarely articulate the politics of
everyday life repertoire drawn on frequently by citizens. Below, we return to
a theoretical discussion of the question of the complex and bi-directional relations between media and citizens.
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agenda-setting theories, cf. McCombs and Shaw, 1972), or over the specific
articulation of particular stories (as found in classic reception theories such as
Hall, 1980 [1973] and Morley, 1980, as well as their more contemporary inheritors, e.g. Deacon, 2003). But we insist that in these matters, where the power
of the media is indisputable, the specific tabling and articulation of the particular
story takes place within the framework of discourses that already are articulated
among the cultures members in other words, in accordance with the bardic
role of the media, as a catalyst of a cultures collective dialogue with itself.
In our study we have identified a set of six interpretive repertoires that represent the totality of discourses in the medias and the citizens political orders
of discourse. We have looked at the different forms of knowledge and identities that are constructed in the discourses, at how they enter into relations of
dominance and subordination with each other, and thus how they speak the
political into discursive existence in Danish society. By exploring the three
discursive terrains, we have aimed to create new insights about the complexity of power and to challenge established notions of power, with the long-term
objective of increasing awareness of the scope for political action facing individuals and groups in mediatized societies.
Notes
1. The authors would like to thank the Danish Democracy and Power Study for
funding the research on which this article is based.
2. Readers interested in details about the focus groups, including interview
excerpts, are referred to Schrder and Phillips (2005).
3. All newspaper texts and focus group extracts in this article are translations from
the original Danish. The analysis presented has been carried out on the Danish texts
and then translated.
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