This document discusses how Western media framed coverage of the Kosovo conflict through various techniques. It examines how the media established themes, made comparisons, used certain wording, and imagery to help Western audiences understand events. Specifically, it explores how the media drew parallels between the Kosovo conflict and the Holocaust, and stereotyped groups through culturally blended language and imagery like weeping women. The document analyzes how even subtle framing techniques can influence perception and change public opinion.

1. BRENNA MICKEY
COM 564
Western Media Framing
the Kosovo Conflict

2. “Media framing shapes the
social construction of reality
and provides a conceptual
and theoretical framework for
analyzing the news content…
Framing is an unavoidable
part of the process of
choosing what aspect of
reality to describe and how to
describe it.”
“DID THE U.S. MEDIA REFLECT THE REALITY OF THE KOSOVO
WAR IN AN OBJECTIVE MANNER?” - J. KE

3. Kosovo History Overveiw
After the First World War, Kosovo was integrated into
Yugoslavia as a province of Serbia.
90% of Kosovars are ethnically Albanian and speak
Albanian, having a strong brotherhood with them.
Kosovar Albanians began an uprising against Serbia for
freedom and Serbian military, led by Slobodan Milosevic,
responded with an ethnic cleansing.
Over 800,000 Kosovar Albanians fled from Kosovo,
20,000 are still missing or presumed dead.
NATO intervened with an airstrike and occupation of
Kosovo, resulting in a ceasefire on June 5, 1999.
Kosovo declared independence in 2008, 108/193
countries in the U.N. recognize Kosovo as a country
“A HISTORIC INTERVENTION: THE US IN KOSOVO”

4. Framing Techniques by the
U.S. Media in the Kosovo War
Theme
Comparison
Wording
Imagery

5. Theme in the Frame
“The best way to determine how
citizens use frames to comprehend
political issues is to examine what
makes certain frames successful. A
good frame is the heart of the story”
“MAKING SENSE OF ISSUES THROUGH MEDIA FRAMES:
UNDERSTANDING THE KOSOVO CRISIS” - KINDER & BRINKSEY

6. Comparison in the Frame
“I never could have imagined that when the
time finally came for him [Wiesel] to stand in
this spot and to reflect on the past century
and the future to come, that we would be
seeing children in Kosovo crowded into trains,
separated from families, separated from their
homes, robbed of their childhoods, their
memories, their humanity. It is something that
causes all of us to pause and reflect…how could
all this be happening once again at the end of
this century?”
“KOSOVO AND THE METAPHOR WAR” - R. PARIS
- HILLARY RODHAM CLINTON

7. Comparison in the Frame
Nazis
Hitler
Jews
Serbs
Milosevic
Kosovars
“KOSOVO AND THE METAPHOR WAR” - R. PARIS

8. Wording in the Frame
“Frames do not need to present
strong arguments for one side or
another in order to change public
opinion. Small subtle differences in
the presentation of information can
sometimes do the trick.”
“MAKING SENSE OF ISSUES THROUGH MEDIA FRAMES:
UNDERSTANDING THE KOSOVO CRISIS” - KINDER & BRINKSEY

9. Wording in the Frame
“Albanians and Kosovars,
Balkans and Muslims, Serbs and
Yugoslavians often overlapped in
the language that was reported,
resulting in a culturally blended and
incorrect representation of various
groups of people.”
“MEDIA AND WAR EVENTS: THE INFLUENCE OF MEDIA INFOR-
MATION ABOUT THE KOSOVO WAR” - P. LALLI

10. Imagery in the Frame
“The media tends to rely on familiar
imagery, sometimes blatantly
stereotyping cultures so that the
audiences have something to
relate to.”
“WEEPING WOMEN, WRINGING HANDS: HOW THE
MAINSTREAM MEDIA STEREOTYPED WOMEN’S EXPERIENCES IN
KOSOVO” - A. DEL ZOTTO

11. Imagery in the Frame
http://www.washingtonpost.com/wp-srv/inatl/balkans/perkinsguzy/guzy_54.html
Carol Guzy, Washington Post
Border of Albania & Kosovo
Pulitzer Prize 1999

12. Conclusion
“While Western media framed
the Kosovo War, whether it was
through the theme, in comparison,
language or imagery, it was all to
help Westerners understand the
occurrences more clearly in this
exotic country.”
“WESTERN MEDIA FRAMING THE KOSOVO CONFLICT” -B. MICKEY