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Making news funny - differences in news framing between journalism and political comedy

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Author list: Ödmark, Sara
Publication year: 2018

Abstract
Classic agenda-setting and news framing research focuses on traditional media actors; journalists, political figures, professional communicators. However, the personalization of politics and journalism, as well as the rise of social media, is creating new spaces for other actors, like comedians. In the separation of vertical media: media who are still aiming for a wide audience with content of general relevance, and horizontal media: more specific media actors building a community around the content they produce, comedians can be considered actors in horizontal media, who help provide community agenda (McCombs et al., 2014; Ninkovic-Slavnic, 2016). This study compares how professional comedians as actors in horizontal media frame news and current affairs with the journalistic framing of vertical media. The study is performed via a quantitative content analysis of Swedish political comedy and Swedish news media. It shows that the comedic framing is more thematic and more often on a societal level, while journalistic news framing is more episodic and on an individual level. The comedic framing is also more focused on issues of political figures and political processes; more personal, more emotional, more negative and more inclusive of different types of actors and policy plans when compared to the journalistic news reporting of vertical media.


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