Date of Award

1-1-2014

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Nobuya Inagaki

Abstract

It is important to see how the news uses framing to structure a story for public consumption. This study seeks to understand how the news media framed the Trayvon Martin case through the use of racial cues. The study will closely examine the fetishization of racial roles by the media through the Trayvon Martin case. The researcher through the use of ethnographic research will examine how a news organization frames this high-profile event that resulted in the death of a young man. We often discuss bias or agenda in news without answering the question why. Trayvon Martin presents an opportunity to discuss framing in terms of race through the eyes of a news organization. The study determined advertising dollars drives the stories the media produces rather than racial or societal issues.

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