Public Opinion and Media Coverage of Labor Unions - Article Example

?Article Analysis This paper will provide an analysis on article “Public Opinion and Media Coverage of Labor Unions” written by Diane Schmidt and published in 1993 in Journal of Labor Research (volume 16). The paper will critically evaluate and assess the arguments provided by the Diane Schmidt in the light of discussions and arguments presented by contemporary researchers. The paper will also present various pros / cons and convictions of the original author. A conclusion will be provided at the end to summarize all discussions and analyses. 2. Analysis It is worthwhile to mention that print and electronic media have recorded tremendous growth in last 50 years, which is mainly attributed to changes in strategies, new inductions and innovations such as coverage to dramatic events, placement, timing and volume of news article, inclusion of material that directly relates to and meet public’s interest and others etc. Nevertheless, Schmidt (1993) pointed out that the coverage of organized labor and business unionism had been reducing since 1970s as the number of articles written on labor unions is well below compared to the quantity of articles prior to 1970s. The aforementioned claim has also been proved in the light of findings compiled by Meister (n.d), Puette (1992) and Chermak (1995) as these researchers confirmed that media coverage to labor unions have reduced considerably. For instance, Schmidt’s claim that general public and masses receive most of the information on public affairs (during 1990s) from print media (especially newspapers and magazines) could be defended because electronic and internet media have become more popular since 2000 onwards. Print media, therefore, have the ability to shape new opinion and to influence and stabilize existing public opinions because of their reach to masses. Therefore, it should be mentioned that if media would portray positive image of labor unions (an interest group) then public would have positive perceptions, sympathetic attitudes, opinion and moral support. In contrast, if media would indulge in negative portrayal of unionism in corporate sector (either unintentional or intentional) then the probability of negative public opinion would increase (excluding union members as they are least affected). Nevertheless, Schmidt’s actual argument is about the involvement of media in faulty coverage of labor unions, which then result in creation of negative attitudes and opinions about unionism among masses. For instance, the independents and non-members followed by Republicans are ones who actually form negative opinions about unions, which is largely based on information provided in credible newspapers such as Times and others etc. The claim was valid as it had been statistically proved in the light of results that indicated the positive relationship between negative media coverage and unsympathetic public opinions. After analyzing the findings of Schmidt (1993), Meister (n.d), Puette (1992) and Chermak (1995), I would like to highlight that print media mostly focus on coverage of union corruption and violent strikes in a dramatic manner so that the news becomes spicy and entices more readers. In addition, it has been a proven fact (reference to research by mentioned authors) that the journalists (during 1970 – 1995) have remained nonchalant to peaceful and uneventful dispute resolution. Indeed, a rational analyzer should condemn the past attitude of journalists because it led to portrayal of only negative side (and biased) of labor unionism in a highly exaggerated manner. Hence, the public also viewed unions as more “socially unresponsive, elitist, nondemocratic and ridden by crime”. Meister (n.d) have called that news are presented, just to attract masses, in a way as if there has been an inevitable tussle and war between unions and employers / firm owners. In fact, I would argue that it resembles with yellow journalism because of exaggeration and dramatics involved. Another logical argument behind negative media coverage is that the number of articles on strikes is over 50% of total articles on labor unions. Another surprising fact is “the number of strikes has declined sharply, especially since the early 1970s, and was at its lowest point in 1985” – this is the evidence of exaggeration and yellow journalism. I would now like to throw light over changes in structure, display and outlook of newspapers as today there is huge focus on coverage of business, sports, entertainment and recreational events (unlike in past). Indeed, the more recent changes are related to format and placement of news articles because the share of classified ads has increased tremendously. The large companies, with high advertising budgets, have inclination to select front page for advertisements; therefore, the news hole reduces and only more meaningful and important news are presented at headline page. For instance, the front page only includes more dramatic strike – related labor union news on front page, which then leads to negative attitudes among nonunion members and general public. In short, the media news space that business unionism deserves has reduced considerably, despite the fact labor unions require more coverage in this globalized, full of challenges, world. Another important fact that should be discussed in this analysis is that there are only some newspapers that have employed specialized individuals who could collect news related to business unionism and cover events in corporate sector. The market of 2011 is way bigger than the market size in 1990s; therefore, there is sheer need of hiring labor beat reporting specialists to provide deserving coverage to unionism in an honest manner. Meister (n.d) has also talked about specialized media treatment, which confirms the aforementioned argument of Schmidt (1993). On an ending note, Labor unionism should not be confused with negative organizational politics for unfair advantages and interests. Indeed, this type of politics is quite similar to crimes that compel firms and employers to forbid union activities. Unionism, however, does not talk about use of influence for unfair behaviors, violence and organizational misconduct; rather its core agenda is to peacefully resolve all employees – employer disputes and protect workers’ interests. 3. Conclusion In a nut shell, the mass media (print media specifically) have remain involved in negative media coverage as most of the credible newspapers tend to publish strike – related news stories as a primary labor union news. Nevertheless, the major aim behind this entire demeaning exercise is nothing but to tempt maximum readers towards the published newspapers. It should be recalled that mass media has phenomenal influence on public because of its capability of shaping opinions and creating either positive or negative perceptions. Therefore, all past researchers have validated that media have been responsible for negative coverage of business unionism, which subsequently leads to unsympathetic attitudes and responses of independents and nonunion members about labor unions. As far as limitations of this analysis is concerned, I would like to clarify that latest available academic peer reviewed journals, covering the situation in 2001 onwards, are not available so new researchers could initiate projects to indicate any changes in last 10 – 15 years. References Steve Chermak review of “Puette, William (1992) Through Jaundiced Eyes: How the Media View Organized Labor” in Journal of Criminal Justice and Popular Culture, Vol. 3(5), 1995; pp. 123-126 Meister, Dick (n.d). Labor - And A Whole Lot More. Dick Meister [Online] Available at http://www.dickmeister.com/id65.html Schmidt, Diane (1993). Public Opinion and Media Coverage of Labor Unions. Journal of Labor Research, vol. 16, No. 2, pp. 151-164 Read More