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L8-A1: Research Paper 1

L8-A1: Research Paper

Jason Antu

INTS 3300-[section 1]

Dr. Gail Bentley

Texas Tech University


Abstract

The central view on how hydraulic fracturing alters and effects its surrounding communities and

families is a major issue. However a more major underlying issue is how hydraulic fracturing is

being portrayed in the media. This portrayal is what gives influence to legislation or lack of it to

fracking sites. It is what may either increase, decrease or eliminate the economic means for a

town to survive with. It is to say not the actions themselves that cause these results, but it is the

influence that sways the belief skewing these actions to happen. The emphasis being on

utilizing an Interdisciplinary approach in trying to understand this issue. The information is taken

from a Public Relations point of view, along with insight with its relationship the Media. The

combination of these perspectives gives insight in not only the message of "what', but also the

message of "how". This gives insight to the formulation as well as the strategic messaging tactics

used in both ends of a polarized spectrum. The logical resolution came from a combination of

implementing legislature as well as utilizing a Public Affairs approach to informing to the best

interests of the general public.


The increasing population of the world along with advancing technology comes into play

with our energy resources. With our energy resources becoming more and more finite, there also

comes into question the logistical means to which we gather these resources. This brings to the

discussion of the implementation of Hydraulic Fracturing. But not to dilute the mechanical

means and logistics of Hydraulic Fracturing with regards to the theaters of engineering or the

effects on the environment. The central view on how hydraulic fracturing alters and effects its

surrounding communities and families is the major issue.

Step 1: State the Focus Question

A more major underlying problem to this issue is how hydraulic fracturing is being

portrayed in the media. This portrayal is what gives influence to legislation or lack of it to

fracking sites. It is what may either increase, decrease or eliminate the economic means for a

town to survive with. It is to say not the actions themselves that cause these results, but it is the

influence that sways the belief skewing these actions to happen.

The issue in question that will be focused on is how does the media portray Hydraulic

Fracturing without bias from the influence of Public Relations ,and the Media? This issues stems

from political organizations attempting to create "smear campaigns" or the fuel industry directly

manufacturing their own propaganda to the families and the surrounding community. (Lee, 2012)

A combination of scholarly articles from different areas of concentration with a scope of

qualitative data is what is used. The criteria of openness and discretion of a factual presentation

of information is the key to creating a solution. . The emphasis being on utilizing an

Interdisciplinary approach in trying to understand this issue from more than one perspective, in


order to maximize the number of opportunities and results of a successful solution (Repko,

2012 ).

Step 2: Justify Using an Interdisciplinary Approach

The understanding of the effects of hydraulic fracturing being portrayed in the media, is a

complex problem. Its complexities exist in the branches of influence that it reaches. We can

justify an Interdisciplinary approach by delegating and utilizing different areas of concentration

to fragment these branches in order to synthesize a more tailored fit to the problem of hydraulic

fracturing. (Repko, 2012 ) Media and fracking individually are large bodies of complex problems

in and of themselves. Combining the two to evaluate a complex problem is one of four

requirements according to Repko the focus question has in inherent complexity due to the

combined subjects. Also Repko instructs us that the problem is not confined to a single

discipline. This is true in that hydraulic fracturing and the media are two separate entities with

sub areas for each of the two. Finally a third criterion that the issue meets is in that it does have a

need to solve a social problem. The understanding that the media has a powerful influence on the

general public makes it a societal problem in how it affects many areas of life for the

surrounding communities. (Moldavan, 2014)

Step 3: Identify Relevant Disciplines

With the overall scope and magnitude of the problem of hydraulic fracturing's image in

the media, multiple disciplines are required. However, several factor comes into play as to what

disciplines will be of most use to helping find a solution. (Repko, 2012 ) We can look at schools

of communication such as Advertising. Advertising gives us an insight on attempting to sway or

influence a potential buyers beliefs encouraging them with a call to action. While the insight


would provide some valuable information, the issue lies not with creating a call to action, but in

that the public is being swayed by actions already being done in hydraulic fracking's image in the

media. Another possible discipline to utilize is that of Sociology. Sociology studies society as a

whole, and its habits as a collective group rather than an individual. This could also provide

some critical understanding as to how the community could react to the medias influence on

hydraulic fracturing. The only issue is in that with Sociology it becomes too broad of a spectrum

in the social sciences, with multiple variables unaccounted for, it wouldn't be able to provide the

exact information for the problem. . The main disciplines that will be utilized is primarily based

off of a Public Relations narrative with an approach utilizing qualitative research, as well as

information from articles regarding Electronic Media and Communication with qualitative

information. The combination of these perspectives gives insight in not only the message of

"what', but also the message of "how". Public Relations, specializes in maintaining relationships

between large business and companies and the public. (Fitzpatrick, 2002)This is the exact frame

of context that we will be analyzing in how we approach the issue. Electronic Media and

Communication, is the vehicle for Public Relations to maintain its relationships. This will also

satisfy the need for gathering a perspective in how to solve the problem of hydraulic fracturing's

conflict in the media.

Step 4: Conduct a Literature Search

With regards to the literature research, there is a tone of retrospect in that Public

Relations moral conduct is subjective to the publicist. The idea of what is being framed and

delivered to the public is at the discretion of how the PR publicist deems it necessary. (White,


2010)Their definition of serving the public is only in doing so while remaining loyal to the

company ,and serving the best interests of the company. According to (Stoker, 2012) Public

Relations professionals have a vested interest in ensuring the successful image of the company

while trying to also advocate for social responsibility. Also with this (Fitzpatrick, 2002) states

that the PR industry as a whole is a self- regulated system that its practitioners set the standard

for what is considered ethical. And it must rely on these same practitioners to hold accountability

on each other in order to ensure a moral compass is put into place to ensure a credible

representation of the information. (Fitzpatrick, 2002) Coinciding with how Public Relations

determines the what for many topical issues in fracking, the logistical means to perpetuate the

messages given is greatly influenced by the use of social media. With this understanding, (Yoo,

2014) explains how Twitter acts as tool for micro blogging opinions and thoughts toward

specific issues. Tweets are used to reflect the personal views of opinion leaders and then are

seeded into other channels of social media, such as Facebook. This in turn begins to influence the

digital conversation of what the attitude is towards a specific topic. One case could be an

individual is strongly opposed to hydraulic fracturing ,and would Tweet about his negative

beliefs towards it and seed that message to his followers. In contrast another individual in

support of hydraulic fracturing could just as easily do the opposite.

Step 5: Developing Adequacy

The overall understanding of the issue is to understand what information to best address

the problem directly. According to (Repko, 2012 ) developing adequacy requires that there be

enough basic knowledge and understanding of each discipline in order to formulate key outlines

for addressing the problem. This will allow to thread together key insights and theories that offer


information that is useful in addressing the issue. This understanding will thus allow the ability

to thread together common insights between PR and Electronic Media. Public Relations in its

own camp views its practice as maintaining relationships ,and conveying intentions. (White,

2010) One issue that comes into play is the negative connotation PR has been given due to the

miss use of Agenda Setting. (Fitzpatrick, 2002) Through this theory, media elite are what set the

discussion for "what" is to be talked about and in such extreme cases the "why". (White, 2010)

This also is what has created the mis-trust for PR firms. A large hydraulic fracturing company

could have an incident and try to mask it over with a PR specialist attempting to frame it as a

small incident , could easily be blown out of proportion simply due to the presence of a PR

specialist. But as a counter weight to the abuse, having a self regulated system in PR also allows

for it to be self policed and held to a higher standard, making immoral actions that much harder

to act out on. (Fitzpatrick, 2002). This would then have an opposite effect in a general public

having more trust in a hydraulic fracturing company coming out in the open about the incident

with a PR specialist. While the other discipline corresponds with the "How", Electronic Media

and Communication, is the other ingredient that forms a recipe for bias. Media and

Communication practitioners utilize a similar archetype as the Public Relations Specialists in

what they use is the theory of Framing (Moldavan, 2014). Much like agenda setting Framing

only highlights key points and emphasizes only certain points of a topic or issue (Pedersen,

2014). This theory in itself is one of the most common reasoning's behind the mistrust in the

media as a whole. It selectively formulates a strategic lens on what it omits and emphasizes.

Whenever the media whether social or news, selectively showcases a company in a negative

light. But it is in understanding the lethality of how these tools and theories can be abused and


manipulated that we can begin to formulate a better safe guard against them. This comes into

play when the public becomes more informed and aware of the potential biases in the media.

Step 6: Analyze the Problem and Evaluate Each Insight or Theory

The problem being analyzed is one that is of great complexity and is justified in using an

interdisciplinary approach. It is however also in the same scope according to (Repko, 2012 ) to

view the problem from different perspectives, in order to reveal any potential strengths or

limitations that are present. This understanding gives direction as to where the disciplines are to

be strategically implemented for the fullest effect of their specificity.

Insights from Public Relations

The underlying tone of what the media portrays is in a skewed frame of what the media is

being fed from the sources that it gathers information from. A hydraulic fracturing site may have

an incident and releases a statement to the media, the media then takes the information and alters

it. This is what begins to construe the perceived value of what is a more practical and informal

rather than what is an exaggerated claim to purposeful practice of keeping the public informed

(Fitzpatrick, 2002).

Collectively Public Relation specialists are universal interpreters of the clients they

represent whether corporate or political so Hydraulic Fracking companies are no exception. The

PR specialist is tasked to take the information given and to translate it into a more favorable light

or perspective in order to gain favor or avoid conflict (Lee, 2012). If an incident occurs on a

hydraulic fracturing site, the company consults the PR specialist , then releases a statement to the

media, rather than going directly to the media.


However, in contrast, oppositional to this is when Public Relations is also used to take

information that is given and to selectively alter its image to attack or discredit an opposition or

rival (White, 2010).Whenever an politically based environmental party utilizes known facts

about a hydraulic fracturing company in order to attempt to discredit them. Both of these

methods are done with the practice of Framing theory. It is in the act of utilizing this theory that

the general public has become more polarized in its views on fracking companies (Stoker, 2012).

The polarization comes into play as PR specialists on either spectrum of supporting

fracking, or opposing it utilize the same facts but construes them so much that the perception of

truth itself almost is a contradiction (Stoker, 2012). This creates a large divide between the two

groups opposing potentially reasonable compromises with regards to either environmental or

economic gain. The paradox lies in that the PR specialist is following their own perceived

morality of duty, thus not doing anything immoral, but only being seen that way (Fitzpatrick,

2002).

Insights from Electronic Media and Communication

Now while Public Relations dictates the "what" of the fracking conversation. Then it is

the Media and Communication side that determines the "how". Media is what provides the

logistical foundation for PR to build its momentum off of (Pedersen, 2014).

The Media provides a voice to the thoughts and messages of politicians , businesses and

corporations. The potential in creating conflicts of interest lie in the mistranslated messages of

the sender (Pedersen, 2014). While a PR specialist may hold a press conference to a large party

of opinion leaders, the opinion leaders may then interrupt the message differently then seed out


their interpretation across social media platforms creating an entirely different message (Yoo,

2014).

It then begins to spread and mutant into different variations of the same truth. This

mutation then begins to be traced back to the originator being the PR specialist. Now while the

mutated variation may be nothing like the original message sent out, it still binds the sender to its

new misconstrued meaning (Jackson, 2014). This then creates a fallacy of mistrust and lack of

confidence in the original sender, who from the beginning did nothing other than tell their

perceived version of the truth. A hydraulic fracturing may have a legitimate incident that it

addresses directly, but via the mutation of information , it now has become a damage report on

what was not done, and what has failed to be done on said fracking site.

So in a motion to combat the mutation of messages, the collective media whether PR or

otherwise, begin to practice in the theory of Agenda setting. The idea of Agenda setting then

begins to dictate how the recipient is supposed to perceive the message (Lee, 2012). This is done

by invoking imagery or utilizing key words that connate either a negative or positive influence to

skew the recipient in either direction (Moldavan, 2014). The issue there in lies how Agenda

setting could become abused with regards to facts , and creating illusions of information that are

not representative of the actual message.

Step 7: Identify Conflict Between Insights and Their Sources

The integration of complex problem solving cannot come from compounding disciplines

that are the same, as they will skew data and information in the direction of only one perspective.

It is according to (Repko, 2012 ) that integration can only be achieved by things that are

different. Integration is most effective when there is a form of conflict or difference, otherwise


integration is not a necessary function (Repko, 2012 ). The relationship between PR and

Electronic Media Communication, creates lots of overlap in the understanding that they share

many of the same theories. The critical understanding is in being able to distinguish the lens that

these theories are enacted from. While PR may actually practice a delivery in Framing, its

version of framing is a more calculated truer version having come closer from the source (Lee,

2012). The Electronic Media version, will have a more hollow perception as it only echoes a

delivery of the original message while supplementing it with its own insights. Agenda Setting is

also a shared commonality, but again there is a separation in implementation. While the PR

theory of Agenda Setting is in the act of conveying information that strategically chooses to

present while also supplementing an agenda with adjacent information that may be relevant to

the issue (Stoker, 2012). The Electronic Media form of agenda setting is more focused on

providing information that it is has actively chosen to omit from the public.

STEP 8: Create Common Ground

The unification of providing common ground is according to (Repko, 2012 ) an

essential aspect of forming a solution. The theory of common ground is what forms the basis for

a more collaborative communication and interdisciplinary integration. (Repko, 2012 ) One of the

key factors in Hydraulic Fracturing is in the language that is used in a varied form of jargon from

discipline to discipline. PR and Electronic Media do share the same theories they are just

implemented differently based on their interpretation of discipline. A way to unify these is if you

compound the variations of the theories between the two disciplines as a gradual process

involving both rather than a single step in separate schools of thought. This way of unifying them

according to (Repko, 2012 ) is with the technique of Extension. This simply put is increasing the


scope of the subject being reviewed, as a conceptual increase. This extends the meaning of a

particular theory or definition beyond the domain of that particular discipline. (Repko, 2012 )

This equates to expanding the definition of each theory to encompass the definition of both

disciplines supplementing and augmenting each other. Agenda setting would thus be the initiated

message of the PR Specialist , while cooperating with Electronic Media to also convey a

complete message. This would also influence framing for the PR practitioner to release a

message while also creating a message suitable for the different mediums of Electronic Media in

order to have a more cohesive delivery (Fitzpatrick, 2002).

STEP 9: Construct a More Comprehensive Understanding

To evaluate the understanding of the overall process in integrating PR and Electronic

Media, according to (Repko, 2012 ), we must have a more comprehensive understanding and

unpack its meaning. This can be inferred from using the Extension technique from Step 8, in

compounding the theories of each discipline into one large broad definition. Agenda setting will

thus be controlled from the source and then work with the receiver to ensure an accurate delivery

(Lee, 2012). The process of Framing would then, have a cohesive tone of corresponding facts

and having the same directional sense of perception from the same source. We then have a

unified set of theories that we now know will encompass aspects of Public Relations, and then be

easily interchanged with Electronic Media and Communication (Jackson, 2014). The PR

publicist would seed out a predetermined representation of information on a social media

platform on behalf of the Hydraulic Fracturing company. The PR publicist would also have

readily available press kits designed to be utilized for social media platforms in order to ensure a


more accurate conveyance of the message. Electronic Media would then become an extension of

Public Relations, rather than an opposing contradiction of information.

STEP 10: Communicating the Results

The overall process of utilizing an interdisciplinary approach to solving a complex

problem is one that must be open and flexible. According to (Repko, 2012 ) reflection of

interdisciplinary method is a self conscious one that can be formed into different insights. The

concluding story is that in theater of communication and the media, there is not set flow process,

rather it is a continuous balancing act to maintain. There will always be some kind of un-

measureable variable that can skew the results and create a false truth. Given within any context

of information, the truth can be created out of any perceived reality of the spectator. This

realization gives way to seeking a means to create a framework for what is deemed as universal

truth. The ideal solution for a cohesive synergistic relationship with the media and its delivery of

information, is that it forms taboos that it holds true within itself. Much how PR practitioners are

self-governing and self policing, so too should the media be in all aspects in regards to

information that is crucial to the well being and quality of life for those involved in crucial trades

such as hydraulic fracturing.


REFFERENCES

BibliographyFitzpatrick, K. R. (2002). Evolving Standards in Public Relations: A Historical Examination of PRSA's Codes

of Ethics. Journal Of Mass Media Ethics, 89-110.

Jackson, J. A. (2014). The Brave New World of Social Media. Judges' Journal, 12-15.

Lee, S. T. (2012). Ethics Management in Public Relations: Practitioner Conceptualizations of Ethical Leadership, Knowledge, Training and Compliance. Journal Of Mass Media Ethics, 80-96.

Moldavan, G. (2014). Media Ethics in The Idealogical Context of the Twentieth Century. Contemporary Readings In Law & Social Justice, 589-593.

Moreno, M. A. (2013). Ethics of Social Media Research: Common Concerns and Practical Considerations. . Cyberpsychology, Behavior & Social Networking,, 708-713.

Pedersen, R. T. (2014). News Media Framing of Negative Campaigning. Mass Communication & Society. Mass Communication & Society,, 898-919.

Repko, A. F. (2012 ). Interdisciplinary Research Process and Theory . Los Angeles, London, New Delhi, Singapore, Washington DC: SAGE Publications .

Stoker, K. &. (2012). The Paradox of Public Interest: How Serving Individual Superior Interests Fulfill Public Relations' Obligation to the Public Interest. Journal Of Mass Media Ethics, 31-45.

Voshel, E. H. (2015). Social Media & Social Work Ethics: Determining Best Practices in an Ambiguous Reality. Journal Of Social Work Values & Ethics,, 67-76.

White, C. &. (2010). Public perceptions of public relations. Public Relations Review, 319-324. .

Yoo, J. &. (2014). How do Journalists express Their Perceptions of Public Relations on Twitter? Social Behavior & Personality: An International Journal, 42(7),, 1175-1182.

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