Australian Media, Hegemony and Agenda-Setting
By Tim Butterfield
In the current Federal Election campaign, the media use different ideologies, hegemony, discourse and agenda-setting to persuade readers to a certain point of view. This paper will analyse several articles from an Australian newspaper and identify some examples of agenda-setting and hegemony at work. The articles being analysed are For PM, another Labor Man leaves by example, (Price 2007) and Rudd attacks states over pokies, (Franklin, 2007).
Defining the media is not easy because the media is constantly changing with the development of new forms and technologies. The media includes a whole host of modern communication systems, for example cinema, television, newspapers, magazines, advertisements, radio, and interactive multimedia (OShaughnrssy and Stadler, 2002). In this case the primary host of modern communication in focus is the newspaper media in relation to the current Federal Election.
Agenda-setting occurs in the instances in which media coverage draws attention to an issue or event and puts it on the agendaIt can be understood as a form of media management or manipulation (OShaughnrssy and Stadler, 2002). For example, in the article For PM, another Labor Man leaves by example, Price 2007 writes Im not trying to pick on John, Peter Beattie advised but renewal is important. Rudd heartily congratulated Beattie for resigning despite committing to a full term. In this article, it is evident that the agenda is focused on Rudds success and the support on Howards resignation. Those Liberals privately hoping Howard walks the plank will be praying the PM might yet follow the Premiers lead (Price, 2007). Whereas in the article Rudd attacks states over pokies by Franklin, 2007, the agenda is more focussed on Rudds campaign. Rudd has criticised state labor governments for hurting Australian families He promised to ease the burden of the Labor-introduced Higher Education Contribution Scheme (HECS)if elected he would enlist Tim Costelloto work on measuring the real social impact of gambling addiction (Franklin, 2007). In this article, the agenda is focussed on Rudds campaign, values and what he has to offer, with little to say about Howard. Although in terms of the election anything written on one candidate inevitably affects the other.
Ideology is a term that refers to the coherent set of beliefs and values that dominate in a culture, and that are particularly held by those who have power. Ideology is concerned with social and power relationships, and with the means by which they are made apparent. The Media communicate ideology to their audiences (Burton, 2002). Hegemony and Ideology work together to help explain different ideas presented within an article. Hegemony is the exercise of power through social or cultural leadership, rather than direct coercion; power exrcised through establishing norms (Williams, 2003). Because Hegemony is involved with social and power relationships, it would therefore be evident in any article related to society and power issues, more importantly the election. In the article For PM, another Labor Man leaves by example, Price uses the ideologies, propaganda, nationalism, democracy, and status. Propaganda is the manipulation of information for certain purposes (Branston and Stafford, 2003), in this case Price uses Howards situation for diminishing our faith in the Liberal party in the favour of Rudd. The ideologies of nationalism and democracy refer to issues of the nation and the government, because this is a federal election, nationalism and democracy are inevitably involved. Prices uses nationalism and democracy whenever he mentions Howard, Rudd or any other election related issues His name is Kevin and hes here to helpPM under constant attack for refusing to commit to a full three-year term, (Price, 2007). Status on the other hand is in relation to a person or party in particular. This article comments and even alters the status of Beattie, Rudd and Howard and their parties. On one side, Price devalues the Liberal party, Those Liberals privately hoping Howard walks the plank will be praying the PM might yet follow the Premiers lead and on the other, supports the Labor party, his name is Kevin and hes here to help (Price 2007). It is clear that Price has used hegemony to support the Labor party and diminish faith in the Liberal party.
In the article Rudd attacks states over pokies Franklin uses the similar hegemonic ideologies, propaganda, nationalism, democracy, and status. Franklin uses propaganda when he states state labor governments are hurting Australian families with their over-reliance on poker machines taxes (Franklin, 2007). There is no direct evidence that the government over relies on poker machine taxes, or that this affects Australian families at all but because the opposition are arguing this it must be true, dont these taxes benefit education, medicine and welfare? Franklin uses nationalism and democracy whenever he mentions the election and Rudds promises. He promised to ease the burden of the Labor-introduced Higher Education Contribution Scheme (HECS) (Franklin, 2007). Franklin uses the ideology status when he mentions different social cultures, such as families, government structures, gamblers, by standing up for Australian families and criticising the governments status on taxes and HECS fees. Rudd has criticised state labor governments for hurting Australian families (Franklin, 2007). It is evident that Franklin uses hegemony to convey Rudds claims.
Discourses can usefully be understood as socially constructed knowledges. These knowledges involve regulated systems of statements or language use, that is, their appropriate language operates rules, conventions and therefore assumptions and exclusions. Sometimes single words can highlight the power of dominant groups and their discourses to insist on some meanings and exclude others (Branston and Stafford 2003). In the article For PM, another Labor Man leaves by example, Price uses discourse throughout his argument. For example, Prices uses encouraging words such as, fresh, greater good, here to help to portray Rudd and the Labour party as the right choice, with more to offer and with fresh ideas. Whereas with the Liberal party, Price uses harsh words such as those Liberals, walk the plank, and personal ambition to portray Howard as selfish and unwanted. It is clear to see that Price has used discourse to support Rudd and his campaign through the federal election. From a preferred readers point of view, Rudd is young and the right choice and Howard is too old and selfish. Where an oppositional reader will identify the writers manipulation, Rudd is inexperienced and will cause damage to the economy where Howard is experienced and the economy has never been better.
In the article Rudd attacks states over pokies Franklin uses discourse to manipulate the readers point of view and support his argument. For example, Franklin uses negative and violent words such as attacks, hurting, hate and associates them with taxes, gambling and the government. Franklin (2007) states Kevin Rudd has criticised state labor governments for hurting Australian families with their over-reliance on poker machine taxes, This statement also leads us to believe that Rudd has our best interests at heart and therefore create a positive image for Rudd. I hate poker machines and I know something of their impact on families Mr Rudd said (Franklin, 2007). Franklin used the poker machine issue to introduce an unrelated issue about tertiary education fees. And the Opposition Leader says he also feels uneasy that young Australians do not have access to free tertiary education (Franklin 2007). This is another form of discourse where the writer draws its audience in with popular topics and then introduces unrelated topics. It is clearly evident that Franklin has used vast amounts of discourse in his article to make us feel uneasy about our current situation and that Rudd will improve our situations. From a preferred readers point of view, Rudd has families at first priority, that benefits everyone. Where an oppositional reader will identify the writers manipulation, Rudd is inexperienced, these taxes help fund schools, medicine and welfare, if we lower poker taxes we could jeopardise our childrens future.
In the articles For PM, another Labor Man leaves by example, (Price 2007) and Rudd attacks states over pokies, (Franklin, 2007) from the current Federal Election campaign, the media use different ideologies, hegemony, discourse and agenda-setting to persuade readers to a certain point of view. This paper has analysed several articles from an Australian newspaper and identified some examples of agenda-setting and hegemony at work. This paper has discovered hegemony and agenda-setting play a vital role in the position of an article and can also be a very strong influence on the reader when used correctly. It was clear that Price set the agenda on Rudds success and the support on Howards resignation and used hegemony to support the Labor party and diminish faith in the Liberal party. Whereas Franklin set the agenda on Rudds campaign and values with little to do with Howard.
References
Branston, G. and Stafford, R. 2003, Ideologies and Power, The Media Students Book, Third Edition, Routledge, London and New York, pp 117-147.
Burton, G. 2002, More Than Meets The Eye: An Introduction to Media Studies, Arnold, London, pp. 282.
Franklin, M 2007, Rudd attacks states over pokies, Australian, 11 September.
O'Shaughnessy, M. and Stadler, J. 2002, Media and Society: An Introduction, Second Edition, Oxford University Press, South Melbourne, pp. 2-18.
Price, M 2007, For PM, another Labour man leaves by example, Australian, 11 September.
Williams, K. 2003, Ways of Making You Think: Theories of Ideology and Meaning, Understanding Media Theory, Arnold, London, pp. 145-164.