Xiaoqun Zhang

The Measurement of Media Reputation (eBook, PDF)

• Format: PDF

Produktbeschreibung

The Measurement of Media Reputation investigates the efficacy of different measurements of media reputation, the overall evaluation of the media coverage of a corporation and a strategic resource used to improve media coverage. Xiaoqun Zhang develops a new composite measure that combines three dimensions of media coverage: visibility, favorability, and recency. Zhang conducts multiple tests comparing the validity of his new composite measure against existing measures of media coverage, arguing that the new measure has both theoretical implications for extending the application of media effects theories to other realms, such as political and business communication, and practical implications as a resource for corporations to achieve competitive advantages.

Produktdetails

• Verlag: Bloomsbury eBooks US
• Seitenzahl: 162
• Erscheinungstermin: 25. Juli 2019
• Englisch
• ISBN-13: 9798216327714
• Artikelnr.: 74842693

Autorenporträt

Xiaoqun Zhang is associate professor in the Mayborn School of Journalism at University of North Texas.

Inhaltsangabe

Chapter 1: Media Reputation: A Critical Overview
Chapter 2: The Measurement of Media Coverage
Chapter 3: The Comparisons and Validity Tests of the Measures of Media
Favorability
Chapter 4: Interactions among Three Dimensions of Media Coverage
Chapter 5: A Composite Measure of Media Reputation
Chapter 6: Conclusions and Discussions