Media Framing and News Value
Chapter 11 in the “An Introduction to Public Relations: From Theory to Practice” discussed about what news values and framing are about. Remember in the previous trimester of Communication Studies we did an assignment on Media Framing? We discussed about how the media can package the situation into something positive or negative, how this one article the media portray can popularize someone positively or negatively. Just like the Magic Bullet Theory, it injects ideas, attitudes and beliefs into the audience.
For example, the flood on the 19 of November 2009 made headlines and history in Singapore. The newspapers were saying that the government had not anticipated such an event to happen while bloggers thought likewise and questioned the oversight and ability of the government. This was the example I used in my assignment to point out and compare the framing techniques used in a mainstream media source to the framing techniques in an alternative media source.
And about News Value,
Truth: The mainstream media and the alternative media source provides truth but it is how the writer frames the story. Mainstream media wrote the articles in a more politically right manner while the alternative media source wrote it in a more straight forward manner.
Timeliness: At that point (19 November 2009), the mainstream media provided more up to date as they have first hand information and were reporting live.
Those were the two considerations of news values. Others such as Proximity, Conflict, Eminence and prominence, Consequence and impact, Human or animal interest, Unusual or remarkable and finally fit the focus of each medium, also play a part in contributing to news values.