Experts analyse local media portrayal of Brexit referendum

Social media activity could balance out an otherwise ‘narrow’ view of the European Union presented by New Zealand print media.

A study by Dr Serena Kelly, a research fellow at the University of Canterbury, was presented today at the Media Perceptions on the EU event held in Auckland.

The research argued that New Zealand media presents a narrow view of the EU and mainly uses content from UK publications the Telegraph and the Times to portray this.

However, Dr Kelly’s findings were questioned by New Zealand media representatives that were present.

Some pointed out that the research referred to was limited to print media only, but the findings suggested all New Zealand media portrayed a narrow view.

Discussions ensued, which were largely framed by the recent UK ‘Brexit’ referendum on whether to leave the EU.

Gavin Ellis, former editor-in-chief of the New Zealand Herald and University of Auckland academic, suggested that if online conversation about the issue was taken into account, the story of New Zealand’s perceptions would read differently.

“Facebook is the largest disseminator of mainstream media,” said Mr Ellis. “It’s very, very effective with promoting different points of views.”

Other media present expressed similar views to Mr Ellis, saying a wider scope needed to be taken to incorporate online and broadcast media in order to gauge the true perceptions of the EU.

Professor Martin Holland, director of the National Centre for Research on Europe, disagreed with the inclusion of social media as a valid measure.

“I don’t buy into social media for Brexit . . . It’s the converted talking to the converted,” said Professor Holland.

He argued that those sharing news on social media weren’t sharing “European blogs”.

Regular Listener columnist and economist Brian Easton said he found the lack of non-English speaking sources in New Zealand media “deeply disturbing”.

Mr Ellis reasoned that the restricted coverage of the EU in New Zealand’s print media could be a direct result of the demise of the New Zealand Press Association (NZPA) in 2011, which was the country’s largest news agency.

He said media are now having to pay large sums for international media and “New Zealand can’t afford the luxury”, adding the decisions on which sources to use are “purely economic”.

Mr Ellis suggested an answer to this could be for the EU to have a European Press Association.

The event was organised by the EU Policy and Outreach Partnership, and was held in central Auckland’s Europe House.