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Bonjour ŕ l’euro! An agenda-setting study of attitudes towards the new currency in France
Unformatted Document Text:  Bonjour Ă  l’euro! 10 Hence, newspapers do have an agenda-setting effect in Germany. Still, since newspapers in Germany, and in France also, have a political orientation that may affect an agenda-setting study on the euro. Eilders, a German scholar, compares the positions of five quality German newspapers. This study places the five analyzed newspapers on a left-right continuum according to their mean political position. The results of this study show that, even though there is a wide spread along the continuum, “for some of the issues the newspapers deviated from their general ideological position on the left-right continuum” 23 . Alliance, foreign policy, and European policy were among these issues. Assuming that the euro is covered in the “European policy” category, analyzing only one newspaper from the country would show an accurate enough agenda regarding the euro. Olaf Werder studied the agendas of British and German newspapers in regards to the euro. He looked at story type: hard news, feature, commentary, tone of the story: pro- euro, neutral, anti-euro, and at sources and subissues. Werder concluded that “the British print media opposed the euro even with pro-euro sources, whereas the German print media maintained neutrality.” Werder found that “differences existed between nations and between news frames in how the media position a message and comment on it”. 24 Werder’s fieldwork was done in 1998-1999, the time when the euro was introduced as a not-physically-existent currency – no notes or coins. The current study addresses the agenda setting effects of the mass media at the moment when the euro came physically into being in the countries that adhered to it. This study has meaning only in the countries that adopted the new currency since it addresses the attributes of the euro in

Authors: Micu, Anca Cristina. and Geana, Mugur.
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Bonjour à l’euro!
10
Hence, newspapers do have an agenda-setting effect in Germany. Still, since
newspapers in Germany, and in France also, have a political orientation that may affect
an agenda-setting study on the euro.
Eilders, a German scholar, compares the positions of five quality German
newspapers. This study places the five analyzed newspapers on a left-right continuum
according to their mean political position. The results of this study show that, even
though there is a wide spread along the continuum, “for some of the issues the
newspapers deviated from their general ideological position on the left-right
continuum”
23
. Alliance, foreign policy, and European policy were among these issues.
Assuming that the euro is covered in the “European policy” category, analyzing only one
newspaper from the country would show an accurate enough agenda regarding the euro.
Olaf Werder studied the agendas of British and German newspapers in regards to
the euro. He looked at story type: hard news, feature, commentary, tone of the story: pro-
euro, neutral, anti-euro, and at sources and subissues. Werder concluded that “the British
print media opposed the euro even with pro-euro sources, whereas the German print
media maintained neutrality.” Werder found that “differences existed between nations
and between news frames in how the media position a message and comment on it”.
24
Werder’s fieldwork was done in 1998-1999, the time when the euro was
introduced as a not-physically-existent currency – no notes or coins. The current study
addresses the agenda setting effects of the mass media at the moment when the euro came
physically into being in the countries that adhered to it. This study has meaning only in
the countries that adopted the new currency since it addresses the attributes of the euro in


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