Much ado about nothing

This chapter challenges the widespread assumption that media hypes can put pressure on politicians to change their policies. Through a comparative case study of five Danish media hypes, occurring between 2000 and 2005, the chapter will demonstrate that media hype’s influence on policymaking is indeed very limited. No – or only very little – evidence of political actions related to a media hype can actually be traced back to a media hype itself. On the contrary, politicians use media hypes strategically for their own interests, anticipating the recurring patterns of media hype. The chapter will conclude that even though media hypes receive extensive attention, their course and development are, in fact, quite predictable and so is their outcome.