Generic frame building in the 2008 Austrian elections

• This paper locates levels of confrontation and entertainment in PR and the media.
• Austrian party and media communication can be categorized as antagonistic substance.
• Conflict and negativity coin the electoral communication of Austrian parties and the media.
• Party press releases are more marked by confrontation and entertainment than the media coverage.
• The media decrease conflict and drama as compared to impulses set by political PR.

Media critics repeatedly refer to the adversarial and trivializing nature of contemporary political journalism, whereas the role of political public relations in the formation of these aspects of public political discourse is widely neglected. To gain empirical insight into the formation of negativity, dramatization, game- and conflict-centeredness in campaign communication in the 2008 Austrian elections, this study introduces a biaxial matrix localizing levels of confrontation (negativity and conflict) and entertainment (game and drama). The analysis rests on the comparative investigation of generic frames in political parties’ PR and the media, and the examination of underlying frame building processes. The role of journalism and political public relations in shaping campaign communication is investigated by utilizing concerted content analyses of newspaper and TV news coverage and party press releases. The study finds that Austrian party and media communication can be predominantly categorized as antagonistic substance, characterized by high levels of confrontation (negativity and conflict) and lower levels of entertainment (game and drama). The empirical investigation outlines that conflict and negativity are prevalent features of the electoral communication of Austrian parties and the media likewise, whereby party press releases are even more marked by confrontation and entertainment framing than the subsequent media coverage. In addition, the media are not the principal and exclusive sponsors of confrontation and entertainment in electoral communication; rather, they even moderately decrease conflict and drama as compared to the impulses set by political PR.