Stereotypes frame perception of Italy

Transcription

1 Stereotypes frame perception of Italy Italy s international media image, 1/2012-3/2015 Old question marks frame the perception of Italy while Renzi plays a minor role in international TV news International TV news and business media show little confidence for Italy s economy Shanghai s 2010 EXPO stands out as successful example Milano deserves a better ramping up Basis: 1,535,568 reports about protagonists in international TV news, 14,579 with reference to Italy Inter-coder reliability: 86% in Q4/2014 Media Tenor International AG Roland Schatz r.schatz@mediatenor.com

2 Once Hidden Champions talk, negative frames loose impact Rome, April The competition for tourists and foreign direct investment is increasing. Only few countries so far have understood the positive effects of professional place branding for business, academia and its perception as thought leader creating stronger negotiation impact. Italy has enough globally accepted icons to overcome the longterm negative media frame by implementing Agenda Setting standards. During the past 20 years Italy is less framed by its government, but by a stereotype-driven news focus abroad: With a base of stories on corruption, inefficient justice etc. it becomes obvious that Italy needs on top at least 300 reports on winning stories to change the perception. The message to the corporate community around the world remains clear by reading WSJ, FT or any other business media: Investing in Italy is driven by risk. All signs of slow improvement fall on an unprepared ground of distrust within the community of business elite media around the world. BUT: once these journalists have to report on Pirelli, Fiat, Intesa or ENI the picture turns the opposite. With all structural problems the Italian corporate sector manages to do what corporate leaders have to do all around the world: fighting problems. Society, culture, sports and special events such as EXPO prove become another resilient value to start working on overcoming the stereotype-driven news selection. The reform process initiated by the Renzi team so far is presented in the global media with skepticism. More than one third of all stories addressing Italy are neither concrete nor informative: every country or institutions who ends with a media image of being framed by in general has lost the race for positive reputation before it starts. A joint initiative including national thought leaders from academia, culture, the corporate sector and tourism should be able to help outbalance the negative frame and gain global interest in Champions made in Italy. 110 Media Tenor Analysts categorized all 1,535,568 reports about protagonists in international TV news, 14,579 with reference to Italy from 4/2014 to 3/2015 as well as 42,667 reports about companies in international business media, 290 with reference to Italy in Q and all 53,385 quoted analyst statements in 10 international business papers, 2,166 referring to Italy. 2

3 Italy in international TV news, 4/2014-3/2015 Salience in the news / tone of coverage of main protagonists Italy is working hard to stay on the global media agenda Ukraine U.S. France Iraq U.K. Brazil Syria Palestine Russia China Greece Germany Nigeria Australia Italy Ukraine U.S. France Iraq U.K. Brazil Syria Palestine Russia China Greece Germany Nigeria Australia Italy negative no clear tone positive 0% 5% 10% Share of all stories in foreign news 0% 20% 40% 60% 80% 100% Tone of coverage of main protagonists The competition for tourists and foreign direct investment is increasing. Only few countries so far have understood the positive effects of professional place branding for business, academia and its perception as thought leader creating stronger negotiation impact. Basis: 150,057 news stories in 20 international TV news shows, 61,041 in foreign news 3

4 Italy in international TV news, 1/2012-3/2015 Volume and tone of coverage: Number of reports about protagonists Old question marks frame the perception of Italy positive no clear tone negative Elections Costa Concordia Lampedus tragedy J 12 M 12 M 12 J 12 S 12 N 12 J 13 M 13 M 13 J 13 S 13 N 13 J 14 M 14 M 14 J 14 S 14 N 14 J 15 M 15 Italy is less framed by its government, but by a stereotype-driven news focus abroad: With a base of stories on corruption, inefficient justice etc. it becomes obvious that Italy needs on top at least 300 reports on winning stories to change the perception. Basis: 1,535,568 reports about protagonists in international TV news, 14,579 with reference to Italy 4

5 Italy in international TV news, 4/2014-3/2015 Salience in the news / tone of coverage: Comparison of media markets Media in South Africa and the US cover improvements Switzerland Austria Spain Germany France South Africa U.K. China U.S. Vietnam Canada South Africa U.S. Spain Germany Austria China U.K. Switzerland France Vietnam Canada negative no clear tone positive 0% 1% 2% 3% Share of Italy from all reports in foreign news 0% 20% 40% 60% 80% 100% Tone of coverage of protagonists w. reference to Italy South African media give an example how this is possible: as they are more interested in sports they give events around soccer, Formula 1 and cycling more visibility. Similar results are positive around topics from academia, business, culture and tourism. Basis: 271,431 reports about protagonists in foreign news in international TV news, 3,695 with reference to Italy 5

6 Italy in international TV news, 4/2014-3/2015 Topic structure / tone of coverage of protagonists comparison of topic areas Culture and other traditions perceived as core value Sports 12% other topics 14% Crime/ accidents 22% Society/ culture 11% Share of all reports about protagonists Politics 25% Economy 16% Domestic policy Party politics Foreign policy Economy Business Environment/energy Social policy Society/religion NGOs/institutions negative Crime/security Accidents no clear tone Sports positive other topics 0% 20% 40% 60% 80% 100% Tone of coverage of protagonists Society, culture, sports and special events such as EXPO prove become a resilient value to start working on overcoming the stereotype-driven news selection. The reform process initiated by the Renzi team so far is presented in the global media with skepticism. Basis: 271,431 reports about protagonists in foreign news in international TV news, 3,695 with reference to Italy 6

7 Italy in international TV news, 4/2014-3/2015 Volume and tone of coverage of most often mentioned protagonists Athletes, navy and rescue services perceived strongly Italy in general Italian economy Accident victims Refugees Cities Athletes Provinces Matteo Renzi Costa Crociere Illegal immigrants Government Pope Francis Silvio Berlusconi Navy Courts Emergency services Giorgio Napolitano Society Mafia Francesco Schettino Number of reports Italy in general Italian economy Accident victims Refugees Cities Athletes Provinces Matteo Renzi Costa Crociere Illegal immigrants Government Pope Francis Silvio Berlusconi Navy Courts Emergency services Giorgio Napolitano Society Mafia Francesco Schettino 0% 20% 40% 60% 80% 100% Tone of coverage of protagonists negative no clear tone positive More than one third of all stories addressing Italy are neither concrete nor informative: every country or institutions who ends with a media image of being framed by in general has lost the race for positive reputation before it starts. Basis: 271,431 reports about protagonists in foreign news in international TV news, 3,695 with reference to Italy 7

8 Newsmakers in international TV news, 4/2014-3/2015 Foreign news in international TV vs. RAI Uno Renzi without global foot print in contrast to Francis Obama Putin Merkel Poroshenko Hollande Kerry Netanjahu Cameron Pope Francis Steinmeier Juncker Tsipras Erdogan Lavrov Assad Al-Maliki Xi Jinping Ban Ki-moon Yatsenyuk Varoufakis Renzi International TV Renzi Berlusconi Pope Francis Grillo Napolitano Alfano Salvini Padoan Obama, Michelle Matarella Boschi Merkel Romani Toti Putin Draghi Camusso Hollande Brunetta Grasso RAI Uno Perception change needs leaders and credible faces: Pope Francis has managed to overcome the negative climate by combining strong content with an understanding of what media need. Renzi is one year in power but without letting the world know. Basis: 271,488 reports about protagonists in foreign news in 19 international TV news shows, 7,232 reports in RAI Uno 8

9 Matteo Renzo and Pope Francis in international TV news, 1/2013-3/2015 Volume and tone of coverage Both started as unknowns but 2 different approaches 450 Visibility 60% Tone of coverage % % % -20% -40% % 50-80% 0-100% Pope Francis Matteo Renzi Pope Francis Matteo Renzi While Pope Francis understood that it needs at least once per quarter an event and topic of global interest, Renzi didn t manage to keep the European good will. Reputation Management is to 80% nothing more than meeting (self-defined) expectations. Basis: 1,833 reports about Pope Francis, 252 about Matteo Renzi in 19 international TV news shows 9

10 Matteo Renzo in international TV news, 4/2014-3/2015 Topic structure in foreign news in international TV vs. RAI Uno Renzi convincing on EU and foreign affairs so far EU Domestic policy Party politics Economic policy Accidents Elections Labor market Budget Foreign policy International conflicts International economy Personality Society Minorities Military Sports Taxes Competitiveness International TV Party politics Domestic policy Labor market Personality Economic policy Foreign policy EU Justice Education Budget Domestic security International conflicts Tax policy Accidents Competitiveness RAI Uno Renzi managed to convince the media abroad in a similar way as at home once they cover his foreign politics in general and his new approach towards Brussels. Other milestones have been covered negatively. RAI Uno is further more questioning his personality. Basis: 163 reports about Matteo Renzi in 19 international TV news shows, 1,173 reports in RAI Uno 10

11 Pope Francis in international TV news, 4/2014-3/2015 Topic structure in foreign news in international TV vs. RAI Uno Pope Francis remains a global icon Religion Foreign policy Domestic security Personality International conflicts Image/scandals Values Leadership Women/families/LGBT Accidents War Social policy Sports Minorities Society International TV Religion Personality International conflicts Domestic security Foreign policy Women/families/LGBT Social policy Sports Labor market Justice Accidents War Minorities EU Diseases RAI Uno Aside of a short irritation around his remarks on educating children Pope Francis remains one of the few global voices being treated with deep respect by all media. His transparent approach to values and walking his talk became a best practice case for perception change. Basis: 705 reports about Pope Francis in 19 international TV news shows, 376 reports in RAI Uno 11

12 Italy in international business media, 1-3/2015 Coverage of the economy: Topic structure / media comparison Business media present Italy ahead of EXPO as a lost case State of the economy Budget Labor market Competitiveness EURO Markets International economy Economic policy Les Echos Handelsblatt FT Wall Street Journal US 0% 20% 40% 60% 80% 100% The message to the corporate community around the world remains clear: Investing in Italy is driven by risk. All signs of slow improvement fall on an unprepared ground of distrust within the community of business elite media around the world. Basis: 3,581 reports about the economy in international business media, 78 with reference to Italy 12

13 Italy in international business media, 1-3/2015 Business coverage: Volume and tone of reports about companies Once concrete, negativism fades in the same media Pirelli MPS Unicredit CNCC Fiat Intesa Telecom Italia Costa Crociere ENI Ferrero Gucci Group Finmeccanica Mediobanca Rosneft UBS Threadneedle Cassa Depositi e Prestiti Intesa Sanpaolo Assicura Aviva UBI Banca Group Banca Carige Pirelli MPS Unicredit CNCC Fiat Intesa Telecom Italia Costa Crociere ENI Ferrero Gucci Group Finmeccanica Mediobanca Rosneft UBS Threadneedle Cassa Depositi e Prestiti Intesa Sanpaolo Assicura Aviva UBI Banca Group Banca Carige negativ ohne eindeutige Wertung positiv Number of reports 0% 20% 40% 60% 80% 100% Tone of coverage of companies But once these journalists have to report on Pirelli, Fiat, Intesa or ENI the picture turns the opposite. With all structural problems the Italian corporate sector manages to do what corporate leaders have to do all around the world: fighting problems. Basis: 42,667 reports about companies in international business media, 290 with reference to Italy 13

14 Italy in international business media, 1/2012-3/2015 Analyst quotes: Timelines and financial assets addressed in analyst quotes Finance experts see progress for Renzi and corporate Italy Economy Fiat Banks Telecom Italia MPS Generali Ass Stock market Saipem Enel Intesa Sanpaolo Luxottica Group Unicredit Mediaset Sovereign bonds Finmeccanica Retail industry ENO Snam Rete Gas Mediobanca Banco Popolare 4/2014-3/ The trend is obvious: experts from Goldman Sachs, UBS, Deutsche Bank etc. once quoted in the business elite media on how Italy is developing the message is clear: the country is seen as region of hope, key problems adressed and reforms on their way. Basis: 305,839 quoted analyst statements in 10 international business papers, 4,584 referring to Italy 14

15 Italy in international business media, 4/2014-3/2015 Analyst quotes: Topic structure and media comparison German Handelsblatt takes up positive analyst quotes Rating Business Strategy/M&A Business results/finances Economy/Business Cycle Share Prices Trend Expectations beaten Labour Market/Policy Policy Management Stocks/Stock Exchange Inflation/Price Indicators Monetary policy Consumer Intentions Energy prices Rumours/Sentiments Governmental Regulations Client/Customer Bond Yields Il sole 24 ore Handelsblatt Les Echos Financial Times Wall Street Journal US Barron's Interest in the value of Italian assets has been rather limited in international business papers. Interestingly, German Handelsblatt quoted relatively more positive analyst statements than Italian Il Sole. Basis: 53,385 quoted analyst statements in 10 international business papers, 2,166 referring to Italy 15

16 Italy s economy in international TV news Tone of coverage of the Italian economy: Comparison of domestic and international TV, Only Italian TV sees the country in an upswing 100% 80% 60% 40% 20% 0% -20% -40% -60% -80% -100% Domestic TV International TV After 2010 Italy s RAI Uno became nearly as negative on the domestic economy than TV news from other countries. But after the appointment of Matteo Renzi to the office of Prime Minister, Italian news turned positive again contrary to the view from abroad. Basis: 168,443 reports about the state of the economy in 20 international TV news shows 16

17 EXPOs in international TV news Visibility and tone of coverage Positive potential needs to be activated 90 Visibility 60% Tone of coverage % 60 40% % 30 20% % 0 0% Domestic TV International TV negative positive International awareness is not a given even for such big events as an EXPO. While Zaragoza 2008 did not figure prominently in international TV news and Yeosu did not achieve any coverage, Shanghai achieved a significant positive media presence for China. Basis: 1,171,353 news stories in 19 international TV news shows (*: no domestic coverage for Shanghai and Yeosu / Milano until April 14,

18 EXPO Milano 2015 in international TV news, 12/2013-4/2015 Volume and tone of coverage: Timeline media top issues Corruption charges already affect image in foreign news RAI Uno SRF TF1 0% 50% 100% Exhibition Scandals Corruption Court cases Investigations PR/Image Culture Security Music The Milano EXPO has already overcome a severe phase of critical coverage with corruption charges in 2014, that have even been noted in Swiss TV news. Over the last months reporting has turned positive in domestic RAI news. Basis: 143 reports about EXPO Milano 2015 in 19 international TV news shows 18

19 Media Set International TV news: BBC 1 Ten o' Clock News, BBC 2 Newsnight, RAI 1 TGI (Italien), CBC The National, SF Tagesschau, TVE 1 Telediario-2 (Spanien), NBC Nightly News (USA), CBS Evening News (USA), FOX: Special Report w/ Bret Baier (USA), SABC 2 Afrikaans News (Südafrika), SABC 3 18h30 (Südafrika), E-TV News (Südafrika), SABC Zulu/Xhosa News (Südafrika), SABC Sotho News (Südafrika), CCTV 1, VTV1 Analyst quotes: Barron's, Expansión, Financial Mail, Financial Times, Forbes, Handelsblatt, Les Echos, Mint, The Economist, Wall Street Journal US Business papers: Financial Times, Handelsblatt, Les Echos, Wall Street Journal 19

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