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The Agenda-Setting Effects of Corporate News Releases on Media Coverage of HTC
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|Issue Date:||2013-09-02 17:01:44 (UTC+8)|
This study intends to examine the relationship between corporate news releases and news coverage in Taiwan based on the theoretical framework of agenda-setting theory and information subsidies, taking a global smart phone company, HTC, which is founded in Taiwan, as an example. A content analysis is utilized as the research methodology.
Two purposes are served in the study. One is to gain a better understanding of the relationship between corporate news releases and news coverage, providing a broader portrait for future studies, for the reason that researches in the past related to news releases and media agenda mainly focused on politics, elections, and other political issues. And the other is to examine the influence of news releases by corporate public relations practitioners and how much journalists and editors in Taiwan depend on the corporate news releases, as the business reference for reputation management and public relations activities in the corporations and the relationship with news organizations in Taiwan. Results shows that the sub-attributes in the news release are correlated with ones in the news coverage; however, the attributes are not correlated, suggesting the journalistic autonomy coexist with information subsidies in the agenda-setting process.
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|Appears in Collections:||[International Master's Program in International Communication Studies] Theses|
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