Framing the Narrative: News Media Coverage of Big Tech Discourse
2024, Universität Salzburg
Abstract
Previous research suggests that public hearings involving Big Tech generate significant media and public attention, raising awareness of the impact of Big Tech on society. However, there is not a full understanding of how Big Tech ideology and discourse are articulated in public hearings and how they are reflected by the news media. This study fills the gap by providing an analysis of Big Tech discourse during the 2020 antitrust hearing before the House Judiciary Committee of the U.S., and how it was framed in the news coverage of The Washington Post and The Wall Street Journal. Employing a Critical Discourse Analysis lens, the research conducted a thematic analysis to identify salient topics in the public hearing and a semantic analysis to uncover the ideology shaping the discourse. The news media coverage was studied with a framing analysis to identify if the Big Tech discourse was being challenged or uncritically reproduced.The results show that Big Tech discourse can be understood by applying a framework of six themes: 1) Objectives: Big Tech as guardian of American ideals, above being providers of services/products; 2) Activities: trustworthy platform management, downplaying profit-driven actions; 3) Norms and Values: Championing self-regulation and compliance with policies, facilitating public speech rather than platform moderation; 4) Resources of Power/Position in Society: Big Tech as gateways for human needs, rather than entities commodifying data; 5) Group Relations: Benefit providers to allies and competitive fighters to adversaries; 6) Identity: Big Tech articulates their relevance through American exceptionalism, their societal role through the Californian Ideology, and their origins with the American Dream.The framing analysis identified three types of frames. Articles with the economic consequences frame were the least critical, echoing Big Tech’s activities and group relations. Articles with the attribution of responsibility frame were the most critical, challenging Big Tech's activities, values, norms, power resources, and group relations. The conflict frame had a mixed approach, challenging Big Tech’s activities and values. This research confirms that Big Tech discourse aims at maintaining current digital regulation and that news media is critical to their stance, however in some instances it can reproduce Big Tech positions. This research contributes by offering a six-point framework that can be applied to analyze Big Tech discourse in various settings.
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