ABSTRACT
This chapter focuses on the media coverage of campaign Piracy Kills Music. Launched in the winter of 2007, this €1.2 million campaign represents the largest and the most visible effort of the Norwegian record industry to conquer piracy. The chapter combines quantitative and qualitative methods to analyze the media coverage. It utilizes a framing approach to delineate the most important storylines communicated through the media. Therefore, the research question addressed in this chapter can be formulated quite simply as: How did the mass media cover and frame the file-sharing controversy? The basic argument underlying the media studies version of framing analysis is that the media does not simply provide us with information, but offers interpretative frameworks through which the world can be understood. The quantitative analysis was performed as a check of tendencies that were identified in the qualitative analysis, and out of an urge to present some figures on the relationship between newspapers, the music industry and Internet users.
