This article identifies a qualitative change in the diversity of actors who represent Muslims in British news media. Hitherto, the literature discussing Muslims and the media has tended to characterize media organizations as institutions which portray Muslims in an essentialized, monolithic way. In contrast, I propose in this article that the process of representation is more complex, including greater agency and engaging a wider diversity of Muslims than the prevailing literature suggests. Sociological studies distinguish between official and unofficial sources who help determine the representations that journalists employ in their texts, and I apply this to Muslim communities in Glasgow. Using qualitative methods drawn from media production analysis, including participant-observation and ethnographic interviews, I identify a shift from a ‘gatekeeper’ model of representing the community to that of a plurality of sources, which reveals and insists on the diversity of Muslim communities and voices. I will show why a wider range of actors emerged to speak publicly, what differentiates them and how they position themselves as representatives of Muslims. This focus on producers and on source strategies brings fresh insights into a field dominated by content analysis and a ‘media-centric’ approach.

In this article, I apply Bourdieu’s field theory to research on the trajectories, strategies and relations of sources and journalists. I argue that the relational emphasis of field theory, modified by the concept of media meta-capital, can be a fruitful way of examining the social context in which representations of Muslims are produced. This advances scholarship that relies too heavily on content analysis to support judgements about news representations of Muslims. I use examples from original fieldwork in Glasgow to discuss the capital, autonomy and heteronomy of Muslim sources who are ‘authorised knowers’ and ‘new entrants’ in their source communities. These various positions are evident in their relative success in managing journalist–source relations, which encompass ‘legacy’ media platforms and emerging communication tools such as Twitter. The field theory perspective exposes relations that contribute to the work of representation but are invisible to other forms of analysis.

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The conceptions sources have of journalists influence whether and in what ways those sources engage with the news media. In this paper, I consider the contribution of Muslim sources to news in a context of perceived negativity. Scholarship on the content of British news stories about Muslims has found a consistently negative tone; my study examines the impressions of sources as co-producers of that content. My data come from qualitative fieldwork conducted in Glasgow, Scotland, studying relationships between journalists and Muslim sources through a combination of methods, with an emphasis on interviews. In these interviews, sources articulated an overwhelmingly negative conception of journalists and news organisations. I consider different constructions of negativity and what they suggest about how participants perceive the media, and I problematise the minority instances of positive conceptions. Finally, I evaluate why sources who identify as Muslim would bother participating in media production, given this perception of negativity. This discussion is informed by Couldry's concept of 'media meta-capital' (Couldry 2003), which a macro-level power that imposes other fields of public life, and Schlesinger's attentiveness to source strategies (Schlesinger 1990), a form of agency at the micro-level. This case study suggests that, whatever sources think of media coverage, their choice to contribute to its production is conditioned by strategic considerations, revealing development in the media's relations with Muslims in Britain.

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