Silke Adam

In recent decades, the prevalence of negative communication has intensified across the world. In this article, we seek to understand the mechanisms that spread negativity about a unified Europe. We study the specific conditions under which negative party communication boosts media visibility, focusing on the role of country-specific party conflicts on European Union (EU) integration. Our analysis is based on content analysis data of parties’ press releases and media coverage in the 12 weeks preceding the 2014 European Parliamentary elections in seven countries (Austria, France, Germany, Greece, the Netherlands, Portugal, and the United Kingdom). We find that EU-negative party communication by and large does not matter for party visibility in the media, though the results provide scant evidence that cross-national differences relate to a country’s party conflict.

News factors can be conceptualized as general relevance indicators guiding the attention of all humans. However, that doesn’t mean that they are the only factors influencing selection processes or that all news factors have the same importance across different actor types. Within the concept of news factors it is still unclear to what degree those news factors also apply to the communication outside of traditional mass media. We therefore ask whether and how actors with varying degrees of professionalization employ news factors in their communication differently. To answer our research question, we conducted a quantitative content analysis and compared the coverage in traditional newspapers with the communication of civil society actors with varying degrees of professionalization. We analyzed the relevance of news factors within the presentation of a specific issue, namely climate change in Germany. Our results show that news factors are – at least partly – also applied by non-journalist actors. The mass media and the more professionalized civil society actors do not apply news factors more strongly to their communication than do non-professionalized civil society actors. Instead, we find that different actors focus on different news factors.