It can be questioned, however, how fair this view on the comedic contribution to the political public debate really is. Comedians who take part in public debate could be argued to be actors in horizontal media, commenting on and reframing the news of vertical media. Vertical media are still important for forming the general public issue agenda ( Djerf-Pierre and Shehata, 2017), while horizontal media – such as podcasts – provide the community agenda ( McCombs et al., 2014 Ninković-Slavnić, 2016 Vargo et al., 2014). Vast digitalization and the rise of social media have caused scholars to distinguish between vertical media (traditional news media which still targets a wide audience with content of general relevance) and horizontal media (more specific media actors building a community around the content they produce). An actor who has swiftly, and in many cases successfully, adapted to this new medium is the comedian, giving them the possibility of functioning as opinion leader ( Crittenden et al., 2011). With recent technological developments, there has been an emergence of the podcast as a medium. This applies particularly to the younger generations. It also provides greater possibilities for incidental news exposure through other forms of media genres, such as entertainment and different media platforms, like podcasts. When media consumption becomes more fragmented, with each consumer curating their own accumulated news flow based on personal networks, it creates opportunities for alternative media actors to be more influential ( Gil de Zúñiga et al., 2017 Toff and Nielsen, 2018). ![]() In a media landscape where people find and navigate news and information via a range of digital intermediaries and platform services, the importance of the opinion leader is reinvigorated. ![]() The comedic framing is also more focused on issues of political figures and processes, more negative, and more inclusive of different types of societal actors when compared to the news reporting of vertical media. It is also more thematic and more often on a societal level, while the journalistic news framing is more episodic and on an individual level. ![]() It shows that the comedic framing is dramatically more personal and emotional. ![]() The study is performed via a quantitative content analysis of Swedish political comedy and traditional Swedish news coverage, with a focus on the emerging podcast medium. This study compares how comedians in horizontal media frame news and current affairs with how journalists in vertical media frame similar news. In the separation of vertical media (media which are still aiming for a wide audience with content of general relevance) and horizontal media (more specific media actors building a community around the content they produce), comedians can be considered actors in horizontal media, who help provide the community agenda. However, the personalization of politics and journalism, as well as the rise of social media, is creating new spaces for other actors, like comedians. All subjects Allied Health Cardiology & Cardiovascular Medicine Dentistry Emergency Medicine & Critical Care Endocrinology & Metabolism Environmental Science General Medicine Geriatrics Infectious Diseases Medico-legal Neurology Nursing Nutrition Obstetrics & Gynecology Oncology Orthopaedics & Sports Medicine Otolaryngology Palliative Medicine & Chronic Care Pediatrics Pharmacology & Toxicology Psychiatry & Psychology Public Health Pulmonary & Respiratory Medicine Radiology Research Methods & Evaluation Rheumatology Surgery Tropical Medicine Veterinary Medicine Cell Biology Clinical Biochemistry Environmental Science Life Sciences Neuroscience Pharmacology & Toxicology Biomedical Engineering Engineering & Computing Environmental Engineering Materials Science Anthropology & Archaeology Communication & Media Studies Criminology & Criminal Justice Cultural Studies Economics & Development Education Environmental Studies Ethnic Studies Family Studies Gender Studies Geography Gerontology & Aging Group Studies History Information Science Interpersonal Violence Language & Linguistics Law Management & Organization Studies Marketing & Hospitality Music Peace Studies & Conflict Resolution Philosophy Politics & International Relations Psychoanalysis Psychology & Counseling Public Administration Regional Studies Religion Research Methods & Evaluation Science & Society Studies Social Work & Social Policy Sociology Special Education Urban Studies & Planning BROWSE JOURNALSĬlassic agenda setting and news framing research focuses on traditional media actors: journalists, political figures, professional communicators.
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