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2 months ago
How does the news media help identify and interpret nonmarket issues?
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Business and Its Environment
Edition: 7th
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The news media firms and their managers must anticipate which issues will attract media coverage and how the media will treat them. Issues and events are observed by the media, which then decides whether to cover them and how to treat those it covers. Coverage and treatment provide messages to which readers and viewers are exposed and on which interest groups, politicians, firms, and others form their perceptions and base their actions. Those actions can themselves be newsworthy, attracting further coverage and giving the issue a life of its own. The messages provided by the news media are interpreted in a variety of ways depending on individuals' prior information, beliefs, and preferences. Even though the interpretation of messages can vary, their impact can be systematic and hence important. News coverage primes viewers by affecting what springs to mind and what is forgotten or ignored. These agenda-setting and priming effects are important to both the development of nonmarket issues and management's efforts to address them.
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