| Abstract: | This paper is in the tradition of social analysis aimed at creatingframeworks to join mass media and public opinion processes (e.g.Clarke and Evans, 1983; Gamson, 1975; Gitlin, 1980; Hall, 1977;Iyengar and Kinder, 1987; Lang and Lang, 1968, 1983; Lippman,1922; Mollotch and Lester, 1974; Noelle-Neuman, 1974; Paletzand Entman, 1981; Shaw and McCombs, 1977; Turner and Paz, 1986).After a brief review of media system dependency (MSD) theory,we illustrate how it may apply to public opinion processes thatentail contested issue ‘value-frames’ (Ball-Rokeachand Rokeach, 1987). In such cases, the media system is directlyimplicated in the negotiation of legitimacy of opposing positionson an issue. Our illustrative case is the abortion issue asit has been played out in the United States over recent decades(Luker, 1984). We focus upon the respective capacities of pro-and anti-abortion movements to control the value-frame of mediacoverage of the issue (Guthrie, 1989). A value-frame may beconceived as ‘... the main substantive theme of a moralityplay’ (Ball-Rokeach and Tallman, 1979) wherein the distinctionbetween ‘good’ and ‘bad’ hangs in thebalance; in this case, between positions on abortion. We suggestthat change in the value-frame of media coverage and publicdiscourse may be understood, at least in part, as an outcomeof change in contestants' MSD relations. |
