Abstract:
A longitudinal content analysis was performed to examine The New York Times' coverage of the National Organization for Women during 1980 through 2010. Agenda setting and framing were studied as media effects of the coverage; prominence, tone, and issues pertaining to NOW were coded in this study to track change over time. It was found that prominence did change over the three decades in the study. Coverage of NOW decreased by nearly 80% from 1980 to 2010. The tone toward the organization remained positive, and NOW was seen as an advocate for women. However, in the 2000s, the tone grew increasingly neutral. Of the issues coded, women in politics showed a decline, while LGBT issues rose in frequency.
