From blame to context: how official responses influence negative media portrayal of country image

Abstract

ABSTRACT Several studies on international media coverage of developing countries have highlighted the preponderant negative valence of reportage, with ample blame on foreign editors for inexorably portraying Africa negatively. However, the penchant for blaming editors has caused an apparent negation of other perspectives in the portrayal of developing countries. The present study focuses on two side-lined perspectives: the contexts of reportage and official responses to negative image portrayals. With Nigeria in focus, the study urges a rethink of endless, defeatist criticism of foreign editors for negative image of developing countries. It adopts quantitative and qualitative content analysis of 486 negatively slanted newspaper articles on Nigeria in three international newspapers. Results indicate that negative reports about Nigeria were pitched within proven contexts of the routine, systemic and endemic. There was a significant relationship between type and extent of government responses, and negative coverage. In view of the contexts of negative coverage, the study concludes that Nigerian government officials can manage media reactions better by offering fewer rebuttals to negative media coverage, and being prepared to show more evidence of action to redress negative images.