METHODOLOGY. Unique Scientific research method. Based on Agenda Setting. Analysis of 4,500 articles in the Belgian press ( )

Transcription

1 AT THE BELGIAN COMMUNICATION SUMMIT Political (in)correctness in the media /11/2018 Photo by Elijah O'Donnell on Unsplash

2 METHODOLOGY Unique Scientific research method Based on Agenda Setting Analysis of 4,500 articles in the Belgian press ( )

3 AN UPDATED DISCOURSE 1. Political correctness is an American movement, 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?

4 EVOLUTION AND MEDIATIZATION More Flemish than French-speaking media Trump and Damso have a big impact Media NL 54% Media FR 46% Online 50% Print 50% Q Q Q Q Q Q Q Q Q Q Q3

5 CONTEXTUALISATION AND OVERREPRESENTATION The following topics are overrepresented: Politics, Society, Media and Artists Debates most associated to political (in)correctness. 0 33% 2,5 0 2,0 2%2%2%2%1% 3% 3% 0 3% 33% 4% 0 1,5 5% % 9% 8% 1,0 6% 6% 8% 9% 10% 6% 6% 5% 0,5 0 4% 3% 3% 3% 2% 2% 2% 2% 1% Politics, society Social action, population Culture 0 0,0 Security, justice Media Companies, consumption EU, international, migration Education Economy, finance Health, alimentation Sports Ecology, Agriculture Employment, pensions Housing, territory Transport, mobility ICT & technology

6 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. 86% 84% 82% Women and politicians are the strongest actors and audiences. 77%

7 OVERREPRESENTATION OF THE POLITICAL (IN)CORRECTNESS 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. 8,0% 7% 7,0% 6,0% 5,0% 5% 4,0% 3,0% 3% 3% 3% 3% 3% 2,0% 2% 1,0% 1% 1% 1% 1% 1% 0,0%

8 FOUR FORMS OF POLITICAL (IN)CORRECTNESS The criticism of the political correctness (like Langue de Bois ) is today the new rule of the political (in)correctness. Criticism political correctness 37% Consensus on political correctness 22% Controversial 26% Reaction 15% 50% 40% 30% 20% The criticism of the political (in)correctness is a Frenchspeaking media trend. Controversial debate is a Dutch-speaking media trend. Criticism political correctness 50% Frenchspeaking Media Controversial 18% Reaction 6% Consensus on political correctness 26% Consensus on political correctness 19% Criticism political correctness 23% Dutchspeaking Media Reaction 25% Controversial 33% Questions on the consensus and criticism on (in)political correctness are increasing trends. Criticism on political correctness Controversial Consensus on political correctness 10% Reaction 0%

9 P olitical (in)correctness l i k e c o n t r o v e r s i a l d e b a t e Photo by Ricardo Mancíaon Unsplash

10 THREE DELICATE MOMENTS FOR RACISM AND POLITICAL (IN)CORRECTNESS Bart De Wever, Charlottesville, Djunga and Williams are directly associated to these delicate moments Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q4

11 POLITICAL ACTORS 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. 300 TOP 4 political personalities evolution Theo Francken 2% 250 Guy D'haeseleer 2% Mischaël Modrikamen Jean-Marie Dedecker 3% 3% 50 Tom Van Grieken 3% Filip Dewinter 4% Theo Francken Bart De Wever Filip Dewinter Alain Destexhe Political (in)correctness

12 GOOGLE, MOST VISIBLE BRAND IN THE MEDIA ASSOCIATED TO POLITICAL (IN)CORRECTNESS 2% of Google mediatization associated to sexism debate in 2017-Q ,00% ,00% ,00% ,00% Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q4 0,00%

13 BRANDS SEXISM Sexism is always a sensitive issue for brands in all sectors

14 BRANDS RACISM AND SOCIAL INEQUALITY Racism and social inequality are always sensitive issues for brands in all sectors.

15 BELGIAN ARTISTS Damso and Urbanus are the most controversial artists associated to political (in)correctness Damso Damso Urbanus Urbanus

16 P olitical (in)correctness l i k e r e a c t i o n Photo by Chris Slupskion Unsplash

17 CONTROVERSY AND REACTIONS Some controversial political actors generate a lot of reactions. These actors are sometimes in the center of a negative media storm

18 BRANDS CONTROVERSY VS. REACTION Brands in the center of a media storm Fr.newsmonkey.be

19 ARTISTS & FESTIVALS CONTROVERSY VS. REACTIONS Some artists like to provoke; brands as sponsors, might get impacted Damso Affair: which sponsor of the Red Devils is the most impacted? Carrefour BMW Jupiler Adidas ING Nationale Loterij EDF Luminus AB InBev Ergo PwC Proximus Coca-Cola Besix 1% 2% 2% 2% 2% 3% 4% 5% 6% 6% 9% 9% 12% 0% 5% 10% 15%

20 P olitical (in)correctness C o n s e n s u s

21 BRANDS: CONSENSUS Brands adapt their communication to be in line with the consensus on political (in)correctness Fr.newsmonkey.be

22 P olitical (in)correctness C r i t i c i s m Photo by Nik Shuliahin on Unsplash

23 BRANDS: CRITICISM ON POLITICAL CORRECTNESS Do brands need to follow the path of political correctness?

24 The debate is open

25 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?

26 Media anddata Data Expertise to outperformstrategic strategicdecisions decisions Thank you for Listening Gregory Piet, Ph.D Chief Data Officer M : gregory.piet@auxipress.be Sien Vanderlinden Senior Media & Data Analyst M : sien.vanderlinden@auxipress.be auxipress Photo by Samuele Errico Piccarini on Unsplash