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8/13/2019 BISSIAS-LEKAKOU-THEOTOKAS

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Exploring the image of shippingas communicated by selected

media in cases of emergency andcrisis

Ioannis TheotokasMaria LekakouIlias G. Bissias

ReShip Laboratory,University of the Aegean)


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The purpose of this study

To examine the press and web media coverage ofimportant maritime accidents during the period2008 to 2012.

To determine whether incidents that have made theheadlines in the maritime Media have also attractedthe attention of the general Media.

To focus on the ways that journalists have framedthese events, elaborating mainly on their attitudestowards the shipping industry.


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A Starting Point

In a recent interview Vice President Siim Kallas,stated that in regards to the attitude and role of theMedia towards the shipping industry

we have to differentiate between general pressand specialised press.

The maritime transport related press presents a

balanced and comprehensive picture.This might be different to the general presswhich seems to rather focus on larger scaleevents and incidents, unfortunately often tragic

disasters and accidents.


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Theoretical- Framework- The Roleof The Media News in leading media has been shown to

significantly affect the image of personalities,companies, and organizations, as well as industriesas a whole. Macnamara (2003)

The masses generally rely on the media as the solerecourse to other sources of information aboutcurrent events (Reza 2011).

Media is understood to play an important role inshaping public perceptions of societal issues andsolutions (Culey et al. 2010)


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Frame Theory

Communicators such as journalists make judgments aboutwhat messages to send. As a result, the messages they sendare frames which are manifested by the presence or absenceof key words, phrases, images, or sources of information

(Entman, 1993). Framing researchers have used various methods to document

media frames ranging from words used, news stories andpress releases (Miller et al., 1998) to actual message content(Ashley and Olson, 1998).

Understanding framing can be beneficial to public relationspractitioners by helping them as they try to betterunderstand the ways that key stakeholders seek and processinformation during a crisis situation (Wetz et al. 2009)


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The first ten days

According to a scientific experiment in Canada exploringpublic health risk framing, the results were suspiring:

The dominant frames established in the first 10 days werenot significantly different than those maintained throughout

a full 1-year period following the event. This would indicate that a 10 day content analysis of press

media should be sufficient to determine the dominantframing of a risk event over a longer time period.

Dramatic shifts in science, changes in government policy, orother critical moments captured within the chronology of arisk event can provide cues as to how media presentations,and hence the dominant frames may change over the eventslife span. (Fewer et al. 2009)


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Crisis Consequenses

We followed Driedger et al (2009) methodology andcategorize crisis consequences in respect to a- majorconsequense(s), b- location of effect, c- previous orlater cases of incidents and disasters for thecompany, d- deaths, e- health and/ orenvironmental and/ or economic consequences forlocal communities and companies involved.

Our case studies involved death/ drowning in mostcases, did not involve solely European waters,operators and/ or citizens and had minorenvironmental impact for local communities oreconomic after- effects for the company involved.


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Media Content analysis

Media content analysis is a specialized sub-set ofcontent analysis, a well-established researchmethodology.

Neuendorf (2002) describes content analysis as theprimary message-centred methodology (p. 9)(1997),

Yale and Gilly (1988) reported that in the field of

mass communication research, content analysis hasbeen the fastest growing technique over the past 20years or so


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Case Studies: Events leading to a negativeimage for shipping

The Astro Saturn arrest. In November 2008 a large amountof cocaine attached to the Astro Saturns hull was found bythe Venezuelan Coasta Guard. After questionable- if notproblematic- evidence and court proceedings both officers

were sentenced to eight years in jail. The Maran Centaurus piracy attack. The ship had 28 crew

members on board, (16 Filipinos, 9 Greeks, 2 Ukrainians and1 Romanian.

The Aegean Wind fire. The general cargo vessel AegeanWind caught fire in the Caribbean Sea off the coast ofVenezuela on 25 December 2009. The fire resulted in thedeath of nine and the injury of five of the 24-member crew.


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Case Studies: Events leading to a negativeimage for shipping

The Costa Concordia disaster. On January 13, 2012,the Costa Concordia carrying more than 4,000passengers and crew, hit a rock off the coast ofGiglio, the ship capsized resulting in the death and/

or drowning of thirty-two passengers and crew. The sinking of a boat carrying illegal immigrants on

the Aegean Sea. The disaster led to the death and/or drowning of more than 60 passengers, most of

them children. he pirate attack on the Jascon off the coast ofNigeria. On the 4th of August 2012 pirates attackedthe Jascon. The pirate attack led to the killing oftwo Nigerian naval guards and the kidnapping of

four foreign nationals.


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Press Reported

Tabloid daily newspapers The Sun, sells on average of 2,751,219 The Daily Mirror, sells an average of 1,122,563 daily sales"Quality" daily newspapers The Daily Telegraph sells on average of 576,378 The Timeshas a circulation of 394,102 copies, the largest in

London Business newspapers TheFinancial Timesis Europes highest- selling English

language business newspaper with an average dailycirculation of 305.000 copies worldwide (the British editionhas a daily circulation of 88.000 copies).FT.com has 4 million registered users and 250,000 digitalsubscribers, as well as 585,681 paying users


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Procedures

Our research was conducted at three differentlevels:

Reviewing manually relevant newspaperarchives at the British Library News Archivein London, UK,

Researching the NewsBank services archiveshosted in the British Library

Web reviewing through the Newspapersweb archives.


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Coding Scheme

The media analysis was based on all articlesthat focused primarily on the 5 events/accidents/ incidents All 5 events made front

page headlines and received considerablepublicity in the specialised maritime and/ orlocal press.

The initial research focused on articles thatappeared in the above media from January 1,2008 through December 31, 2012.

Our primary examination followed the 10

day rule as analysed by Fewer et al. (2009).


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Coding Scheme

The coding scheme for this exercise consistedof two parts:

The first recorded whether the 5 topics underexamination had been reported in the generalmedia,

The second noted, through the articles cited,recurring attitudes and perceptions towardsthe shipping industry.


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Results

In total, we found 57 articles

None was reported for the Aegean Wind

None was reported on the sinking of the boatcarrying illegal immigrants in the Aegean Sea

None for the Astro Saturn arrest

5 on the Maran Centaurus 50 on the Costa Concordia disaster

2 on the Pirates attack in the Nigerian Delta


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Data analysis- Extent of Coverage

Of the 57 articles, most were news articles (45 intotal), and a limited number were opinions orcomments (12 in the case of the Costa Concordia).

None were editorials, special reports or specialissues. 25 articles were front page in the case of theCosta Concordia. None were front page articles inthe case of all the other events or incidents under

examination. Indeed no other news line under ourexamination got front, inside front, inside back orlast page coverage.


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Data Analysis- Tones

Different tones were found in the vast majority of the threethematic categories.

In respect to the Costa Concordia disaster, articles weremostly negative in tone towards both the company and its

crew and neutral towards the shipping industry. As morefactual information was gathered newspapers appearedmostly negative towards the shipping company and its crewbut not against the shipping industry and its key players.

The few Nigerian Piracy attack articles as well as the MaranCentaurus news stories focused on informational text andrepresented information that had no biased or subjectivecontent and notions, all articles were neutral in respect bothto the company and crew as and the shipping industry andcluster as a whole.


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Discussion

The General Press does not follow a specific pattern orstrategic and/ or emotional stand towards the maritimeindustry.

We found a limited imbalance in the Medias approach, infavour of catastrophic and disastrous events and accidents incoastal shipping and the ferry industry, but not in the lengthand the extent as was initially anticipated.

The Costa Concordia disaster made headline news but othercatastrophic incidents or maritime accidents were eithertotally ignored by the general press or received limited

attention. As anticipated the disaster took place in Europe,involved British passengers and Crew, and belonged to aninternational shipping company with strong links with theUK market.

All framing and reporting of storylines were formulated and

published within these 10 day time limits.


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Discussion

The Medias coverage of events was indifferent towards thePress Statements of Companies or Organizations involved.

No biased or sensationalist framing was reported in thehosting of comments or press releases by companies ororganizations.

Even when no Statements or Press Releases by the specificcompany involved appeared, the Press reported newsaccording to information announced by public bodies andorganizations.

Press Releases by Public Bodies or Public Statements byauthorities did not always receive the anticipated coverage.

It is obvious that the Media does not follow or abide to thestorylines developed by Press or Public Relations Officesbut, on the contrary, frame news according to unspecifiedpersonal or professional judgements and according to their

readers anticipation.


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Limitations

A more extensive approach to more events and accidents orincidents of significant magnitude within the shippingcommunity may be of importance:

further research and analysis on leading newspapers and

websites of other Member States of the EU, in particularthose with a considerable maritime tradition may be ofrelevance to our findings.

Five out of six of our selected events did not directly involveBritish citizens or territory, or Seas of the UK, or itsneighbouring States.

A further examination of maritime events, incidents ordisasters that meet the above mentioned local criteria mightalso lead to further interesting and more conclusive results.


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Conclusions

What makes headline news in the Maritime Press does notreceive interest of the same magnitude in the General press.

Journalists seem rather detached, if not indifferent, towardsevents that hinder the public image of shipping.

The extremely limited reporting by the Press does not showany considerable or excessive bias on the part of the authorsin their reporting.

Coastal and ferry shipping seem to attract more attention.

In all events examined, mixed tones and attitudes weremostly recognized.

Contrary to general beliefs, sensationalism and alarmismwere not reported as widespread in this survey.

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