Media Framing: How Can the Constitutional Name of One Country Be Changed?

Abstract

Th e Macedonian-Greek agreement to change the name of the Republic of Macedonia resulted in a referendum. Th e columns of relevant opinion leaders published in electronic media during the offi cial referendum campaign was the focus of interest and research presented in this article. Th e sample comprised 57 columns by 19 columnists. Th e discussion of the fi ndings in this paper is based on framing theory with media content analyses; the template for media monitoring was used as an instrument based on human coding. Th e main research question addressed in this paper is: “How are opinion leaders setting frames?” Th e hypothesis is that opinion leaders use diff erent themes and scripts to construct media framing due to narrow public opinion “for” or “against/boycott” the change of the constitutional name. Two negative, emotionally charged frames were identifi ed: the frame “for” promoted positive messages reinforced with ideas about the EU and NATO membership; the frame “against/boycott” promoted messages that Macedonian identity will be lost.