Spinning the Rural Agenda: The Countryside Alliance, Fox Hunting and Social Policy.

This paper investigates the ways in which the UK hunting lobby has historically sought to widen its appeal by wrapping the hunting debate up in broader countryside issues in an attempt to present it as an integral part of rural life. It is based upon a detailed analysis of the re-branding of the hunting lobby and the subsequent framing of the Countryside Alliance's Liberty and Livelihood March in the British newspaper press in September 2002. This illustrates how the hunting lobby has fed upon and promoted the perception of a growing urban-rural divide in the UK. The analysis suggests that there is a long history of symbiotic relationships between campaigning organizations promoting a 'countryside agenda' and the politically partisan UK press. Gaining extensive newspaper access, however, does not guarantee that a protest group is successful in its aims. This case study suggests that it is important to consider the less visible processes of news production within their historical context, and in relation to the broader policy-making arena, to adequately assess whether there has been a fundamental shift in the relationship between protest movements and the press in recent years. [ABSTRACT FROM AUTHOR]