Findings from the Media Analysis in Austria

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1 Findings from the Media Analysis in Austria Asia in the Eyes of Europe Melanie Pichler Beijing, 7 March 2011

2 Part I Comparision by Media Outlet

3 Volume of News in absolute numbers Der Standard Kronen Zeitung 16 Zeit im Bild

4 Distribution of Sources 100% 90% 9 12, % 70% 52 60% 50% 40% 76 81,5 67 Unsure & n/a Domestic International 30% 20% 40 10% 0% Der Standard Kronen Zeitung Zeit im Bild Total

5 Most Frequent News Agencies 4,18 0,7 3,14 1,04 0,7 2,1 Reuters APA ORF AFP DAPD DPA Others 88,14

6 Focus of Domesticity 100% 90% 80% % 60% 50% 40% Regional 3rd country Asia Local 30% 20% 10% % Der Standard Kronen Zeitung Zeit im Bild

7 Degree of Centrality 100% 90% 80% 70% 60% 50% 40% Minor Secondary Main 30% 20% 10% 0% 15 12, ,5 6 9 Der Standard Kronen Zeitung Zeit im Bild Total

8 Evaluation of Asia or Asian RO 100% 90% 80% 70% % 50% 40% 30% Neutral Positive Negative 20% 10% % Der Standard Kronen Zeitung Zeit im Bild Total

9 Overall Framing 100% 90% 80% 1 4 1, , % 60% 50% 40% 30% ,5 37, Development Environment Social Affairs Economy Politics 20% 11 37,5 10% 0% 15 17,5 Der Standard Kronen Zeitung Zeit im Bild Total 17

10 Detailed Framing Politics 20% Der Standard Kronen Zeitung 8% 92% 80% 33% Zeit im Bild External Internal 18% Total 82% 67%

11 Detailed Framing Economy Der Standard Kronen Zeitung 9% 15% 43% 2% 7% State of Economy Agriculture Trade Industry Business/Finance Energy 49% 38% 24% 13%

12 Detailed Framing Social Affairs Der Standard 4% 5% 2% 1% 2% 2% Migration Welfare Diversity/Multicult uralism Education/Research Crime Kronen Zeitung 2% 2% 2% 14% 7% 2% 15% 24% Health Care Entertainment 2% 4% Sports 23% 7% 3% Lifestyle 2% 14% Culture 9% 8% 11% Wellbeing Accident/Natural Disaster Others 33%

13 Actor Representation 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 4 5,5 3 5,5 6 4,5 3,5 7 9, Der Standard Kronen Zeitung Zeit im Bild 8,5 78 Total ASEAN APEC ASEM Central Asia East Asia Asia Pacific South Asia South East Asia Asia/Asian

14 Most Frequent ASEM-Actors China China Vietnam India Der Standard Japan South Korea Kronen Zeitung Pakistan South Korea Thailand Malaysia 8 Japan Quality Paper: 35% of all articles in mention China India and Japan are mentioned equally in 12% of the articles Tabloid: Only 16% of all the articles mention China More balanced distribution of actors

15 Conceptional Metaphors Der Standard Category Absolute Number Example Movement 13 "Kompensiert werden die Rückgänge durch Zuwächse der Autoindustrie in Asien" War 8 "Die asiatische Mittelklasse fällt friedlich ein, sie macht Europa zu einer Touristendestination." Stretching Material Substance 6 "(...) analysiert schon seit Jahren die rasante Ausbreitung von Diabetes in asiatischen Ländern." Competition 5 "so sind sich die Hersteller durchaus der wachsenden Konkurrenz aus Asien bewusst. Vehicle 5 "Vieles werde illegal nach Asien und Afrika gekarrt, wo die enthaltenen Schadstoffe, von Blei bis Quecksilber, Mensch und Umwelt vergiften."

16 Conceptual Metaphors Kronen Zeitung Category Absolute Number Example Movement 2 "Asien im Vormarsch." War 4 "Jetzt, da in der Globalisierungs-Arena der Kampf um die besten Köpfe der Welt (inklusive Asien) längst entbrannt ist, wacht auch Österreich auf.

17 Der Standard Der Standard, 29 November 2010

18 Part II Comparision by Frame

19 Volume of News Absolute numbers Politics 49 Economy 73 Social Affairs 151 Environment 10 Development 5

20 Distribution of Sources 100% 90% 80% 70% % 50% 40% Unsure & n/a Domestic International 30% 20% % 0% Politics Economy Social Affairs Environment Development

21 Most Frequent News Agencies 4% 4%2% 12% 2% 2% 2% 4% Politics Economy 90% 78% Social Affairs 1% 3% 2% 1% 3% Reuters dpa AFP dapd Chinese news wire ORF APA Others 90%

22 Focus of Domesticity 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 42 39,5 13, ,5 26 6,5 32 4, , rd country regional local Asia Politics Economy Social Affairs Environment Development

23 Degree of Centrality 100% 90% 80% 70% 60% 50% 40% Minor Sedondary Main 30% 20% 10% 0% Politics Economy Social Affairs Environment Development

24 Evaluation 100% 90% 10, % 70% 60% 50% 40% Positiv Neutral Negative 30% 20% 10% 28, % Politics Economy Social Affairs Environment Development

25 Overall Framing 4% 2% 17% 52% 25% Politics Economy Social Affairs Environment Development

26 Politics Sub-frame 18% Internal External 82%

27 Politics - Sub-sub-frame 13% 2% 4% 4% 9% 40% Asia-US Asia in IO (i.e. UN, G20, IMF) Asia-EU (i.e. ASEM) North Korea-South Korea ASEAN Asia-Austria Asia-Africa Others 14% 14%

28 Economy Sub-frame 7% 0% 14% 44% 2% 21% 12% State of Economy Agriculture Trade Industry Business/Finance Energy Regional Integration

29 Economy Sub-sub-frame 9% Boom in Asia (stock market, industry etc.) Slowdown in Asia 30% 8% Oil and gas 6% 6% Competition between European and Asian industries Cheap consumer goods from Asia (textiles, electronics etc.) European companies invest in Asia Market regulations in Asia Agricultural investments 9% 3% 3% 3% 14% 9% Asia invests in 3rd countries 3rd countries invest in Asia Others

30 Social Affairs Sub-frame 12% 2% 2% 5% 5% 2% 1% 2% 16% Migration Welfare Social Legislation Diversity/Multiculturalism Education/Research Crime Health Care Entertainment 16% 4% Sports Demographics 8% Human Rights Lifestyle 2% 1% 16% 6% Religion Culture Wellbeing Accident/Natural Disaster

31 Detailed Framing Sports 12% Sports 16% Lifestyle Formula 1 32% 36% Food/Asian cuisine Tennis Martial arts 38% 26% Ping Pong Asian Games 8% Fashion Fortune 8% Others 8% 16% Others Research/Education 16% 19% 42% Research in and about Asia Research cooperation 23% Asian investment in education Others

32 Actor Representation by Frame 5% 2% 7% Politics Economy 2% 2% 2% 2% 2% 6% 16% 5% 5% 60% 84% Social Affairs 2% Asia/Asian 3% 2% 1% South East Asia 10% South Asia Asia-Pacific East Asia Central Asia ASEM APEC 82% ASEAN

33 Frequent Actors - Politics ASEM Actors Non-ASEM Actors China 27 South Korea India Japan Pakistan Afghanistan 8 North Korea 6 Kyrgyzstan 4 Kazakhstan 3 European Actors International Actors Austria EU 8 Europe 6 6 France Germany USA 31 G OSCE Brazil Africa

34 Frequent Actors - Economy ASEM Actors 5 Non-ASEM Actors China India Japan Malaysia Indonesia 0 Afghanistan Iran Saudi Arabia Taiwan Turkmenistan International Actors European Actors USA South America Brazil IMF Africa Austria Germany Europe EU Turkey

35 Frequent Actors Social Affairs ASEM Actors Non-ASEM Actors China 29 Japan India South Korea Singapore 5 0 Afghani... 5 Taiwan 3 3 Iran North K Bangla... European Actors International Actors Austria 21 Europe Germany Turkey 8 5 EU USA 27 Africa 15 UNO Haiti Latin Am...

36 Conceptional Metaphors by Frame Category Absolute Numbers Example Politics War 4 Rivalität leistet sich das Reich der Mitte nur mit den USA, die aus Ost-Asien verdrängt werden sollen." Economy Movement 8 "Kompensiert werden die Rückgänge durch Zuwächse der Autoindustrie in Asien" Social Affairs Movement 5 "Und es [Österreich] merkt nicht, wie etwa im asiatischen Raum nicht nur die Tiger-Staaten, die wirtschaftlich schon lang den großen Sprung gemacht haben, auf leisen Pfoten zum Bildungssprung ansetzen." Social Affairs War 5 "Jetzt, da in der Globalisierungs-Arena der Kampf um die besten Köpfe der Welt (inklusive Asien) längst entbrannt ist, wacht auch Österreich auf.

37 Visual Imagery Economy EU-Asia-Summit Zeit im Bild, 4 October 2010

38 Visual Imagery Politics North Korean Soldiers Der Standard, 27 November 2010

39 Visual Imagery Social Affairs Kabaddi at the Asian Games Der Standard, 23 November 2010

40 Visual Imagery Environment Bering Land Bridge Preserve Der Standard, 27 November 2010