Framing the CAP reform 2013 in Austria’s agricultural media

The reform process of the CAP is increasingly open to actors that apply different frames. Recent research reveals the consistent use of five frames during CAP reform processes: the policy mechanism frame, the farmers’ economic frame, the societal concerns frame, the budgetary frame, and the foreign trade frame. Our qualitative content analysis of 1,155 newspaper articles from Austria’s largest agricultural newspaper published between 01/10/2010 and 31/01/2015 confirms that these five frames are also used in national CAP reporting and consist of subframes. The European Commission (EC), the European Parliament, and the Council of the European Union, which are involved in the CAP legislative process, mainly use the policy mechanism frame. The farmers’ economic frame and the policy mechanism frame are applied throughout the reform process. The societal concerns frame is gradually used over time, while the foreign trade frame is limited to specific events. The budgetary frame increasingly refers to public money for public goods, which indicates that the EC and other actors put efforts into legitimising the CAP. The results emphasise that both, agricultural and environmental actors use agricultural media to generate support for or condemnation of agricultural policy and thereby affect political agenda-setting.