RESEARCH

PAPER

#Metoo and the Media Framing of Sexual Harassment

A frame analysis of the #Metoo movement and perception of sexual harassment within
Austrian media








Diplomatic Academy Vienna
Term no. 1 Autumn 2017
Final Paper of the course ”Gender Policy as wicked Policy Problems?”

Professor: Birgit Sauer

Clara Knäpper Bohman MAIS 1

Albertgasse 8
1080 Wien
Email: clara.knaepper-bohman@da-vienna.at Date: 30.12.2017
Abstract
This research paper analyzes how the Austrian news media framed the #Metoo movement in the
world. Did the media favor or counteract the #Metoo movement?
After presenting previous research on sexual harassment (which is the concept that the #Metoo
movement circulates around) and the chosen research design, the paper presents results from a
content analysis of 30 news articles in two major Austrian newspapers during the first week after the
rise of the movement.
The coverage of #Metoo is found to be very descriptive, focused on individual cases of harassed
women. However, also interpretative coverage, which analyzes reasons and consequences on a
political-societal level, were found.

Keywords
Framing, news journalism, Austria, #Metoo, sexual harassment

2
Table of Content
Abstract

1. Introduction 4
1.1 Research object 4
1.2 Problem and objective 4
1.3 Overview of argumentation 4
2. State of the art
2.1 Definition of Sexual Harassment 5
2.2 Military 5
2.3 Medicine 6
2.4 Career and Employment
2.5 High School
2.6 Summary 6
6
3. Research Design 7
3.1 Theory
3.1.1 Framing Theory 7
3.1.2 Levels of Framing 7
3.1.3 Critical Reflections 8

3.2 Method
3.2.1 Approach 9
3.2.2 Coding and Frame Packages 10
3.2.3 Material and Selection 10
3.3.4 Critical Reflections 10

4. Results 12
4.1 Individual Frame 12
4.2 Society Frame 15
4.3 Men’s Chance 16
4.4 Victim Blaming 17
4.5 Feminist’s Victimization of Women 18
4.6 Summary of Results 19

5. Conclusion 20

References
List of figures and tables

3
1.Introduction

1.1 Research object
One of the most intense debates in the year 2017 was the discourse about sexism.1 This discourse
reached its peak in October, due to numerous sexual assault allegations against Hollywood star
Harvey Weinstein. As a result, Alyssa Milano introduced #metoo on social media on October 15th. 2

The #metoo movement can be described as a liberating social mass movement. At the same time,
the framing of this debate differs widely. Bengel fears that it is going to be reduced to a ”left minority
action” and encourages readers to step up against this development, continue the debate and not
underestimate the power of movements such as #metoo, since their statements can have are more
powerful effect than one can imagine.3

1.2 Problem and objective
The central problem presented by the #metoo movement is sexual harassment. Feminist scholars
argue that sexual harassment causes considerable harm to women as a group.4 Harassment
undermines women’s workplace authority, reduces them to sexual objects, and reinforces sexist
stereotypes about appropriate gender behavior. In order to see how sexual harassment is framed by
media, it is of great importance to examine how media frames the #metoo movement. Feminist
scholars place sexual harassment within broader power structures and patterns of discrimination,
linking harassment to sex-based inequality. The typical harassment scenario is often still imagined to
be one involving a “sleazy male boss and a powerless female secretary”. As this paper shows, the
reality is far more varied. In order to improve policies and procedures on sexual harassment, it is
important to move away from these sorts of stereotypes.5

1.3 Overview of argumentation
The main research questions of this study are: How does Austrian media frame #metoo? How is
sexual harassment in society portrayed (diagnosis) and what solutions are suggested (prognosis)?
By looking at two different news papers, the research will look at how the problem is defined, the
causal actor (also “problem holder”, person causing the problem) and the cause for it (causality).

1
http://www.zeit.de/kultur/2017-12/sexismusdebatte-metoo-feminismus
2
See List of Figures and Tables, Figure 1, ”Reporting on metoo”
3
http://www.zeit.de/kultur/2017-12/sexismusdebatte-metoo-feminismus
4 MacKinnon, Catharine A.

5 McLaughlin, Uggen and Blackstone 2017, P.13

4
Additionally, it zooms in on solutions proposed, including the target groups or victims, suffering
under the problem. Furthermore, it will examine look at frame advocates voices heard to see whom
is given space in the debate.

2. State of the Art
The following chapter outlines research (since 2012) and academic findings about sexual harassment.
The paper therefor looks at four studies examining different areas of society: sexual harassment in
working contexts, medicine, high school and the military.

2.1 Definition of Sexual Harassment
Sexual harassment can be defined as a kind of unwanted sexual attention directed from a problem
holder to its target. Definitions and understandings of this concept vary, since sexual harassment can
occur in many different ways: physical, indirect, verbal or non-verbal. Verbal harassment takes the
form of sexual jokes or comments, while non-verbal harassment can take the form of displaying
sexual objects or pictures. Indirect harassment describes situations where the victim is not directly
approached, but still carries mental burden from the harassment, as for example from sexual
rumours or private information/pictures displayed (f.eg on social media). Physical harassment takes
place, if the victim is touched or brushed against/held in an unwanted or sexual way or is being
coerced into kissing/ having private parts touched or even being coerced into sex. 6

Noam Chomsky explains sexual harassment through something he calls the tactic of “manufacturing
consent”, according to which harassment arises from the fact that ruling classes (“men”) still control
the discourse of sexual violence by influencing and manipulating views from the victims (often
women).7

2.2 Military
In her study, Deschamps found that an underlying sexualized culture in the Canadian Armed Forces
led to sexual harassment and sexual assault. Besides harming the victims, these practices were
destructive for the integrity, professionalism and efficiency of the whole army.8 The research holds
that a cultural change is needed to establish a situation of leaders active acknowledgment of the
seriousness of the problem for the organization. Instead of revising policies, people in leading

6 Bendixen, Daveronis, and Ottesen Kennair. 2017, p.2
7 Chomsky and Herman, 2008
8 Dechamps, Amy. 2015., p.1

5
positions need to pay more attention to sexual misconduct. 9

2.3 Medicine
According to Jagsi, the medical area is another part of society were sexual harassment leaves crucial
traces. The problem group in this case consists out of patients, colleagues and superiors. Jagsi argues
that #metoo is important in the sense that it enables women to participate in an open conversation
shedding light on the issue that some want to keep in the dark. 10

2.4 Economy and Career

In their study from 2017, McLaughlin, Uggen and Blackstone found that the majority of women have
been sexually harassed at some point in their career. The research found that sexual harassment has
a negative impact (physical and mental) on women in various contexts of life and that it redirects
women’s lives and careers. The negative effects are the strongest in the so called ”formative career
period” (age of late twenties, early thirties). Depressions, self-doubt and anger, which have an
influence on victims future employment situations are some experienced results. The research
showed that women chose to quit their jobs due to sexist, toxic working climates and due to the
seemingly hopeless situation of not being able to change sexist structures. Additionally, their results
show that such a toxic working climate also affects other actors, who are only indirect targets of
sexual assault.11 Qualitative findings of the study also showed that most of the questioned people
experiences many different forms of sex-based discrimination and harassment. Thus, the results are
applicable on a broader context including workplace bullying, partner violence and other forms of
discrimination or harassment.12

2.5 High School climate

Similar to previously mentioned studies, Ottesen, Kannair and Bendixen’s study from 2017 found
that sexual harassment has a negative impact on students well being, self-esteem and body image,
which in many cases lead to depression and anxiety at an early age.13

2.6 Conclusion
Concluding, current research makes clear how present and wide spread sexually harassing practices
are, proving the importance for further research about this issue.

9
Army, canada, deschamps, p.1
10
Jagsi, Reshma. 2017, p.1-2
11
Mclaughlin, Uggen, Blackstone (2017), p.2-3, 20

12
Mclaughlin, Uggen, Blackstone (2017), p. 20
13 Bendixen, Mons, Daveronis, Josef and Ottesen Kennair, Leif Edward. 2017. P 2

6
3. Research design
3.1 Theory
3.1.1 Framing theory and Levels of Framing
Initially, framing theory was developed by social psychologist Goffman in 1956. This theory became
an influential way for analyzing media in different ways. Despite the different approaches in framing
analysis, Entman recognizes the following features to be the same for all frames: They define
problems, determine what (cause) and who (causal agent) causes the problem and suggest remedies
and treatments for the problem.14 Frames can be understood as actors competing try to define or
give meaning to a certain thing or situation (in this case #metoo).

A frame is in this case understood an interpretation scheme that structures the meaning of reality. A
general definition of the concept is missing.15 The definition used in this case goes back to the widely
accepted definition of Entmann (1993): ”To frame is to select some aspects of a perceived reality and
make them more salient in a communicating context, in such a way as to promote a particular (1)
problem definition, (2) causal interpretation, (3) moral evaluation, and/or treatment
recommendation (4) for the item described.16
Through usage of frames and thus structuring the meaning of reality, journalism exhibits power over
the thinking of people.17 The frame analysis suits the analysis of #metoo, since the definition of
sexual harassment is contested.

3.1.2 Levels of Framing

Frames consist of certain patterns with numerous elements. These elements are not words but
previously defined components or devices of frames.18

Partly linked to Entman’s definition, this study finds the following elements to constitute a frame:
problem definition (diagnosis), a causal interpretation (causality), treatment recommendation
(prognosis), frame advocates (voice).19 Every element embodies a variable, which itself contains
several categories in a content analysis.

14
Entman RE (1993) P.52
15
Verloo, Mieke, 2005,
16
Matthes; Kohring (2008), p.264
17
Allern, 1997; Hallahan, 2001
18
Matthes, Jörg; Kohring, Matthias (2008), P.263
19 The problem definition answers the question of “What problem is described?”, causality answers the question “Who or

what made this problem occur?”, the variable of treatment recommendation answers the question “What should be done
by whom?”. Last but not least, the variable “actors voice/attention/speaking” answers the question ”who’s opinion is
presented, who is given room to speak up?

7
Framing occurs on four different levels influencing the theoretical basis, upon which the empirical
analysis is done: textual, cognitive, cultural and extra medial.20

Firstly (textual level) the “sender side” decides which aspects of a perceived reality are given.21 Such
a construction is made by a sender (journalist or writer) and cannot be evaluated as mirroring reality
and must instead be read critically as a subjective and biased reconstruction of it.

Secondly (cognitive level) framing is an interpretative mental scheme.22 When processing

information and situations, journalists use these schemes as a tool for interpretation, which serves as
a foundation for media articles.23

Thirdly (cultural level), framing is limited to the cultural context within which the content is
presented. Hence, the number of frames used by the media is limited to frames evaluated as more
“culturally appropriate” than others.24 This mirrors journalists’ ways to organize information
(through choice of words, facts, sources etc.).25

Fourthly (extra medial level) journalist’s choices of frames can be influenced by certain events (frame
advocates, f.eg. politicians expressing official statements, conveying certain frames).26

3.1.3 Critical Reflections on theory

The theoretical framework is problematic in two ways:
Firstly, it raises difficulties when distinguishing between the theory and method. Thus, the following
methods chapter is to some extent theoretical and serves the function of complementing the theory
parts.
Secondly, the frame analysis to some extent excludes the critical attitude of journalists when
reporting about a subject. In order to correct this deficit, the paper includes the aspect ”voices” in
order to show whose voice is heard in the article and to achieve an understanding of who is granted
room and space to speak.

3.2 Method
The following chapter presents the approach, coding and frame packages developed, as well as
selection and coding of the material.

20
Van Gorp, 2007, p.64
21
Strömbäck, 2014, p. 114-115
22
Johnston 1995, p. 237 describes frames as “hierarchical cognitive structures that pattern the definition of a situation”.
23
Johnston, 1995 p. 236-237.
24
Van Gorp 2007, p. 62
Strömbäck, 2014, p.115
25
26
Van Gorp, 2007, p. 68

8

3.2.1 Approach - Frame analysis
Frame packages consist of logically organized devices. The central aim of frame analysis is the
reconstruction of these packages. 27 This connects to the cognitive level of frames discussed above. It
is by analyzing texts such as news articles that one can reconstruct, to a certain degree, the mental
frames, or the cognitive structures, of the communicator of the analyzed text.28

Framing devices are expressions in a text that suggest a way of thinking about something. Examples
are “metaphors, historical examples, catchphrases, depictions, and visual images.”29 Reasoning
devices can be manifest or latent and they suggest what to think about an issue, and also suggest
what to do and justify what should be done about an issue. They do this by describing the causes and
consequences of a phenomenon, and present moral assessments or claims30. These concepts
connect to the ones presented in the theoretical framework above regarding the textual level of
framing and what frames do (problem definition, causality and solution).

Connecting the analysis to the extra medial level of frames, the study differentiates between frames
expressed by journalists and frame advocates. Further, since the timespan of the analysis centers
around first week of the emergence of #metoo, it pays attention to possible changes in frames
during this time.

3.2.2 Coding and Frame Packages

The process of coding is needed in order to connect, compare and analyze parts of texts.31
Furthermore, the material is elevated from a descriptive to an interpretative level.32 In this case,
several elements were looked at in a cluster analysis, which revealed the frames. Systematically
connected elements formed a pattern, which were identified in numerous texts. These patterns are
called frames.33 As described earlier, the five questions emerging from the definition of frames were
leading concepts when examining the elements analyzed in the articles. To maintain structure and
overview, a matrix was created, within which the five elements were presented in columns and
frames were presented in rows. (See figure 2)

27 Van Gorp, 2007
28 Johnston, 1995, s. 219
29 Gamson & Modigliani, 1989, s. 3
30 Berbers, Joris, Boesman, d'Haenens, Koeman, & Van Gorp, 2016, s. 802.
31
David & Sutton, 2016, s. 271
Dalen, 2015
32

33 Matthes; Kohring (2008), p.263

9

3.2.3 Material and selection
#Metoo started on the 15th of October and reached its peak of international postings on the 17th. This
study decided to go as far as to the 24th of October, since it assumes that frames change after some
days of reporting. (See Figure 1)

The material chosen for the present analysis consists out of thirty articles from the Austrian daily
newspapers Standard and Heute. Since Heute’s articles were shorter, 18 articles were analyzed in
comparison to 12 of Standard’s articles.

A search string (#Metoo) was used to narrow down results and receive relevant articles. After that, a
first initial reading was done to narrow down the amount further. 34

Thereafter, a second reading was held in order to extract the most informative articles, framing the
debate. The questions posed here were whether or not the article treats the #Metoo debate as a
primary subject of interest, or if #Metoo is mentioned secondarily.
This reading can be seen as a shallow coding process, which was followed by a more detailed coding.
The problem in this specific case was however, that Heute had about half of the amount of articles of
Standard concerning this issue, which led to a limited range of choices of articles within the chosen
time period.
Still, the study chose not to extend the time period, since Heute’s amount of articles decreased and
the content did not seem to be much different after this date.

3.2.4 Critical reflections
Weaknesses of this method have to be kept in mind. Lack of understanding the context and culture
within which articles are presented can lead to false presumptions about the material presented.
Thus, it is of high importance for researchers to present the analysis in a transparent and reflexive
way. This leads to a higher validity and credibility of the study’s results. An example of how
transparency can be achieved is for example through a matrix, giving overview over content and
sources.

Another weakness is the uncertainty about which tools used by journalists should be taken into
account when doing a frame analysis. In both analyzed news papers, pictures, links and surveys were

34 Johnston, 1995, p.222

10
included in the article, contributing to the framing of information. This study focuses on the written
text, links and surveys, while excluding pictures, since it is seen as a weakness, grants too much room
for interpretation.

11
4. Results
4.1 Introduction
The following section presents the way Austrian newspapers frame #Metoo. Here, the frames on the
diagnosis and prognosis, as well as actors involved and voices heard, are connected to definitions
and perceptions of sexual harassment.

As outlined, the frames were determined according to the following factors: problem (diagnosis),
cause of problem (causality), proposed solutions (prognosis) and actors involved in solving the
problem, as well as zooming in on whose voice is heard (voices).

On the basis of all analysed material, five frames framing #Metoo were identified (see figure 2
below). Their titles are: Individuals, Society, Men’s Chance, Victim Blaming and Feminist’s
Victimization of Women. Titles were given based on what the study considered to be the core of the
problem outlined within each frame. Figure 2 presents the aggregate results of the empirical
findings. All quotes in this chapter were translated from German to English; please see the references
mentioned in Figure 2 in order to access the articles in German, which was the original language of
all articles.

Frames
4.2 Individual Frame
The following frame is one of the two most commonly used. It narrows down the #Metoo movement
to individual experiences, which call for individual solutions, depending on the specific case.

Diagnosis
The problem outlined by the frame is sexual harassment taking place on an individual level.
According to the “Individual” frame, #Metoo enables the exchange and sharing of individuals
experiences, which is seen as positive.

Causality
The frame is narrow in the sense that it presents the problem descriptively, without any discussion
about why sexual harassment occurs (causality) or how it can be solved and by whom (prognosis).
However, there is some framing of the causal actors: Different individual men are presented as the
problem group within this frame (e.g. Harvey Weinstein).35

35
See references below: A1,A4,A5,A6,A7,A8,A11,B2,B10,B5

12

Prognosis
Potential solutions were only mentioned in a few cases. Due to the individual character of the frame,
solutions proposed for each case took place on an individual level as well and therefor differed
widely. When looking at actor of prognosis, the norm group “women” as victims of sexual
harassment were framed. This frame finds that women should act and speak up more. Interestingly,
it is not the problem group (“men”) who caused the problems, who should be engaged in the
solution, but the target group (“women”).36

Voice
Within this frame, only female voices were heard. Heute mainly used individuals and celebrities as
frame advocates. Except from the celebrity Alyssa Milano, who founded #metoo, Lady Gaga, Anja
Pärsson and Evan Rachel Wood are examples for famous voices heard in Heute’s article. Only in one
case, a policy maker served as frame advocate (Swedish Foreign Minister Margot Wallström). Hence,
the focus of Heute does not lie within politics, but rather sports or show business.37

Standard rarely used this frame. When it was used however, frame advocates speaking were both
policy makers and celebrities.38

4.2 Society Frame
In opposition to the previously mentioned “individual” frame, which is used more often by Heute,
the “society” frame is the most common frame used by Standard. However, Heute made use of this
frame once.

Diagnosis
The “Society” frame frames #Metoo as a movement that raises awareness about sexual harassment
as a structural problem of society. The definition of sexual harassment, which is presented as the
main problem by this frame, includes sexist climate and comments, degrading behaviour, sexual
violence, tried rape, spreading degrading information/ photos. Unlike the “individual” frame, the
“society frame” defines the problem setting to be of wider nature, since it assumes sexual
harassment to exist within most branches of society. The collected material presented areas like
politics, show business, sports, technological branch and journalism. The frame furthermore assumes

36
See references below: A1,A4,A5,A6,A7,A8,A11,B2,B10,B5
37
A1, A4, A5, A6, A7, A8, A11
B3, B10, B5
38

13
that women are more likely to face sexual harassment in male dominated areas. The frame
furthermore finds that sexual harassment takes place on all levels of society: local, regional, national
and international.39

Causality
The causes of the problem are presented differently: Heute limited the causes to the fact that
women don’t speak up about individual harassment, without giving any background reason. In
opposition to that, Standard mentioned a wide range of causes as well as actors contributing to and
maintaining sexual harassment. The main cause mentioned by this frame was hierarchical power
structures within society.
The frame states that power structures result from women’s underrepresentation in leading
positions or policy-making processes, due to which a sexist climate is created. The frame states that
this climate is accepted through the silence of bystanders who observe sexist actions and harassment
happening, without interfering. Since this suppressing structure is upheld, women feel intimidated
and afraid by men, which is why they don’t speak up and thus blame themselves. Another reason
mentioned rarely by the “society” frame, is the loose regulation of social media, enabling harassment
on the Internet. The problem group mentioned is the norm group “men”.40

Prognosis
Only Standard delivers proposed solutions to the problem presented by this frame. The frame
suggests that laws against sexism and sexual harassment need to be established in addition to equal
payment of men and women and higher representation of women in leading positions and
parliament in order to fight the power structures in society. Instruments for filing reports of sexual
harassment need to be created, in order to shed light and investigate cases.
For this development to start, the frame underlines the importance of #Metoo for the awareness
raising around sexual harassment. The frame suggests women (as prognosis actors) to speak up
against the problem, share experiences in movements like #Metoo in order to bring unjust structures
to light. Hence, the frame argues, bystanders of harassment will realize the wrong in it, making them
speak up and defending victims of harassment. Last but not least, it is suggested for social media to
establish stricter rules, block harassers from portals and change requirements for deleting content,
so that obviously harassing content can me removed and victims protected.

39
A9, B1,B2, B4, B5, B6, B7, B9, B11, B13
40
A9, B1,B2, B4, B5, B6, B7, B9, B11, B13

14
The “society” frame proposes the following actors to contribute to solutions: governments,
legislative, civil society, the private sector, victims of sexual harassment and surprisingly often the
norm group “women”.41

Voice
The inclusion of civil society’s opinions was limited within this frame. Also, a few public speakers
embodies by celebrities (Alyssa Milano, Debra Messing, Tippi Hedren, Nina Brandoff) came to word.
Comparing, this frame uses the more policy makers as frame advocates than the previously
presented one. The Swedish Foreign Minister (Wallström), the EU-Comissioner for Equality (Jourova),
the German Family minister (Barley), the President of the EU-Parliaments (Tajani), the head of sexual
abuse of children in Germany (Rörig) and politicans (f.eg Nahles, Reintke) spoke up in this frame.
Both male and female frame advocates were heard.42

Comment/ Discussion
It becomes clear that problems, solutions, causality and voices heard by this frame are presented in a
much broader manner than within other frames (see above and below). Looking at how society can
be restructured towards an environment with less harassment, the frame can be linked to previous
research presented above: It assumes sexual harassment to be a wide-ranging problem within
society, resulting from hierarchical structures. Thereby, it takes a step away from the assumption,
that harassment is the result of unfortunate individual accidents.

4.3 Men’s Chance
This frame is only used once per newspaper. It is not used as often, as the other two previously
presented and therefor doesn’t influence the reader as much as the others. Within this frame, US-
Architect Tomas Walls #Ihave comes to light. Here, the #Metoo movement is framed as a trigger for
a developing #Ihave as an opportunity for harassers to speak up and admit harassment they have
committed or been part of. 43

Diagnosis
The problem outlined in this frame is the limited awareness of sexual harassment, and also the
limitation of men’s participation of recognizing their own wrongdoing. This is problematic in the

41
A9, B1,B2, B4, B5, B6, B7, B9, B11, B13
42 A9, B1,B2, B4, B5, B6, B7, B9, B11, B13
43 A10, B12

15
sense that the wrongdoing doesn’t come to light and the #Metoo movement does not seem
legitimate or justified.44

Causality
The cause of this problem lies within the fact that men don’t admit their wrong behaviour and
therefore aren’t recognized as offenders, limiting the #Metoo movements credibility.45

Prognosis
The solution presented by this frame is that men speak up by using the hashtag #Ihave. As Wall
described it himself “#Metoo is the symptom, #Ihave is the cure”.46 This way, the wrongdoers come
to light, and the #Metoo movement gains justification and credibility. The main actors within the
solution are framed as “men” or simply the harassers themselves. 47

Voice
This frame only uses the voice of one frame advocate, which is Thomas Wall, speaking about
#Ihave.48 This limits the diversity of opinions on the subject and reduces the quality of the frame to a
certain extent.

Comment/Discussion
The frame “Men’s chance” is less diversified than other frames outlined. The study assumes that this
observation can be explained by the fact that it was a one time reaction to #Metoo that did not find
as much footage as the #Metoo movement itself. There are no certain explanations for this. It could
however emerge out of the fact that not many harassers decided to come to light with their actions
out of different reasons. As pointed out, there is however no empirical proof for this.49

4.4 Victim Blaming
The following frame frames the #Metoo movement as a trigger or foundation for victim blaming.50




44
A10, B12
45
A10, B12
46
http://www.zeit.de/news/2017-10/24/gesellschaft-nach-metoo-maenner-gestehen-mit-ihave-sexuelle-uebergriffe-
24165207
47
A10, B12
48
A10, B12
49
A10, B12
50
A2, A 18, B8, B9

16
Diagnosis
The problem presented within this frame is that sexual harassment is downplayed by for example
blaming victims for being harassed. Hand in hand goes the victimization of men, which is presented
as a problem by this frame.51

Causality
The frame presents several reasons causing the problem. Firstly, victims don’t dare to speak up until
long after the harassment, which is why they are blamed for not sharing experiences. Secondly,
women have an inner conflict whether or not to defend themselves against sexism publicly, fearing
exclusion by men (loss of job for example). These observations contribute to a “suit yourself”-
attitude. Thirdly, actors contributing to this problem are individuals commenting on the #Metoo
debate in a degrading way. 52

Prognosis
The “Victim Blaming” frame finds the solution to be that public personalities and men should think
thoroughly before speaking, and participate in the debate instead of only critiquing it. Another
solution framed is the need of mobilization in and creation of networks or movements similar to
#Metoo. This way prevention of the problem can emerge it in the future.
Additionally and according to the frame, the duty to act should not lie with the victims. Instead,
harassers should refrain from committing crimes.53

Voice
Voices heard by this frame are the norm group “men” within civil society, public personalities like
Alyssa Milano, Ursula Strauss and Armin Wolf. There is only limited room for policymakers as frame
advocates in this case, with only one example being the German family minister Barley.54

Comment/Discussion
Interestingly, this frame problematizes an observation present in most frames presented: suggesting
the target group (victims) of sexual harassment, in other words women, to be the actor engaged in
solving the problem.



51
A2, A 18, B8, B9
52
A2, A 18, B8, B9
53
A2, A 18, B8, B9
54
A2, A 18, B8, B9

17
4.5 Feminist’s victimization of women
This frame, which is only used by Heute, frames the #Metoo movement as a movement over
exaggerating about sexual harassment and used by feminists to victimize women.55

Diagnosis
The problem presented, is that sexual harassment is defined too broadly and that everything can be
interpreted as sexual assault. According to this frame, the result of such a definition is the “sick
mainstream” about sexism and misogyny emerging through the #Metoo. Additionally, the debate is
portrayed as being abused by feminists. Going further, it outlines potential consequences if the
movement is not stopped: Men fearing social interaction with women, innocent people being
attacked and having their reputation ruined.56

Causality
This frame sees the cause behind the problem to be feminists and the #Metoo movement, who
victimize women and define sexual assault too broadly. There are, according to this frame, not more
definitions of sexual harassment than the definition determined by law. Additionally, women are
framed as too sensitive and as confounding rape and assault. Last but not least, another reason
mentioned, is that women who speak up under #Metoo are “vindictive” and “hateful”.57

Prognosis
“Feminists” should refrain from victimizing women and harassing men. Women need of to change
their way of perception: Instead of interpreting sexual attempts by men as harassment, these actions
should be seen as compliments. Hence, no women would be harassed. The frame also outlines that
women should be less sensitive overall and say no if they don’t feel like being hit on. However,
society should not prohibit men from making sexual attempts. Lastly, women should be more
courageous and speak up under #Notme, to prove that they have never been sexually assaulted.58

Voice
Austrian actress Nina Proll is a dominant frame advocate within this frame, as she spoke in four out
of seven articles. Other frame actors speaking up, were mainly male celebrities (Felix Baumgartner,

55
A11, A 21, A20, A19, A17, A13, A12,
56
A11, A 21, A20, A19, A17, A13, A12,
57
A11, A 21, A20, A19, A17, A13, A12,
A11, A 21, A20, A19, A17, A13, A12,
58

18
Christopher Seiler, Christian Mucka). The frame refrained from using policymakers or civil society as
frame advocates.59

Discussion
This frame finds that women as a group is the causal actor, problem group and prognosis actor when
looking at this problem. Sexual harassment is framed as a construction of women, which can only be
changed, if women change their perception. The problematic aspect of this frame seems to be that it
shuts it’s eyes to the problem by excluding men from the debate.

4.6 Summary

Five frames framing #Metoo were identified in Austrian newspapers. The two most dominant frames
were the “individual” and “society” frame. Latter was mostly used by Standard, in which contextual
questions asking why a problem occurred (interpretative journalism) were posed. On the other hand,
Heute’s articles often displayed the “individual” frame, only asking what, where, when and how
(descriptive journalism).

The second most often used frame is “Victim Blaming”. This can be described as a mixture between
interpretative and descriptive journalism, since most articles framed this way present reasons for the
problem (women don’t dare to speak about harassment), but rarely question why.

The frame “Men’s Chance” is in this study evaluated as a one-time news story, since it only used
once per newspaper and the descriptive analysis only heard the voice of one frame advocate.

Last but not least, “Feminists victimization of Women” is a frame only used by Heute. Here, one
frame advocate was heard in most of cases, making the reporting somewhat one sided. The study
found the argumentation within this frame the hardest to understand and follow. The presented
causality lacked logic in most cases, and the current research evaluates it as prejudice opinions, since
arguments were not based on empirical studies, but rather on normative pictures such as women
being “hateful”. This is relevant, since objectifying media may promote sexual harassment, making
the discussion about how to prevent sexual harassment meaningless in Heutes case.60

59 A11, A 21, A20, A19, A17, A13, A12,
60
Galdi, Maass, Cadinu, 2017, p.1

19

5. Conclusion
In this section, the paper will conclude by answering the question of how the Austrian newspapers
framed the #Metoo discourse.

All in all, it can be said that media framed the typical participant in the #Metoo in two ways: either as
a sexually harassed individual sharing their experiences or as an over exaggerating individual
interpreting too much under sexual attempts victimizing women. The majority of frames presented
the norm group “women” as prognosis actors, shifting the burden of solving the problem away from
“men” and society.

Another observation is that the definition of sexual harassment varied broadly. Some frame
advocates preferred the definition used by law, whereas some defined the meaning in a broad
manner.

Interestingly, large part of media de-politicized the #Metoo movement through their frames. It did so
through the usage of descriptive analysis focusing on single individuals experiences and opinions.
Since these articles often dismissed discussion about causes and potential solutions, the reader’s full
contextual understanding was lost to a certain extent.

The contexts, within which the articles were posted, varied. The way of linking #Metoo articles to
other articles differed and showed two contextual differences in the framing of #metoo: Links
suggested by Heute were often objectifying, in the sense that it presented women in sexual contexts,
whereas Standard’s links to other content was of more political character. This puts #Metoo both in a
“sexually loaded, entertaining” and in a “serious, political” context. This plays a role, since the
readers perception of #Metoo depends on such assignments. Hence, Heutes readers are assumed to
take #Metoo less serious than Standards, since the context is objectifying women and downplaying
sexual harassment.

Depending on when articles were published, the framing differed. The further the discussion about
#metoo went on, the more Heute reported and framed #Metoo in a ”tired” way, letting more men
and opposing voices to feminism and #Metoo speak. Thus, the debate was framed negatively,
whereas the opposite observation can be made in Standards case: As the discussion went on, an
increasing number of #Metoo supporters, who framed the movement positively, were heard.

20
Proof of this assumption can be found in one out of many short surveys done by Heute within
articles: In one case, 76% of Heute readers supported Proll and found feminists to victimize women.
In another survey, 52% found that sexual harassment is women’s own fault since they provoke men.
As outlined, this objectification of women rather encourages harassing treatment than preventing it.

All frames were “narrow” in the sense that the burden of action (actor prognosis) in most cases lay
with the victims of sexual harassment (the targets) and not the harassers themselves, which could be
questioned. Solutions mentioned were for example women’s need of changing their behavior,
instead of a changing societies structure through laws and policy. Without examining why women
don’t dare to report sexual harassments, most frames simply expected women to ”speak up” and
”start reporting” etc.

Unexpectedly, a bit of politicization of #Metoo was found as well: The “societal” frame worked with
interpretative journalism and elevated problems to a societal level. Additionally, it contained much
discussion on causality and prognosis. According to this frame, a hierarchical power structures need
to be retaught, since they determine harassing behavior towards women. An unusual observation
within the interpretative reporting was that the norm group ”men” was sometimes defined as the
problem group.

Last but not least, the usage of civil society and policy makers as frame advocates had a rather
positive impact on #Metoo than celebrities voices.

Since the current research only concentrates on one week and two newspapers, the reliability and
validity is somewhat limited. Further research about #Metoo is needed in order to get more
qualitative results.

21
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Article references
Article- short Reference
A1 : “Alyssa Milano, Kampagne gegen Sexuelle http://www.heute.at/people/stars/story/Alyssa-Milano-
Belästigung” startet-kampagne-gegen-sexuelle-Belaestigung-52029739

A2: “Er lauerte mir auf, grüsste und fing an zu http://www.heute.at/digital/multimedia/story/-Er-lauerte-
wi***en” mir-auf--grue-te-und-fing-an-zu-wi---en--54146866

A3: “Nach Metoo rufen Männer zu Mentoo http://www.heute.at/timeout/virale_videos/story/Maenner-
auf” machen--MeToo-zu--MenToo-54982286

A4: “Wiener Opfer sprechen über sexuelle http://www.heute.at/oesterreich/news/story/metoo--
Übergriffe” Wiener-Opfer-sprechen-ueber-sexuelle--bergriffe-40704162

A5: “Schweden-Ministerin bei EU-Essen http://www.heute.at/welt/news/story/Schweden-
begrabscht” Ministerin-bei-EU-Essen-begrapscht--57796864

A6: “Monster Teamarzt! US-Turnierin als Sex- http://www.heute.at/sport/sportmix/story/Sex-Monster-
Opfer” Teamarzt--Olympia-Siegerin-klagt-an-42659716

A7: “Kunde last Frau bei Kassa vor und http://www.heute.at/sport/sportmix/story/Sex-Monster-
begrabscht sie!” Teamarzt--Olympia-Siegerin-klagt-an-42659716

A8: “Redakteur: Sie haben die Hure in sich http://www.heute.at/oesterreich/news/story/Andrea-F----
entdeckt” Ich-wurde-von-meinem-Chef-begrapscht--46334992

A9 “#Metoo: Auch Marika Lichter sexuell http://www.heute.at/oesterreich/news/story/-Metoo--
attackiert” Auch-Marika-Lichter-sexuell-attackiert-44717198

A10: “#Ihave: Männer gestehen Sexuelle http://www.heute.at/digital/multimedia/story/-IHave--
Übergriffe” Maenner-gestehen-sexuelle--bergriffe-49991808

A11: “Sophia Thomalla macht sich über Sex- http://www.heute.at/people/stars/story/Sophia-Thomalla-
Opfer lustig macht-sich-ueber-Sex-Opfer-lustig-47024767

A12: “Proll teilt Watschen gegen #Metoo-Opfer http://www.heute.at/people/promis/story/Proll-teilt-
aus” verbale-Watschn-gegen-metoo-Opfer-aus-50666201

A13: “Baumgartner verteidigt Nina Proll via http://www.heute.at/people/promis/story/Baumgartner-
Facebook” verteidigt-Nina-Proll-59629460

A14 -
A15 -
A16: “Pärson: Sie fasten meine Brüste und http://www.heute.at/sport/wintersport/story/Paerson---Sie-
meinen Po an” fassten-meine-Brueste-und-meinen-Po-an--41726448

A17: “#Metoo: Nina Proll legt mit Möpse Sager http://www.heute.at/oesterreich/news/story/Nina-Proll-
nach” legt-nach---Maenner---------55203853

A18: “Ursula Strauss schiesst gegen Nina Proll http://www.heute.at/people/promis/story/Ursula-Strauss-
Scharf” kontert-Nina-Proll-Aussage-57573485

B1: Der Fall Weinstein: Alyssa Milano initiiert https://derstandard.at/2000066101816/Alyssa-Milano-
uter #metoo einen Aufschrei initiierte-einen-Auschrei-unter-metoo

24

B2: “Fall Weinstein: Brigitte Macron begrüsst https://derstandard.at/2000066170751/Fall-Weinstein-
Debatte über sexuelle Belästigung” Brigitte-Macron-begruesst-Debatte-ueber-sexuelle-
Belaestigung

B3: “Jennifer Lawrence musste sich nackt mit https://derstandard.at/2000066239477/Jennifer-Lawrence-
dünneren Frauen messen.” musste-sich-nackt-mit-duenneren-Frauen-messen

B4: “Twitter will starker gegen sexuelle https://derstandard.at/2000066245590/Twitter-will-
Belästigung vorgehen” staerker-gegen-sexuelle-Belaestigung-vorgehen

B5: “Tippi Hedre: “Hitchcock sagte, dass er https://derstandard.at/2000066324687/Tippi-Hedren-
meine Karriere ruinieren würde” Hitchcock-sagte-dass-er-meine-Karriere-ruinieren-wuerde

B6: “Weinstein und die deutsche Filmbranche: https://derstandard.at/2000066324111/Weinstein-und-die-
“Das Klima ist das gleiche” deutsche-Filmbranche-Das-Klima-ist-das-Gleiche

B7: “Schwedische Aussenministerin berichten https://derstandard.at/2000066330001/Schwedische-
von sexueller Belästigung” Aussenministerin-berichtet-von-sexueller-Belaestigung

B8: “Deutsche Ministerin Barley fordert https://derstandard.at/2000066502018/MinisterinBarley-
striktere Gesetze gegen Sexismus” fordert-striktere-Gesetze-gegen-Sexismus

B9: “Schweden: weitere Ministerin berichtet https://derstandard.at/2000066546924/Schwedische-
von Sexueller Belästigung auf EU Ebene”. Ministerin-berichtet-von-sexueller-Belaestigungauf-EU-
Ebene

B10: “Berichte über schwere Sexuelle https://derstandard.at/2000066549175/Berichte-ueber-
Belästigungen im Eu-Parlament” schwere-sexuelle-Belaestigungen-im-EU-Parlament

B11: “#IHave: Männer gestehen auf Twitter https://derstandard.at/2000066621316/IHave-Maenner-
sexuelle Übergriffe” gestehen-auf-Twitter-sexuelle-Uebergriffe

B12: “Weinstein Skandal: Auch Assistentin https://derstandard.at/2000066630429/Weinstein-Skandal-
bekam Schweigegeld” Auch-Assistentin-bekam-Schweigegeld

25

List of Figures and Tables

Figure 1: #Metoo in the world. Globally (blue), Sweden (orange)

https://www.retriever.se/metoo/

26