Tips for generating a media release and media coverage : how the media ate up my research on Aussie horror movies

The focus of this paper is preparing research for dissemination by mainstream print, broadcast, and online media. While the rise of the blogosphere and social media is proving an effective way of reaching niche audiences, my own research reached such an audience through traditional media. The first major study of Australian horror cinema, my PhD thesis A Dark New World: Anatomy of Australian Horror Films, generated strong interest from horror movie fans, film scholars, and filmmakers. I worked closely with the Queensland University of Technology’s (QUT) public relations unit to write two separate media releases circulated on October 13, 2008 and October 14, 2009. This chapter reflects upon the process of working with the media and provides tips for reaching audiences, particularly in terms of strategically planning outcomes. It delves into the background of my study which would later influence my approach to the media, the process of drafting media releases, and key outcomes and benefits from popularising research. A key lesson from this experience is that redeveloping research for the media requires a sharp writing style, letting go of academic justification, catchy quotes, and an ability to distil complex details into easy-to-understand concepts. Although my study received strong media coverage, and I have since become a media commentator, my experiences also revealed a number of pitfalls that are likely to arise for other researchers keen on targeting media coverage.

Media coverage of sustainable development issues – attention cycles or punctuated equilibrium?

Over the last two decades there has been a marked change in the way that the public perceives environmental issues and the concepts associated with sustainable development. Few would argue that this has moved into the mainstream of public consciousness. Coverage of sustainability related concepts within the media, as illustrated by a sample of 112 worldwide newspapers, shows a clear upward trajectory. Taking the example of climate change and sustainable development this paper explores this increasing coverage, and arguably awareness of, sustainability concepts and considers parallels with the concepts of punctuated equilibrium and issue-attention cycles.

Sustainability-related media coverage and socioeconomic development: a regional and North–South perspective

Abstract. With this paper we discuss the differences between sustainability-related media agendas across different countries and regions. Utilising a sample of 115 leading national newspapers covering forty-one countries, we show that typically no homogeneous global trends exist with regard to sustainability-related media agendas. Instead, significant differences exist regarding the national-level prioritisations of sustainability-related issues in the countries under review. To some extent, these observed differences can be attributed to different levels of socioeconomic development as measured by Human Development Index scores and gross domestic product per capita. Here, generic differences can be identified between newspapers from the Global North and South, with a range of issues such as climate change emerging as typically Northern issues, whereas issues such as corruption and poverty show significantly higher levels of coverage across newspapers from the Global South. We conclude with a discussion of the results in the context of global environmental governance.

Housing booms and media coverage

This article analyses news media coverage of the housing market. Building on theories of media influence where word of mouth is the final mechanism of opinion change but media initiate discourse, I examine the relationship between news media and the recent UK house price boom. Over 30 000 articles on the UK housing market from the period 1993 to 2008 are analysed, and it is found that media Granger-caused real house price changes, suggesting the media may have influenced opinions on the housing market. However, media sentiment on the housing market did not change with the secular increase in house prices in the 2000s, suggesting that the media did not contribute to the UK’s housing boom and may have helped constrain it.

Media coverage outside the courtroom : public opinion of restrictions imposed on news journalists and psychological effects on crime victims

Comme les études sur la couverture médiatique ont démontré qu’elle influence pratiquement toute personne qu’elle touche, des consommateurs aux jurés aux témoins, les deux études de cette thèse doctorale ont respectivement examiné l’opinion du public sur l’imposition de restrictions sur les médias dans les palais des justices et l’impact de la couverture médiatique sur la santé mentale des victimes de crime. Le gouvernement québécois a récemment introduit des restrictions sur les médias dans les palais de justice afin de minimiser l’influence des journalistes et des caméramans. Bien que l’affaire a atteint la Cour suprême du Canada, une étude préliminaire a trouvé que le public est largement favorable à ces restrictions (Sabourin, 2006). La première partie de cette thèse doctorale cherchait à approfondir ce sujet avec un échantillon plus représentatif de la population. Deux cent quarante-trois participants comprenant six groupes expérimentaux ont rempli des questionnaires mesurant leur opinion de ces restrictions. Les participants ont été divisé en deux conditions expérimentales où ils ont visionné soit des clips audiovisuels démontrant une atmosphère de débordement dans des palais de justice ou des clips plutôt calmes. Un troisième groupe n’a visionné aucun clip audiovisuel. De plus, il y avait deux versions du questionnaire ayant 20 items où les questions ont été présenté en sens inverse. L’étude a trouvé qu’une grande majorité des participants, soit presque 79 pourcent, ont supporté la restriction des médias dans les palais de justice. Il est intéressant de noter qu’un des groupes n’a pas supporté les restrictions – le groupe contrôle qui a lu les énoncés supportant l’absence des restrictions en premier. La deuxième composante de cette thèse doctorale a examiné l’impact des médias sur les victimes de crime. De nombreuses études expérimentales ont démontré que les victimes de crime sont particulièrement susceptibles à des problèmes de santé mentale. En effet, elles ont trois fois plus de chances de développer un trouble de stress post-traumatique (TSPT) que la population générale. Une étude a confirmé cette conclusion et a trouvé que les victimes de crimes qui avaient une impression plutôt négative de leur couverture médiatique avaient les taux les plus élévés de TSPT (Maercker & Mehr, 2006). Dans l’étude actuelle, vingt-trois victimes de crimes ont été interviewé en utilisant une technique narrative et ont complété deux questionnaires mésurant leur symptômes du TSPT et d’anxiété, respectivement. Une grande proportion des participantes avaient des symptômes de santé mentale et des scores élévés sur une échelle évaluant les symptômes du TSPT. La majorité des narratives des participants étaient négatives. Les thèmes les plus communs incluent dans ces narratives étaient l’autoculpabilisation et une méfiance des autres. La couverture médiatique ne semblaient pas être liée à des symptômes de santé mentale, quoique des facteurs individuels pourraient expliquer pourquoi certains participants ont été favorables envers leur couverture médiatique et d’autres ne l’été pas. Les résultats de ces deux études suggèrent que le public approuve la restriction des médias dans les palais de justice et que des facteurs individuels pourraient expliqués comment la couverture médiatique affecte les victimes de crime. Ces résultats ajoutent à la littérature qui questionne les pratiques actuelles qu’utilisent les médias.

Media Coverage and Charitable Giving After the 2004 Tsunami

Media coverage of humanitarian crises is widely believed to influence charitable giving, yet this assertion has received little empirical scrutiny. Using Internet donations after the 2004 tsunami as a case study in a tobit framework, we show that media coverage of disasters increases charitable donations, with an additional minute of nightly news coverage increasing donations by 0.036 standard deviations from the mean. We repeat the analysis using instrumental variables in a tobit model to account for endogeneity, and the estimates are unchanged. We also show that the magnitude and sign of media impact vary by news source and relief agency.

Exploring the relationship between media coverage and participation in entrepreneurship : initial global evidence and research implications

Using a set of variables measured in the Global Entrepreneurship Monitor (GEM) study, our empirical investigation explored the influence of mass media through national culture on national entrepreneurial participation rates in 37 countries over 4 years (2000 to 2003). We found that stories about successful entrepreneurs, conveyed in mass media, were not significantly associated with the rate of nascent (opportunity searching) or the rate of actual (business activities commenced up to 3 months old) start-up activity, but that there was a significant positive association between the volume of entrepreneurship media stories and a nation’s volume of people running a young business (that is in GEM terminology, a business aged greater than 3 but less than 42 months old). More particularly, such stories had strong positive association with opportunity oriented operators of young businesses. Together, these findings are compatible with what in the mass communications theory literature may be called the ‘reinforcement model’. This argues that mass media are only capable of reinforcing their audience’s existing values and choice propensities but are not capable of shaping or changing those values and choices. In the area covered by this paper, policy-makers are committing public resources to media campaigns of doubtful utility in the absence of an evidence base. A main implication drawn from this study is the need for further and more sophisticated investigation into the relationship between media coverage of entrepreneurship, national culture and the rates and nature of people’s participation in the various stages of the entrepreneurial process.

The Victorian bushfires and extreme weather events : media coverage, crisis and communication

The 2009 'Black Saturday' Victorian bushfires claimed the lives of 173 people and have become known as the worst fire event in Australian history. Victoria has been at the centre of two other significant Australian fire disasters - 'Black Friday' in 1939 and the 1983 'Ash Wednesday' fires in south-eastern Australia that claimed the lives of 47 people in Victoria. As media scholar and commentator Michael Gawenda has noted, the media not only report an 'event' - like the Victorian bushfires or the tsunami in the South Pacific - but in a sense create and define it. Print and electronic media coverage of extreme weather events therefore raises a multitude of issues about the media's role in serving the community before, during and after a crisis, while also trying to produce the best possible reportage in a competitive industry undergoing dramatic change. This issue of MIA provides a venue for critical, empirical engagement with media coverage and representation, and the role of journalism and journalists in reporting national and international bushfires, tsunamis, hurricanes and other extreme weather events, with a special focus on the 2009 Victorian bushfires. Its goal is to address the ramifications of an industry in flux - indeed, some may say crisis - driven by technological advances, staff reductions and media organisations under financial pressure, and to explore the ways in which such extreme weather events have impacted media practices and policy

Race, genetic determinism and the media: an exploratory study of media coverage of genetics and Indigenous Australians

Social scientists and Indigenous people have voiced concerns that media messages about genetics and race may increase the public's belief in genetic determinism and even increase levels of racism. The degree of genetic determinism in media messages has been examined as a determining factor. This study is the first to consider the implications of this area of scholarship for the indigenous minority in Australia. A search of the last two decades of major Australian newspapers was undertaken for articles that discussed Indigenous Australians and genetics. The review found 212 articles, of which 58 concerned traits or conditions that were presented in a genetically deterministic or antideterministic fashion. These 58 articles were analysed by topic, slant, and time period. Overall, 23 articles were anti-deterministic, 18 were deterministic, 14 presented both sides and three were ambiguous. There was a spike in anti-deterministic articles in the years after the Human Genome Diversity Project, and a parallel increase in deterministic articles since the completion of the Human Genome Project in 2000. Potential implications of the nature of media coverage of genetics for Indigenous Australians is discussed. Further research is required to test directly the impact of these messages on Australians.