Mass Media, Muted Voices, and the Case of the Dixie Chicks
Dr. Jamel Santa Cruze Bell
Boston College
Welcome to the
modern discourse of war, where the media can make you wish you’d never opened
your mouth, even when you didn’t really say anything that unforgettable—Parker,
2003, p. 1
The Function of Framing
A more practical use
of framing relates to the frame of a picture. The purpose of this type of frame
is to focus attention on particular elements of a picture while hiding others
with a border. Entire people or scenes can be hidden as a result of the frame’s
ability to only allow an observer to see what is selected and within the
boundaries of the frame. The observer may then assume that whatever is hidden
from view is not of importance or value to be seen.
Framing may also be
viewed as the interplay of media practices, cultures, audiences, and producers
(Reese, 2003). Media frames tell people what is important by what is amplified
or what is muted. As such, media can manipulate issue salience by framing.
Media frames affect the way one understands and perceives social reality
(Baylor, 1996; Entman, 1993; Jamieson & Waldman, 2003; McQuail, 2000).
“Frames
tell us what is important, what the range of acceptable debate on a topic is,
and when an issue has been resolved” (Jamieson & Waldman, 2003, p. xiii).
Frames are part
of a much larger set of structural or societal ideology that is manifested in
texts (Gitlin, 1980). In other words, frames do not exist in a vacuum nor do
they occur in isolation, but instead speak to broader socio-political issues.
Similar to the way one uses the picture frame, media use framing to establish
the acceptable and unacceptable boundaries or parameters of a discussion and to
focus the audience’s attention, or delimit the discourse about a certain
societal issue, in this case the war.
Consequently, frames help to mold
and shape public opinion about a social issue and isolate a perspective as a
minority view while highlighting another perspective as the majority view.
Framing the Dixie Chicks
Reese (2003) describes
framing as an exercise of power particularly as it affects one’s understanding
of media and the political world. Frames reveal the mass media’s posture and,
in most instances, media frames are aligned with government frames (Jamieson &
Waldman, 2003).
In this case,
media gatekeepers protected government interests by shifting the frame from one
focusing on the concern by the Dixie Chicks about the war to one of the
rhetorical positions used by the Bush administration—lack of patriotism or lack
of support for U.S. troops—to describe those who expressed unfavorable
attitudes. This alignment and frame switching by the U.S. mainstream media
deterred people from engaging in any sort of critical inquiry or public dialogue
about the decision to engage in war and those who refused to back down were
penalized.
The Dixie Chicks
not only faced a fan protest, but also a radio boycott where stations, including
the nation’s two largest radio conglomerates, Clear Channel Communications
(which owns over 1,200 stations) and Cumulus Media (which owns 42 country
stations), removed the Dixie Chicks’ music from their play lists (Maestri, 2003;
Parker, 2003). Some radio stations even sponsored pro-war and anti-Dixie Chicks
rallies where Dixie Chicks CDs were smashed and run over with tractors. The
ongoing criticism and boycotting led to their number one album plummeting in the
charts, never to rebound (Paxman, 2003).
Maines posted an
apology on the Dixie Chicks’ Web site just four days after the comment was
made. She said, in part, that the wording of the comment was
disrespectful, and for that she apologized, but she said the comment was made
due to genuine concerns and unanswered questions about the war. Although this
apology didn’t seem good enough for radio stations and their listeners to
forgive the Dixie Chicks, it was radio’s swift and harsh response to this
incident that forced Maines to post the explanation and apology.
Radio’s Response to the Dixie Chicks
Inclusion in radio’s
rotation is the lifeline for many music artists, and the Dixie Chicks are no
exception. So, when radio stations removed the Dixie Chicks from their playlists and fans began to turn the station when a Dixie Chicks song was
played, it’s no wonder that their once number one hit Travelin’ Soldier,
fell from the music charts two weeks after Maines’ comment (Hull, 2003). After
country music fans heard about Maines’ comment they began calling radio stations
and asking that Dixie Chicks’ songs no longer be played. Some angry listeners
said the fact that the comment was made on foreign, although friendly, soil only
compounded their anger.
Cumulus Media
decided to ban the Dixie Chicks from their 42 stations for one month or until a
live public apology was given (Parker, 2003), and some of Clear Channel
Communications’ (the largest radio conglomerate) 1,200 stations also removed the
Dixie Chicks from their rotation. Many country music stations in places like
Texas, the nation’s fifth largest radio market, said they had never seen such a
response from an audience (Heidgerd, 2003), and their ban on the singing trio
was in response to the hundreds of listener complaints. Maybe the reason radio
stations had never witnessed such a response is because the radio stations
themselves had never responded in such a way before.
The banning of
Dixie Chicks music started with KAJA in San Antonio when program director, Keith
Montgomery, decided to remove the group’s music from their playlists for 24
hours (Parker, 2003). Radio stations like KSCS-FM in Dallas-Fort Worth posted
photos on their Web site of the Dixie Chicks with tape over their mouths.
Kansas City’s WDAF put a trashcan outside of their radio station so Dixie Chicks
fans could throw away their Dixie Chicks CDs. One radio station, KFRG-FM in
Colton, CA filled the Dixie Chicks spots with “patriotic tunes” (Maestri,
2003). Shreveport, LA station, KRMD hosted an anti-Dixie Chicks rally where
Dixie Chicks CDs were smashed with a tractor (Parker, 2003). Key players in the
radio industry also began hosting and promoting pro-war and anti-Dixie Chicks
rallies, including Clear Channel Communications Vice-Chairman, Tom Hicks—who
happens to have a personal and financial relationship with President Bush after
purchasing the Texas Rangers from him in 1998 (Sharplin, 2003).
The boycott
continued for several months and as of November 2003, some radio stations and
their corporate owners still refused to play the Dixie Chicks’ music or were
only playing their older songs (Paxman, 2003). The Dixie Chicks began their
50-state U.S. tour in South Carolina on May 1, 2003 with a competing anti-Dixie
Chicks concert 30 miles from their venue. Nationally syndicated radio talk show
host Mike Gallagher promoted the concert and donated the proceeds, $120,000,
from the 3,300 attendees, to military families. Gallagher agreed only to lead
the charge to forgive Maines and the Dixie Chicks if they matched the donation
dollar for dollar (Fox News, 2003).
The systematic
and commercial banning of the Dixie Chicks’ music and the organizing of pro-war
and anti-Dixie Chicks rallies by Cumulus Media and Clear Channel Communications
is illustrative of the type of interdependent relationship that exists between
big business, government, and media corporations. As Sharplin (2003) says,
“Corporate power and political power in the U.S. are far from separate” (p. 1).
Country music radio listeners may have been outraged but to indefinitely ban the
group’s music speaks more to the need of commercial media outlets to help the
government maintain social order by discouraging the public expression of
dissenting voices, showing others that there is a disadvantage to not remaining
silent.
Some legislators
condemned Cumulus Media and Clear Channel Communications for using their power
inappropriately. On CNN’s Crossfire (2003), Paul Begala said the censoring of
the Dixie Chicks by Clear Channel was an example of too much power, which
stifles free speech. Republican Senator John McCain also admonished Cumulus
Media’s misuse of power saying to CEO Lewis Dickey, ‘I was as offended as anyone
by the statement of the Dixie Chicks, but to restrain their trade because they
exercised their right to free speech is remarkable’ (Hull, 2003, p. 1). Other
political figures, like Senator Barbara Boxer likened Cumulus Media’s action to
McCarthyism (Hull, 2003). Despite the criticism against actions like those
taken by Cumulus Media and Clear Channel, there is no recourse for the Dixie
Chicks, who were handed a cruel and unusual sentence for exercising a right to
free speech that should be positively rewarded. Instead they were framed
as outsiders, muted by radio stations then further vilified and admonished
during their interview with Diane Sawyer.
Diane Sawyer Interviews the Dixie Chicks
The Dixie Chicks’
April 24, 2003 interview with Diane Sawyer on ABC’s Primetime Live was the only
television interview regarding the scandal. This interview best illustrates the
affects of media framing and how elite media outlets reinforced Bush and his
administration’s political agenda by adopting the same language, which is
critical to the framing process, and themes or frames used by the President and
other government officials to categorize certain perspectives as pro or anti
American.
The interview
seemed to be a one-sided attempt by Sawyer to remind the public about how
outraged they should be and to get the Dixie Chicks to show remorse for the
inappropriate comment. Taylor (2003) criticized Sawyer for what he said was a
choice to “…stand in for the bullies [Bush and his administration]” after
failing to offer the Dixie Chicks as sacrificial lambs (p. 2). “From the
beginning, Sawyer aimed to put the Dixie Chicks in their place” (p. 2).
Sawyer said that
the Dixie Chicks were at the center of an important debate about who is
patriotic and loyal to America, a role that, Sawyer says, “…no one expected them
to play” (ABC News, 2003a, p. 9). She asked if people thought they were
encouraging the enemy by making such a statement. This was a reinforcement of
the government’s rhetorical positioning that included Vice President Cheney’s
comment, “You’re either with us or against us” (Taylor, 2003, p. 1). In other
words, if a person asks questions, he/she is obviously encouraging and
supporting the enemy.
Sawyer also aimed
to isolate Maines as the villain in this case. Although the entire group was
punished, it was Maines who made the statement and who was vilified as a
result. Sawyer referred to Maines with names like, “outspoken wild child,”
“famously untamed,” and “rebel,” all of which framed Maines as a woman who has
always been rebellious, uncontrollable, and deviant. This radical framing of
Maines allowed Sawyer to imply that only someone with those characteristics
would make such a comment or hold such a perspective.
Sawyer’s framing
of Maines was juxtaposed to her framing of the other two members, who are
sisters. They were described by Sawyer as “refined,” and “glamorous,” and were
asked several questions about whether they could forgive Maines. One of the
voice-overs questioned the plausibility that the group almost split, saying that
it would “defy human nature” if they didn’t come close to breaking up (p. 24).
The idea was to frame Maines’ comment as severe and offensive enough to make the
two sisters disband the group, which was made to be the only possible and
logical reaction the sisters could have.
Sawyer implied,
through her questions, that only certain people are qualified to share their
perspective, otherwise criticism is not only disrespectful but unpatriotic.
Sawyer said, “The people sitting at home would say to you, you know, if you’re
going to criticize the President for his decisions, you better have your own”
(p. 11). So, no American citizen should ever criticize the President because
he/she does not have the knowledge to create a policy of his/her own that could
be implemented.
Sawyer, using the
U.S. troops frame, skeptically questioned the Dixie Chicks’ support for the
troops asking, “…can you really support the troops while doubting their mission”
(p. 12)? This is where being cognizant of frame switching becomes critical.
Sawyer draws a direct correlation between questioning the war and supporting the
troops as if one cannot exist without the other. Sawyer goes so far as to say
that it doesn’t matter to the troops that the Dixie Chicks believe in what
they’re putting their lives on the line for, that is, if the Dixie Chicks don’t
support the mission and the President.
Another example
of Sawyer’s use of the U.S. troops frame and her symbolic use of language to
vilify the Dixie Chicks was evident when she asked, “If you do support the
troops, should you be attacking their Commander-In-Chief” (ABC News, 2003b, p.
2). This question takes Bush out of the context of President to all United
States citizens, gives him more authority and credibility, and makes him more
personal to the troops because he is their leader. This makes the comment
appear more offensive, framing it as a personal attack against people (the
troops) who the Dixie Chicks claim to support. Such a perspective may
explain the media’s general lack of critical inquiry regarding the war.
In Sawyer’s
second reference to Bush as the Commander-In-Chief she defines the issue as
being bigger than a simple question about the war and moves it to one about
respect for the leader of the United States of America, the patriotic frame.
Sawyer says, “But even people who said it’s fine to question the war, were
shocked that someone would stand on stage and attack the Commander In Chief” (p.
12). Sawyer frames Bush as the foremost authority figure that is larger than
life and beyond question or criticism, especially by someone of the Dixie
Chicks’ caliber and status who claim to be loyal American citizens.
And although
Sawyer said questioning the war was okay, she simultaneously devalues such
questioning by saying that most people had agreed that the U.S. should go to
war. As such, the discussion and debate about it were closed, so why would the
Dixie Chicks express criticism? Sawyer even discusses a poll that 70 percent of
Americans were clear in their belief that protesters to the war were wrong.
This line of questioning delegitimated any contrary voice and linked that voice
to radical, unpatriotic beliefs. One of Sawyer’s voice-overs asked, “But wait a
minute, if Michael Moore is defending you, what does that say? Did the Dixie
Chicks betray their fans by secretly being Hollywood liberals” (ABC News, 2003a,
p. 21), this time, placing the entire group within a radical frame along with
Moore who is expected to be a nonconformist and has already been placed
in a radical and liberal frame for his views.
At one point during
the interview Sawyer accused Maines of not being sincere or “wholehearted” in
her apology. Sawyer presents the shock and anger of someone being critical as a
logical response, which mirrors the government’s juxtaposition of being a good
or bad American. As the Dixie Chicks tried to defend themselves against attacks
on their sincerity and patriotism, Dixie Chick, Martie Maguire read a quote from
President Theodore Roosevelt that went without comment from Sawyer: ‘To announce
that there must be no criticism of the President or that we are to stand by the
President right or wrong is not only unpatriotic and servile but is morally
treasonable to the American public.’ (ABC News, 2003a, p.15). While this is a
noteworthy quote, it does not appear to be one embraced by the country’s current
leadership or by mainstream media, as illustrated in this interview.
Conclusion
Media gatekeepers
use frames to validate some points while invalidating others. The prevalence of
frames brings about questions of media power and the ability of media
gatekeepers to advance some frames and dismiss others. Gandy (1996) explains
how frames guide information processing towards a preferred reading which
dominates public understanding.
Radio’s response and the Diane Sawyer interview
were dominated by the patriotism frame, radical frame, free speech frame, and/or
the U.S. troops frame. All of these frames function together simultaneously,
and are evident in this case. Isolating one frame as the most dominant is
difficult because “the most important frame,” as Reese (2003) said, “may not be
the most frequent” (p. 8). In other words, the purpose of this analysis was not
simply to count and discuss the number of times a certain frame was used but to
highlight the ways in which media framed dissenting voices about going to war in
Iraq and discouraged public expression of those voices.
“Canadians consider criticizing and challenging
their political leaders as a basic democratic right, extending even to times of
war, when so much more is at stake” (Pynn, 2003, p. 1). This type of public
expression is discouraged in America, where speech is led, not by citizens, but
by political and media elite who seek to create a passive consumer of
discourse. Clear Channel Communications and Cumulus Media, who instituted a
month long systematic ban of the Dixie Chicks on all 42 of their radio stations,
clearly used their power to punish the Dixie Chicks by not playing their songs.
This political action and commercial punishment by corporate media outlets was a
rhetorical symbol of intimidation that spans far beyond an individual’s right
not to purchase a Dixie Chicks album.
The perception was given that the war was beyond
question and debate and that those who did not support it held a disruptive
minority opinion that, if expressed, warranted harsh criticism and scrutiny.
This passive posture of mass media seems contrary to the role they should play
as watchdogs of the government, providing a critical communication link, and
encouraging and seeking multiple perspectives. These are things that a
democratic society greatly needs, particularly during a time of social unrest.
In this case, the mainstream media used framing to rhetorically silence
dissident voices and to reinforce the government’s agenda to go to war in Iraq
by limiting public discourse within a government controlled and accepted
framework. Although the Dixie Chicks were mere casualties in this suppressive
media effort, their situation reinforced the spiral of silence for artists like
Madonna who substantially edited her music video with war references before
releasing it saying, ‘I don’t want to get Dixie Chicked’ (ABC News, 2003a, p.
21).
Public discourse
regarding the war in Iraq was, in effect, restricted within well-defined
boundaries. Media professionals protected government interests by shifting the
frame from one of concern about going to war to one of the four rhetorically
constructed frames crafted by Bush and his administration. These frames removed
the option of critical inquiry unless a citizen didn’t mind being labeled as
unpatriotic, unsupportive of the troops, and an enemy of the U.S.
The polarity of
being with us (meaning agreeing with wholeheartedly) or against us
(being un-American, disloyal, a traitor) was explicitly stated by Bush and other
members of his administration on many occasions and an analysis of Diane
Sawyer’s interview with the Dixie Chicks and the reaction by the two largest
radio conglomerates, Clear Channel Communications and Cumulus Media, provide an
example of the obvious support by the U.S. elite media of the government’s
politically rhetorical positions.
This case is useful to
illustrate a broader issue surrounding media framing and the ethics of power.
Everyone has the right to free speech, and at the same time has the right to
remain silent. While government cannot sanction the speech of an American
citizen, what citizens say can and will be used against them in a public court
run by powerful media interests, which will frame perspectives based on who it
benefits or harms and who should be heard, or silenced and punished. By
controlling speech, the government elite and media power maintain social order,
which is critical during a time of social unrest.
References
ABC News. (2003a, April 24).
Primetime live. Transcript.
ABC News. (2003b, April 24). Good
Morning America. Transcript
CNN. (2003, April 25). Crossfire.
Transcript.
Entman, R. M. (1993). Framing:
Toward a clarification of a fractured paradigm. Journal of
Communication, 43 (4), 51-58.
Gitlin, T. (1980). The whole
world is watching: Mass media in the making and unmaking of
the new left. Berkeley: University of California Press.
Heidgerd, D. (2003, March 14).
Some Texas stations drop Dixie Chicks tunes. Associated
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Hull, A. (2003, August 8).
Uncowed cowgirls: At tour’s end, after the brouhaha and boycott, Dixie
Chicks and fans still aren’t singing the blues. The Washington Post.
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Shut up & Sing. Country Weekly. 10 (23), 42-44, 46, 48, 50.
Pynn, L. (2003, August 4). The
vocal Dixie Chicks: The Texas stars paid a heavy price for badmouthing
their president, but they’re still big on free speech. Ottawa Citizen.
Retrieved October 18, 2003, from Lexis Nexis database.
Reese, S. D. (2003). Framing
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Sharplin, S. (2003, September
30). Banning Dixie Chicks from radio a political move by Bush’s buddy.
Edmonton Journal. Retrieved October 18, 2003, from Lexis Nexis database.
Soeder, J. (2003, May 30). Sale
take a lickin’ but loyal fans are stickin’ to the Chicks. Newhouse News
Service. Retrieved October 18, 2003, from Lexis Nexis database.
Taylor, C. (2003, April 28).
Chicks against the machine. Salon.com. Retrieved October 18, 2003, from
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Chicks fillet. World Magazine, 18 (18). Retrieved October 18, 2003,
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About the
Author
Jamel Santa Cruze Bell (Ph.D., University of Kansas, 2004). Dr. Bell is a
critical mass media scholar who currently teaches in the Department of
Communication at Boston College. Her research is grounded in notions of social
justice and focuses on framing, power, race and identity, and media economics.
Her most recent publication, “How Mass Media Delegitimize Rioting as Social
Protest,” is a co-authored article in a 2004 special edition of Race, Gender,
and Class.
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