THE MEDIA'S WAR: A Longitudinal Study of Danish Media Coverage of the Israel-Palestine Conflict

This thesis explores the influence of media content on user behaviour and attitudes, with a focus on understanding media effects within the context of the Israeli-Palestinian conflict. Through an analysis of media coverage and public opinion during two distinct periods, the study illustrates how shifts in media representation have led to significant changes in public perception. The research employs a mixed-methods approach, integrating content analysis, surveys, and qualitative interviews, to provide a comprehensive examination of how media outlets, through their portrayal of events, actively shape societal norms and values. The study's findings indicate that media exposure can result in both immediate and long-term impacts on audience attitudes, demonstrating potential "far-reaching" consequences beyond the initial period of media coverage. The thesis further explores how interest groups may strategically utilise these media effects to reinforce or alter public opinion, thereby influencing the wider social and cultural structures within society. The theoretical framework is grounded in Denis McQuail's media effects theory and is further complemented by Fabian Thomas's exploration of media effect patterns, Stig Hjarvad's mediatisation theory, and Maxwell McCombs' theory of agenda-setting. Collectively, these theories provide insights into how media not only reflects but also transforms social structures and cultural norms. Moreover, the research highlights the role of media in embedding social relations within new contexts, which can alter both individual and collective behaviours. By employing a triangulated methodology that combines quantitative and qualitative research, the study ensures a robust exploration of media's multifaceted influence on public perception. In conclusion, this thesis contributes to the ongoing debate on media's role in contemporary society by advocating for a critical and conscious approach to media consumption. It underscores the importance of understanding media effects, particularly in how they shape public opinion and contribute to the formation of social conflicts and identity shifts. This research also suggests areas for further investigation, particularly concerning the unplanned and enduring consequences of media influence.