political (in)correctness in the media · google, most visible brand in the media associated to...
TRANSCRIPT
AT THE BELGIAN COMMUNICATION SUMMIT
Political (in)correctness
in the media2015-2018
27/11/2018 Photo by Elijah O'Donnell on Unsplash
• Unique Scientific research method
• Based on Agenda Setting
• Analysis of 4,500 articles in the Belgian press (2016-2018)
METHODOLOGY
1. “Political correctness” is an American movement, 1970-80’s
2. Well-meaning speech is the new rule
3. The importance of the language is central
4. Some intellectuals speak about « verbal puritanism »
5. What are the mentions in the Belgian Press today?
6. Is a new era born? What’s the impact for brands?
AN UPDATED DISCOURSE…
300
239
284
496
417
327
425
540
639
537
427
2016 Q1 2016 Q2 2016 Q3 2016 Q4 2017 Q1 2017 Q2 2017 Q3 2017 Q4 2018 Q1 2018 Q2 2018 Q3
EVOLUTION AND MEDIATIZATION
Media
FR
46%Media
NL
54%
50%
Online
50%
More Flemish than French-speaking
media
Trump and Damso have a big impact
33%
10%
9%8%
6%
6%
5%
4%
3%
3%
3%2%
2%2%2%1%
Politics, society Social action, population Culture
Security, justice Media Companies, consumption
EU, international, migration Education Economy, finance
Health, alimentation Sports Ecology, Agriculture
Employment, pensions Housing, territory Transport, mobility
ICT & technology
2015-2018
33%
10%9%
8%
6%6% 5%
4% 3% 3%3% 2% 2% 2% 2% 1%
0.0
0.5
1.0
1.5
2.0
2.5
0
0
0
0
0
0
0
0
CONTEXTUALISATION AND OVERREPRESENTATION
The following topics are overrepresented:
Politics, Society, Media and Artists
Debates most associated to political
(in)correctness.
4,6
65
3,5
57
3,1
37
2,6
70
2,0
00
1,9
82
1,8
63
1,4
62
1,4
35
1,3
98
6,0
87
5,3
43
4,5
85
3,3
47
2,9
17
2,0
53
1,9
91
1,8
42
1,6
42
1,3
76
1,3
75
1,2
90
STRONG THEMES, STRONG ACTORS AND CONVERGENCE
Themes, publics and actors associated
with the debate are stable year after year.
Identity topics have the strongest impact.
84%
82%
86%
77%
2015-2016 2016-2017 2017-2018 2015-2018
Women and politicians are the strongest actors and
audiences.
OVERREPRESENTATION OF THE POLITICAL (IN)CORRECTNESS
7%
5%
3%3% 3%
3% 3%
2%
1% 1% 1% 1% 1%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
Racism, migration and religion are some of the
most sensitive themes associated with the
debate about political (in)correctness.
But feast of St. Nicholas and sexism are the
most overrepresented themes.
0%
10%
20%
30%
40%
50%
2016 2017 2018
Criticism on political
correctness
Controversial
Consensus on political
correctness
Reaction
FOUR FORMS OF POLITICAL (IN)CORRECTNESS
Controversial
26%
Reaction
15%
Consensus
on political
correctness…
Criticism
political
correctness…
Controversial
18%
Reaction
6%
Consensus
on political
correctness
26%
Criticism
political
correctness
50%
Controversial
33%
Reaction
25%
Consensus on
political
correctness
19%
Criticism
political
correctness
23%
French-
speaking
Media
Dutch-
speaking
Media
The criticism of the political
correctness (like “Langue de Bois”) is
today the new rule of the political
(in)correctness.
The criticism of the political (in)correctness is a French-speaking
media trend. Controversial debate is a Dutch-speaking media
trend.
Questions on the consensus and criticism on (in)political
correctness are increasing trends.
Pol i t i ca l ( in)correctnessl i ke c o n t ro v e r s i a l d e b a t e
Photo by Ricardo Mancíaon Unsplash
2015-Q1 2015-Q2 2015-Q3 2015-Q4 2016-Q1 2016-Q2 2016-Q3 2016-Q4 2017-Q1 2017-Q2 2017-Q3 2017-Q4 2018-Q1 2018-Q2 2018-Q3 2018-Q4
THREE DELICATE MOMENTS FOR RACISM
AND POLITICAL (IN)CORRECTNESS
Bart De Wever, Charlottesville, Djunga and Williams
are directly associated to these delicate moments.
POLITICAL ACTORS
0
50
100
150
200
250
300
2015 2016 2017 2018
TOP 4 political personalities evolution
Theo Francken Bart De Wever Filip Dewinter Alain Destexhe
4%
3%
3%
3%
2%
2%
Filip Dewinter
Tom Van Grieken
Jean-Marie
Dedecker
Mischaël
Modrikamen
Guy D'haeseleer
Theo Francken
Political (in)correctness
Francken is the most visible political actor in relation
to political (in)correctness.
Dewinter is the political actor whose
media profile is most associated to
political (in)correctness.
GOOGLE, MOST VISIBLE BRAND IN THE MEDIA ASSOCIATED TO
POLITICAL (IN)CORRECTNESS2% of Google mediatization associated to sexism debate in 2017-Q3
0.00%
5.00%
10.00%
15.00%
20.00%
0
50
100
150
200
250
300
2015-Q1 2015-Q2 2015-Q3 2015-Q4 2016-Q1 2016-Q2 2016-Q3 2016-Q4 2017-Q1 2017-Q2 2017-Q3 2017-Q4 2018-Q1 2018-Q2 2018-Q3 2018-Q4
BRANDS – SEXISMSexism is always a sensitive issue for brands in all
sectors.
www.nieuwsblad.be
23.03.2016 www.nieuwsblad.be
25.02.2016
BRANDS – RACISM AND SOCIAL INEQUALITY
Racism and social inequality are always sensitive issues
for brands in all sectors.
175
109
0
20
40
60
80
100
120
140
160
180
200
Damso Urbanus
Damso Urbanus
BELGIAN ARTISTS
www.humo.be 18.09.2017
Damso and Urbanus are the most controversial artists
associated to political (in)correctness.
www.hln.be 06.03.2018
Pol i t i ca l ( in)correctnessl i ke r e a c t i o n
Photo by Chris Slupskion Unsplash
CONTROVERSY AND REACTIONS
www.hln.be
28.08.2018
www.7sur7.be
22.07.2015
Some controversial political actors generate a lot of
reactions. These actors are sometimes in the center of
a negative media storm.
www.hln.be
15.09.2017
www.demorgen.be 23.03.2015
BRANDS – CONTROVERSY VS. REACTION
www.vrtnieuws.be
20.10.2017
www.nieuwsblad.be
09.10.2017
Fr.newsmonkey.be 04.04.2018www.standaard.be 04.04.2018
Brands in the center of a media storm
ARTISTS & FESTIVALS – CONTROVERSY VS.
REACTIONS
12%
9%
9%
6%
6%
5%
4%
3%
2%
2%
2%
2%
1%
0% 5% 10% 15%
Besix
Coca-Cola
Proximus
PwC
Ergo
AB InBev
EDF Luminus
Nationale Loterij
ING
Adidas
Jupiler
BMW
Carrefour
Damso Affair: which sponsor of
the Red Devils is the most
impacted?
www.nieuwsblad.be
05.04.2016
www.demorgen.be
15.04.2016
Some artists like to provoke; brands as
sponsors, might get impacted
Pol i t i ca l ( in)correctnessC o n s e n s u s
BRANDS: CONSENSUS
Fr.newsmonkey.be 24.01.2018
www.lesoir.be 06.06.2018
Brands adapt their communication to be in line
with the consensus on political (in)correctness
Photo by Nik Shuliahin on Unsplash
Pol i t i ca l ( in)correctnessC r i t i c i s m
BRANDS: CRITICISM ON POLITICAL CORRECTNESS
Do brands need to follow the path of political correctness?
The debate i s open…
DEBATE
Controversy: most present in Dutch-speaking media, often used by politicians and artists,
could be dangerous for brands;
Reactions: decreasing trend in the media;
Consensus on political (in)correctness: positioning of brands?
Criticism on political (in)correctness: mostly present in French-speaking media, increasing
trend in the Belgian media
Has a new “anti-consensual” movement happened since the end of 2010?
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Gregory Piet, Ph.D
Chief Data OfficerM : +32 479 87 46 16
Sien Vanderlinden
Senior Media & Data AnalystM : +32 474 97 31 16