Smörja i farvattnet. En kvantitativ innehållsanalys av svensk tryckt press rapportering om oljeläckaget från haveristen Marco Polo

Abstract

This bachelor thesis is aiming to explore the ways in which Swedish newspapers are framing the incident of the TT-Line ferry Marco Polo’s oil spillage in the Baltic Sea. It is also aiming to explore if there are any significant differences in the way local newspapers or national newspapers are framing the incident. A quantitative content analysis is being conducted to identify which news sources, themes, news frames, tones, as well as pictures are the most prominent in the framing of Marco Polo. Theories that are applied throughout this analysis are agenda-setting, framing, media logic as well as the social representation theory. In regard to news sources, representative of other government agency is the most salient throughout all articles, both as the primary as well as for the secondary news source. It is also noted whenever someone is pointed out to be the “problem”. The problem news sources are almost exclusively business/industry or representative of a business/industry, which most often translates to the shipping company TT-Line. The environment is the major theme used in the articles, followed by action/action plan. The action frame is found to be the most prominent news frame, followed by the conflict frame. The tone used is mostly either neutral or negative. A clear majority of the articles are using pictures to frame the incident as well as its consequences. The most commonly used pictures are those of the ferry, people in white suits cleaning up the oil spill as well as birds, most often swans, covered in oil. In regard to the local and national newspapers, there are several similarities. The most commonly used primary and secondary news source is representative of other government agency and the least prominent secondary news sources are politician and other news source, for both local and national newspapers. The main problem news sources are business/industry or representative of a business/industry. For themes, the environment is the most prominent for both local and national newspapers. For the news frames there are no major differences between the local and national newspapers: the action frame is the most common. The tone used through both newspapers is neutral. Both newspapers are also using the same pictures, which are exemplified. However, local newspapers are using pictures generated by TT almost to the same extent as national newspapers, despite being closer to the incident. The greatest differences are that in the primary news sources the representative of the commune is used more often in local newspapers than in national newspapers. There is also a slightly more positive tone in local newspapers than in national newspapers.