HOW IMPORTANT IS THE AIDS ISSUE FOR TURKISH PRESS? Is There a Link Between the Press Agenda and the Real Life?

Transcription

1 HOW IMPORTAT IS THE AIDS ISSUE FOR TURKISH PRESS? Is There a Link Between the Press Agenda and the Real Life? Erkan YÜKSEL, Assoc. Prof. Dr. Anadolu University, Turkey eyuksel@anadolu.edu.tr Erkan YÜKSEL graduated from the Faculty of Communication at Anadolu University in For his Masterʹs degree, awarded in 1996, he conducted research on the development of the Turkish economic press. His PhD research tested the agenda-setting hypothesis in the context of the relationship between the privatization policy of the Turkish Great ational Assembly and the coverage of the topic in the economic press. Currently he is an associated professor and a member of Anadolu University. Abstract Focusing on the importance of the AIDS issue in Turkish press, this study, aims to answer the question whether if there is a link between the AIDS in real life in Turkey and the AIDS issue in Turkish press. Dealing with the years between 2000 and 2006, the study uses the number of AIDS cases and carriers as the indicators of real life and the number of news as the indicator of the salience of the issue in Turkish press. Findings show that he real-world indicators of AIDS issue is unimportant in setting the newspaper agenda in Turkey. The correlation between these two data is positive, but not highly correlated. HOW IMPORTAT IS THE AIDS ISSUE FOR TURKISH PRESS? Is There a Link Between the Press Agenda and the Real Life? 1. ITRODUCTIO There is now a danger that has become a threat to us all. It is a deadly disease and there is no known cure. The virus can be passed during sexual intercourse with an infected person. Anyone can get it, man or woman. So far it has been confined to small groups, but it is spreading. So protect yourself and read this leaflet when it arrives. If you ignore AIDS it could be the death of you. So, don t die of ignorance (First British governmental television advert on AIDS. Kitzinger & Miller, 1998: 1). AIDS (Acquired immune deficiency syndrome or acquired immunodeficiency syndrome) is one of the most important problems of human kind. It is one of the fatal and pandemic of the human world. The history of AIDS issue in realty goes back to June 5, 1981 when the United States Centers for disease Control and Prevention issued its first warning about a relatively rare form of pneumonia among a small group of young gay men in Los Angeles, which was later determined to be AIDS-related. Since that time, millions more people have been infected with HIV worldwide, including 33,2 million estimated to be living with HIV/AIDS today ( Only in 2007, an estimated 33.2 million people lived with the disease worldwide, and it killed an estimated 2.1 million people, including 330,000 children ( AIDS, n.d.). According to the report of Turkish Ministry of Health, the first AIDS case was seen in 1985 in Turkey. The total reported HIV (+) and AIDS case number is 2544 between the years ( - Türkiyeʹde HIV-AIDS Verileri.htm). In other words, the number has increased from 2 to 2544 during last 21 years. 118

2 AIDS is a disease of the human immune system caused by the human immunodeficiency virus (HIV). It reduces the effectiveness of the immune system and leaves individuals susceptible to opportunistic infections and tumors. HIV is transmitted through direct contact of a mucous membrane or the bloodstream with bodily fluid containing HIV, such as blood, semen, vaginal fluid, and breast milk. The transmission can involve anal, vaginal, or oral sex, blood transfusion, contaminated hypodermic needles, exchange between mother and baby during pregnancy, childbirth, or breastfeeding, or other exposure to one of the above bodily fluids ( AIDS, n.d.). Due to the difficulty in treating HIV infection, preventing infection is a key aim in controlling the AIDS epidemic, with health organizations promoting safe sex and needle-exchange programs in attempts to slow the spread of the virus ( AIDS, n.d.). In this manner, media seems to be in a key role for the prevention. The Joint United ations Programme on HIV/AIDS points out that people in Turkey are familiar with HIV/AIDS epidemic, however they don t have enough or they have even wrong information about the infection, and prophylaxis ways ( - Türkiyeʹde HIV-AIDS Verileri.htm). For that reason it is urgent to inform society against HIV/AIDS. It is one of the important reasons why AIDS is increasing so fast in Turkey that the society is not having current information about the epidemic. It is also one of the important roles and responsibilities of the press according to the social responsibility theory that is informing the society. This study focuses on the role of the Turkish press behind the AIDS reality in Turkey. The main functions of the media in any social system may be identified as information, socialization, motivation, debate and discussion, education, cultural promotion, entertainment and integration, as it is written in the report of UESCO s MacBride Commission (Many Voices: 14). The concept of social responsibility theory, focuses on five titles for the responsibilities of the media (Tsukamoto, 2006: 55-56): 1. The press should provide a truthful, comprehensive and intelligent account of the day s events in a context which gives them meaning. 2. The press should serve as a forum for the exchange of comment and criticism. 3. The press should give the projection of a representative picture of the constituent groups in society. 4. The press should help in the presentation and clarification of the goals and values of the society. 5. The press should provide full access to the day s intelligence. Also, the ethic codes of the media define the responsibilities of the media. The primary themes common to most codes of journalistic standards and ethics are on objectivity, confidentiality of anonymous sources, accuracy and factual reporting, slander and libel considerations, harm limitation principle, and presentation ( Journalism ethics and standards, n.d.). Turkish Journalists Declaration of Rights and Responsibilities describes the responsibilities of journalists shortly as following: The responsibility of the journalist to the public supersedes all other responsibilities, including to employer and public authorities. Information, news and free thought are of a social nature that separates them from all other commercial commodities and services. The journalist carries all responsibility for the news and information he or she makes public. (Turkish Journalists, n.d.). 119

3 The mirror role of the media refers that the media reflects only what happens in the world. In other words the media is only a mirror to the reality of the world. It is a common argument for the liberal-popular journalism field that press gives importance to the problems according to their importance (Yüksel, 2002; İnal, 1996; Rigel, 1993; Alemdar, 1990). Lippman (1997), asserts that the news media are a primary source of the pictures in our heads about the world of public affairs. The founding fathers of agenda-setting theory McCombs and Shaw (1972) describes agenda-setting as a theory about the transfer of salience of the elements in the mass media s pictures of the world to the elements in the pictures in our heads. The core theoretical idea is that elements prominent in the media picture become prominent in the audience s picture (McCombs & Yuksel, 2001: 148). Individuals note the amount of and distribution of media coverage among issues and this determines the salience of each issue for the individuals. According to the agenda-setting theory the news media do not mirror public priorities as much as they influence them (Ader, 1995: 300). Dearing and Rogers after evaluating 350 scholarly publications about the agenda-setting process conclude six generalizations and one of them is about the real-world and the news agenda relationship. It is concluded that Real-world indicators are relatively unimportant in setting the media agenda (Dearing & Rogers, 1996: 91). This generalization is exactly opposite of the common belief of the mirror role of the media. The definition of the real-world indicator is a variable that measures more or less objectively the degree of severity or risk of a social problem (Dearing & Rogers, 1996:28). Ader (1995: 300) describes the real-world condition as the actual prominence of the specific issue in reality, the indicators of current conditions, or the measure of the importance of an issue in reality, usually based on statistics. Real-world indicators are often conceptualized by agenda-setting scholars as a single-variable indicator, such as the number of drug-related deaths per year or the unemployment rate. The way of giving importance to one issue for the press is to make it newspaper headline, first page story or to publish more number of news in the newspaper. For the most of the agendasetting studies, the number of news stories measures the relative salience of an issue of the study on the media agenda (Dearing & Rogers, 1996: 18). In the case illustration of the agenda-setting process for the AIDS issue Rogers at al contentanalyzed the number of news stories about AIDS in three national newspapers (The ew York Times, the Washington Post and the Los Angeles Times) and three television networks (ABC, BC and CBS) evening newscasts during 91 months from June 1981 through December 1988 (Dearing & Rogers, 1996: 56). The analysis of 6,694 news stories about AIDS indicated that the real-world indicator of the severity of AIDS had very little impact on the agendas. The media agenda was affected by the science agenda, and to a less reliable extend by the pooling agenda the real-world indicator of the number of AIDS cases (Dearing & Rogers, 1996: 59-60). The book named The Circuit of Mass Communication by Miller at al (1998) is another study for the media content of AIDS epidemic. The research into the media coverage of AIDS explored the relationship of the state, the media and the public (Miller at al, 1998: 9). There is not any academic study on the AIDS issue in Turkish press and this study focuses on the problem question: How important is the AIDS issue for Turkish Press and is there a link between the press agenda and the real world indicators of AIDS issue in Turkey? 120

4 This study is important due to that it is the first study in Turkey focused on the AIDS/HIV journalism in Turkey and the findings will help to take Turkish press care on AIDS/HIV epidemic. The objective of this study is to determine if there was any correlation between the real-world indicators of the AIDS issue and the media reality in Turkey. Therefore the study seeks the answer of these questions: RQ1: Does the number of AIDS/HIV cases increase or decrease over time? RQ2: Does the number of AIDS/HIV news increase or decrease over time? RQ3: Is there a link between the number of AIDS cases and carriers, and the AIDS news over time? 2. METHODOLOGY First question of the study that is the real-world indicator of AIDS/HIV epidemic is identified with the total number of AIDS/HIV cases and carriers. The data is gathered from the data of Turkish Ministry of Health. According to the report the first case goes to the year 1985 and the last data reaches to the year The second question of the study, which is the amount of AIDS/HIV news, answered with the content analysis. It is the common methodology of the previous studies that the media agenda studies and the studies on epidemic AIDS/HIV. In this study, Prnet Media Prof program used to gather data about AIDS/HIV news. The electronic press research program Media Prof is the largest electronic media archive of Turkey ( There are more than 1500 local and national daily, weekly and monthly electronically scanned newspapers in national newspapers category of the electronic program. There is no library, which has the same capacity of the archive of the Turkish press. Beside the advantages of the program, it has a limitation that the electronic archive starts from the year Due to keyword search function of the program, the keyword AIDS used to count the number of the news during the years between 2000 and After having the data it was seen that the first news seen in the system starts from Febuary 3, 2000, which means that there is no data for the first month of the year Therefore it is a limitation of the study. The gathered data from the electronic system under the category of national newspapers has also newspapers and magazines in foreign languages. Therefore after having data only the ones published in Turkish selected for the evaluation. Another requirement for the evaluation of the data was seen as that the number of publications (newspapers or magazines) changing by the years and it was possible that this change can affect the total number of AIDS news published in the media. Therefore, after having the data from the category of national newspapers, a second list has been prepared according to the list of circulation of nationally distributed newspapers. As a limitation of the most circulated newspapers of Turkey, the most circulated 10 newspapers per each year were listed by the circulation lists of Turkish Press Advertising Institute [Basın İlan Kurumu]. This data, which includes the most circulated 10 newspapers of each years. 121

5 The third question of the study, which is the correlation between real-world indicator of AIDS and number of news, has evaluated by using the data of total number of AIDS cases and carriers gathered by Turkish Ministry of Health and by using the data of number of news gathered by PRet Media Prof program. The list of data correlated with using Statistical Program for Social Sciences (SPSS). 3. FIDIGS Findings of the study were listed below, under the titles, which refers to the questions listed in purpose of the study. 3.1 umber of AIDS/HIV Cases The official report of the Ministry of Health in Turkey has the AIDS/HIV cases and the carriers, which are listed in Table 1. It shows that the total number of cases and the carriers have increased from 2 to 2544 in the last 21 years. Table 1. AIDS Cases and HIV Carriers in Turkey (October 1, 1985 December 31, 2006) YEARS CASES CARRIERS TOTAL TOTAL Ministry of Health [Sağlık Bakanlığı, Temel Sağlık Hizmetleri Genel Müdürlüğü, Bulaşıcı ve Salgın Hastalıkların Kontrolü Daire Başkanlığı, Zührevi Hastalıklar Şubesi], HIV/AIDS Datas and Tables, October 1, 1985 December 31, On the other hand, there is neither data about the deaths due to AIDS/HIV epidemic nor about the number of people who had the AIDS test in Turkey. Due to this missing or unknown data, this study uses only the number of cases and carriers as the real world indicators of the AIDS issue. 122

6 3.2 umber of AIDS ews Table 2 shows the number of AIDS news which has the keyword AIDS under the category of national newspapers of Prnet Media Prof. According to table, there is no proportional increase for the number of news published in Turkish press between the years 2000 and The total number of the AIDS news that has been published in the last seven years is 17,442. The average number of news is 2492 per years. The number of news that published in the years 2002 (n=1891) and 2004 (n=2334) are lower than the average number. The year 2003 has the maximum number of published news on AIDS issue (n=2999). The average number of news is 208 per month and the seven months of the year 2006 has the lowest number of news. Table 2. The umber of AIDS/HIV ews in Turkish Press and the Change Index JAUARY FEBRUARY MARCH APRIL MAY JUE JULY AUGUST SEPTEMBER OCTOBER OVEMBER DECEMBER TOTAL % % % % % % % TOTAL % Average Av. % The table shows the monthly distribution of the AIDS news and the changes on the number of AIDS news during last 6 years in Turkish press. ovember 2005 is the month with the highest number of AIDS news that was published in a month (n=472). Also, March 2003 (n=395), September 2003 (n=372), May 2006 (n=392) and June 2006 (n=258) are the months in which important number of AIDS news were published. On the other hand, the lowest number of AIDS news was published in three months of 2002, which are February (n=11), March (n=16) and April (n=3). Table also shows the increase and the decrease over the months. In the table, it is clear that while the number of AIDS news is only 3 in the month of April 2002, it increases to 123 in May The increase is 4000 %. On the other hand, compared to previous month in February 2002, the number of news appeared on publications was only 11, which shows a decrease (94,7 %). According to the Table 2, there is an increase for the number of AIDS news in March (18,9%), May (43,4%), July (32,5%), September (14,3%) and ovember (44,3%) compared to the preceding month. On the other hand, there are also some months that show a decrease for the AIDS news, namely January (-36,6%), April (-21%), August (-36,1%) and October (-13,5). 123

7 The distribution of news per month has some similar increases and the decreases. The question of whether if there is a significant relationship between the monthly distributions of AIDS news per each year was answered in Table 3. The number of news per each month changes with a strong correlation between the years 2004 and 2005 (Pearson s r=0,720, p=0,008). Also, the relationship of the news distribution of the years 2000 and 2002 is significant, which means that there is a strong correlation (Pearson s r=0,639, p=0,034). The correlations are generally positive that means the distribution has similar characteristics in general. Even there are negative relationship between some years such as 2005 and 2006, the correlation is moderate (Pearson s r= -0,059, p=0,855). Table 3. The Correlations between the umbers of ews per Month *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed) ,538,639* -,016,356,244,128,088,034,962,282,470, ,538 1,276 -,056,370,169,494,088,386,864,237,599, ,639*,276 1,128,523,411,234,034,386,693,081,184, ,016 -,056,128 1,032,005 -,056,962,864,693,921,987, ,356,370,523,032 1,720**,087,282,237,081,921,008, ,244,169,411,005,720** 1 -,059,470,599,184,987,008, ,128,494,234 -,056,087 -,059 1,707,103,464,864,787, Total number of publications, newspapers and magazines in Turkish press changes in time. This change effects the total number of AIDS news archive of the Prnet electronic keyword search results. Besides this change on the number of publications, Graphic 3 shows the total number of publications and the total number of AIDS news for each year. The relationship between the number of news and the number of publications is negative (Pearson s r=-0,164; p=0,726). According to graphic, the number of publications, which published at least one AIDS news, is quite high in the years of 2000 (n=146) and 2001 (n=166). The lowest number of publication is seen in 2003 (n=76). The distribution of the number of publications in the graphic shows that there is a gradual increase in 2003 (n=2999), after a gradual decrease in 2002 (n=1891). 124

8 Graphic 3. The umber of the AIDS ews and the umber of AIDS ews Published Publications ew s Publication The second list of the study is shown at Table 4 that shows the findings of the most circulated 10 newspapers. Table shows the distribution of the circulations of the most circulated 10 newspapers and the number of AIDS news published in those newspapers for each year. It shows that the number of AIDS news does not correlated with the circulations. Table 4. The Most Circulated 10 ewspapers, Circulations and the AIDS ews Paper Circulation ews Paper Circulation ews Paper Circulation ews Paper Circulation ews Sabah Hürriyet Hürriyet Hürriyet Hürriyet Posta Posta Posta Star Milliyet Star Sabah Posta Sabah Sabah Zaman Milliyet Türkiye Milliyet Star Türkiye Star Zaman Milliyet Güneş Zaman T.Akşam Vatan Takvim T.Akşam Takvim T.Akşam Zaman Takvim Gözcü Takvim T.Akşam Güneş Güneş Güneş TOTAL TOTAL TOTAL TOTAL TOTAL Paper Circulation ews Paper Circulation ews Paper Circulation ews Circulation ews Posta Posta Posta Average Hürriyet Hürriyet Zaman Zaman Zaman Hürriyet Sabah Sabah Sabah Takvim Takvim Milliyet Milliyet Milliyet Takvim Vatan Vatan Türkiye T.Akşam Akşam Akşam Türkiye Türkiye Vatan Gözcü Gözcü Güneş TOTAL TOTAL TOTAL

9 Which newspaper is the one, which published the most of the AIDS news in Turkey during last examined seven years? Table show that Cumhuriyet (n=903), Radikal (n=838) and Posta (n=810) were the newspapers published most of the AIDS news. Table 5. The Most AIDS ews Published ewspapers Paper ews Paper ews Paper ews Paper ews 1 Milliyet * 180 Cumhuriyet 183 Şok 117 Posta * Cumhuriyet 148 Radikal 180 Cumhuriyet 101 Cumhuriyet Hürriyet * 138 Hürriyet * 137 Akşam * 99 Şok Yeni Binyıl 129 Posta * 106 Posta * 93 Akşam * Radikal 127 Takvim 104 Güneş * 90 Radikal Türkiye 120 Akşam * 103 Radikal 82 Hürriyet * Akşam * 96 Milliyet * 96 Gözcü * 73 Sabah * Takvim 86 Türkiye 92 Sabah * 67 Gözcü Posta * 80 Sabah * 88 G. Evrensel 65 Takvim * Hürses 71 B. Gazete 75 Takvim * 64 H.Tercüman 92 TOTAL 1106 TOTAL 1089 TOTAL 787 TOTAL TOTAL Paper ews Paper ews Paper ews Paper ews 1 Posta * 114 Birgün 193 Birgün 135 Cumhuriyet Takvim * 113 Posta * 146 Gözcü 125 Radikal Ö.Gündem 113 Cumhuriyet 134 Radikal 120 Posta Gözcü * 111 Radikal 122 Şok 95 Hürriyet Cumhuriyet 107 Gözcü * 120 Posta * 93 Gözcü Şok 104 Ö. Gündem 106 Takvim 93 Takvim Birgün 97 Hürriyet * 104 Aksam * 88 Milliyet H.Tercüman 85 H.Tercüman 98 F.Diplomatik 84 Şok Radikal 82 Şok 94 Ö.Gündem 79 Güneş Güneş 82 Takvim * 93 Hürriyet * 76 Sabah 526 TOTAL 926 TOTAL 1117 TOTAL 912 TOTAL 6217 *The newspapers, which are in the list of the most circulated newspapers shown in Table 4. The newspapers in table can be identified in different ways. Posta, Hürriyet, Radikal and Milliyet newspapers belong to the same media group, which is Doğan Media Group. Even Posta is the most selling newspaper of the last three years with its entertainment pages, Hürriyet is known as the flag-ship of the group. Also it can be said that Hürriyet, Milliyet and Sabah are the most selling, agenda-setter and popular-liberal or centralist newspapers. Gözcü, Takvim, Şok and Güneş are the entertainment centered newspapers like Posta. The other best selling newspapers, which are not listed in table, have less news on AIDS issue, or they were 126

10 seen AIDS issue less important than the other issues in their agendas. Cumhuriyet and Radikal are the newspapers, preferred by those readers who identify themselves as the leftist or social democrats. Table also shows that most of the AIDS news was published in 2000 in Milliyet (n=180). In 2001, Cumhuriyet was the first newspaper (n=183). Şok, another entertainment centered popular newspaper, published the highest number of AIDS news in 2002 (n=117). Posta was again the first one in 2003 (n=187), and in 2004 (n=114). Birgün is published the most of AIDS news during the years 2005 (n=193) and 2006 (n=135), which is known with its leftist or social democrat content. Table 5 shows the list of newspapers which published the most of the AIDS news during each year. The names of the newspapers with on asterisks in table refer to those which are in the list of the most circulated newspapers of the year. In year of 2002, 6 most circulated newspapers published the highest number of AIDS news, whereas in years 2004 and 2006, only 3 of the most circulated newspapers published AIDS news. The rest of the newspapers are the ones which are not listed in the most circulated 10 newspapers as seen in Table The Link between the AIDS and the AIDS ews The relationship between the real word indicators of the AIDS issue and the newspaper s attention to the issue is analyzed by using the data of the total number of AIDS cases and carriers and the total number of the news. Graphic 5 shows the salience of the issue in the real world and in the news agenda. The correlation between these two data is positive, but not highly correlated (Pearson s r= 0,194; p=0,676). That means there is no correlation between the importance of the AIDS issue in real life and the press agenda. Graphic 5. The Relationship between the AIDS and the AIDS ews ew s AIDS On the other hand the correlation between the number of AIDS news that published in the most circulated 10 newspapers and the total number of AIDS cases and the carriers is negative (Pearson s r= -0,226; p=0,626). 127

11 4. DISCUSSIO The question of whether the media is a mirror to the real world is still under discussion among the media professionals, but the findings of this current study shows that there is no significant relationship between the AIDS reality and its appearance from the mirror of the press in Turkey. In other words, the view of AIDS issue seen in the Turkish newspapers is something different than the AIDS in the real world comparing with the number of AIDS news cases and carriers and AIDS news in the Turkish press. While the salience of the issue in reality is increasing faster, the attention of the newspapers to the issue doesn t correlate with this reality. The number of AIDS news published in 2006 is about the same as the number of news published five or six years before. There is no regular increase for the ratio of number of AIDS news in Turkish press per years. There is number of news usually an increase in May, July and ovember, but a decrease in April, August and October. Most of the newspapers, which published AIDS news during last seven years, are the ones, preferred by those readers who are mostly leftists or social democrats (Cumhuriyet and Radikal). Than popular, entertainment centered newspapers comes to the list (Posta, Gözcü, Takvim, Şok, Güneş). Hürriyet, Milliyet and Sabah, which have mostly centralist readers and which are the agenda-setter newspapers of the country are in the list between the entertainment centered newspapers. In other words, AIDS issue is not an important issue for the big newspapers as it is important for the leftist or entertainment centered newspapers. The concept of mirror role of the media is not supported with the findings of this study, which focuses on the total number of AIDS news and the total number of AIDS cases and the carriers in reality. In the words of terminology of agenda-setting, the salience of the issue in the newspaper agenda is not correlated with the salience of the issue in real world. As also mentioned in the review of agenda setting studies in the world by Dearing and Rogers (1996:91), the generalization that real-world indicators are relatively unimportant in setting the media agenda is further supported in this study. The real-world indicators of AIDS issue, which is the total number of AIDS cases and carriers is unimportant in setting the newspaper agenda in Turkey. Related with this current study, for the further studies there are two important categories of the questions waiting for the answers: Questions about the content of AIDS news: What do they write? What are the main themes in them? Is the content change according to concepts of the newspapers? Is there a periodic wave for the themes? Who are the news sources? Who are the main characters? What are the main frames about AIDS? What are the main photos about? Questions about the influences on AIDS agenda: Who or what affects the AIDS issue so that they are in newspaper agenda? Why does the issue get importance and why it does lose its importance? What are the main characteristics of the influences that increase and decrease the salience of the issue? 128

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