The representation of social issues in public discourse and newspaper language: a comment on Gardikiotis,Martin and Hewstone's (2004) study

Gardikiotis, Martin and Hewstone ( 2004 ) investigated the representation of majority versus minority headlines in five British newspapers over a period of five years. They found majority headlines to be twice as frequent as minority headlines. However, they identified headlines with the search words ‘majority’ and ‘minority’ only in the singular form. We argue that in the public discourse the minority, but not the majority is likely to be represented in the plural. Replicating their study with the search words in both singular and plural forms, the strong difference they reported disappeared and minority headlines proved to be just as frequent as majority headlines. However, whereas majority is used almost exclusively in the singular, minority is used almost as frequently in both the singular and plural forms. These findings suggest a more complex social representation in real‐life contexts on the minority pole of the minority‐majority dimension compared to the majority pole. Implications of this asymmetric relationship are discussed in terms of communication theory, social representations theory, and experimental research on minority‐majority groups (in particular in‐group homogeneity). Copyright © 2005 John Wiley & Sons, Ltd.