Past studies have indicated that the British public consider human trafficking to be remote from their personal experiences. However, an increase in local press reporting, alongside the emergence of locally co-ordinated anti-modern slavery campaigns, is starting to encourage communities to recognise the potential for modern slavery and human trafficking to exist in their own localities. In this article, we examine how local media and campaigns may be influencing public perceptions of modern slavery and human trafficking. We draw upon a content analysis of local newspapers to review how reports represent cases of modern slavery, and use focus group discussions to understand how local coverage modifies—and sometimes reinforces—existing views. We find that, whilst our participants were often surprised to learn that cases of modern slavery and human trafficking had been identified in their area, other stereotypical associations remained entrenched, such as a presumed connection between modern slavery and irregular migration. We also noted a reluctance to report potential cases, especially from those most sympathetic to potential victims, linked to concerns about adequacy of support for survivors and negative consequences relating to immigration. These concerns suggest that the UK’s ‘hostile environment’ to migrants may be undermining the effectiveness of ‘spot the signs’ campaigns, by discouraging individuals from reporting.
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Campaign advocacy is a common but rarely researched practice in British tabloid journalism. Newspaper campaigns give an account of 'public opinion' to politicians, make explicit claims to speak for 'the public' and authentically represent them, and also address readers in an unconventional way in order to recruit their support. This article therefore examines the effect to which agency is attributed to readers and other publics in two such campaigns, and argues that publics were portrayed as active only in relation to the newspaper's activity, and as primarily as reacting emotionally to the problem. The campaigning press promote themselves commercially and politically as quasi-representatives who challenge distant and 'out of touch' political representatives with the populist impulses of 'public' demands, but without enhancing the democratic process, or publics' position within it.
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