This October-December 2007 Quarterly Media Analysis is the second in a series of four reports for the Campaign for Action on Family Violence. The Ministry of Social Development commissioned three Quarterly Media Analysis reports to measure the increase in awareness and understanding of family violence during the Campaign period. Although the Campaign for Action on Family Violence was officially launched in September 2007, media advocacy work began before then. For comparison purposes, an Historical Media Report was carried out of family violence stories from a three month sample in 2005, before any Campaign or media advocacy work began.
This quarterly media analysis, like the July-September 2007 Quarterly Media Analysis, examines the following:
- The extent of coverage of family violence
- The tone and manner of family violence media coverage
- The family violence issues and messages being communicated through media coverage
- The family violence myths being perpetuated through media coverage
- Family violence spokespeople
- News organisations and reporters covering family violence stories
- The number of "calls to action" against family violence
The results of this Quarterly Media Analysis will be used to:
- Compare and track changes in media coverage of family violence.
- Identify the success of the Campaign for Action on Family Violence.
- Identify areas of action required to respond to use of myths and misreporting.
The Campaign for Action on Family Violence is being led by the Ministry of Social Development and the Families Commission, in association with communities. It is supported by ACC, the Ministry of Health and the New Zealand Police. The campaign is a major initiative of the Taskforce for Action on Family Violence, which advises the government on family violence issues.
Key Results
- Media interest in family violence issues was sustained in the October-December 2007 quarter, following the official launch of the Campaign for Action on Family Violence in September.
- There were no “high-profile” family violence cases during the October-December 2007 quarter. However, the high level of media coverage indicates family violence is seen as a serious social issue in its own right.
- 8.6% of stories were on the front page of a newspaper or the lead story on a radio or television news broadcast. Again, considering the lack of a fresh ʺattention-grabbingʺ news story, this highlights the importance the media put on family violence issues.
- The media continued to show a high level of interest in family violence stories about children. More than half the stories assessed (54.4%) were about child abuse, child murder/homicide or child sexual abuse. When this figure is added to stories about smacking which were also mainly focused on children, the total number of family violence stories involving children rises to 67.4%.
- Stories about smacking captured the interest of the media during the October-December 2007 quarter, making up 13% of total coverage.
- Stories specifically about family violence or preventing family violence made up 28% of the total coverage.
- Although the Campaign for Action on Family Violence was officially launched on 4th September 2007, it continued to attract significant media interest and was mentioned in nearly 20% of all family violence stories during October-December 2007.
- White Ribbon Day on 25th November attracted a high level of media interest. 3% of stories this quarter were about White Ribbon Day.
- Provincial media used White Ribbon Day to highlight anti-family violence initiatives at a local level, with many outlining events in their cities and towns.
- Nearly 30% (27.3%) of stories contained ʺcalls to actionʺ against family violence.