Media framing of movement protest: The case of American Indian protest

Abstract

Resources are an integral and necessary component of social movement mobilization. Media exposure represents an important resource for movements having few assets. Therefore, many movements consciously seek media attention to enhance their chance of success. This article argues that media attention often impedes movement success. The positive or negative outcome of media attention largely depends on how media agents “frame” movement goals and actions. How the media frames movement protest is an unknown outcome for a movement. Decisions about framing depend on several factors, some of which lie outside the control of movement actors. I use NBC Evening News coverage of Native American protest from 1968 – 1979 in an attempt to understand these factors. This case study shows the dysfunctions of media attention.