151 rooted in traditional

151 rooted in traditional community values. In this respect, the individual is supposed to negotiate personal needs within the framework of community needs (Nussbaum, 2003, p.2; Bourgault, 1995, p.4-5). Unfortunately, in the context of the 1999 elections, the obvious problem could only be located in the electorate who had chosen to vote along regional and ethnic lines and had chosen violence as a means to express their frustration with the electoral process. This presented problems for editorial writers since that could shift the blame away from the easy villains - the politicians. One editorial writer noted: Malawians need to understand their responsibilities to their community. Committing violence against other Malawians goes against our values as a nation. What is worrying is that the regionalism that has only been spoken about as a mere threat to national unity by word of mouth, is now becoming a reality. (Malawi News, 1999a, p.2). Another writer in the Chronicle (1999b, p.1) noted: Malawians, we are a peaceful community. We should not succumb to frustration and violence. Stop harming your neighbours. Let us seek redress through the proper channels. The newspapers turned to the relevant age-old villains for blame attribution. For example, instead of blaming the nation for failing to observe its own values, the BNL newspapers and the Chronicle placed the blame on the UDF leadership, blaming them for lacking in unifying abilities (See Table 5.2) as one editorial (Chronicle, 1999a, p.1) noted: There are politicians who preach unity but they practice the contrary. Politicians continue to say inciting things and divide the country further. Malawi is one country and one people. Boundaries were made by our colonisers which continue to hound us. The issue is not improved when a

152 leader who has been declared a winner in an election then proceeds to lambast the loser to the point where, once again animosity becomes the order of the day. The writer of an editorial in the Daily Times (1999c, p.2) noted: “The UDF leaders are arrogant, and regard themselves as leaders of the UDF alone rather than the nation.” The NPL newspapers blamed the opposition leaders for encouraging the violence by refusing to accept the outcome of the elections (See Table 5.2). Such a way of viewing the problem could have led the NPL stable to argue that there was no unity problem in Malawi. The problem was with opposition politicians who refused to accept the outcome of the elections (See Table 5.2). In the end, the Unity Frame‟s problem definition and causal attribution failed to resonate with the traditional Malawian values of intense humanness, caring, sharing, respect, compassion and associated values which ensure a happy and quality community life. The very people (citizens) who were supposed to put into practice these values had disregarded them. The consequence was that subsequent frame components such as the moral evaluations and treatment recommendation were basically an agglomeration of half-hearted calls for national unity and dialogue, and condemnation of politicians. This did not address the larger problem of the electorate‟s preference of candidates from home. Further, it served to highlight the partisan nature of Malawi‟s press and its reflection of the political divisions existing in the country. 5.2.4.2 Resonant Problem Definition and Causal Attribution The Electoral Process Frame was suffused with morally judgemental words and images that arose directly and inevitably from the problem definition and causal analysis. Once the BNL stable and the Chronicle had identified the MEC as having intentionally

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FRAMING POLITICAL COMMUNICATION IN
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iii To the memory of late my father
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v ACKNOWLEDGEMENT Together with the
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vii Fortenberry, Dr. Merle Ziegler,
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3.2 The Data…………………
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xi LIST OF TABLES Table 3.1 Profile
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xiii Table 7.2 Newspapers frame com
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xv LIST OF ABBREVIATIONS AFORD Alli
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2 why the newspapers‟ discourse i
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4 had successfully convinced Wester
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6 be able to establish whether or n
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8 The first reason is that the pres
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1.2.2 1999 Post-Election Case Study
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12 Mutharika, a former World Bank e
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14 Malawi, and how this study will
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16 this study was denied. Thus, the
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18 provide a better understanding o
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20 The next chapter examines the th
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22 about each other. The social fra
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24 . . . to frame is to select some
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26 Journalists select whom to quote
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28 text and separate the issues inh
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30 society” (Gitlin 1980, p.10; D
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32 African media have coupled it wi
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34 especially true with respect to
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36 content. The argument is that th
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38 ownership and that owner‟s ali
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40 ownership and its influence on j
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42 Khaila and Chibwana (2005) noted
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44 respondent are reported to be in
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46 their role in a multiparty socie
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48 Within this strand of literature
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50 Chipangula (2004:23), in her com
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52 In short, the government has not
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2.5.1 Editorials and Opinion Column
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56 In this respect, as will be note
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58 (1972)‟s agenda-setting theory
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3.0 Introduction 60 Chapter Three M
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62 Contextual factors in case studi
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64 (problem definition, causal inte
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66 Journalists, through editorials,
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68 coded and uncoded text could be
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70 For the 1994 case study, the edi
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72 of parliament was the 38 th Sess
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74 a. What are the perceived moral
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76 literature on culture, politics,
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78 However, even though the above m
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80 For the 1994 editorial corpus, t
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82 3.5.2 Researcher Positioning and
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3.6 Limitations of the Study 84 Hav
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86 These include the issue of objec
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88 researcher of the task of interp
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90 Chapter Four 1994 Post-Election
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92 prominent among them were the BN
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94 The parliamentary corpus consist
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4.3.1 Unity Frames 96 The first par
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98 Any leader governing a fragmente
Page 115 and 116: 100 emotions negatively against any
Page 117 and 118: 102 reconciliation. This aspect was
Page 119 and 120: 104 In their moral evaluations, the
Page 121 and 122: 106 In eight paragraphs (See Table
Page 123 and 124: 108 Tribalism, regionalism and favo
Page 125 and 126: 110 Even though the UDF-led governm
Page 127 and 128: 112 and its leadership as being res
Page 129 and 130: 114 In contrast, the Nation and the
Page 131 and 132: 116 the same of today‟s change? W
Page 133 and 134: 118 The foregoing section discussed
Page 135 and 136: 120 Further to that, the president
Page 137 and 138: 122 President Bakili Muluzi, who ri
Page 139 and 140: 124 advanced the argument that the
Page 141 and 142: 126 polemics masquerade as critical
Page 143 and 144: 128 The section discusses two gener
Page 145 and 146: 130 4.5.2.1 Opposition Journalism i
Page 147 and 148: 132 opposition parties sought to im
Page 149 and 150: 134 The second research question in
Page 151 and 152: 5.1 The Newspapers Landscape 136 Th
Page 153 and 154: 138 Table 5.1: Summary of Editorial
Page 155 and 156: 140 (See Table 5.2). As the editori
Page 157 and 158: 142 otherwise the country would deg
Page 159 and 160: 144 Malawi today stands a confused
Page 161 and 162: 146 Who can speak a good word in se
Page 163 and 164: 148 The Problem Definition and the
Page 165: 150 As treatment recommendations, t
Page 169 and 170: 154 information with contradictory
Page 171 and 172: 156 event of a minority winner emer
Page 173 and 174: 158 addition, the UDF was reported
Page 175 and 176: 160 The second was the Leadership F
Page 177 and 178: 162 The first Moral Evaluation argu
Page 179 and 180: 164 country.” In that respect Mul
Page 181 and 182: 166 For example, the first media re
Page 183 and 184: 168 However, the NPL newspapers did
Page 185 and 186: 170 self-congratulatory, they simpl
Page 187 and 188: 172 The following section of the ch
Page 189 and 190: 174 Apart from the change of politi
Page 191 and 192: 176 The newspapers‟ Challenges Fr
Page 193 and 194: 178 framed, his party, the UDF and
Page 195 and 196: 180 committed in the course of his
Page 197 and 198: 182 The second aspect of this compo
Page 199 and 200: 184 the party and cut his own swath
Page 201 and 202: 186 nuanced pinpointing problem are
Page 203 and 204: 188 Table 6.9: Treatment Recommenda
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Page 207 and 208: 192 not only unable to deal with th
Page 209 and 210: 194 effort and performance. Further
Page 211 and 212: 196 . . . our interconnectedness, o
Page 213 and 214: 198 to the Challenges Frame and its
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202 in the 11 speeches (See Table 6
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204 to arrogance. There were 13 suc
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206 Political actors recognize that
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208 The Failed Government Frame was
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210 For example, one of the main st
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212 Admittedly, we were critical to
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214 newspapers maybe an indication
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7.0 Introduction 216 Chapter Seven
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218 detected in both the newspapers
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220 adopt that issue as a cause for
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222 commercial city of Blantyre for
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224 the Unity Frame, in particular,
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226 prescriptions. The Failed Gover
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228 political communication. In det
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Table 7.3: Parliamentary frame comp
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232 Table 7.4: Chi Square Test diff
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234 was rooted in this aspect of mo
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236 argument that framing in politi
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238 study established generalisatio
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240 understand how the press have m
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242 Thus, in 1994, the Nation and t
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244 divisive rhetoric when celebrat
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246 president. The Electoral Proces
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248 The state is also important in
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250 when Rob Jamieson changed the C
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252 In the 2004 post election perio
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254 and analytical national interes
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256 The first is value association
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258 Perhaps one of the most strikin
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260 target audience to think, feel
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262 an objective press working in t
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264 limbo at the BNL newspapers. On
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266 organizations often face cash c
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268 Thus, the government must lead
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270 problem is diversification of m
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272 Another area requiring further
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274 Assembly cues. This type of jou
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276 1994 - The first multiparty ele
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278 APPENDIX III OPEN CODING FOR A
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280 APPENDIX V PILOT STUDY HOLSTI I
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282 that you change the labelling o
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284 APPENDIX VII A MODEL FOR FRAMIN
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286 Asen, R. (1999) „Toward a nor
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288 new management ideas in constru
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290 Cho, S. H., & Gower, K. K. (200
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292 Daily Times (1994c) „Potentia
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294 Eko, L. (2004) Hear all evil, s
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296 Study Research. (paper presente
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298 Hall, S. (1980) Race, Articulat
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300 Jamieson, R. (1999) „Calling
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302 on public opinion: The rise and
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304 Malawi News (1999g) „Let the
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Palgrave. 306 McManus, M. (1994). M
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308 Nampuntha, C. (1994) „Aid, fa
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310 Patel, N. (2004) In Ott, M., Im
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312 the Church. Ecumenical Review,
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314 Snow, D.A. & Benford. R.D. (198
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Media Review, Vol. 5, No.1. p. 1-16
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318 Watkins, S. C. (2001). Framing
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320

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