This July-September 2007 Quarterly Media Analysis is the first in a series of four reports for the Campaign for Action on Family Violence. The Ministry of Social Development commissioned three Quarterly Media Analysis reports to measure the increase in awareness and understanding of family violence during the Campaign period. Although the Campaign for Action on Family Violence was officially launched in September 2007, media advocacy work began before then. For comparison purposes, an Historical Media Report was carried out of family violence stories from a three month sample in 2005, before any Campaign or media advocacy work began.
This quarterly media analysis examines the following:
- The extent of coverage of family violence
- The tone and manner of family violence media coverage
- The family violence issues and messages being communicated through media coverage
- The family violence myths being perpetuated through media coverage
- Family violence spokespeople
- News organisations and reporters covering family violence stories
- The number of "calls to action" against family violence
The results of this Quarterly Media Analysis will be used to:
- Compare and track changes in media coverage of family violence.
- Identify the success of the Campaign for Action on Family Violence.
- Identify areas of action required to respond to use of myths and misreporting.
The Campaign for Action on Family Violence is being led by the Ministry of Social Development and the Families Commission, in association with communities. It is supported by ACC, the Ministry of Health and the New Zealand Police. The campaign is a major initiative of the Taskforce for Action on Family Violence, which advises the government on family violence issues.
Key Results
- Family violence was an issue of interest to the media during the quarterly period from July-September 2007, with the high profile death of Rotorua toddler Nia Glassie attracting sustained and intense media interest.
- The high level of media and public interest in family violence issues was highlighted by the fact that 16.6% of the 561 stories analysed during the July-September 2007 quarterly period were either on the front page of a newspaper or the lead item in a radio or television news broadcast.
- More than half of all family violence stories assessed during this quarterly period (51.9%) were about children (child abuse, child murder/homicide and child sexual abuse).
- On analysing all the media stories on child murder/homicide during the three month time frame, coverage of the theme could be described as inconsistent. At least four children died during the period yet no media stories reflected this fact or kept a tally of (alleged) child murders/homicides.
- Stories specifically about family violence or preventing family violence made up approximately a third of the total coverage.
- The official launch of the Campaign for Action on Family Violence on 4th September 2007 attracted nationwide media coverage.
- After September 4th, there were 167 family violence stories in the media. More than 40% of them (69 in total) named the Campaign for Action on Family Violence or contained a key campaign message