Mass media and social movements: Electric Yerevan

Abstract

This master thesis focuses on some principles and patterns concerning the interaction between mass media and social movements because mass media and social movements can both support or hinder each other. Particularly it was examined and analyzed how the social movement Electric Yerevan is discussed in the Western and Russian mass media. Content analysis of the news articles and focus group sessions with active members of Electric Yerevan are the two primary methods. The argument of the thesis is that there are differences in the coverage between the Western and Russian mass media over Electric Yerevan. The analysis revealed that the Western and Russian mass media portrayed the movement from two distinct perspectives: the Western media described Electric Yerevan as a fight for a social issue, injustice, and corruption. There are differences in Russian mass media in portraying the movement. Pro-government channel described the movement as political while the opposition channel described it as both political and social struggle. This evidence concerning the differences between two mass media is supported by the results of the focus group discussions.