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Start small, build big: Negotiating opportunities in media markets
Article
Ryan, C, Anastario, M, Jeffreys, K. (2005). Start small, build big: Negotiating opportunities in media markets .
10(1), 111-128.
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Ryan, C, Anastario, M, Jeffreys, K. (2005). Start small, build big: Negotiating opportunities in media markets .
10(1), 111-128.
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cited authors
Ryan, C; Anastario, M; Jeffreys, K
authors
Anastario, Michael
abstract
We track the strategic choices of Rhode Island Coalition against Domestic Violence (RICADV), a statewide collective actor working in one media market to expand opportunities to promote its mission. We reconstruct an organizational life history describing how RICADV built its communications capacity and deepened internal and external relations, thereby increasing media standing with Rhode Island journalists. To measure growth in media standing quantitatively, we analyze print coverage of three comparable clusters of domestic violence murders occurring in Rhode Island between 1996 and 2002. Over this interval, RICADV rose from invisibility to become Rhode Island reporters' foremost source for background information on domestic-violence murders. Also, the use of language identifying these murders as domestic violence increased sixteen-fold. Stressing dialogic and relational approaches, we conclude that despite restricted access to corporatized media markets, intentional collective actors can negotiate and expand media opportunities by strategically selecting mission-relevant media projects that match their existing resources and networks. © Mobilization: An International Journal.
publication date
February 1, 2005
Additional Document Info
start page
111
end page
128
volume
10
issue
1