The Measurement of Media Reputation

(Hardback)

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Description

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.

Reviews

Xiaoqun Zhangs proposed composite three-dimensional measurement of media reputation consisting of media favorability, visibility, and coverage recency, which integrates the theories of agenda-setting and corporate reputation, is not only a major theoretical advancement, but also serves as a highly useful measurement tool for corporations to measure their own media reputation and effects of media coverage on their corporate reputation. Zhang demonstrates the superiority of the new composite measurement in predicting publics perception of the corporate reputation over previous measures. This book will be an indispensable reference for scholars and practitioners in corporate communication, business management, business journalism, media effects and public relations. -- Louisa Ha, Editor-in-Chief, Journalism and Mass Communication Quarterly

Author Bio

Xiaoqun Zhang is assistant professor in the Department of Media Arts at University of North Texas.