Research in Public Relations and Organisational Communication
Edited By Andrea Catellani, Ansgar Zerfass and Ralph Tench
The Use of Media in Activist Public Relations. Framing the “Defending our honour” Movement
The Use of Media in Activist Public Relations
Framing the “Defending our honour” Movement
A. Banu BIÇAKÇI & İlker C. BIÇAKÇI
Yeditepe University, Istanbul, Turkey
This chapter takes activist public relations as a core concept and examines how a social movement in Turkey named “Defending our Honour” makes use of framing approaches to build relationships with their publics via media. The methodology of the study depends on framing, and the researchers employed a content analysis on the newsletters of the movement, news articles and columns published in the media, for the presence or absence of the framing techniques. The study also questions possible similarities between the preferred approaches by the movement and the media. In doing so, the objective of the study was to evaluate the success of the movement’s media relations activities. The findings suggest that the most common technique in all three types of documents was the “general description”. This result proved that the movement was successful in meeting one of their goals, which was being known by their target audiences. Among five framing techniques, only “statistics” seemed to be absent. This result can be related to the negative attitude of mainstream Turkish media towards scientific realities, concerning human health and environmental pollution, if those realities are contradicting with economic and political interests.
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