Tuning into Fairness? Comparative Content Analysis of Discrimination Reporting in Flemish Public and Commercial Television News

Abstract

Disadvantaged groups often face negative portrayals in the media, particularly in news outlets. These portrayals lead to misrepresentation, misunderstanding, and perpetuation of harmful stereotypes. Adding insult to injury, issues important to these groups, such as discrimination, are often reported with bias. Furthermore, media outlets present discrimination discourse differently, evolving from general to specific issues over time. Television news, a primary information source for 76% of Flemish households significantly shapes public perceptions. Therefore, examining television news portrayal of discrimination is crucial, as it can either reinforce or challenge existing prejudices. This longitudinal study analyzes Flemish television news coverage of discrimination (N = 252) from 2017 to 2021, comparing the public broadcaster VRT with its commercial counterpart VTM. Racial discrimination was the most frequently reported issue, influenced by global movements like Black Lives Matter (BLM). There was an increase in coverage of sexuality-related discrimination in 2021, reflecting heightened media focus on LGBTQ+ issues and activism. The portrayal of discrimination varied, with direct discrimination most frequently reported. While VRT and VTM differed significantly in coverage duration and focus, overall coverage of discrimination topics showed no major disparities. This study emphasizes the need to address intersectionality and systemic issues in media coverage to reflect societal diversity accurately.