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Community Structure Approach: Paper and Article Citations
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COMMUNITY
STRUCTURE ANALYSIS
The community structure approach links demographic characteristics to both the amount and direction (positive or negative) of media coverage of critical events. Using counties or cities as a unit of analysis, a community structure approach was initiated by Tichenor, Donohue and Olien in Minnesota (1973, 1980), elaborated by Demers (1996a, 1996b) then tested in nationwide studies by Pollock and colleagues (1977, 1978, 1994-2002). According to a leading communication research textbook, the community structure approach examines the correlation between city data and demographics and newspaper coverage of critical issues and social change (Frey, Botan, and Kreps, 2000, p. 238). Sociology of communication scholars have viewed newspapers as linked not only to readers but also to the communities that they serve. The community structure perspective represents an effort to focus on the "antecedents" of newspaper content, a topic that has received relatively little attention in scholarly communication studies or journalism literatures (Riffe, Fico & Lacy, 1998, pp. 8-10). Newspapers offer a significant medium because newspaper reporting is not always objective, but rather often reflects a narrative "frame." Instead, newspapers serve at least two different purposes. First, they are economic businesses, requiring the marketing and selling of a product for profit. In addition, newspapers serve as community organizations that announce, distribute, negotiate, and discuss community concerns over specific issues (Pollock and Killeen, 1995; Pollock, Dudzak, et al, 2000, Pollock, Awrachow and Kuntz, 1994; Tichenor, Donohue, and Olien, 1980). Originally focusing on the relationship of media to social and political "control", media scholars now urge that community structure researchers begin to focus more on media as potential agents of political and social "change" (Demers & Viswanath, 1999, p. 423-4). A great deal of the literature on community structure and media has emphasized that "mainstream mass media are agents of social control for dominant institutions and value systems" (Demers & Viswanath, 199, p. 419). However, over time media have been increasingly receptive to the concerns of such social actors as women, labor, minorities, environmentalists and gays (Demers & Viswanath, 1999, p. 419). The results of community structure studies by Pollock and colleagues show that several community characteristics are linked to the direction of reporting on political and social issues. Six major patterns emerge: --"Protection"
Hypothesis Broad Community Structure Materials Demers, D.P. (1996 ). The Menace of the Corporate Newspaper: Fact or Fiction? A Macrosocial Perspective. (pp. 159-181) Ames, IA: Iowa State Universtiy Press. Demers, D., & Viswanath, K., (Eds.) (1999). Mass Media, Social Control, And Social Change: A Macrosocial Perspective. Ames, IA: Iowa State University Press. Fan, D.P. (1996). News media framing sets public opinion that drugs are the country's most important problem. Substance Abuse Misuse, 31, 1413-21. Frey, L., Botan, K., & Kreps, G. (2000). Investigating communication. NY: Allyn & Bacon. Friedland, L.A., & McLeod, J.M. (1999). Community integration and mass media: A reconsideration. In D. Demers & K. Viswanath (Eds.), Mass Media, Social Control, and Social Change: A Macrosocial Perspective (pp. 197-226). Ames, IA: Iowa State University Press. Riffe, D., Lacy, S., & Fico, F.G. (1998). Analyzing media messages: Using Quantitative Analysis in Research. Mahwah, NJ: Lawrence Earlbaum. Tichenor, P.J., Donohue, G., & Olien, C. (1973, Autumn). Mass communication research: evolution of a structural model. Journalism Quarterly, 4, 419-25. Tichenor, P.J., Donohue, G., & Olien, C. (1980). Community Conflict and the Press. Beverly Hills: Sage Publications. Olien, C.N., Donohue, G.A., & Tichenor, P.J. (1995). Conflict, consensus and public opinion. In Theodore L. Glasser and Charles.T. Salmon (Eds.) Public opinion and the communication of consent (pp. 301-322). New York: Guilford. ("Guard Dog" hypothesis) Shoemaker, P., & Mayfield, E.K. (1987). Building a theory of news content: A synthesis of current approaches. Journalism Monograph No. 103. Smith, K.A. (1984). Perceived influence of media on what goes on in the community. Journalism Quarterly,61,164-168. Protection Hypothesis The larger the proportion of a community's economic interests with a stake in an issue, the more likely coverage will favor those interests. Pollock, J., Stillman, F. & Yulis, S. (2002, July). Nationwide newspaper "framing" of the Supreme Court decision on FDA tobacco regulation: Testing a content analysis surveillance tool. Paper presented at the annual conference of the International Communication Association, Seoul, South Korea. * (*-- Coauthored with professional colleagues) Pollock, J., Spina, L., Dudzak, M., & Lemire, M. (2000, November). Media alignment with social change: Nationwide newspaper coverage of the 1997 UPS strike. Paper presented at the annual conference of the National Communication Association, Seattle. Pollock, J.C., Tanner, T. & Delbene, M. (2000, August). Nationwide newspaper coverage of social security reform: A community structure approach. Paper presented at the annual conference of the Association for Education in Journalism & Mass Communication, Phoenix, AZ. Johnson, M., Pollock, J. & Clark, A. (1998, April). Nationwide newspaper coverage of the handover of Hong Kong to mainland China: A community structure approach. Paper presented at the annual meeting of the New Jersey Communication Association, Montclair, NJ. Pollock, J.C. (1995, May). Comparing city characteristics and newspaper coverage of NAFTA. Mass Communication Review, 22, 166-177. Buffer Hypothesis The larger the proportion of privileged groups in a community (privilege defined as proportion of those with college educations, family incomes of $100,000 or more, or professional/technical occupational status), the more favorable the coverage of those making human rights claims. Gratale, D., Steer, C., Pollock, J., et. al. (2002, November). Nationwide newspaper coverage of embryonic stem cell research: A community structure approach. Paper presented at the annual conference of National Communication Association, New Orleans. DuRoss, A.M., Moscatello, J.E., O'Rourke, C.A., & Pollock, J.C. (2002, July). Nationwide newspaper coverage of homosexuals in the Boy Scouts of America: A community structure approach. Paper presented at the annual conference of the International Communication Association, Seoul, South Korea. Bartletta, J., DeTurk, K., Warren, L., & Pollock, J. (2001, November). Nationwide newspaper coverage of charter schools: A community structure approach. Paper presented at the annual conference of the National Communication Association, Atlanta. Pollock, J.C.,
Dudzak, M., Richards, K., Norton, S., & Miller, R. (2000, June).
Nationwide newspaper coverage of human cloning: A community structure
approach. Paper presented at the annual conference of the International
Communication Association, Acapulco, Mexico. Pollock, J.C., Kreuer, B., & Ouano, E. (1997, Winter). Comparing city characteristics and nationwide coverage of China's bid to host the 2000 Olympic games: A community structure approach. Newspaper Research Journal, 18, 31-49. Pollock, J.C. & Killeen, K. (1995, November). Newspapers and the Clarence Thomas-Anita Hill hearings: Comparing city structures and major city coverage. Paper presented to the Mass Communication Division at the annual meeting of the Speech Communication Association, San Antonio, TX. Pollock, J.C., Shier, L., & Kelly, P. (1995, November). Newspapers and the "Open Door" policy towards Cuba: A sample of major cities -- community structure approach. Journal of International Communication, 2, 67-86.
The larger the proportion of privileged groups in a community (privilege defined as proportion of those with college educations, family incomes of $100,000 or more, or professional/technical occupational status), the more unfavorable the coverage of biological threats or threats to a cherished way of life. Dino, D., Elia, K. Borrone L., & Pollock, J. (2002, July). Nationwide newspaper coverage of the Supreme Court Bush v. Gore 'stopping the vote counting': A community structure approach. Paper presented at the annual conference of the International Communication Association, Seoul, South Korea. Caamano, A., Virgilio, M., Lindstrom, A., & Pollock, J. (2001, November). Nationwide newspaper coverage of FDA regulation of tobacco: A community structure approach. Paper presented at the annual conference of the National Communication Association, Atlanta. Ehrenworth, A., Collins, S., Hunsicker, R., & Pollock, J. (2001, November). Nationwide newspaper coverage of privacy on the Internet: A community structure approach. Paper presented at the annual conference of the National Communication Association, Atlanta. Pollock, J., Shellenberger, J. et. al., (2001, May). Nationwide newspaper coverage of gun control since Columbine: A community structure approach. Paper presented at the annual conference of the International Communication Association, Washington, DC. Pollock, J.C., Miller, M., & Caldwell, K. (2001, May). Nationwide newspaper coverage of the Tobacco Industry's Master Settlement Agreement: A community structure approach. Paper presented at the annual conference of the International Communication Association, Washington, D.C. Mink, M., Puma, J., & Pollock, J., et. al (2001, November). Nationwide newspaper coverage of women in combat: A community structure approach. Paper presented at the annual conference of the National Communication Association, Atlanta. Pollock, J.C., Nisi, V., et. al. (1999, May). Nationwide newspaper coverage of efforts to ban tobacco advertising toward children: A community structure approach. Paper presented at the annual meeting of the International Communication Association, San Francisco. Pollock, J.C. & Montero, E. (1998). Challenging the mandarins: City characteristics and newspaper coverage of the Internet 1993-1995. In Bosah Ebo (Ed.), Cyberghetto or cybertopia: Race, class and gender on the Internet (pp. 103-119). Westport, CT: Greenwood Press. Pollock, J.C., Awrachow, M.J., & Kuntz, William. (1994, July)). Comparing city characteristics and newspaper coverage of the Magic Johnson HIV announcement: An Archival Approach. Paper accepted for presentation for the Health Communication Division, International Communication Association, Sydney, Australia. Access: Media The larger the newspaper circulation in a community, the more favorable the coverage of those making human rights claims. Pollock, J.C., McNeil, K., Pizzatello, L, & Hall, G. (1996, May). Comparing city characteristics and newspaper coverage of Ryan White: A community structure approach. Paper presented to the Health Communication Division at the annual meeting of the International Communication Association, Chicago, IL. FM Radio The larger the number of FM stations in a community, the more favorable the coverage of those making human rights claims Auletta, C., Castillo, A., & Pollock, J. (2001, November). Nationwide newspaper coverage of the death penalty: A community structure approach. Paper presented at the annual conference of the National Communication Association, Atlanta. Green, R., Huebner, A., Levine, A., & Pollock, J. (2001, November). Nationwide newspaper coverage of school voucher initiatives: A community structure approach. Paper presented at the annual conference of the National Communication Association, Atlanta. Pollock, J., Moran, B. et. al. (2001, May). Nationwide newspaper coverage of hate crime legislation: A community structure approach. Paper presented at the annual conference of the International Communication Association, Washington, DC. Pollock, J.C. & Yulis, S. (1999, May). Comparing city characteristics and newspaper coverage of physician-assisted suicide: a community structure approach. Paper accepted for presentation at the annual conference of the International Communication Association, San Francisco. Pollock, J.C,
& Dantas, G. (1998, July). Nationwide newspaper coverage of same-sex
marriage: A community structure approach. Paper presented to the
Mass Communication Division at the annual meeting of the International
Communication Association, Jerusalem, Israel. AM Radio The larger the number of AM stations in a community, the more unfavorable the coverage of those making human rights claims
Warboys, K., Edwards, E., Cooper, M., & Pollock, J. (2001, November). Nationwide newspaper coverage of the Master Settlement Agreement: The role of AM radio. Paper presented at the annual conference of the National Communication Association, Atlanta. Pollock, J.C., Castillo, A., Solomon, A., & Griffiths, K. (2000, November). Nationwide newspaper coverage of the patient's bill of rights: a community structure approach. Paper presented at the annual convention of the National Communication Association, Seattle. Pollock, J.C., McNeil, K., Pizzatello, L, & Hall, G. (1996, May). Comparing city characteristics and newspaper coverage of Ryan White: A community structure approach. Paper presented to the Health Communication Division at the annual meeting of the International Communication Association, Chicago, IL.
Health Care The larger the number of physicians per 100,000 or hospital beds per 10,000 in a community, the more favorable the coverage of those making human rights claims. Pollock, J.C. & Yulis, S. (1999, May). Comparing city characteristics and newspaper coverage of physician-assisted suicide: a community structure approach. Paper accepted for presentation at the annual conference of the International Communication Association, San Francisco.
The larger the percentage of unemployed or living below the poverty level in a community, the more favorable the coverage of those making human rights claims. Marhefka, M., Salimbene, D. & Pollock, J. (2002, November). Nationwide newspaper coverage of Drilling in the Artic National Wildlife Reserve: A community structure approach. Paper presented at the annual conference of the National Communication Association, New Orleans. Ehrenworth, A., Collins, S., Hunsicker, R., & Pollock, J. (2001, November). Nationwide newspaper coverage of privacy on the Internet: A community structure approach. Paper presented at the annual conference of the National Communication Association, Atlanta. Pollock, J.C., Miller, M., Caldwell, K. (2001, May). Nationwide newspaper coverage of the Tobacco Industry's Master Settlement Agreement: A community structure approach. Paper presented at the annual conference of the International Communication Association, Washington, D.C. Pollock, J., Shellenberger, J. et. al., (2001, May). Nationwide newspaper coverage of gun control since Columbine: A community structure approach. Paper presented at the annual conference of the International Communication Association, Washington, DC. Pollock, J.C., Castillo, A., Solomon, A., & Griffiths, K. (2000). Nationwide newspaper coverage of the patient's bill of rights: a community structure approach. Paper presented at the annual convention of the National Communication Association, November, 2000, Seattle. Pollock, J.C. & Whitney, L. (1997, Fall). Newspapers and racial/ethnic conflict: Comparing city demographics and nationwide reporting on the Crown Heights (Brooklyn, NY) incidents. The New Jersey Journal of Communication, 5 (2), 127-149. Pollock, J.C., & Robinson, J.L. (1977 November/December). Reporting rights conflicts. Society, 13 (1), 44-47. Pollock, J.C., Robinson, J. L., & Murray, M. C. (1978, Fall). Media agendas and human rights: The Supreme Court decision on abortion. Journalism Quarterly, 55 (3) 545-548, 561. Stakeholders The larger the percentage of a generation's cohorts or families with children at risk for a specific issue in a community, the more coverage will reflect the interests of that generation or families with children at risk. Atwan, M., Lachman, Y., Atwood, K., & Pollock, J. (2002, November). Nationwide newspaper coverage of trying juveniles as adults: Exploring the stakeholder hypothesis. Paper presented at the annual conference of the National Communication Association, New Orleans. Geiman, E., Johnson, K., Riddell, M., & Pollock, J. (2001, November). Nationwide newspaper coverage of gun control since Columbine: The role of position in the family lifecycle. Paper presented at the annual conference of the National Communication Association, Atlanta. Mink, M., Puma, J., Pollock, J. (2001, May). Nationwide newspaper coverage of the repatriation of Elian Gonzalez: A community structure approach. Paper presented at the annual conference of the International Communcation Association, Washington, D.C. Pollock, J.C., Tanner, T. & Delbene, M. (2000, August). Nationwide newspaper coverage of social security reform: A community structure approach. Paper presented at the annual conference of the Association for Education in Journalism & Mass Communication, Phoenix, AZ. Gays The larger the percentage of a community's public or private institutions that market to the gay community, the more coverage will reflect the interests of the gay community. Pollock, J.C.
& Tobin, B. (2001, April). Nationwide newspaper coverage of same-sex
adoption: A community structure approach. Paper presented at the
annual conference of the New Jersey Communication Association, East
Long Branch, NJ. Senior Citizens (75+) The larger the percentage of a senior citizens in a community, the more coverage will reflect the interests of that age cohort. Pollock, J.C. & Yulis, S. (1999, May). Comparing city characteristics and newspaper coverage of physician-assisted suicide: a community structure approach. Paper accepted for presentation at the annual conference of the International Communication Association, San Francisco. Pollock, J. C., Coughlin, J., Thomas, J. & Connaughton, T. (1996, Summer/Fall). Comparing city characteristics and nationwide newspaper coverage of Dr. Jack Kevorkian: An archival approach. Newspaper Research Journal, 17(3/4), 120-133. Political Partisanship The larger the percentage of a citizens voting Democratic or Republican in the last presidential election, the more coverage will reflect the positions of those two political parties on social, political or economic interests. Marhefka, M., Salimbene, D. & Pollock, J. (2002, November). Nationwide newspaper coverage of Drilling in the Artic National Wildlife Reserve: A community structure approach. Paper presented at the annual conference of the National Communication Association, New Orleans. Pollock, J.C., Auletta, C., Hartwick, E., Brockenbrough, & Capentier, R. (2001, November). Nationwide newspaper coverage of trying juveniles as adults: a community structure approach. Paper presented at the annual conference of the National Communication Association, Atlanta. Geiman, E., Johnson, K., Riddell, M., & Pollock, J. (2001, November). Nationwide newspaper coverage of gun control since Columbine: The role of position in the family lifecycle. Paper presented at the annual conference of the National Communication Association, Atlanta.
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