Game of frames: a content analysis of politicians’ framing of public service media on Facebook and Instagram in the Czech Republic

Despite the distinctive role of public service media in fostering democratic discourse and maintaining the integrity of democratic processes across European democracies, recent politicization, polarization, and increasing attacks on public media pose significant challenges to its traditional functions. This study investigates the framing of public service media by the parliamentary political parties and their leaders in digital communication, focusing on the Czech Republic as a case study within the broader European context. The study draws upon framing theory to examine frames’ content and temporal dynamics, their use across social networking sites, and the influence of political affiliations on discourse around public service media. A quantitative content analysis of Facebook and Instagram posts about public service media (n = 1,859) spanning four government terms between 2013 and 2022 revealed patterns of construction of evaluative, functional, and justifying frames by populist and government actors. These findings contribute to an understanding of the role of political discourse in shaping functions and perceptions of media environments and offer insights for safeguarding the integrity of public media in democratic societies amidst contemporary challenges.