NGOs in the News: The Road to Taken-for-Grantedness

The proliferation of nongovernmental organizations (NGOs) since the 1970s has generated a wealth of research as to the causes and implications of the rise of this sector. Public awareness of NGOs and their activities has grown as well, at least in part due to increased media coverage of the organizations and the situations to which they respond. Although NGOs are not new to global polity, media attention to them as a sector only really began to take off in the 1990s. Using quantitative and qualitative analysis of two international newspapers from 1985-2010, this study explores the legitimation process of NGOs and examines the role of categorization and labeling in this process. The results show that the establishment of a distinct label in the media served to propel cognitive recognition of NGOs, and that media coverage reflects changes in cognitive legitimacy over time.