FRAMING THE PRESIDENCY: PERSPECTIVE ACROSS BORDERS. En kvantitativ studie om inramningsstrategier i svenska respektive kanadensiska nyhetsmedier när det kommer till det amerikanska presidentvalet 2024

Abstract

Executive summary As the U.S. presidential election approaches, the world's attention turns to the United States, a political event that impacts not only American citizens but also the global political and economic landscape. In an era where news flows are faster and more interconnected than ever, the power of the media to frame and angle international events becomes both an opportunity and a risk. The 2024 U.S. presidential election, with its polarized candidates and dramatic issues, offers a unique lens through which we can study how national media convey global events. This study aims to explore the framing strategies present in Swedish and Canadian news coverage of the 2024 U.S. presidential election. The primary objective is to map the framing strategies used in Swedish and Canadian news outlets and analyze whether, and in what ways, the coverage differs between the two countries. By examining how the media in these two countries report on the election, this research seeks to identify differences in the portrayal and framing of events, and how these might reflect distinct media logics and national perspectives. The secondary objective is to examine the journalistic approach in order to highlight the norms which affect the production of news in both countries. The study is grounded in framing theory and media logic, incorporating elements of mediatization and news values. Framing theory is employed to understand how media outlets select certain aspects of reality and make them more salient, thereby influencing how audiences interpret news events. Media logic is explored to highlight the operational norms that guide how news is produced and presented. To do this a quantitative content analysis was conducted, examining a total of 420 news articles from six different newspapers—three from Sweden (Dagens Nyheter, Aftonbladet, SVT Nyheter) and three from Canada (The Globe and Mail, Toronto Star, CBC News). The results show that issue and game framing are the most common strategies used in both Swedish and Canadian news coverage, with similar incidence except in regards to the public service-media. However, a notable difference emerges in the use of scandal framing, which appears more frequently in Swedish media than in Canadian media. This suggests a subtle variation in how the two countries’ media approach the election, possibly reflecting different journalistic practices and audience expectations. Furthermore, a significant pattern emerged concerning the journalistic approach: a descriptive approach was predominant (in contrast to an interpretive approach), particularly in public service media. These results indicate that while there are similarities in the predominant framing strategies, the increased use of scandal framing in Swedish coverage points to a distinct media logic that emphasizes sensational elements to engage audiences. This finding contributes to a broader understanding of how national media systems influence the presentation of international political events. Additionally, the descriptive focus highlights how news values such as objectivity and neutrality shape the portrayal of events. Limitations of the study include the focus on a specific time frame and the selection of only six news outlets as well as the difference between commercial and public service-media, which may affect the generalizability of the findings. Future research could expand the scope to include a longer time frame and a more diverse set of media sources to further explore the nuances in framing strategies across different countries. Additionally, a combined qualitative analysis could provide deeper insights into the reasons behind the observed differences.